I found this on reddit and I love it.
It’s that time again, when I lose my friends…I’ve got the bends from pressure.
Not really – although Christmas can indeed cause the bends from pressure. But James quotes aside, it’s the time of year when Non-Obvious Trends from Rohit Bhargava comes out and this year I am again privelleged to be reading a pre-release copy. However, this time there’s a difference. This year Rohit is releasing Non-Obvious Mega Trends.
Mega trends are close to my heart. We produce a yearly mega trend review drawn from mulitple sources and our own research which lets us track the broader societal movements and attitudes that influence us more subtly than, say, brands hitting TikTok hard or Vine (what? exactly, Vine is no more, the mega trend that produced it is still around).
I’ll be reading and reviewing and will obviously share thoughts and conclusions with you. But I’m sure that it will be as insightful and valuable as always and a useful addition to any strategists’ arsenal.
It might seem obvious. Experiential strategists need all the same skills as other strategists: critical thinking; curiosity; a love of the data and the ability to distill insights from it; understanding of people, how they work and how they don’t; ability to communicate; ability to collaborate; creativity. So far, so good.
But to brief, and work with, experiential creatives there are other skills that flow from this list but which aren’t necessarily always found together with them. And these are the skills that make a strategist successful (or the opposite of course) in experiential campaigns.
No one is watching you
When you’re thinking about experiences you are never thinking about a short (30second), light-touch experience. Even the simplest experiential will take longer than 30 seconds, (including product sampling, which involves the first and second reads, the take and the environment, before you are able to walk off) and it won’t be only one channel you experience it through. You can’t assume focused attention in the vicinity of your message. It isn’t delivered to you by a platform.
Your creatives have to create the platform using all the channels at their disposal. Which leads us to…
Multiple-channels – One space
You have to think about multiple delivery systems working together – people, uniforms, film, print, 3d, sound, lighting, technology, content etc have to deliver your message coherently. Get one of these wrong and you fail to deliver on visitors, leads, sharability and ultimately business value. I’m not joking. Try getting leads with the best product specialist you have with an uninspiring brand film. Or an off-brand product specialist at a fabulous, on-brand one-off event. Let me know how you get on…
You have to be able to create a brief that works for all your creative stakeholders at once, deliveirng an over-arching concept – as well as being able to create briefs that apply specifically to film, interactive, architecture and environment, sound – you get it.
User experience plus
And then there’s the audience.
You have to consider visitor experience. You’ve created a public moment – how are people going to know it’s even there. You are going to have to signpost it with other media or with physical properties. Events don’t just happen – not even flash mobs!
Then you have to be sure that whichever entry point you visitors come through they see as much of your message as possible, without coralling them like cattle or chaperoning them as if they are at a private view.
And you have to consider digital CX in your specific physical space. People are rarely sitting down to engage with you via mobile – they’re walking around.
It’s more like a street than a gallery. (especially if you are in the street…). And people are much less malleable than you think.
No one wants to stop to download one time only apps.
They are going to walk in front of your beautifully positioned AR, unless you know enough to know they will do that and can work effectively with creatives to deliver spaces that effectively direct people where they engage – and where they don’t.
And this is not to mention that you can’t even guarantee that the objects you loving placed perfectly for your audience will even be there tomorrow. People steal from experiences – regularly – even fixtures and fittings, like gear sticks…
As more brand and media planners are being asked to brief campaigns delivered fully through experiential, so the ability to work across platforms becomes key to creating effective experiential strategies. But how do you upskill?
You have to explore insights differently, test your propositions against behaviors not just thoughts and motivations and emotions.
Look at different things – not only ads and culture, but how you and others move through the world physically.
Ask yourself, what you would really be prepared to spend time doing? What seems like a great proposition might quickly prove infertile when you sense check outputs against that simple question.
Use verbs instead of statements and imagine you are using this idea across multiple channels to see if it works.
Flex your mental muscles. And have fun.
Everyone is suddenly interested in Gen Z. It figures. They are just starting to have real disposable income and moving into the workplace. out from their parents’ wings.
We’ve been studying them for a while now and a key part of our research is to find out what they think by talking to them.
We put together a video that reveals key themes in their sense of identity, relationship with brands and technology – and comes straight from the horses’ mouths…
I”ve noticed a trend. Advertising agencies or branding agencies or digital agencies have been tasked to deliver experiential projects.
Where does the perception come from that to do an experience you just need to build some stuff?
I’m here to tell you – If you just build it, they won’t come.
To deliver an experience that actually works you need to be able to combine a very specific set of skills – hell to even pitch a good idea you need to be able to combine a very specific set of skills – because you need to know that your idea will be deliverable.
Let’s get physical
Did you ever think about how long it takes to get permits to project on a building? Or how many toilets you need in order to comply with city safety regulations? How about how many lights are needed inside in order to make it feel like daylight and not a dingy cabinet?
Did you ever consider that until the advent of AI there was no way to accurately measure the total number of people coming into a stand at a trade show because there.is.no.door. there’s just a porous boundary through which people come and go like molecules into a concentrated solution (look it up)
Production and strategy eeks at experiential agencies live by and love this stuff. They will get it done, because they have connections and they understand what is essential, what takes time and what you can ignore. And they submit permit applications.
Making a splash
Quite aside from the practicalities of staging an event, do you want to do something that’s been done before, 100s of times?
I thought not.
You want your brand to stand out, to be unique, dramatic. For that you need creatives who know what’s been done before experientially and for which brands. But if your agency is more interested in media buy than experiences how well do think they will know the experiential landscape?
And don’t think that the solution is to get an advertising agency to come up with the creative and an experiential agency to deliver it. Even if they do come up with a beautiful expression it may well not be deliverable, not only because of the practicalities (see above) but also because some creative ideas literally can’t be delivered experientially. They won’t work because they don’t take into account the fact that people are not sitting still for 30 seconds looking at a screen and therefore able to be immersed in a story. People are instead walking by on their phones, looking at someone else’s screens or simply shopping.
Have you ever considered the way your brand should behave in an experiential setting? What does print look like on walls instead of in a magazine? How do your brand ambassadors behave? What do they wear?!
Possibly if you have a retail business much of this is known, but the people who work in experiences tend to be part-time, one week they are working for your teddy bear manufacturing group, the next for a FinTech start-up at CES.
They aren’t retail personnel, so they don’t live and breathe your brand.
And besides, they should behave differently in an experiential space. Your receptionist doesn’t try and sell your product to people coming in for meetings…I hope.
If you haven’t yet been burnt by a pointless VR then my congratulations. A good experiential agency knows what makes people cue, stay and what they take away from digital engagements like VR. They are not only expert at creating massive immersive environments they are also experienced at working in intimate mobile interfaces – because that’s how we tell stories and generate leads.
And of course, a show space is completely different from a home space. Attention spans are shorter, sharing and information needs are different. There are far more distractions!
Who would you trust to do your teeth? A dentist or a doctor who wants to diversify?
If you want good experiential please look for an experiential agency. Or encourage your advertising agencies to defer to the experience of the ones you are already using.
Your experiences will reap the benefits.
Your customers will reap the benefits.
You will reap the benefits.
I have just purged the blogs I follow and I find myself looking for some new perspectives.
Do you have any recommendations? I would love to hear them! Send me your comments below or on twitter.
Looking forward to your suggestions!
WARNING: This may turn into a bit of a rant.
What’s with ‘manifestos’? They are popping up in pitches everywhere, not unlike ‘poems’ did some years back or ‘story-telling’. Call me cynical but I see this as just another unhelpful trend that strategy is embracing to try and give ourselves more value.
Definition: a written statement declaring publicly the intentions, motives, or views of its issue
A manifesto is supposed to layout a declaration of policy and aims – but most of the ones I’ve read are statements about feelings with rousing language that makes the actual substance of what’s on the page seem more than it is. In other words, manifestos enable us to avoid presenting fact and insight and instead appeal to the emotions to sweep complicated conclusions out of sight.
But my feeling is that they confuse rather than clarify and they certainly don’t lay out policy – though they might lay out a general aim.
And the punctuation Drives. Me. Crazy. Because it’s always. Wrong.(sic)
Now, you can muck about with language and meaning as much as you like in my book. I studied English. I know that words evolve over time. However, punctuation is a code that helps you to understand clearly what is being said and where emphasis lies. All of that is thrown out as the emphatic emotional statements are brought in.
The punctuation changes are clearly being used to mimic speech patterns but if you keep putting full-stops where commas should be you are causing basic confusions.
More importantly you are on the way to corrupting meaning and in this day and age I would argue clarity is more important than ever.
Why aren’t we confident enough to present our thinking process simply? Shouldn’t we be able to boil down our key insights and concepts into something a little clearer? And why are we calling it a manifesto? Isn’t ‘concept’ or ‘theme’ or ‘creative approach’ appropriate any more?
Possibly it’s the word ‘manifesto’ that irks me. I don’t know about you but I have never seen any of them be an actual manifestos, they’re really concepts and tone setting statements – not statements of intent that truly describe concrete actions but instead lead with emotions.
Possibly there are more important things to worry about but this is one trend I hope to avoid if at all humanly possible.
Let me know if you think otherwise, after all manifestos are usually designed to set out political opinions and what goes best with politics? Debate.
For more on manifestos why not read this brilliant article by The Atlantic and then tell me if the last manifesto you wrote bears any of the hallmarks described here…https://www.theatlantic.com/entertainment/archive/2014/06/manifestos-a-manifesto-the-10-things-all-manifestos-need/372135/
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I'm the founder of the Tuttle Club and fascinated by organisation. I enjoy making social art and building communities, if you'd like some help from me feel free to e-mail me: Lloyd dot Davis at Gmail dot Com or call +44 (0)79191 82825