There is a real snobbery around experiences. It plays out both client and agency side in key discussions about budget allocations and in where creatives and planners desire to work. And yet experiences have power like no other media to create real engagement via a powerful combination of emotion and dwell time. And they provide an exciting challenge – because the best experiences deliver concepts and approaches that cohere whilst allowing for multiple brand engagements in one space.
But is there anything that distinguishes strategy for experiences from creative strategy for say a print ad, or a radio placement? I have had planners tell me that if you can deliver strategy for either one of these you can easily do strategy for experiences.
Of course you can. But can you do it well?
There are 2 key factors that are additive to traditional approaches which are essential to making experience strategies work
1) understanding multi-layered communications in physical space and
2) a deep knowledge of human behavior in a physical space.
Let me give you an example – you would think that you could take a tv ad and show it on screen inside a physical experience. However, a busy physical space does not allow for the same levels of attention which means key messages are lost. There is too much noise, no one is going to sit and follow your train of thought, they have very different priorities in the space, which may well include seeing other brands.
Almost all experiences now include physical, digital, media and social elements. Understanding how each one communicates and engages, what people will actually do and how creatives can push at boundaries is essential for briefing and target setting.
Or as another example, take wear and tear. You might think your behavioral economics course has given you everything you need to devise effective experiences. But even as an experienced strategist you may misjudge human interactions with physical objects in a marketing space. For instance, if you direct creatives towards delicate public engagements you need to be 100% clear that your audience is the kind that won’t destroy them by picking at them, knocking against them or deliberately trying to break them. Or steal bits of them. Which is basically no audience I have ever encountered. So you then have to be clear with creatives on protection that is brand appropriate.
So there are disciplines here that don’t cross over when devising strategies for other platforms, but are essential in devising experience strategies that are of any use to creatives. If brand planners are “voice of the consumer” in the creative process working out what communications need to message on to reach the right consumers and comms planner give the strategic rigor to the implementation of the idea within media, experiential strategists do both. But they also need a deep understanding of what that means in a digital context and a physical context from creative to UX.
Approaching experience strategy without understanding these nuances results in ineffective, sloppy experiences that frustrate, or worse, bore the consumer. And no one wants that.
Exploring an experience planner’s skillset