Tag Archives: marketing

Why are marketers turning their attention to experiential?


Why is it that experiential is so attractive at the moment? What has experiential got to offer inside the marketing mix that makes it so desirable that advertising agencies have started talking about delivering it?

In an age of fake news, polished messaging and a massive, global media environment, experiences are largely self-directed, personal if not personalized and offer limited attendance opportunities. That means that people feel like they are getting something unique, a moment in time, a genuine interaction with a brand. After all, only 70,000 people can actually attend the Super Bowl in person whereas 62 million people worldwide joined the conversation on Facebook alone to the tune of 270 million interactions.

For Millennials particularly there is a driving need to deliver unique and inspiring content whether that’s to your friend group or to your influencer following. Posting the same thing everyone else is posting isn’t’ going to achieve that. Hence the desire for time limited events with restricted attendance. The Museum of Ice Cream had a wait list of 200,000 people after it opened in 2017.

And there’s more opportunity to create emotional moments that last beyond 30 seconds. If spending time with a brand creates uplift in perception (and it does) then experiences win out every time as a means of communication prior to purchase. Here’s an example – people pay $15 to go to an auto show and spend about 4 hours there. All that time they are absorbing messages, interacting with brand ambassadors. And yes, we do see substantial brand lift in our research.

Experiential marketing has been delivering value for everbut now that Millennials are reporting it in research marketers are finally viewing experiential as more than simply handing out samples in cute t-shirts.

The question now is whether ad agencies will try and deliver experiential in the same way they tried to deliver digital in the 2010s. And whether they will succeed.

PS If you want to see some examples of incredible experiential work that is driving engagement check out this flipboard. Its not Imagination’s work, you can go here for that, and it’s also awesome!

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Back to Books – Holiday marketing


Do you remember the Sears Wishbook? (You should they only stopped publishing them in 2011!) Filled with dreams and visions of wonderful gifts, holiday home furnishings, fashions and treats to buy, you could pore over it for hours. And dream.

As digital took over the Sears Wishbook took a rest. But now it’s  back! Why?

It’s a tough time for traditional retailers and Sears is no different. In the past ten years, it has closed nearly 60% of its U.S. stores and its stock has fallen 50% year to date. If you want to cut through the cut price, cut and run efficiency of Amazon you have to offer something more, something Amazon can’t or won’t offer.

Books still communicate something special, representing a moment to yourself which is always attractive in these days of FOMO and LOMO. There’s a particularly aspirational dreaming  around wonderful Christmas you’re going to have which lends itself to a slower more contemplative read than scanning the bright yellow and white pages of Amazon.

Then there’s nostalgia. Refreshing people’s memory about they way they used to buy is a classic and classy play that digs deep into our dreams of Christmas past.

And finally, it’s authentic. The first Wishbook was published in 1934. Sears has history with this so why not tap into that authenticity to remind visitors that the brand is still there, ready to sell them everything?

But what if you don’t have that kind of  history to draw on, yet face many of the same problems? Enter the Toys R Us Christmas catalog.

Like the Sears catalog, it isn’t long, but with less  history to draw on Toys’R’Us has come up with a charming way to tug on the heart strings. Throughout the book are micro-stories written by children as a response to the catalogue montages and they are charming. They create an emotional response, a connection that reminds us of the incredible creativity kids bring to the toys they play with.

And that tangible moment combined with our love of dreaming might make a difference between visiting Toys R Us and sitting glumly in front of your computer this holiday season.