Experiential Marketing In The ‘New Normal’
Erika Morton (main photo) is the managing director at The Park Sydney and Will Worsdell is the agency’s co-founder and global strategy director. In this guest post, the duo says COVID means marketers need to look at experiential marketing in a whole other level…
For the past year or so, the experiential industry in Australia has been hugely impacted by the lack of live events and large scale activations. We’re uniquely lucky here to be able to see the resurgence of these types of activities – albeit in a new world. Our COVID-19 restrictions have been loosened and our borders are opening up again – well only to New Zealand at this stage but we will gladly take it.
However, we should still take stock of what’s been learnt throughout this “unprecedented” period. One positive in our industry is that we’ve seen brands and marketers explore the true breadth and potential of experiential marketing.
Experiential is often pigeon-holed as just events. Events are just one tactic of experiential marketing, not its sole purpose. The heart of experiential marketing is a belief in doing not saying, in action over words. That has never been more important for brands.
The last year has opened up the true breadth, creativity and effectiveness of experiential brand thinking, and a glimpse of a more central role in brand building. Experiential has proven itself as a creative technique and a philosophy of brand behaviour, as opposed to as purely a media channel.
The dictionary definition of experiential is “involving or based on experience and observation”. We approach every brand problem and challenge from this standpoint. What can we do as a brand that stands up to observation and experience?
Communications thinkers approach brand problems broadly with the start point of what can we say to solve the problem? It’s actions vs words. The disruption of the last year has made actions more important and empty words even more hollow. The value of experiential thinking has never been more valuable or important.
There have been some great examples of brands with experiential thinking at their heart, prioritising actions over words during the pandemic.
McDonald’s innovative approach to the traditional QSR model during the pandemic was a way to help customers in a simple but thoughtful way. Selling grocery essentials to customers through its drive-thru model provided them with a way to show meaningful support to the local communities around its restaurants.
Menulog, a business along with other food delivery apps have naturally risen in popularity. Rather than capitalise on consumer behaviour and increasing profits. They made a move to better the industry by announcing its move into a driver employment model, which works toward a fairer system for drivers.
Visa dedicated all its #whereyoushopmatters resources into connecting urban customers with regional Australian small businesses, who had been suffering terribly post bushfires, droughts and then COVID-19 with e-commerce platforms.
Tourism body, Visit NSW pooled all its resources into showcasing the benefits of travelling locally to help revive the businesses within the tourism industry with a $50 million economic package designed to encourage people to experience NSW travel.
If there’s one sector that best exemplifies the need for experiential thinking it’s financial services. They’ve been the one sector with the biggest opportunity to alleviate the anxiety, hardship and challenges of millions of people. Yet they are the ones most guilty of approaching it with comms shaped solutions. How many emails from a bank with a generic “personal”note from the CEO? How many ads telling you “how much they care”? To paraphrase the old quote about not telling me you’re funny – don’t tell me you care, solve my problems. With experiential thinking at the heart of a brand, this is avoided. A start-point of questioning whether activity stands up to experience and observation means you cannot make brand promises without some proof underneath.
One of the best examples of experiential thinking in the financial services sector recently is the UK based Habito, the mortgage provider. They make a very clear promise of “Mortgages made easier”, similar to many other providers. The big difference is the proof of the experience. It really is easier. From the app interface to the mortgage application process, to the supporting content demystifying the industry, it’s all so easy and so unlike the normal process. Even the brand design feels easier on the eye and less “banking”. It’s no coincidence this experiential thinking is from a new brand that has started with product design before developing comms to promote it. Proof then promise. But does that mean experiential thinking is less relevant to legacy brands?
There’s nothing wrong with talking about what you are doing in comms, in fact it makes advertising work even harder. As opposed to the tired v/o led ads “At *insert name of brand* we believe…” why not ads that talk about the initiatives, partnerships and NPD that prove the point you’re wanting to make. Experiential should not be seen as a media channel separate to others, but a creative technique that can work within them, even drive them. The brand proof that backs up the brand promises. Involving experiential thinking early in the process to help shape strategic brand activity, as opposed to late in the process for purely executional thinking is key.
This has been exacerbated by the enormous number of businesses whose route to market has been turned on their heads by the various lockdowns. Another example of a positive outcome from Covid is the creativity that brands have taken to ensure new ways for people to purchase, experience, and choose. This has become of fundamental importance and a core deliverable for brands moving forward.
Please login with linkedin to comment
The Park SydneyLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.