It’s clear that the pop-up revolution has arrived. Brands ranging from finance to hospitality are designing spaces meant to surprise and delight consumers. And some pop-ups, like the Museum of Ice Cream, are concept-forward, rather than executed as a single-brand marketing strategy. But with all the pop-up mania, many are asking where the trend is headed. As these temporary footprints have become mainstream, their permanence is almost assured and there is no doubt an evolution is on the horizon.
Macy’s acquisition of STORY, a “narrative-driven retail concept” that curates hundreds of products from small businesses, has been a hit. It has also demonstrated that in-store pop-ups may be a sustainable future manifestation of the trend. The brand has already rolled out 37 pop-ups across Macy’s locations in the U.S. with plans to switch up the themes every three months.
In a consumer-driven world, brands often experience a marketing-oriented version of the classic “what do you get someone who has it all?” dilemma. As this The Drum article puts it, “when people have acquired enough material possessions, they look to experiences.” So, brands are wise to gift prospective customers with moments that matter and seek to create “moments with intent” through experiential.
The article explores how brands are honing their strategies and looking toward divergent paths. They can design experiences that are accessible and reach more people or they can create exclusive activations to achieve higher engagement. The author also explores the latest experiential terms like “clicks and mortar” and “phygital spaces”.
Although employee engagement trends come and go, one thing remains; for the most part, companies understand that the employee experience in the workplace is vital to success. And according to Prop Modo, t’s not about swanky amenities and sophisticated office design. It’s about the availability of tech and tools that boost productivity and give employees the opportunity to focus on meaningful work, day in and day out.
The article introduces the concept of the “continuum of the workplace experience.” The idea iterates the fact that employers need to consider the various employee workday emotional states, from the morning commute to when they “clock out.”
According to Marketing Dive, there was a clear breakout trend in the experiential marketing world this year. Rather than design a traditional experiential activation, many brands opted to get more intimate with consumers by designing a “brand-cation.” Taco Bell’s desert hotel oasis and Barbie’s Malibu Beach dream house made headlines in 2019 and social media users couldn’t stop talking about the concepts.
But how do brands make these experiences tasteful? There is certainly a risk of going too far and falling victim to brand overkill (think Hard Rock Cafe or Planet Hollywood). Although experiential hospitality focuses on building brand equity, those that do it right focus on the increased “dwell time.” Getting those engagement moments right can make the difference between an attention-grabbing stunt and a powerful, memorable campaign. Read more to see how brands can develop a winning concept – and just how far it should go.
The time between Thanksgiving and Christmas is crucial for retail giant Target. Revenue generation and sales is the number one focus, and the company’s massive holiday pop-up proved that this year. Complete with toy shops, activities, gaming spaces, photo booths and everything between, Target’s Wonderland proves that even one of the most successful brick and mortar brands around sees value in popping up.
Predictably, partner brands like Disney and Lego sponsored prime spaces throughout the footprint. But, the notable difference between this year and the pop-ups of years past was the philanthropic focus. Not only was the pop-up free to the public, Target’s million-dollar pledge to Toys 4 Tots got consumers excited and engaged. Take a look at how Wonderland pulled out all the stops.
McDonald’s branding is anything but subtle. Between its iconic golden arches and circus-inspired colors, the brand is easily recognized from New York to Hong Kong. But recently, McDonalds has taken a minimalist approach when it comes to advertising. A series of directional ads turns McDonald’s signature fries into paths to the closest location. And people are lovin’ it.
This year, German agency Heimat used the massive popularity of Instagram stories and designed a campaign that incorporates the brand’s iconic menu items and illustrations of sunrises, sunsets, starry nights and more. The designs that encourage viewers to get a happy meal at noon or a late night McFlurry can be found here in AdWeek.
Working remotely is all about time management. Or is it? This Fast Company author believes that communication is key, just maybe not in the way you think. Because remote workers aren’t in the office, status updates that are usually given by a quick chat over coffee or walking by someone’s desk can become overcommunicated online.
Besides finding a balance between overcommunication and isolation, remote workers need to make time for creativity. Often remote workers become task oriented and do not have anyone to bounce ideas off, so creativity doesn’t happen organically. Setting aside designated time to brainstorm is key. Fast Company put together a list of 9 things that can help us work better when remote.
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