When you consider that 70% of millennials (currently the largest consumer group) trust social peer recommendations, it’s hard to ignore the power that brand ambassadors can have in your marketing strategy. Brand ambassadors make companies human and create real connections with consumers. But, it is important to keep in mind that no one is a fit for all brands. You can have the right (or wrong) brand ambassador.
The right qualities may vary depending on the brand and its values, but there are certain characteristics that make some people better brand ambassadors than others. When it comes to the most effective brand representatives, the best always display a passion for the brand and industry. Because they are the face of your brand and can be the decisive factor for consumer purchase, they should showcase their excitement. But don’t take our word for it. Sparks published a blog post on what the most important characteristics brand ambassadors should always have.
Ecommerce is going strong, with many entrepreneurs opting to start a strictly-online business. In fact, worldwide, ecommerce sales are expected to reach $27 trillion in 2020, with some believing the days of in-store retail may be ending. But, in looking at the rising number of pop-ups and experiential retail trends, we know that brick-and-mortar is still effective. The difference: stores now serve more as marketing tools than sales tools, according to a recent Entrepreneur article.
The author of the article points out that storefronts have been, and continue to be, opportunities for consumers to interact with brands. In addition to raising brand awareness, pop-up shops are an opportunity for ecommerce (and any brand) to build the backbone of a long-term consumer relationship.
Brand Awareness, and Brand Activation, Are a Long-Game
Now more than ever, consumers are driven by their own set of values when deciding what brands to buy. Often people want alignment with the brands they choose, which could include philanthropic causes or life philosophies. There is also the fact that modern day consumers are less likely to commit to one brand. Now more than ever, brand awareness and affinity is imperative for creating consumer relationships and generating revenue.
With the many options that consumers have, the path to a lasting brand relationship is a long game, according to A Little Bird. The first interaction is simply the first impression, with many more touchpoints ahead to nurture a person to becoming a customer. And that first impression is all the more powerful when it’s within the context of an experiential campaign. Yet, brands are wise to see brand activation as a second or third touchpoint as well, executing in-person campaigns with the goal of consumer retention, not just for a one-off wow-factor.
As we mentioned above, pop-up shops offer tremendous benefits to brands. Whether the brand offers a product or service, pop-ups are a terrific marketing tool, not only a sales tool (although pop-ups can certainly drive revenue). But, for those brands that don’t sell a physical product, pop-ups can have perceived challenges. Unlike brands that sell physical items, they can’t rely on samples or something concrete for consumers to take home and test out.
So how do brands that don’t sell physical products find equal success in pop-up shops? Creativity, technology and social media are the key, according to this Storefront article. But before choosing the right tools, the most important part of creating a successful pop-up shop is establishing measurable goals for the activation. Here’s how.
If you were to spend 10 minutes on the internet, you are guaranteed to come across one, if not several, digital ads. To say the digital space is oversaturated with marketing messages is an understatement, and consumers are hyper-aware of their presence. Marketers need to combat ad fatigue and think beyond digital advertising methods.
According to this AdWeek article, the author suggests returning to some traditional forms of marketing, such as creating physical, branded products. In the past, the cost for creating promotional items required a large budget, but with the advancement of technology, these items are easily-accessible and cheaper. Check out the full article that details the benefits of these items for brands that produce products and those that don’t.
Most people don’t come across a shark in their lifetime (thank goodness). But it is the “elusive” nature of these encounters that helps Shark Week maintain its popularity. The Discovery Channel series has not only managed to last 30 years, but has become iconic in popular culture. Launching the show’s 30th year, Discovery Channel pulled out all the stops to drive awareness. But it also used the platform to promote its partnership with Ocean Conservancy.
The weekend before this year’s Shark Week, the Santa Monica pier Central Plaza transformed, displaying all things sharks. From perfect-for-social-media photo opportunities to sharks made from recycled materials, the event’s goal was to raise awareness for the show, as well as for ocean preservation to save the sharks. Check out the full activation here.
What Brand Experiences Can Learn from the Re-Emerging Music Industry
While we hear stories about Uber and GrubHub transforming industries, one of the first sectors that was disrupted by technology was music. While it’s not 100% clear how the music industry revenues went from $21 billion in 1999 to $5.9 billion in 2017, many have laid the blame on live streaming and illegal downloading. Despite this drop, however, the music industry has endured. This has been in large part due to its adaptation of omnichannel retail journeys. This, according to Marketing Dive, is a model for brand experiences.
The article continues with detail to show exactly how the music industry ties into this narrative. The first is amplifying existing behaviors and meeting consumers where they are, such as in public transportation. This tactic uses brand activation to elevate a mundane, day-to-day experience. Second, they suggest making things tactile, using the example of Sonos’ flagship New York City store. Keep reading to learn more.
How Film Marketing Has Changed with the Times
The benefits of modern advancements are undeniable. At the tip of our fingertips, we have access to almost everything within seconds, from long-lost childhood television shows to the newest films. But these advancements haven’t been without consequence. Like illegal downloads for the music realm, streaming services such as Netflix and Hulu have been thought to contribute to the decline of movie ticket sales.
Despite modern challenges, film marketing is not doomed. Far from it. The change in the way film is consumed has only pushed film marketers to be more creative and think outside of the box. For example, marketers for Blade Runner 2049 created an experience that included a VR component that put the film’s fans inside a movie scene. Including brand integration, technology, and social influencers, there are a number of ways film marketers are recapturing the attention of film goers.