Why legacy brands are using experiences to breathe new life into their marketing strategies, using retreats as next-gen experiential, and pop-up best practices for service brands
- Legacy brands like Budweiser are using experience marketing to connect with younger generations and revitalize brand perception.
- Taking experiences to the next level is a part of most experiential brainstorms, and many brands are finding success in incorporating a travel or retreat element.
- DNA testing service 23AndMe demonstrates how service brands can use pop-ups to educate consumers, illustrate services, and drive engagement.
Legacy brands are new again through experience-driven marketing
Despite some segments of society being more polarized than ever, the fact remains that people love to connect: with each other, with groups, and with their favorite brands. And the right experiential campaign can expedite and enrich these connections. Pop-ups, brand events, and other immersive tactics can bring a brand persona to life. Some of the most successful activations are those that not only engage attendees, but transform and elevate brand perception.
Bud Light has recently earned nods for it’s recent marketing campaigns, as the brand seeks to make its brands relevant with younger consumers. The powerhouse is fighting back in an age where beer sales are slipping and legacy brands like Budweiser need to find a way to revitalize their appeal. They have taken a locally-focused experiential approach to reconnect with consumers – and it’s working. Read more here.
Brands use travel-based experiences for ultimate impact
Part of the beauty of designing a brand experience is that there are very few rules. From supporting charity to gamification, the possibilities are endless and ripe for innovation. Now, brands are taking experiences farther by incorporating day-long immersive experiences or even a travel element. In fact, several indie beauty brands are reaping big rewards in using these “ultimate escape” experiences.
Recently, several brands hosted beauty retreats, complete with exercise classes, spa treatments, and more. These “mind-body” environments allow a select group of consumers to experience the brand in an unforgettable way. Retreats can take the form of international getaways at Mexican resorts or take place at local spots in places like New York or California.
Popping-up for service brands can add dimension and value
Pop-ups are a popular way to connect with consumers, as they provide a novel way for brand to market and connect with their audience. Pop-ups give service-based brands a physical presence that provides consumers with a tangible experience. They can help companies meet a variety of sales and marketing goals, and in many cases, illustrate services in a way that 2-D advertising can’t.
It might be hard to imagine how a service-based brand with an intangible offering can create an immersive experience that consumers will want to participate in. Yet, it is sometimes these brands that successfully design a pop-up that educates consumers and amplifies their message. Here, DNA and family history site 23AndMe demonstrates how even an abstract, science-based offering can thrive in a pop-up setting.
Brands that take risks are often rewarded
When you’re planning a new marketing campaign, it helps to think about bold messages that will resonate and strike a nerve – in a positive way. There have been several times that brands have gotten caught on the wrong side of consumer sentiment, either demonstrating tone deafness or seeming to take advantage of sensitive topics. When it comes to resonating with consumers, using feelings of compassion and empowerment help companies hit the sweet spot.
At this year’s Advertising Week event in NYC, experts agreed that bravery and the willingness to think big is key to resonating with consumers. Topics like taking risks and effective collaboration were covered throughout the week, as well as panel discussions surrounding the integration of leadership in branding.
Tech can drive your business, but it shouldn’t take the wheel
In many cases, technology has set us free. It has democratized much of buying and selling, allowing start-ups and smaller businesses to play on the same field as global brands. It has created efficiencies and built networks that continue to prove remarkable. It is no wonder that the latest technology and newest digital trends are enthusiastically embraced across the board. Yet, sometimes, we can be too quick in implementation, leading to a misunderstanding or misuse of the technology.
Tech should elevate business by accelerating workflow, improving processes and streamlining systems–not replacing the human touch. Tech shouldn’t prevent us from forming meaningful and genuine relationships. Unfortunately, we can forget that, and with the increased use of AI, some fear that we may use this new technology the wrong way. This article helps dispel misconceptions and fears by putting the reality of tech into perspective.
Dunkin’ proves that anything can run on coffee - anything
Just Do It. I’m Lovin’ It. Because You’re Worth It. These are all some of the most enduring brand taglines, all of which have enjoyed a global reach. In 2006, Dunkin’ (formerly Dunkin’ Donuts) created a tagline that has come to rival the above, declaring that “America Runs on Dunkin.” And now Dunkin’ is taking things further by designing an experience that embraces the phrase at its most extreme.
Dunkin is proving that it’s not just their customers that power-up with their products. They are showing that everything can run on Dunkin - literally. As part of a recent experiential campaign, Dunkin constructed a tiny home that runs completely on coffee. With a prime location in Madison Square Park, visitors can tour the tiny house and take part in a variety of activities. The activation succeeds in bringing eyes not only to the brand, but to it's cause of environmental sustainability.