Stubborn Branding Work Bacardi Branding Work JLB Branding Work Caleb's Kola Branding Work Sobe Branding Work Stok Cold-Brews Branding Work Sobe Branding Work Stok Branding Work Stubborn Branding Work Huawei Branding Project Stok Branding Work Stubborn Branding Work Sobe Branding Work Caleb's Kola Branding Work
arrow_back

How to measure a brand experience

The best ways to measure a live brand experience, why storefront retail is not dead, & how a company’s social mission can result in brand growth

Millennials have led the shift in many aspects of consumer engagement, none more notably than a move away from traditional approaches and toward ones that are experiential and personal. This change, coupled with the rise of eCommerce, has left many experts declaring the death of the traditional brick-and-mortar retail concept. Yet, many others point out that the data does not support the assertion that consumers prefer online shopping. In fact, it is quite the opposite. So, what gives? Many believe that the retail category, much like transportation, home entertainment, and other industries, is going through a disruption. And the disruptors are putting aside a traditional retail environment in favor of an experiential one. This week, ALB Presents several articles that explore this new reality, and how brands are finding success in providing a tailored in-store experience for their customers.

This week’s key takeaways:

  • Storefront retail is not dead, only “boring, undifferentiated, irrelevant and unremarkable stores” are. In this category, the brand experience reigns supreme.
  • Tracking vanity metrics at a live brand experience rarely provides meaningful visibility into ROI. Marketers should use technology to track consumer behavior beyond the experience to understand the true impact of the campaign.
  • Adapting a social mission might require resources, but when done right, brand growth will likely make up for it.

 

Storefront retail is far from dead, but its been disrupted

eCommerce has forever changed the way we buy goods and services. Not only can online retailers offer the convenience of shopping from home, but they can offer inventory that is simply impossible to offer in a physical location. In tandem, we have seen several iconic companies close that have relied on brick and mortar locations, from Sports Authority to the very recent Toys R’ Us. This has led many to assume that the online world is responsible for the demise of the storefront model.

But, this assertion is not necessarily true. While online shopping is growing in part due to the factors mentioned above, research shows that people continue to prefer shopping in store. So therein lies an opportunity. Retailers that are creating smarter physical retail landscapes that are driven by the consumer experience are thriving. Large online-only brands like Amazon are opening interactive and compelling physical locations. And, according to the article, those “stores that are swimming in a sea of sameness — mediocre service, over-distributed and uninspiring merchandise, one-size-fits-all marketing, look-alike sales promotions and relentlessly dull store environments — are getting crushed.” Read on to learn why brick-and-mortar is far from dead – it’s just changing.

 

Using technology and efficiencies to demonstrate marketing campaign ROI

As more companies invest in brand experiences, there is an increased need for attribution technology. As reports prove the significant impact that an in-person experience can have, marketing teams are tasked with tracking and showing experiential ROI.

Many brand activation campaigns include a social media element, from customized hashtags to photo contests. These types of engagement incentives help companies see the social impact that their event had, as likes, shares, and tweets allow a brands message to expand beyond the event footprint. But if these metrics are the only metrics a campaign is tracking, showing event ROI will be a challenge. It is for this reason that many people commonly refer to these as “vanity metrics.” They are great for instant gratification, but don’t speak directly to revenue goals.

New engagement technology allows companies to track key performance indicators related to tying revenue goals to an experience. The article points out that combining attribution tracking technology with strategies to reduce cost per acquisition results in measurable and actionable data. Marketers can use this information to both show ROI and improve brand activation campaigns moving forward. Read on to learn more.

 

How to embrace the “Age of Experience” to grow a brand

For most brands, navigating the digital space has in some ways become second nature. An online presence is expected in almost every industry, and social media has served as an engagement platform for small business and global brands alike. In some ways, social media has offered a somewhat more level playing field, allowing start-ups to gain national, if not worldwide, attention. The Digital Age has made its mark on modern commerce and revolutionized how we buy, sell, and gather information.

But the very nature of the Digital Age has caused another shift. It has brought on our current environment, dubbed the Age of Experience, wherein consumers covet tangible experiences. Yet, digital is still dominant, and taking these experiences online via social media is all a part of the…well…experience.

As a result, marketers need to create opportunities for their brands to engage with consumers to result in a meaningful, relevant experience. This Forbes article lists 3 ways to boost marketing results by embracing the desires of the Age of Experience with consumers’ need to share

 

Why augmented reality is marketing’s biggest opportunity

Augmented reality (AR) has recently gained in popularity. Most famously in the form of Pokémon GO, AR “is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.” And while it was Pokémon Go that first introduced AR to the masses, AR has been used in several capacities, from gaming to marketing.

Yet, as the article points out, AR can be pigeonholed. As in the case of Pokemon Go, many people believe that AR only adds a “digital something” to the world. But that’s not the case. It goes on to say that “just as much opportunity can be found in using AR to subtract items from view and help consumers focus on specific retail products lost in the panoply of visual clutter.” As consumers continue to become ever-more connected to the digital world, AR provides opportunity. Here AdAge breaks down the what, why, and how surrounding AR and its endless possibilities.

 

Patagonia’s commitment to a social mission is growing its bottom line

Today’s consumers, often led by Millennial culture, want more out of the brands they buy from. They want authenticity. They want the brand to be more than a logo and a website. And often, they want organizations to stand for something. Thus, purpose-driven marketing strategies have emerged, as brands align themselves with causes to show brand value and differentiate themselves from the competition.

But, while a social mission might be a small part of most companies’ identities, Pategonia’s is front and center. Patagonia is widely known for being a defender for environmental issues, and since the presidential election, the company has upped its commitment. CEO Rose Marcario has taken several dramatic steps. One was launching “Patagonia Action Works,” a platform that allows people to work together to take action on the environment. She agreed to donate 100% of the company’s 2016 Black Friday sales to grassroots environmental organizations. She even encouraged customers NOT to buy their products, and instead repair their old clothing. And each time she took a stance, sales significantly increased.

Her story is remarkable, and one that shows how investing in a purpose and staying true to a mission resonates with consumers in ways that seem unbelievable.

 

Successful brands are using customer-driven, data-forward, tailored approaches

Marketers talk a lot about how much the landscape of marketing has changed. Many often argue that it’s not just how we market to consumers, but the entire discipline that has changed. Instead of focusing on the four Ps (price, product, promotion, and place), marketers have been forced to rethink the evolution of the brand/consumer relationship. Instead of starting the conversation, we are responsible for nurturing the consumer at the first interaction, through to purchase, and beyond. The brand relationship is just that – a relationship – that requires a holistic, ongoing strategy of engagement.

As this article by Emarsys points out, the most successful brands in the world share three characteristics. “They are all focused on customer-driven channels….managing data (and) creating personalized experiences.” Read more to learn about how this approach has led and continued to foster dramatic brand growth.

 

Why aiming for average speaks to no one in particular

When I was a university student, a professor told me “the middle of the road seems like a good place to be, but if you stay there, you’ll get run over.” There is often this general sense that playing to average will somehow suit everyone’s needs. But, as marketers know, a lack of targeting is your worst enemy when it comes to making an impact on consumers. The rise in tailoring to the consumer as normative is a small example of how much people love “just-for-me” when it comes to messaging, products and services. 

This article from Marketing Week puts a powerful narrative behind this phenomenon. Richard Shotton of Manning Gottlieb OMD tells a story that highlights why designing for one person doesn’t work, and instead brands should design to adapt. He also discusses the power behind social proof and provides other key insights into how marketers should embrace segmentation both in audience and approach.  

 

1124 Comments

  1. GO!!!
    This phrase was said by the first cosmonaut on Earth – Yuri Gagarin. (Yuri Gagarin)
    He was the first astronaut on Earth. He was Russian! …
    Now Russia is becoming a strong country, gas pipelines, a vaccine against COVID-19, an army.
    Is this very reminiscent of the communist Soviet Union?
    How do you think?
    Now we have total control in our country. I am interested in the opinion of foreigners.

    Албонумисматико

    ПОЕХАЛИ!!

  2. Fair-minded wanted to dispensation my exhilaration! I added up all the payments that I made in 2020 and subtracted the amount shown on my tax turn out as interest paid* and it came out with a glaring party in return the foremost space ever!! It was only a only one hundred dollars but at least it’s something! .

    should you refinance student loans

    I’ve been paying in behalf of 8 years, with steadily increasing income. So I am in the end paying substandard around the amount I at borrowed (give or take). I also receive been making payments during the pandemic because I wanted to efficacious advantage of $0 interest. . My recognition in all of this is that even if you disparage the means expected of you: function to college, graduate, get a good contestant play fair with grind, slowly include up to making more and use the tools the oversight gives you to plagiarize you afford your payments (IBR), the control will make at liberty like a bandit and you’ll be past here being spirited to find abroad that you’ve honourable understood the direction precisely $40k in attentiveness up front you started really making a dent in the amount you originally borrowed and that was just reasonable because of a wide-ranging pandemic. *I ground gone from that this includes both recently accrued and capitalized investment, which inspired me to seek this calculation.

  3. Hello I am so thrilled I found your blog page, I really found you by
    accident, while I was looking on Digg for something else, Nonetheless I am here now and would just like to say cheers for a incredible post and a
    all round entertaining blog (I also love the theme/design), I don’t have
    time to browse it all at the minute but I have
    saved it and also added in your RSS feeds, so when I have time I
    will be back to read a great deal more, Please do keep up the fantastic job. http://antiibioticsland.com/Augmentin.htm

  4. Pingback:  cytotmeds.com
  5. Hi there I am so delighted I found your blog page, I really found you by
    error, while I was looking on Digg for something else, Nonetheless I am here
    now and would just like to say cheers for a marvelous post and a all round interesting blog (I also love the theme/design),
    I don’t have time to read through it all at the minute but I have book-marked it and also included your RSS feeds,
    so when I have time I will be back to read a great deal more, Please
    do keep up the fantastic jo. https://hydroxychloroquinee.com/

  6. Pingback:  free over 40 dating
  7. Pingback:  priligy 60mg
  8. I know this site gives quality based articles or reviews and additional stuff, is there any other site which gives these data in quality?

  9. Wow that was unusual. I just wrote an really long comment but after I clicked submit my comment didn’t show up. Grrrr… well I’m not writing all that over again. Anyhow, just wanted to say fantastic blog.

  10. Between me and my husband we’ve owned more MP3 players over the years than I can count, including Sansas, iRivers, iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I’ve settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.

  11. Hey! I know this is kind of off topic but I was wondering if you knew where I could get a captcha plugin for my comment form? I’m using the same blog platform as yours and I’m having trouble finding one? Thanks a lot!

  12. Wow! This can be one particular of the most beneficial blogs We’ve ever arrive across on this subject. Basically Fantastic. I am also an expert in this topic therefore I can understand your effort.

  13. Definitely believe that that you said. Your favorite reason seemed to be on the web the simplest thing to consider of. I say to you, I definitely get irked whilst people think about worries that they just don’t realize about. You controlled to hit the nail upon the top and defined out the entire thing with no need side effect , folks could take a signal. Will probably be again to get more.

  14. Sorry for the huge review, but I’m really loving the new Zune, and hope this, as well as the excellent reviews some other people have written, will help you decide if it’s the right choice for you.

  15. [url=http://unocialis.com/]tadalafil drug[/url] [url=http://viagrawithnoprescription.com/]buy viagra online mexico[/url] [url=http://kamagrabuyonline.com/]kamagra gel 25 mg[/url] [url=http://cialisexpress.com/]tadalafil 25mg[/url] [url=http://pharmacylewis.com/]no script pharmacy[/url] [url=http://viagrasm.com/]viagra 50 mg buy online[/url] [url=http://dwpills.com/]lexapro generic online[/url] [url=http://thebestviagra.com/]sildenafil uk[/url] [url=http://opivermectin.com/]ivermectin 6mg dosage[/url] [url=http://sildenafilvtab.com/]viagra 50mg generic[/url]

  16. Today, while I was at work, my sister stole my apple ipad and tested to see if it can survive a thirty foot drop, just so she can be a youtube sensation. My iPad is now destroyed and she has 83 views. I know this is entirely off topic but I had to share it with someone!

  17. [url=http://anviagra.com/]canada viagra buy[/url] [url=http://pharmacyomni.com/]www canadapharmacy com[/url] [url=http://azcialis.com/]order cialis from canada[/url] [url=http://ivermectinp.com/]ivermectin buy online[/url] [url=http://opivermectin.com/]ivermectin 3mg dosage[/url] [url=http://cialisetabs.com/]where to buy tadalafil 20mg[/url] [url=http://cialisvii.com/]cialis from canada to usa[/url] [url=http://viagracpill.com/]average cost for viagra[/url] [url=http://viagrasm.com/]viagra otc in canada[/url] [url=http://phdtabs.com/]propecia cost in india[/url]

  18. Do you have a spam problem on this site; I also am a blogger, and I was wondering your situation; many of us have created some nice procedures and we are looking to swap strategies with others, please shoot me an email if interested.

  19. [url=http://viagracpill.com/]buy viagra online cheap india[/url] [url=http://cialisfmed.com/]cialis uk prescription[/url] [url=http://cialisexpress.com/]buy cheap cialis online[/url] [url=http://tadalafillowprice.com/]cialis 10 mg cost[/url] [url=http://viagraxbuy.com/]order real viagra[/url]

  20. [url=http://ivermectinpn.com/]ivermectin cost[/url] [url=http://ivermectinp.com/]ivermectin 3[/url] [url=http://nolvadexpill.com/]nolvadex over the counter[/url] [url=http://medptr.com/]levitra-canada[/url] [url=http://anviagra.com/]viagra online no script[/url]

  21. [url=http://viagrabuycheap.com/]viagra 30 tablet[/url] [url=http://viagraxbuy.com/]generic viagra in us[/url] [url=http://cialisstep.com/]average cost for cialis[/url] [url=http://ivermectinpn.com/]ivermectin price[/url] [url=http://phdtabs.com/]propecia tablets price in india[/url]

  22. I have been surfing online more than three hours today, yet I never found any interesting article like yours. It’s pretty worth enough for me. In my view, if all website owners and bloggers made good content as you did, the net will be a lot more useful than ever before.

  23. Hey there! This is my first comment here so I just wanted to give a quick shout out and say I truly enjoy reading your posts. Can you suggest any other blogs/websites/forums that cover the same topics? Many thanks!

  24. I precisely necessary to thank you so considerably yet once again. I do not know the points I would’ve taken care of without these secrets contributed by you regarding this dilemma. It seemed to be a very frightful crisis for me, but encountering a new well-written tactic you processed it forced me to jump with contentment. Now i’m happier for the function and hope you are aware of an wonderful job you happen to be finding into educating individuals through your internet blog. Probably you haven’t come across any of us.

  25. Howdy! Do you know if they make any plugins to help with Search Engine Optimization? I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good results. If you know of any please share.

  26. Whats Going down i am new to this, I stumbled upon this I’ve discovered It absolutely useful and it has helped me out loads. I hope to contribute & assist other customers like its helped me. Good job.

  27. Amazing! This blog looks exactly like my old one!
    It’s on a entirely different topic but it has pretty much the same
    layout and design. Outstanding choice of colors!

  28. I’ve been surfing online greater than three hours lately, yet I never found any fascinating article like yours.

    It’s beautiful worth sufficient for me. In my opinion, if all
    webmasters and bloggers made just right content as you did,
    the internet can be much more useful than ever before.

  29. Hello would you mind letting me know which web host you’re using?
    I’ve loaded your blog in 3 different internet browsers and I must say this blog loads a lot quicker then most.
    Can you recommend a good internet hosting provider at a honest price?
    Kudos, I appreciate it!

  30. I really love your blog.. Very nice colors
    & theme. Did you make this web site yourself? Please reply
    back as I’m wanting to create my own site and would like to learn where you got this from or exactly what the theme is named.

    Thank you!

  31. It is appropriate time to make a few plans for the future and it’s
    time to be happy. I’ve learn this post and if I could
    I wish to suggest you few interesting things or tips.
    Maybe you could write subsequent articles referring to this article.
    I desire to learn even more things about it!

  32. Ahaa, iits pleasant discussion about this piece oof writibg att this place aat thnis weblog, I hae rea aall that,
    soo now me also comenting aat thios place.

  33. It’s appropriate time to make some plans for the future and it
    is time to be happy. I have read this post and if I could I desire to suggest you few interesting things or advice.
    Maybe you could write next articles referring to this article.
    I want to read more things about it!

  34. I have been browsing online more than 3 hours today, yet I never
    found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all webmasters and bloggers made
    good content as you did, the internet will be a lot more
    useful than ever before.

  35. Hi there just wanted to give you a quick heads up.

    The words in your post seem to be running off the screen in Opera.
    I’m not sure if this is a format issue or something to do
    with web browser compatibility but I figured I’d post to let you know.

    The style and design look great though! Hope you get the
    issue resolved soon. Cheers

  36. I simply couldn’t depart your web site before suggesting that I actually loved the usual information an individual provide to
    your visitors? Is gonna be again frequently to check out new posts

  37. The things i have observed in terms of pc memory is the fact that there are requirements such as SDRAM, DDR or anything else, that must match up the technical specs of the mother board. If the personal computer’s motherboard is pretty current while there are no main system issues, changing the memory literally usually takes under an hour or so. It’s among the easiest computer system upgrade techniques one can consider. Thanks for revealing your ideas.

  38. It’s appropriate time to make some plans for the longer term and it is time to
    be happy. I have read this submit and if I may
    just I wish to suggest you few attention-grabbing issues or
    tips. Perhaps you could write subsequent articles relating to this article.

    I want to read even more issues about it!

  39. [url=http://prednisonemedicine.online/]prednisone online pharmacy[/url] [url=http://levaquine.online/]levaquin cost[/url] [url=http://mdviagra.online/]cheap viagra pills[/url] [url=http://tadalafildiscount.online/]tadalafil online rx[/url] [url=http://srxstore.online/]celebrex cost australia[/url] [url=http://bactrimtabs.online/]rx bactrim[/url] [url=http://clomiddrug.online/]medication without prescription clomid[/url]

  40. [url=https://zoloftrx.online/]zoloft for sale in uk[/url] [url=https://tadalafilem.online/]cheap tadalafil canada[/url] [url=https://norxstore.online/]where can i buy cafergot[/url] [url=https://pillcialis.online/]cialis generic pills[/url] [url=https://buytadalafiltablets.online/]tadalafil generic sale buy[/url] [url=https://cialisxi.online/]cialis 5 mg tablets cost[/url] [url=https://viagrave.online/]purchase viagra usa[/url] [url=https://yasminbuy.online/]buy yasmin online south africa[/url]

  41. [url=http://sildenafilcitraterx.online/]online generic sildenafil[/url] [url=http://ontpharm.online/]buy fluoxetine uk[/url] [url=http://propeciapharm.online/]where can i buy propecia uk[/url] [url=http://sildenafilcmed.online/]cheapest sildenafil 100 mg uk[/url] [url=http://sildenafilvs.online/]buying sildenafil 100mg[/url]

  42. [url=https://albendazolealbenza.online/]albendazole tablets uk[/url] [url=https://finasteridetablets.online/]finasteride drug[/url] [url=https://antibiotictop.online/]levaquin 500[/url] [url=https://ivermectincov.online/]purchase oral ivermectin[/url] [url=https://viagragtab.online/]buy generic viagra from india[/url] [url=https://vtcialis.online/]buy online cialis[/url]

  43. [url=http://opstadalafil.online/]tadalafil 5 mg tablet[/url] [url=http://iviagracialislevitra.online/]viagra pills online canada[/url] [url=http://cialishtl.online/]can you buy cialis in canada over the counter[/url] [url=http://levitrahow.online/]levitra buy canada[/url] [url=http://cialistadalafilgeneric.online/]tadalafil 5mg cost in canada[/url] [url=http://tretinoinretinacream.online/]tretinoin 0.1 gel india[/url] [url=http://prednisolonepill.online/]3 mg prednisolone pill[/url] [url=http://safeviagra.online/]50 mg viagra price[/url]

  44. [url=https://conmstore.online/]ordering colchicine[/url] [url=https://tadalafilfc.online/]tadalafil lowest price[/url] [url=https://viagraxcheap.online/]buy discount viagra online[/url] [url=https://lyricapill.online/]buy lyrica medication[/url] [url=https://zzdrugstore.online/]us pharmacy no prescription[/url]

  45. [url=https://sildenafilbf.online/]viagra sildenafil citrate[/url] [url=https://ivermectinonlinepharm.online/]stromectol 12mg[/url] [url=https://mailviagra.online/]viagra gel caps[/url] [url=https://ivermectinpillscv.online/]stromectol 6 mg tablet[/url] [url=https://ivermectinpillsonline.online/]ivermectin rx[/url]

  46. [url=https://orderantidepressants.online/]celexa 20[/url] [url=https://genericviagrasale.online/]online generic viagra prescription[/url] [url=https://tadalafilipill.online/]generic tadalafil cheap[/url]

  47. [url=http://genericsildenafiltadalafil.online/]sildenafil 5mg price[/url] [url=http://propeciahairloss.online/]propecia purchase[/url] [url=http://sxviagra.online/]best online price for viagra[/url] [url=http://cialisms.online/]cost of cialis[/url]

  48. [url=https://ivermectingeneric.online/]cost of ivermectin cream[/url] [url=https://mcialis.online/]buy brand cialis[/url] [url=https://bestviagrapills.online/]price viagra 100mg[/url] [url=https://genericviagradiscount.online/]buy cheap viagra canada[/url] [url=https://pharmadop.online/]ivermectin cost in usa[/url] [url=https://sildenafilbuyf.online/]sildenafil 50 mg online us[/url] [url=https://buyivermectinmed.online/]stromectol canada[/url] [url=https://sildenafilgenericpills.online/]sildenafil 220[/url]