Geile/Leon Marketing Communications

The Experience Approach

An ad grabs your attention, tells a story and truly makes a mark…in the ad industry, you respond with kudos to its creator and share it with your coworkers. You also have the strong possibility of reading an article about the ad’s accolades at some point in the year. But, while industry cred is always welcomed, an ad is ultimately created to impact the consumer world, leading to unforced conversations and meaningful responses. But, how do campaigns go from good to great? What makes these ideas different? The delivery.

The overall objective of advertising is generally consistent over time – increase awareness, encourage a response, generate leads, etc. But what has changed is the way messaging is delivered and how the objective is achieved. The “integrated campaign” has evolved, and you’re no longer reaching the right consumer and getting the best response with a traditional print/TV/direct mail approach. As we all know, consumers (whether B-to-B or B-to-C) have different consumption patterns these days. The way people experience a brand differs across target audiences and they are particular in how they choose to engage. This creates the challenge to segment your audience and map out the best delivery at the best time in the best place (per target), which is the key to implementing a successful campaign.

Where is your audience?

The only thing more important than knowing who your target audience is knowing the BEST place(s) to find them. Notice I said the best (and that place is plural). There’s not a “go to” medium these days and the one-platform approach is dead. In 2013, time spent using digital media overtook time watching TV. So, think about the objective, think about what you want your target to do, imagine the journey and how you get them from point A to B.

How are you expecting the audience to respond?

Different responses call for different placement. Do you want your target to click? Do you want your target to visit a site? Call a number? Tweet a hashtag? Share with friends? These actions call for different executions. Make sure your call to action lines up with your media placement.

Is your creative one size fits all?

If your answer is “yes” then you’re heading down the wrong path. Take your big idea and shape executions to fit the channel. A TV ad doesn’t necessarily translate to digital, and you may not be hitting the same audience. These days, two-thirds of people are surfing the web on their computer or talking/texting on their phone while watching TV. How can you take advantage of this pattern of consumption?

Does the message align with the experience?

When the consumer decides to respond, are they given what they’re promised? Does each touch point work with the creative you presented and the brand essence you want conveyed? In order to implement a successful campaign it’s important that the end user experiences the brand as they imagined. Otherwise, you risk losing them completely because you’ve over-promised and under-delivered.

How does the idea extend beyond initial consumption?

You came up with an impactful digital ad, but how can you carry on the conversation and encourage brand interaction on other mediums? The more consumers are reminded of your brand’s presence, the more apt they’ll be to interact.

Media is evolving, consumers are more outspoken than ever and advertisers play an important role in dissecting their targets and delivering the right message. Be successful by capitalizing on each brand interaction and delivering relevant, cross-channel, shareable, hard-hitting, memorable and measurable experiences.

Check out some of the most successful /our favorite campaigns of 2013:

“Small World Machines” – Coca Cola

#SFBatKid – Make-A-Wish Foundation

“Epic Split” – Volvo Trucks