Digital Media and Technology has without argument improved the quality and experience of our lives. The only drawback is that it has disconnected us physically. Not to point any fingers, because I’m guilty of looking down at my mobile device more than anyone. In a recent survey, consumers between the ages of 18 and 44, an overwhelming majority felt it is too much. Brands should acknowledge that their particular social marketing approach can be part of this problem, and should focus instead on finding more meaningful, less frantic ways of connecting with a consumer.
Pay attention to the formidable consumer shift, favoring simple, meaningful physical experiences. Thinking of a perfect example of this might land you on Music. Where in the past album sales were the primary metric for success, now festivals and live tours are thriving. Publishing has seen a resurgence thanks to the newly growing popularity of physical books. Fashion is even embracing a much slower pace focusing on craftsmanship, provenance, and personalization.
Growing Trends of Success for 2017: Slow it down.
Here are some trends that we’re seeing emerge in 2017. Apply the following techniques to slow your brand down a bit. Remember, the consumer is paying attention to everything.
1.) Time-off becomes a Strategic Imperative
Inspired and balanced workers will yield more potent and more creative solutions. Brand experience leaders are giving their employees more time off for important life events, and to explore what matters most to them, recharging and inspiring them to be brand advocates. Expect more of this as competition heats up for talent.
2.) Cultivate a Long-Term Movement
Craft a purpose-driven strategy, not simply a profit-driven one. Envision what your movement stands for and how your product offering can deliver on that strategy.
3.) Salute Artisans and Craftsmanship
Here at BeCore we’re fans of all things Core. Artisans to us, are anyone or anything obsessively involved, passionately curious, pushing the envelope and applying craftsmanship in unique or otherwise exciting ways. You can find us on social media saluting our favorite organizations such as TedXLA or local downtown Artists like Risk, and local neighborhood Breweries and parties. We like to tip our hat to designers and futurists pushing the envelope at every opportunity. How can your brand salute relevant or local artisans?
4.) Create a feeling of desire
Consumers don’t want to buy from a brand that’s trying too hard. Turn the coveted elements of your brand into a conversational art form that includes product reveals, iterative upgrades, unexpected collaborations and support for other brands or initiatives. Consumers want to align themselves with their favorite brands.
NikeSB at Street League Chicago, Sunday, October 4, 2015. (Photo by J.Geil)
5.) Embrace Long-Format Content
It could be said that Inspiring brands have powerful stories to tell. Tap into the increasing popularity of long-form and niche content formats to reinforce your brand’s expertise and life perspective. Not only does this capture attention for longer durations but it can increase your SEO as well.
6.) Develop more Human Key Performance Indicators
Our current data-driven, iterative marketing approach has generated great targeting opportunities and cost efficiencies. As we move towards a slower, more experience-driven moment, we need to make sure we’re also incorporating softer, yet pivotal, metrics, including lifetime consumer value, wider-frame brand equity studies, employee retention, brand advocacy, and so on. What is it that makes your organization work? Quantify the qualitative.
7.) Build relationships
Deliver and nuture. Without these you’re doomed to fail. Make sure the experiences the consumer engages with are seamless, and identify any friction or snags and apply fixes immediately. Every moment of engagement or interaction the consumer has with your brand, you’re being judged. Make it a great impression, every time and this is how your brand will be remembered by all.
If you have questions about Experiential Marketing or just want to say hello contact BeCore today we’d love to discuss ideas and potential projects and collaborations!