Brand Design, Brand Marketing and Brand Psychology

Do Something Crazy: We Did!

Posted by sarmistha tarafder on Apr 6, 2015 12:00:00 PM

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Our corp brand guide says: Secondary Colors (use sparingly).

BUT, WE DID THE OPPOSITE.

We ventured out from the safe world of safe blues and cool greys and expressed our true nature; the innovative culture that we cultivate.

The result, a space of high energy super charged with high creativity. The venue: ExhibitorLive 2015.

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When it comes to marketing your brand experience, take a stand. Do not talk about innovation, do innovation. Let people experience that you turely are an innovative company, if that is how you position your company to be.

Believe me, the last place you want to be is in the Mid Ridges of Middling Mediocrity.

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

So, to differentiate from other sellers or other brands, your brand marketing strategy should be centered around "CORNERSTONE, CONNECTION AND CONVERSION"

Take a moment and pause, what is the core essence of your brand, who you would, like to have as your ideal customer and the tactics that you will employ to convert them... Here, I discuss a few ways that some phenomenal brand marketers were successful in making their brands crazy sticky and how you can scale it up or down, depending on your business goals.

Also, download this book that goes into the depth of marketing your event in an age of rising customer expectation. You will earn creative insights into the makings of a successgul event marketing in our age of mixed medium interaction.

 

EXCLUSIVITY IS THE ESSENTIAL ECONOMICS

... And, the omnipresent, the omnipotent social networking channels will help you achieve exactly that in our culture of 'What's in it for me.'

First, let your brand advocates know, to evangelize your event, there is direct reward, prize, a certain premium. Offer it right then and there so that the apetite for instant gratification is instantly satisfied.

 icon"You promote the event you're going to be at on Facebook—and you say, 'hey, if you're going to be there, here's an exclusive thing for our fans,' whether it's parking, a free T-shirt, meeting a musician or DJ. We're beginning to see, taking whatever's happening at your event, a video game event, a concert, a snowboarding contest, you're seeing not only being able to have physical access to it, but there would be content exclusive to Facebook. You can pick up about a million new brand fans by a good strategy of creating exclusive Facebook content. Do you want to see an interview with Sean White, or some neat snowboard footage? You can only see that on Facebook." —Issa Sawabini, a partner and owner at Fuse, a youth-marketing agency based in Burlington, Vermont, in conversation with inc.com

Words of Wisdom: Choose the right platform to promote this philosopy. You want to hang out where your target audience and you event personas hang out.

 

INSTIGATE IMPULSE BUYING

Personality, pleasure and product connection feeds into the phenomenon of impulse buying.
We are wired to experience the pleasure of the senses. When we make a connection to a product, our perception changes. "Our minds essentially start acting like we already own the product, which makes it harder to go without buying it." Physical events and trade shows are venues where your customer can make a physical connection to your product. Design an environment that shows the product at it's best. Sprinkle your exhibiting space with knowledgeable booth staffers. Once a positive physical connection is made, now your job, as an exhibitor is to help your customer in the journey to make a temporal connection. And that happens when he/she is able to buy the product immediately. Finally, it is essential to wrap up with social connection to help your customer feel that he made the right choice. A social connection with a product is created when we see someone using it and compare ourselves to that person.

Words of Wisdom: Design your exhibit that is conducive to product display and easy maneuvering of your products. Design your product to have special value at the show. Load it up with features that are in beta, and the clients at the show gets to test it and purchase it at a significantly reduced price.

Design a game around the product, so that there are more winners than loosers and part of being a winner, is shouldering the responsibility to write reviews and help in the evolution of the product before it is opened up to the market. This is how you upsell your product to your existing clients, co-create with them and mold them to be your brand advocates, all with the same marketing dollars.

 

UNCENSORED, FEARLESS HONESTY

Dare, take your product on a spin. Open it up for debate and reviews. For example, you can ask your attendees what features or flavors they would like to add to make for a more compelling experience.

Words of Wisdom: Shoot videos of them as they are talking about it and, then, once you enhance your product, you can launch a post show campaign that shows the customer-centricity of your brand. You have elevated your product offereing, you have enriched your attendee's experience and you have paved the ground for a sticky brand interaction, with the same marketing dollars. How about that?

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"We did a ride and drive campaign for Hundai Sonata this part year, which was part of a bigger campaign called Sonata Uncensored. The cars had cameras in them, and we invited people to give the cars test drives. So the drivers and passengers, once inside, could record themselves giving uncensored feedback on the car. It was used as part of a Facebook campaign, and a lot of that content—and content like it—was used for TV ads. The insight: Events are not just a moment in time, they are content that can be used in lots of ways, whether that's online, or on TV." —Liz Bigham, senior vice president and director of marketing for Jack Morton Worldwide, in conversation with inc.com

 

MASH IT UP — MIX IT IN

"You have to be in tune to what has been done before. It's trying to mash up things that haven't been mashed up before. Bringing a couple of technologies and mediums together that haven't been brought together before is the key." —Michael Hart, founder of Mono, in conversation with inc.com

Memorable experiences takes place at the intersections. And, smell goes a long way in helping those experiences stick. Smell is the most viscera of the senses. It alters perception, evoke memories and stir emotions. 75% of our emotions are generated by what we smell. Companies are investigating to bring scents to the worlds of computing, communications and entertainment by digitizing smells. A device the size of a small computer speaker will produce odors on demand, in response to user’s actions. This device could be used for everything from gaming to branded smells on web sites, allowing individuals to create their own odors and register them in a database of smells.

Words of Wisdom: It is an intensive look book about our 5 senses and how brands have employed them masterfully to induce us, the users, at the subconscious level to do what they want us to do.  Learn more on how you can harness your brand attributes in making a compelling experience at your next event.

 

End Note:

Your business may be small and mundane but the experience that your brand delivers does not have to be. You do not have to do out of box thinking. Just go back to the basics as to what your brand represents, extract the finer essence and start from there.

In a nutshell Create an experience that matters.

 

DOWNLOAD EVENT MARKETING HANDBOOK

Topics: Brand Marketing, Brand Design, Brand Perception, trade show booth graphics, Trade Show Booth Design, Sarmistha Tarafder, Brand, event marketing

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About the Author:

Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!