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What exactly is Experiential Design?
Is there a clear ROI?
What is a social object?
I have a marketing team. Why should I hire Brauweiler?
I already work with an advertising agency/retail designer. What exactly will Brauweiler add to the equation?
I run a print/TV campaign. Why would I employ experiential strategies on top of that?
None of my competitors are doing anything like it. Why should I?
I have a very popular annual event that generates a lot of attention? Isn’t that enough?
We are an event-based institution/organization (museum, zoo, theme-park). How do we add experiential strategies if we already operate in an event-driven context?
I have not defined my vision or my values yet. Is it really that important?
I have no detailed definition of my target audience and it's working fine for me. Why should I carre?<
We are a non-profit organization or social enterprise. Do we need to develop a "brand" platform or strategy even though we are not a commercial enterprise?

 

 

 

 

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What exactly is experiential design?

Experiential design is the practice of designing products, processes, services, events, and environments with a focus on quality user experiences and culturally relevant solutions. It's driven by moments of engagement (points of contact) between people and your brand/organization, and the ideas, emotions, and memories that these moments create. We aim to identify existing points of contact and create new ones, while establishing a consistent narrative. The interventions invite the audience to participate and interact with the brand. Every point of contact is potentially a social object (see below) to entice your audience to talk about the experience.

 

The goal of experiential design is to develop strategies and tactics that engage your audience and create an emotional connection based on your brand's vision and values. As such, experiential design generates conversational opportunities, positive and sustained word-of-mouth, and editorial content for media.

Have a look at our blog. Our founder/president Achim Brauweiler talks about some very interesting experiential projects, covering a multitude of strategies from various industries. The blog will give you a good idea of the scope and potential impact of experiential design.

 

 

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Is there a clear ROI?

“Studies show that most TV viewers can’t remember the product or company in the most recent TV ad they watched—even if it was within the last five minutes.”(1) And the “rule of seven” for traditional advertising posits that it takes seven ad exposures to deliver a sale.
           
On the other hand:
Experiential strategies allow more time to be spent with stakeholders.
It’s long understood how time spent with your brand figures into effective sales and marketing.
Consumers are willing to spend a lot of time interacting with your brand if you can create an experience that engages them at the right moment, in the right place and in a manner that feels valuable and relevant to them. As a result, your brand has the opportunity to interact with customers in a substantive and meaningful way. Spending time with your brand translates into effective sales and marketing.

• Experiential strategies require less time to inspire action among participants
Experiential marketing moves people through the purchase funnel very quickly. In relatively short order, sometimes in a single interaction, participants are moved from awareness to purchase. Recent studies by the Advertising Research Foundation (ARF) reinforce the link between the high levels of consumer engagement at experiences, rapid impact on consideration and the carry-through to sales.

 

 

• Experiential strategies lead to longer relationships and advocacy that pay off over time
Word-of-mouth advocacy has strong long-term benefits. A recent study by the ARF points out that “the power of experiential marketing is shown to go beyond short-term effects to generate a longer term brand value.”
According to a recent Event Marketing Institute study, 90% of those who told friends and family about participating in a brand experience did so within just two days. (2)
Social media should be built into the experience (pre-, at and post-event) to spread the word to participants’ friends and families to enable this speed-to-talk.

If you want to know more abut ROI for your brand/organization, send us an email or give us a call (514.464.1001).

(1) Contemporary Advertising, Arens, Weingold and Arens ( 2008 ).

(2) “ The Viral Impact of Events: A Study on the Power of Word of Mouth Strategies to Increase the Impact of Your Events”

 

 

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What is a social object?

A social object is a shared interest. It enables interaction and social behavior between people. It can be a concept, an idea or a tangible object. For some people, it's the Montreal Canadiens, for others it's the latest iPhone, while other people care about AIDS in Africa or the Icelandic music scene. Magazine editorials, the subjects of water cooler conversations, and everything posted on social media become social objects.

 
We aim to create social objects for your brand that will become part of the conversation. We also strive to create tangible objects that enable your audience to bring a piece of your brand home, extending the reach of the brand experience.

Want to know more about social objects and how they could help your brand, send us an email or give us a call (514.464.1001).

 

 

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I have a marketing team. Why should I hire Brauweiler?

Traditional marketing teams offer a wide range of services – but most have yet to branch into the field of experiential strategy development. Brauweiler does not intend to replace your marketing team, but rather to enhance it. We partner with brands to produce long-term strategies for generating positive consumer engagement.

 
Working with Brauweiler will save your team time and energy, while making your internal processes more effective and saving you money.

Send us an email or give us a call (514.464.1001) to find out how we can support your team.

 

 

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I already work with an advertising agency/retail designer. What exactly will Brauweiler add to the equation?

Developing experiential strategies often falls outside the expertise offered by advertising agencies and retail design specialists. In fact, Brauweiler is often hired directly by retail designers and advertising agencies, because our expertise is complementary to their work. Calling on our team is not an "either-or" question.

 
Even if you already have an agency taking care of your traditional communications or your retail space design is already complete, you can benefit from our input and start differentiating yourself from the competition.

Send us an email or give us a call (514.464.1001) to find out how we can support your team.

 

 

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I run a print/TV campaign. Why would I employ experiential strategies
on top of that?

In a recent US study, customers were asked what had the greatest influence on their actual purchasing decisions. "Friends and family from whom you sought out opinions" and "Friends and family who volunteered their opinion" ranked first and second (53% and 49%), while "Advertising by the company" was clearly outperformed (32%). Positive word-of-mouth drives business growth and can even be used to predict sales, shows another study from the London School of Economics and Political Science (LSE). A TV or print campaign rarely generates the kind positive word-of-mouth needed to influence your audience. On the contrary, an incredible 65% of Americans feel they're constantly bombarded with too much advertising (source: Yankelovich study).

 
Maybe it's time to rethink your marketing plan and incorporate experiential strategies into your brand experience. It's time you responded to the changing market, in which consumers are looking for meaningful interactions with your brand.

If you want to extend your marketing tactics with our expertise, send us an email or give us a call (514.464.1001).

 

 

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None of my competitors are doing anything like it. Why should I?

"I am willing to pay a premium price for a product or service if I know that I will have a unique experience with that brand in some way." Nearly half of all consumers (44%) strongly agreed that they would pay more for a unique experience – and only 6% disagreed in a recent study. Maybe your competition doesn't employ experiential strategies yet, but they might be developing their experiential strategy already!

 
Can you really permit yourself to ignore an opportunity to outperform your competition through engaging experiences that build loyalty and increase return visits?

If you want to differentiate yourself from the competition, send us an email or give us a call (514.464.1001).

 

 

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I have a very popular annual event that generates a lot of attention.
Isn't that enough?

A single annual event is a very good start. But it won't keep your customers' attention for an extended time. We operate in Frugalnomics (frugal economy) and the audience expects to be continuously impressed by the experiences of their brands. More and more brands are aware of this development and plan their strategies accordingly

 
Can you permit yourself to fall behind while your competition is finding ways to engage your customers with remarkable brand experiences?

Send us an email or give us a call (514.464.1001) to find out how we can increase loyalty for your brand.

 

 

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We are an event-based institution/organization (museum, zoo, theme-park).
How do we add experiential strategies if we already operate in an
event-driven context?

Event-based organizations already have an advantage when it comes to engaging the consumer. But that doesn't mean that you can't enhance customer experiences with added value that ensure clients come back often – and tell their friends and family about it, too.
Consider all the possibilities to engage before, during and after the event to exceed consumer expectations and create positive word-of mouth.

 
Brauweiler can help you and your team think outside the box to connect with your audience. We will help you increase awareness of everything you have to offer, which will ultimately attract more visitors.

If you want to know more about experiential strategies for your institution/organization send us an email or give us a call (514.464.1001).

 

 

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I have not defined my vision or my values yet. Is it really that important?

"I am willing to pay a premium price for a product or service if I know that I will have a unique experience with that brand in some way." Nearly half of all consumers (44%) strongly agreed that they would pay more for a unique experience – and only 6% disagreed in a recent study. If you can't clearly define what sets you apart, chances are that your audience can't either. As a result, they will look for a unique experience elsewhere. Regardless of whether your activities are commercial or non-profit in nature, strategically developing your brand's platform is key to defining your unique position and helping your audience recognize you more easily.

 
Having a clearly defined plan will align all internal and external behavior, create consistency across all channels and ensure a coherent brand experience. We can help you define your vision/values and other aspects of your brand so that you can increase reach and impact.

Send us an email or give us a call (514.464.1001) to find out more about defining your uniqueness.

 

 

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I have no detailed definition of my target audience and it's working fine for me. Why should I care?

Successful marketing requires a complete and deep understanding of your target audience. Speaking to a target audience that is not clearly or too broadly defined (example: age 14-40) prevents you from successfully targeting your audience. A young boy has very different expectations and aspirations than a 40-year-old man. Wanting to please them both at the same time will lead to disappointments for at least one segment of the audience and reflect negatively on the brand. Time and resources are wasted engaging a segment that doesn't care about your message, intervention or experience.

 
In order to connect, you have to know your audience. But if you are unsure of who your target customers are, you cannot reach them. You might lose that customer because your competition did a better job, talking specifically to him or her. We can help you define your target audience and other aspects of your brand so that you can increase reach and impact.

If you think you need help to clearly define your target group to better target them, send us an email or give us a call (514.464.1001).

 

 

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We are a non-profit organization or social enterprise. Do we need to develop a "brand" platform or strategy even though we are not a commercial enterprise?

Today, all organizations (non-profit or commercial) are faced with the same reality: a challenging economic context and a fragmented media landscape – not to mention an audience that is more connected, more demanding and skeptical than ever. As a result, all organizations need a strategic framework and updated tools and tactics to connect and engage with audiences. Defining your brand platform and your uniqueness will enable your marketing strategies to be more coherent, effective and efficient.

 
An interesting article in the Stanford Social Innovation Review discusses the subject in greater detail.

If you’re a social enterprise and want to find out more about defining your brand platform, send us an email or give us a call (514.464.1001).

 

 
 
 

Parting is such sweet sorrow. Instead, let's stay in touch.

 
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