marketing insights in today's market place

1. This article hosted at this address:
http://www.jigsawexp.co.za/letshavewordsframe.htm
Let’s Have Words
Let the Facts Speak for Themselves
10th July 2007
by Zane Van Rooyen
For some the ability to call a spade a spade seems to come
naturally, and because of this, these people seem to possess
a freedom of being in control that many admire and aspire to.
A sense of leadership, of being in control of ones destiny,
whatever that may be. However, it is important to also
consider that arrogance has never won its seat alongside confidence, in the courts
of Kings. And so it is with this in mind and an unabated confidence that I feel the
need to impart this collected information in a straight forward, factual and un-
peppered manner, in the hopes that you can decide for yourself.
Much has been written about what at first was considered merely the next
catchphrase, as experiential marketing (XM) began making a name for itself as the
last drops of marketing were being squeezed out of what was left of the last
Millennium. And as every marketer would hope for their brand; as XM officially got
its name and identity, it was eagerly grasped with both hands by many
opportunistic industry members thinking they knew enough about its complex
ideology, and ran for the penthouse suites still with experiential entrails dragging
behind. And so, over the past half decade we have seen the introduction of many
interpretations of what experiential marketing is, rightly and wrongly, creating the
haze of misunderstanding and double views that we are now faced with. Some
companies simply chiselled the word “experiential” into their existing name, some
began burning incense as you entered reception, while others dangled twinkling
crystals from the ceiling and put pyramid effigies and quotes from the Egyptian
God Isis all round the place in an attempt to look like they are in the know of what it
is all about.
The truth is, XM in some form or another has been here all the time; it just has
never before been given an identity, and explored to its full potential as it is at
present. Through the decades there have been examples of entrepreneurial greats
who have exceeded way above that of their peers in making breakthroughs in
talking brand message directly with consumers, with responses that have been
recorded as case study material for all of us to learn from. The biographies
abound, one only has to read up on people from Rembrandt to Ogilvy to Disney
and more recently the likes of Scot Bedbury and Sir Richard Branson himself.
One thing these and others have in common, and this is very apparent, is an
unstoppable passionate desire to immerse themselves into the lives of their
ultimate customers, and then to seek ways of getting it right in terms of how their
brands speak to these customers respectfully and unintrusively. And as we reach
the latter part of this decade, more and more of the modern marketing leaders are
beginning to say the same thing. Erik Hauser, creative director and founder of San
Francisco based firm Swivel Media has penned “ The one essential truth that
shines through every strategy is that for a product or service to be successful it
must start with a good experience at the first (and every) customer touch point.
That experience can be with the actual product or service, or it can be a great
experience with the marketing initiatives themselves. Either way, it’s the initial
interaction/experience with a brand that helps the customers begin to define it as
they see it and bond with it or not. “ Similarly, Max Lenderman, creative director of
GMR Marketing based in Chicago writes “Campaigns should clearly deliver a
meaningful benefit to the consumer.”

2. “Today, customers take product quality and a positive brand image as a given,”
writes Columbia Business School guru Bernd H. Schmitt in his book Experiential
Marketing. “What they want is products, communications, and marketing
campaigns that dazzle their senses, touch their hearts, and stimulate their minds –
that deliver an experience.” Wikipedia encyclopedia explains that “XM uses brand
relevant experiences to engage audiences while creating a forum where these
audiences interact with a brand. It involves high levels of interactivity and sensory
impact and seeks to elicit an emotional response among the target through a more
personal level of engagement than other methods of consumer communication”
Why do we think that this is new?
Isn’t word of mouth (commonly known as the world’s strongest form of marketing)
exactly that? A good experience being shared; because of it being a good
experience, and nothing else. We only share information with others because of
the experiences had whether good or bad. So no emotional link – you don’t get a
mention. Deliver a great experience and people will talk.
So, no rocket science required. Correctly engaging a consumer will ignite
advocacy. This advocacy (the stronger the better) will entice word of mouth
communication. Consumers believe each other far more than an ad campaign ever
did, and so your brand ambassador legion is born. Provided you get it right. Good
luck.
Zane Van Rooyen – National Strategic Director – JIGSAW Experiential SA –
creator of Unlocking the Power of XM workshop.