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Management Consultancy |
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Experiential Brands Marketing | |
Heritage and Leisure Development | |
Exhibition Design and Operations | ||||||||
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Love that brand...! Great and enduring brands come from somewhere and were invented by someone. In other words, they have a history and heritage – but, sadly, this is all too often forgotten. Our brand experiential marketing skills look to exploit this hidden brand asset. "Branding is the hottest term in business." Tom Peters "It's been a tremendous success, bucking all the trends in terms of visitor numbers." "The innovative, hi-tech approach is spot-on and visitors enjoy such an interactive experience." Neil Boyd, Global Brand Director - John Dewar & Sons
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Brand lands - Homeplaces - Brand Experiences
What do we mean by experiential brand marketing? Our programmes for clients focus on the development of a physical brand centre – a 'brand land' or 'homeplace' if you will – where various audiences can enjoy an 'edutainment' experience of the brand. This will be something interactive and involving that acknowledges the brand's heritage and 'DNA' and is built upon its current positioning. Who is this for? Audiences start with the consumer but, typically, will also include sales and marketing teams (perhaps from global market distributors); company workforces and their families; trade visitors; industry analysts; journalists and writers – almost anyone, in fact, that the brand wants to engage in a relationship with. How is this different from other marketing activity? Firstly, it provides a deeper and more sustained brand exposure – visitors might spend between one and three hours, in a typical centre, as opposed to 30 seconds looking at a TV commercial or press ad. Secondly, the transaction with the visitor (and the consumer in particular) is entered into voluntarily and therefore is qualitatively different from exposure to other marketing messages. Thirdly, by including facilities, it can be revenue generating. It is also very long-term – the investment may well have a life of five years or more, thus representing excellent value for money. Who is doing this? These types of projects are quite cutting edge and the sector is in an early stage of development. Our work in the Scotch whisky industry has turned the conventional visitor centre model on its head. William Lawson's mobile Distillery on the Road™ takes Scotland to the world – and our Dewar's World of Whisky in Aberfeldy has been acclaimed as "the ultimate Scotch whisky visitor centre" (It's more, by the way!) Currently, we are developing a multi-million dollar brand facility in San Juan, Puerto Rico for Bacardi. Who is this relevant to? Not all brands have the heritage, strength or provenance to sustain this type of exposure. Not all brands have a sufficiently robust positioning or a strong enough consumer franchise. There are also 'first mover' advantages, particularly in communicating with trade audiences so brand stature needs to be considered. It may be relevant to you – call us!
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17/6 East Silvermills Lane, Edinburgh EH3 5BG Telephone: 07740 493781 |