Today’s Executive Briefing focuses on reaching Millennials. Included is a look at why Why Millennials Crave Experiences More Than Things – And What Marketers Can Do About It. Also included is a look at the Rules of Engagement – Getting Millennials to Commit to Your Brand.
As we enter this next phase for CommPRO I’d like to take a moment to thank our loyal readers and partners for their continued support. We hope our new readers enjoy CommPRO and welcome your feedback and suggestions so we continue to provide a unique and relevant service. You can reach me at: email@example.com.
The post Executive Briefing 8.31.15: Spotlight on Millennials; Content Creation to Earn Media appeared first on CommPRO.biz.]]>
By Christian Lachel, Executive Creative Director, BRC Imagination Arts
National research firm Eventbrite recently reported that 78 percent of Millennials would choose to spend money on cultural events over buying something. They crave experiences that will shape their identity and create life-long memories, likely driven by an intense FOMO, aka Fear of Missing Out.
Beyond the Tweet
CMOs and brand managers wishing to reach this powerful demographic should know that Millennials want brands to engage with them, not market to them. Brands should consider how multi-sensory storytelling can capture consumer attention, inspire engagement and deepen brand loyalty. To that end, some of the world’s most iconic brands, including Coca-Cola, Ford and Guinness have created experiential brand homes – physical spaces that engage consumers on a deeper level than digital. These brand homes tell stories and evoke emotional responses, but more than that, they resonate with Millennials in an emotionally evocative way that in turn increases market share and cements consumer loyalty.
The Emotional Souvenir
Great brand homes stir emotions, creating an emotional souvenir that guests carry throughout the experience. Emotional souvenirs – those memories that Millennials most crave – are small additive moments that build to a crescendo, uniting audiences in a dynamic shared celebration. And there is no more resonant opportunity for these experiences than a brand home.
The Seven Principles of Emotionally Engaging Experiences
Each brand home is unique, though the following principles ensure their success.
1) Know Your Destination
A brand home should inspire some kind of change in your audience. That change can come in many forms, such as brand perception, purchase intent, preference and loyalty, or word of mouth. Utilize every aspect of a brand home to build in key performance indicators and desired changes and bake measurement touch points into key moments throughout.
2) Start in the Heart
Brand attractions all too often miss the mark when they are built from the outside in. Utilize every aspect of a brand home to invite audiences in. Draw on the location, the history and the heritage to define a physical space. Tap into universal emotions and shared experiences that connect guests to your brand. Create an experience that Millennials will Snap, Tweet and post – and remember – long after the event.
3) One Unifying Theme
Rather than hit on every potential message, focus on one central theme that is expressed in a variety of ways. Don’t try to cram every key message into the experience: take a controlled, “bread crumb” approach by leading the audience on a stimulating expedition of sight, sound and touch.
4) Take Guests on a Journey
Artfully choreographed journeys leave a lasting impression and take visitors on an emotional expedition of discovery. At the Heineken Experience, guests are thrust into a three-dimensional, fascinating walk through history – with opportunities for tasting, smelling and sharing the world of Heineken at every step. It consistently performs at the top of its category on attendance, guest satisfaction and retail sales. After visiting, 94 percent of guests say they would recommend the brand experience to a friend.
5) Engage All the Senses
Brand homes are one of the only forms of marketing that can fully engage all of the five senses. Choreographed soundtracks, product sampling, strategically placed aromas and hands-on experiences can complement visual storytelling and help audiences feel the brand in completely immersive ways.
6) Quality and Delivery Matter
Exceptional details, stunning media, intuitive design, a sense of magic and artistic finishing touches make the difference between a brand home that is okay and an experience that is exceptional.
7) Be Alive
One of the greatest benefits of a brand home is its potential to transform an experience from a single event into a powerful cultural attraction that defines a region. Consider the Guinness Storehouse – Ireland’s top tourist destination. Following a 2011 renovation, attendance grew by 35 percent, retail sales per capita rose 26 percent, food and beverage spend increased 47 percent, and overall net profit grew by a whopping 240 percent. Most importantly, more than 80 percent of visitors express a greater affinity to the Guinness brand after they visit.
As experiential storytelling platforms, brand homes offer Millennials the one-of-a-kind experiences and powerful emotional souvenirs that they crave – and the marketing results brands want.
[author] About the Author: Christian Lachel is the executive creative director and vice president at BRC Imagination Arts, an experience design agency that Turns Brands Into Destinations™. BRC Imagination Arts has created some of the most respected and iconic brand destinations in the world, including The Heineken Experience, “Dream Big” by China Mobile and China Telecom, “Story Garden” by AMOREPACIFIC, “Moments of Happiness” for The World of Coca-Cola, The Ford Rouge Factory Tour and The Guinness Storehouse. www.brcweb.com. [/author]
The post Why Millennials Crave Experiences More Than Things – And What Marketers Can Do About It appeared first on CommPRO.biz.]]>
Ronn Torossian, President & CEO of 5WPR, joins Doug Simon on VlogViews to discuss earning media in a changing landscape and ways that you can use content creation to tell your story to the press. If you would like a copy of the D S Simon Media Influencers Report: please click here. Ronn Torossian's VlogViews: “We’re storytellers; this industry is about telling a story and I think that earned media for us at this agency is something that will always be a part of who we are, media relations is not a bad word at 5W PR. We dial, and we call media and we have relationships. However, of course, as part of telling a story, digital is a part of that story, and we use it constantly in a variety of different ways for many different purposes for a variety different reasons, but digital is here and it’s here to stay and you have to adapt to the changing world and we’re going to continue to do that." "Staffing in the news room is down and therefore if you make it easy for them to use your video, they will, we do a tremendous amount of crisis work, and when it's high profile crisis work, I don’t need to put my client on the camera anymore and subject them to the questioning of ABC, NBC and FOX. If it’s a high enough profile story, I know that I can do a video and everybody is going to pick it up. I can media train my client, I can cut my video 3, 4, 5, 6 different times. Now the media might not love that because they want the full access, but if it’s the middle of the crisis and it’s a high profile story, we’ve done it on a number of different occasions where we’ve changed the story tone by using video and that’s just one example of I think creating content which really matters and which benefits frankly the media and ultimately for us, we’re serving two masters, we’re serving the client and the media.” “This whole concept of media not trusting PR, media loves to hate on PR, I don’t spend too much time really worried about that. I think that at the end of the day, relationships matter. Do I think there should be disclosure; yes I think there should be disclosure." Doug Simon's VlogViews: “One of the other findings was about trust being a problem and I think from your perspective, is that if agencies are not involved in earning media when a crisis hits and they need to earn, if you have that ongoing relationship, you’ve built that trust, they know they can rely to you to be a straight shooter, even if it’s when your client can’t make a comment about something, the relationship is there, it is so important when there is that crisis moment.” If you would like a copy of the D S Simon Media Influencers Report: please click here.
The post Content Creation To Earn Media with Ronn Torossian appeared first on CommPRO.biz.]]>
We write a lot on Beyond PR about how to create content. Jamie Heckler’s 77 Types of Content to Feed Your Audience, for instance, has been one of our most popular blog posts to date. It’s a great piece of content; however, even great content on an owned channel can’t reach new audiences without help.
Owned digital channels, like company blogs and websites, are valuable, and it is important to leverage them. They help you nurture an already engaged audience and serve as a destination for people wanting to learn about your business.
Owned media is your home base. It’s where you want to drive traffic so that calls to action can convert visitors to customers.
But you need strategic promotions to get new customers there. To reach beyond your sphere of influence you have to leverage channels you don’t own and don’t have full control over.
Let’s start with what I like to call borrowed media: social profiles. These are often lumped in with owned media, and in a way I agree, but since they are under the hospices of the social networks themselves, you don’t truly own them.
There are rules and regulations you need to adhere to. Whether your posts are seen by your followers or whether you can continue to have a presence is up to the social networks and their algorithms.
Social media channels are valuable, to be sure, but they are borrowed properties. Leverage them extensively, but don’t put all your eggs in those baskets.
Remember to use your social presence wisely. Create community and engage new audiences by sharing useful information people will want to share and participating in conversations that are not started by you.
Hashtags can be a great way to do this, whether through Twitter chats or just ongoing discussions. And, of course, part of your strategy will be to share content from your owned channels to drive audiences to where you can fully engage with them.
The post How to Reach Audiences Beyond Your Owned Channels appeared first on CommPRO.biz.]]>
By Bryce Johnson, Co-founder and CEO, Gameit
Millennials can be a brand’s best advocate, but they’re not buying into traditional ads and marketing methods. In a world of tinder, speed dating, and more, here’s how you can court this finicky group to get them to settle down and commit…to your brand.
Break Tradition – Millennials are skipping traditional ads, and even go to great lengths to avoid them: Knowing what they are interested in, and what they aren’t, is key when trying to create an engaging experience for your Millennial audience. When setting out to create an engaging app that breaks the mold of traditional advertising, you need to make sure that you are providing something relevant to your audience, important enough to keep them coming back for more, and differentiated to the point where they prefer your app over your competitor’s.
Reward, Reward, Reward – Millennials want to know they are valued by new and familiar brands: Creating a challenge-achievement cycle that rewards users with items from their favorite brands for engaging with your particular brand releases dopamine and creates an addicting experience. A successful brand will then turn that addiction into a habit. For example, when Facebook and Instagram were starting to really take off, users were addicted to them, and were checking each platform constantly. Now, as the dust settles, checking your Facebook and Instagram accounts is just part of your daily routine. That is the ultimate goal of any brand – to become a part of the user’s daily routine, and rewarding the user is a great way to get there.
Fresh Content is Key – Create an authentic voice, and provide ongoing, new content to engage them: Providing daily new content should be one of the core strategies of any mobile or gaming app. Once you have honed in on the type of content your app provides (i.e. new products, articles, games etc.), making sure that content is consistently and continually updated is a key component in driving Millennial traffic to your app. By doing so, you’re app is one step closer to engaging the discerning Millennial generation on a consistent basis.
Be Mobile – 52% of Millennials are engaging with brands on their phone:
Of the 83+ million Millennials in the United States, 88% of them use a smartphone, and 52% of those Millennials will use their mobile device for commerce. With nearly 2 million apps currently available to download, it’s imperative that you create a mobile experience that will keep the Millennial consumer engaged on a daily basis. One way to achieve this is by adding a messaging component in your app. Creating an app that allows users to connect and chat with fellow app users evokes a feeling of community, and fosters conversation surrounding your brand.
Getting the elusive Millennial generation to commit to your brand may be seem like a daunting task, but will prove to be well worth it in the long run. Avoiding traditional advertising methods, rewarding consumers for participation, constantly providing fresh content, and creating an engaging mobile experience are great ways to court this picky, yet extremely loyal generation: Millennials.
[author] About the Author: Bryce is the co-founder and CEO of GameIt Inc., prior to GameIt Inc., Bryce was the CEO of Zarbee’s, the fastest growing natural over-the-counter consumer goods brand. Bryce was also founder and CEO of CafeScribe, which was the nations leading eTextbook company. He is a serial entrepreneur who has been marketing products and cultivating company brands for more than 20 years. Bryce holds a Dual Masters Degree in Business Administration from Columbia Business School, Columbia University, NY and Haas School of Business, University of California, at Berkeley, CA, and an undergraduate degree in marketing from Brigham Young University, UT. [/author]
The post Rules of Engagement – Getting Millennials to Commit to Your Brand appeared first on CommPRO.biz.]]>