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12 of the Most Inventive Interactive Marketing Examples We’ve Ever Seen

Brand Experience
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12 of the Most Inventive Interactive Marketing Examples We've Ever Seen If you really think about it, the content formats we rely on today have an uncanny resemblance to the content formats we relied on yesterday — our blog posts look like print articles, our offers look like books, and our slide decks look like look presentations. Relying on the content formats we used yesterday to educate and entertain our audience today is fine: Our audience is ultimately used to these mediums. At the same time, “fine” is not exceptional, and we’ve missed a huge opportunity to engage them at record levels because we glossed over the fact that screens and computers are so much more than just digital pieces of paper and printing presses. Fortunately, the interactive marketing movement is charging along, and their early adopters have proven that if marketers want to cut through the noise, they can’t just do what they've always been doing. They need to refresh their work. Common Types of Interactive Marketing Strategies Interactive videos: Using video is a great way to explain a topic or entertain viewers. Savvy marketers have found new ways to engage viewers by adding CTAs in videos prompting them to subscribe or participate in the conversation in real time. Some videos allow viewers to answer questions by clicking a set of multiple choice answers right on the screen. Other formats immerse the viewer in beautiful landscapes, which is becoming more popular as the use...

3 Tips to Create a Brand Archetype for Your Business [+ 4 Examples]

Brand Experience
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3 Tips to Create a Brand Archetype for Your Business When I start a TV show, I immediately try to identify each archetype. Who's the protagonist? Who's the villain? Who's the unsung hero saving the day at the last minute? Sometimes, it's clear from the very beginning and others, you can't tell until the very last scene. The point is that these archetypes are universally known personas that are used to tell a story. They help us as viewers understand what's going on and help us get emotionally invested in the characters. In real life, brands use archetypes to shape their narrative. Let's cover the 12 brand archetypes, how to define yours, and review some examples from popular brands today. The archetype model is credited to Author and Thought Leader Carol S. Pearson, who outlined the 12 archetypes in her book "Awakening the Heroes Within." An archetype is more than just a persona or character – it's tied to a larger theme, concept, or emotion that transcends time and culture. For instance, everyone, regardless of culture or generation, can identify with the concept of a hero. Brands like Nike embody that archetype because it tells a scalable and sustainable story, tapping into human nature. It's easy to confuse a brand archetype with a brand identity. While the two may seem similar in concept, their compositions are completely different. Your brand identity is a holistic view of how your brand presents itself to the world, from logos and colors...

15 Businesses to Admire for Stellar Branding Consistency

Brand Experience
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15 Businesses to Admire for Stellar Branding Consistency When searching for a soul mate, you look for someone that's smart, funny, caring, but above all — consistent. Because if you're going to invest your life in a person, you want someone you can trust, right? Falling in love with a brand isn't all that different. Brands pull us in with witty slogans and timely discounts, but that’s not the only reason we stick around. Think about it, inbound marketing is all about content and communication that people love. The key to being your leads' and customers’ soul mate, then, is providing brand consistency they can count on. But how? What’s at the heart of brand consistency is your message, and marketing plays a huge role in that. In this post, we’ll dive into what branding consistency is, its importance, benefits, and share 15 businesses that have done a stellar job showing it. The Importance of Branding Consistency Branding consistency sets the stage for a business to gain and maintain credibility and trust. You have to position your brand and its content in a way that appeals to its target audience and carry that same messaging over time. After all, your customers are putting their trust in you, and like any relationship, you want the foundation to be dependable and consistent. So, not only is this concept important in business strategy, but the benefits speak for themselves. Benefits of Brand Consistency Maintain customer expectations. When...

14 Examples of Experiential Marketing Campaigns That’ll Give You Serious Event Envy

Brand Experience
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14 Examples of Experiential Marketing Campaigns That'll Give You Serious Event Envy Work events are really hit or miss. Let's be honest: How many times have you found yourself anxiously fidgeting with a paper napkin in the corner of a stuffy networking happy hour? Here's the thing: It's not the event itself that prevents you from coming back the following year. It's the experience you remember having. In this blog post, we'll look at some of the best experiences brands have ever offered their customers. I have a big problem with generic trade shows and industry conferences. That's why I was not only relieved, but surprised and delighted, when I attended a holiday party that featured a live, interactive version of an arcade game. An entire room had been curated to look like a video game setting, and people were dressed up as characters from it. There was a giant, real-life scoreboard, boppy electronic music, and best of all, there was no tedious small talk. It wasn't just another tired work event ... it was an experience. And in our line of work, that sort of thing has a name: experiential marketing. While a surprising number of people haven't heard of the concept, it's kind of a big deal -- there's an entire three-day summit dedicated to it, and 65% of brands that use it say that it positively correlates with sales. But what is it, exactly? And how has it been used effectively? We found 14 of the coolest...

Why P2P Marketing Might Be a Good Alternative to Influencer Marketing

Brand Experience
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Why P2P Marketing Might Be a Good Alternative to Influencer Marketing To understand what peer-to-peer (P2P) marketing is, let's start with an example. Recently, I was looking for a new face moisturizer. Of course, I could've trusted the numerous influencers I follow on Instagram, all with strong opinions regarding the "best, most effective" options available. But I wasn't convinced these influencers had my best interest in-mind. Yes, most influencers' (and micro-influencers) are successful because they promote valuable products. But they're getting commission off those posts, too. So I handled my problem the old-fashioned way — I texted my friends and asked what products they use. This isn't to say influencer marketing is ineffective. Quite the opposite: When done right, influencer marketing is a fantastic opportunity to expand your brand's reach and increase sales. But depending on your team's budget, influencer marketing could be limiting. Plus, influencer marketing inhibits your brand from reaching those consumers who still trust their peers above all else. Enter: P2P marketing. Given 93% of consumers trust friends and family over all other influences (including review sites, blogs, and social media platforms), it makes sense why P2P marketing works. And P2P marketing, a form of word-of-mouth marketing, isn't new. People have been giving personal opinions about their favorite — and least favorite — brands, products, and services long before social media. Some older forms of P2P marketing include Yelp, reviews on personal business' websites, and good old-fashioned conversations between your consumers and their friends and family. However, there are...

How to Identify Your Core Marketing Message

Brand Experience
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How to Identify Your Core Marketing Message As a marketer, you know how important it is to have a marketing strategy. You also know how important it is for your strategy to align with your audiences’ needs and interests, and the required approach for each channel you use, whether it’s social media or email. Having a marketing strategy also helps you create the content your audiences want to see and share it where they’re most likely to see it. But, when you have this strategy, how do you figure out what to say in the content you share with them? What you need is a marketing message, and it’s just as important as your overall strategy. You can think of it like this: if you know you want to post about a new product launch on Instagram, how will you prove to your audience that they need to buy this new product? Your marketing message. Essentially, no marketing message means no way to execute your strategy. In this post, we’ll define what a marketing message is, give real-life examples from businesses, and explain how you can create your own. Because of this, you should craft your marketing message with care, specifically for the audiences you’re trying to reach. It should also address their pain points and present your business as a solution. When your message speaks to their needs, you’ll build trust with your audience and inspire customer retention. Every business engaging in marketing needs a marketing message, whether...