“Adversperience” The convergence of Advertising and Experiential Marketing is a wonderful book, I elected to look over for my book report assignment.
The author Ms. Nicole Gallucci is the President, CEO and a Founder of BOOM! Marketing. The author Nicole Gallucci is the President, CEO and a Founder of a crazy start-up called BOOM! Marketing. The most creative and the first Adversperiential agency in Canada. Knowing Nicole is itself a wonderful experience. Nicole is also a part-time marketing faculty in the renowned George Brown College, Downtown, where she shares her experience with the future marketing potentials. The book costs a staggering $34.00 for a paperback version, whereas $8.50 for a Kindle version.
I am an ex-student from George
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Nicole places her opinion on how brands can relevantly engage target audiences, touch consumer senses, get noticed and win them.
Adversperience is our methodical perspective on building brands, in our very humble opinion, the core principles for building brands is very much the same as it has been since the beginning of the time - create a solid product/service that has a relevant need, give it a name, get it out for the target to try, develop awareness, and build lifetime
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Experiential Marketing is a two-way engagement carried out live between brands and their target. Done right it is authentic/ real, achieves the objectives of the trial and awareness, creates a long-term relationship and more loyal consumers. ii. It is termed as a sign, symbol or a device, intended to define the goods and services of one from those of others within the same category. It’s how you differentiate yourself from the other brands. You may even call it a Trademark. iii. In order to understand and therefore embrace the relevance and impact of Experiential Marketing and its evolution to Adversperience Marketing we need to look at various facts. As markets are trying to get the latest and the greatest brand through the distraction barrier, we need to understand what is effective and reaches consumers. iv. Experiential marketing drives the purchase. Experiential Marketing has been consistent in driving consumers to try and to buy more than any other tactics. In the book, they have mentioned that experiential marketing influences consumers to at least try a new or different
There will be more experiential marketing towards the beginning of a new line extension/product, to promote brand switching from the competition products while creating brand awareness at the same time based on the value creation of each new line/product. The reduction in advertising budget due to high brand awareness of Allround will help us allocate more financial resources towards experiential marketing. As a team, we agreed that this was the best way to draw in more customers with heavily affecting the bottom
Increasing awareness of a personal and unique identity distinguishes us from the pack. A brand mantra differs from a tagline, explains Guy Kawasaki, as a mantra describes internal business, a standard for a company to abide by. A tagline is for customers and what they can expect to be delivered (Martinuzzi, 2014). John Jantsch, founder of Duct Tape Marketing defines branding "the art of becoming knowable, likable and trustable” (Martinuzzi, 2014). Many specialists on the subject agree that trust building is essential in success. Being honest is one of the top five steps Forbe’s advises when it comes to brand building (Biro, 2013). Some suggestions to follow from, How to Build an Unforgettable Personal Brand (2014) include, making sure customers are provided what is promised, leading with unwavering quality and being consistent in making good on one’s word. The article also warns that the public will assign a default brand if a
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Every day consumers are exposed to thousands of advertisements, hindering companies to create a unique position and receive attention from buyers. Using celebrities can not only help businesses to create distinctive, memorable ads, but engender a positive effect on the attitude and sales intention towards the brand or product as well. Sue Jozi in her passage, argues that advertising through celebrities is not only unfair, but unethical. The author supports her claim by first giving examples of present day brands and objects endorsed by celebrities to get her audience to relate the topic to their everyday life. She continues by stating her position on the issue and explaining the offense she feels toward this type of advertisements. The author’s purpose is to persuade her audience that celebrity endorsement is
The brief required a complete brand analysis on a brand of our choice. A brand can be defined as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its product or services that are offered to a particular market share. We were required to critically discuss the brand identity, using Aaker’s brand identity system, and then there after continue to craft and discuss a positioning statement, followed by the brands portfolio and then to conduct a brand contact audit by applying the four Integrated Brand Contact planning steps.
How Brands Become Icons is intended to be a manual for brand managers and their agencies, a theoretical model and a set of tactical steps for fine-tuning marketing efforts to be more
Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19
Any brand can be positioned as either functional or experiential, and some brands offer a mixture of functional and experiential benefits. Consumers purchase goods and services and perform consumption behaviors for two basic reasons: consummator affective (hedonic) gratification and/or instrumental, utilitarian
Lastly, brand awareness is a crucial consideration. And It may be thought of as a consumers’ ability to find a brand within a group in adequate detail to make a purchase. It is important to remember that adequate detail does not always need identification of the brand name. Often “brand awareness is no more than a visual image of the package that stimulates a response to the brand.” Moreover, recall of the name is not necessarily required because brand awareness in which can try via brand recognition. According to Emma Macdonald and Byron Sharp (2003), suggested, when a brand is recognized at point of purchase, its brand awareness does not need brand recall. This is a major point in the consideration of brand awareness as the most important communication objective. In fact, the difference is misunderstood by marketing and advertising managers. The difficulty is to relate to the essential difference between recognition and recall, that is extremely important to advertising strategy. Brand recognition and brand recall are two separate types of brand awareness. The difference depends upon the communication effect that occurs primarily in the consumers’ memory.
While some experiential marketing is done on a grand scale, Max Lenderman, principle at School, a Project WorldWide agency in boulder Colorado., that focuses on experiential, social, and digital media, says it doesn’t take deep pockets to orchestrate a successful campaign. “it’s the idea that counts,” he says. “The ones with the most resonance with consumers are the ones th...
Today's modern concept of branding grew out of the consumer packaged goods industry and the process of branding has come to include much more than just creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol.
Our brand’s position present an early gatekeeper in the prospect’s journey to purchase and to brand advocacy. There are some steps in branding which we need to consider: first we need to gain prospect’s attention (i.e. “Coca-Cola?”), and communicate our category (i.e. “The manufacturer of beverages”) and the last obstacle represent capturing their interest with an attribute which must be different and relevant also (“Coca-Cola…pure drink of natural flavors”). Brand is really important, so missed opportunity to position the brand can have huge effects and also can send strongest products into obscurity. For example let’s consider Segway, Apple’s Newton or almost any of Google’s products that stray from their core search and information retrieval competence (e.g. Google Video, Buzz, Wave, Answers, etc …). All of these brands have great enter in the market with great products and extraordinary awareness advantage but they are also failed in gaining’s consumers interest. The main reason for failure is that they lacked a valid strategy to position them in consumer’s minds. There are some tips below that can help us to avoid common pitfalls and also to help us to craft the type of position for our brand that confers a strong competitive
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.