A recent survey has shown incredible findings of how much successful a T. V. ad is in getting the attention of a consumer.

Consumer behavior during commercial breaks:

• 41.2% Viewers surf the channel
• 33.5% talk with others in the room or by phone
• 30.2% mentally tune out
• 5.5% fully attend to the commercials
  

These facts may be collected from certain geographical area(s) however it is easier to guess that when it’s about T. V. commercials, the numbers won’t vary much across the globe too. There has been a slow but steady fundamental shift in the role of advertising communication on how to reach out to the consumer base. Most of the smarter brands have understood that it is not a very wise idea to try to grab the attention of an individual while they are busy doing something else. They are now more focused on reaching out to consumers through different routes – online communities, experiential marketing, and localized yet very much customized brand familiarity.

For example, Nike is going to aim its future advertisement spending in the form of consumer services like workout advice, online sports related communities, and local sports competitions. “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting where they want to go,” said Stefan Olander, Global Director of Brand Connections at Nike, “How can we provide a service that the consumer goes ‘Wow, you really made this easier for me,’?” (Source: The New York Times)

Why experiential marketing is the next big thing?

One may ask (especially people from advertisement arena) why is this change of approach required? The reason is simple – brand activation brings both online and offline activities together and provide a personal experience of the given brand to the consumer in an active way. This method also communicates the brand message to the consumer with enhanced clarity. The consumer may forget the other details but would carry the experience in his sub-conscious mind everywhere and that will push him to connect with your brand in the long run. Here, brand activation process is implemented in such interesting way that the consumer doesn’t feel troubled but enjoys the basic spirit of the given brand.

By giving the consumer enough power to have the touch and feel of the brand first hand, it gives them a lasting brand experience and creates a huge window for generating strong mouth publicity. Here, the brand activation rides on the idea of direct power transfer from the seller to the buyer. When a consumer goes through the brand activation experience, he will decide what message he is going to receive from the brand. The consumer will decide himself whether the given brand is good enough for him or not. And if the answer is YES, then half the battle is won. As the consumer finds the brand interesting, your brand will get lots of user generated content both online and offline. In this way, though the control lies with the consumer but your brand is going to get all the attention it ever wanted.

Make User-generated Content Your Best-Friend

As the screenshot shown below, user-generated content is huge in volume that plays a critical role in establishing a brand among both the classes and masses. Many marketers think the recommendation of a friend or family member is the ultimate green light for consumers.

Today, the power of internet and global exposure to the international brands has dramatically changed how brand activation is used for connecting with the consumers. Innovative ways of brand messaging have seen very rapid growth since inception and we expect this growth to accelerate. As a new industry, there is a lot of scope for experimentation in brand activation stream today. The onus is now on businesses to take advantage of experiential marketing to cut costs and become more inventive.

What Next?

If you understand that your brand could also benefit from the promise of modern ways of brand activation and experiential marketing, the next step is to select a partner you can rely upon. You can leverage Pulp Strategy’s widely recognized experience and expertise in brand activation and experiential marketing domain. Pulp Strategy provides a comprehensive range of integrated brand activation solutions which include:

• Consumer Promotions
• Product Launches
• Contests & On-ground Promotions
• Brand Awareness & Engagement modules
• Corporate Events, Conventions, Loyalty & Incentive Programs
• Conferences, Exhibition design creative planning and marketing services
  •  including conceptualizing and designing Web sites,
  • social media integration
  • Ambient Communications

Just Do It Now! – Reach out to Pulp.

To explore how Pulp can help you, please visit, http://www.pulpstrategy.com/services.