Doritos and Itaú are examples of brands that bet on the trend to get closer to consumers
By Claudia Penteado in Propmark
Itaú believes that 70% of the brand is built from experience and 30% from communication; the bank’s action at Rock in Rio this year is one of the successful examples.
The difficulty of reaching people with traditional messages, in a scenario very saturated with attempts of contact, leads to a universe that is not new, but has gained another dimension in current marketing: experience.
The value of experience has never been higher, and marketing actions focused on the experience with the brand aimed at building a relationship and a permanent dialogue are a fundamental part of the equation that includes, of course, the experience itself with the use of products and services.
Experience is the new “branding” is a phrase from innovation expert Brian Solis, author of the book X: The Experience – When Business Meets Design, 2015. Kevin Kelly also talks about the strength of experiences in lectures and in his most recent book, The Inevitable. According to him, human experiences cannot be copied, while everything else commoditizes very easily and loses value, by leaps and bounds.
Memorable encounters between brands and people are crucial in building reputation. Likewise, bad encounters can destroy relentlessly. “Human experiences have become important because they represent the delivery of the promise made by companies and brands about what they are willing to do for people. Nowadays it doesn’t matter so much what is promised, but what people feel they have received. This emotional value is precisely where a brand’s long-term health and sustainability lies,” says Edward Leaman, professor and lecturer at Stanford and a branding expert.
He points out that companies like Apple, Starbucks and Tesla have been proving that, more than a beautiful product, the experience of the product needs to make people feel that they are doing something positive for their lives. More than doing something well, it is necessary to do good, to have a social impact, to help transform the surrounding environment for the better. This has been seen, with great strength, in segments such as beauty/well-being and food.
Another experience expert, Lee Cockerel, former executive vice president of the Walt Disney World Resort, invited to speak worldwide on the topic, says that in the past, human interaction was all you had to provide the best experience for customers, but that technology has significantly expanded the possibilities. “Advertising promises. Exposure and experience are the real test, the delivery of the promise. That is how reputation is built,” he highlights.
Experiences are the focus of countless segments to establish connections with different audiences. Wish has spent the past ten years developing memorable experiences for companies and their diverse audiences – employees, sales representatives, journalists and shareholders, among others.
The company was born 29 years ago and ended up joining its origin of “travel and events maker” to specialize in the segment of experiences for corporate clients.
Natasha de Caiado Castro, founding partner of the company, says that “we are living in the era of experience”. “Millennials do not accept any final information, they only believe in what they have experienced. New experiences give new sensations, which reflect on products and services and dictate the relationship we have with them,” she says.
Scholar of the new trends at the Stanford and Disney schools, with which she maintains partnerships, Natasha seeks to connect with the latest in human experiences focused on building brands. The company has already provided experiences ranging from driving super machines on Route 66, in the United States (for customers of an Asian company), or reliving the Belle Epoque of Paris by bringing people to Maxim’s with the presence of Pierre Cardin. Or, even, a detailed visit to French vineyards normally closed to the public, such as the Rothschild House, with the privilege of seeing classic labels designed by Picasso. The briefing: enchant and leave a mark on people so that they never forget the experience. “To this day, this client expects me to have the emotional impact we caused with this event,” she comments.
To delight and win over its own customers and prospect others, Wish takes what they call a “Wish Trip”, trips that are a “sample” of what they are capable of providing, to places like Istanbul, Turkey, and the Imex trade fair, in Las Vegas and Silicon Valley (USA).
Kito Manzano, partner of the agency Rock, was a guest in one of the trips. He works on projects aimed at this segment, and says that living a unique moment is the greatest ally of incentive campaigns, activations and promotions aimed at any type of public. “The limit is creativity, respect for the target audience and avoiding the exaggerated promise. The care with the action must be absolute, because, if something goes wrong, the effect will be reversed, all work will be lost and the brand scratched,” he says.
Carmela Borst, current head of marketing for Latin America at Infor, also invited to a recent “Wish Trip”, says that the concept of “customer experience” can be used in the customer journey in the world (digital and physical), so that they have the best experience on any channel.
“Today we also know the concept of Physital, precisely the encounter between the physical world – in events – with the digital world, in campaigns that can include augmented reality and gamification, for example. I believe a lot in experience marketing, after all we are all human beings, we carry the experiences we live in memory,” she concludes.