Matching Your Environment to Customers You Want to Attract
Posted by John Roberson — Fri Feb 15, 04:43 PM
One of my colleagues shared with me an article in the Wall Street Journal (http://online.wsj.com/article/SB119793772358335443.html?mod=autos_feature_articles). The article overviews a shift among luxury car dealerships to enhance their store environments to more appropriately connect with their customers. The dealerships have a goal of selling more cars, and they see three ways to accomplish this strategy. First, reflect the prestigious brand they offer in the environment. Secondly, leverage their investment in the facility makeover to persuade the manufacturers to free up greater supply. Lastly, differentiate their dealership from competitors through the facility improvements.
The article speaks to the value of making over spaces to be more “on brand.” First, there is a discussion of customer expectations and a goal of delivering against those expectations with experiential marketing. Next, it highlights the quantitative measure of the impressive after-tax ROI (return on investment) of these changes. Finally, the text suggests that these spaces must accurately reflect the authentic nature of the brand—balancing opulence with luxury.
It’s hard to watch any amount of television without a bombardment of ads from car brands. Isn’t it compelling that even with these massive investments in traditional marketing media, some of the most recognizable brands in America turn to experiential marketing and branded environments to persuade their audience?
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Tapping into the Authentic Nature of the Brand
Posted by John Roberson — Fri Jan 18, 04:12 PM
As I searched for articles on the emerging discipline of branded environments, I came across one that scared me a little. (When I was typing this article I mistakenly typed, “scarred”— either works.)
The article, from The Boston Globe is entitled: Office of My Dreams. The link: http://www.boston.com/news/globe/ideas/articles/2005/10/30/office_of_my_dreams/
It begins, “Before my design consultant could help me create the perfect home office, she had to venture deep into my subconscious.” The article goes on to describe the client's perspective how an architecture and design firm used a Zaltman Metaphor Elicitation Technique (ZMET) to help create the design for the writer’s home office. I have to say that the ZMET seems both nutty and overkill for a home office space, but I like part of the sentiment.
When we approach an opportunity to create a branded environment for a client, we use a tool called “Discovery” to help facilitate and pull a profile of the authentic nature of the client's brand. This is not often readily available but comes as a result of specific questions and much probing. This is a very interactive and collaborative process with the client.
The objective of Discovery is the same as the article cited above to gain a foundation for designing an effective space. Effective branded environments result from a clear, concise expression of the company’s brand, vision, and values. This expression exists not in the mind of the designer; rather it is a result of collaboration from the company (the brand owner), good marketers, inspired designers, and good communicators.
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CSI: LMO
Posted by Todd Cyphers — Thu Jan 17, 07:23 AM
I don't watch a lot of television shows, mostly sports. However, over the last 6 months or so I have become addicted to CSI: Miami. I haven't quite put my finger on why I like it so much...maybe it's the attention to detail the CSI's need to have to solve the crime. I even find myself watching reruns on A&E to see if I missed something the first time I watched the episode. I know, I know....this might sound pathetic, but in my own weird way I have connected that show to the Lobby Makeover process. Here's how:
- Team work. Just like the team at CSI, everyone has different strengths. If you decide that you want to explore the idea of a LMO, form a committee to help bring out different ideas for branding. This also gives insight to what employees will experience, along with visitors, when the LMO is completed.
- Attention to detail. The best CSIs pay great attention to detail. The average Joe couldn't find one strand of hair in a bedroom. The same applies to LMOs. You have to think about the full experience you want your customers, visitors, and employees to have. Think of places that people wouldn't normally have branding...bathrooms, internal hallways, etc. It's a fact that people notice attention to detail!
- Technology. Without technology it would take weeks to solve crimes. The use of technology in an LMO gives endless options for branding: videos, powerpoints, photographs, etc. Nothing is more powerful than a customer giving a video testimonial about your company. What would happen if that was playing while a potential client was in your lobby?
I've never really considered myself to be a nerd, but after reading what I wrote, I think I may be one....maybe a marketing nerd, but a nerd nonetheless. Hopefully, these 3 things will help you and your team get off on the right foot if you decide to explore the idea of an LMO. In the meantime if you want to pick up a bad habit, here's where you can find CSI: Miami.
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Lobby Makeover seminar is now online
Posted by Todd Austin — Wed Jan 9, 01:09 PM
The content from the seminar we hosted on branded environments is now available online for free. We've broken the seminar into seven segments, so you can pick and choose the area of your interest. You can find the full description on our seminars page.Comment
New episode of Experiential Marketing Today features lobby makeovers
Posted by Todd Austin — Fri Dec 14, 12:59 PM
The latest episode of Experiential Marketing Today is about experiential office spaces. If you're looking for a good treatment of why someone should do a lobby makeover, this episode has some great info for you.
After you listen to it, let us know what you think.