Accentuate your space with elements that is carbonated with emotion
According to Deloitte Research, brands should “nail a passion point” for users. It states: “A movement occurs when a company or brand makes a grand statement and asks its customers to join it,” touching a consumer emotionally and triggering a response. Exponentially, expand the emotion by using the social channels. |
Creating and feeding communities are vital for creating momentum in your movement
Brands can do that via social media or build real communities—like SoulCycle or Airbnb, whose executives say, “We’re really about home.” The former CMO of upscale fitness company SoulCycle, Spencer Rice, asserts, “We think of ourselves as an experience company, not a fitness company”— a place where customer birthdays are celebrated, participants find each other through the brand’s Facebook group, and leadership tries to cultivate brand evangelists who will expand the community. Your brand movement can start by deliberating the right kind of experience to your audience. Here are few tools of engagement that will excite your brand existence in the minds of the attendees. |
Strong brands establish opportunities for customers and employees to become involved and empowered
Whether it’s buying TOMS shoes, joining American Express to #ShopSmall on Small Business Saturday, or deciding to #OptOutside with REI, customers can actively participate in living out the visions of the brands they support. |
Provide a way for people to visually display their commitment A Starbucks cup, a yellow Livestrong bracelet, or a Harley-Davidson jacket have been brand badges for proud, passionate customers. People want to be part of a bigger mission. People feel powered by a bigger mission. |
Follow through with what you say: e.g. if you say you are supporter of a sustainable economy, spend money on a sustainable style of exhibiting.
Each touch point is an occasion that either enhances your brand value or undermines it. When REI invited consumers to #OptOutside rather than shop on Black Friday, the chain put its money where its mouth was and gave its employees a paid day off work. Former Procter & Gamble CMO, Jim Stengel, writes, companies that outperform the competition have “ideals that power their growth and provide incubation from temporary setbacks in their brand equity.” |
Drive with an overarching purpose beyond the brand and the transaction.
Movements gain momentum when integrated a social cause or a community’s belief that they are contributing to a "greater good or purpose within broader society." According to Deloitte Research, “There needs to be a deep emotional attachment to a central truth about the product or service, such that a customer willingly engages in the relevant connected community,” thereby catalyzing action beyond the brand itself. One brand mentioned often is Unilever’s Dove, whose “Real Beauty” campaign—now called the “Movement for Self-Esteem”—has encouraged women to be comfortable in their own skin and to push back against a single arbitrary standard for female beauty. Imagine your product aligned with the overarching purpose. For a brand movement to be born, use social media channels and stay authentic and transparent. Build a brand loyalty program that accentuates to the purpose of the brand. Accentuate your purpose with participation and fusion. |
Capture something anthropologic
"The experts point to both the presidential campaigns of 2016 as movements that tapped into deep cultural and political attitudes, and grew communities ultimately bigger than their candidates and platforms. In fact, everyone agrees that political candidates and issues offer strong potential for movements." Fast forward to 2020: The movemnt was about capturing the soul of America. High Finance meets High Clean and in the process, nudges the sub-conscious of the High Executives Our client, Bank of the West partnered with St Francis House in helping "Clean The World". The attendees were encouraged to put together components of a hygiene kit with individual feel good cards that would be distributed to the homeless people. Clean the World has partnered with posh hotels in re-manufacturing their discarded toiletries for the less fortunate, including the homeless folks. Here, a deep cultural grievance gets to work in aiding profits. How? Think, who stays at these posh hotels. Sub-consciously, the hotel guests are marketed to even before they get to visit the venue or the event. |
Align your loyalty program with the overarching purpose
According to KPMG consumers want personalization but this survey suggests that there is a gap between rhetoric and reality. Only one in five consumers globally saw personalization – be it in terms of service, communication, promotions and offers – as a leading benefit of loyalty programs. Use social media channels to personalize your offer and accentuate your loyalty points. Ditch the mind set that loyalty point are only for B2C. Truly personalized offers can cut through the clutter. In this context, relevance drives revenue and fuels brand movement. |
Create a strong call to action and a clear role for customers
One of the most successful efforts broadly considered a movement is Small Business Saturday, founded by American Express. Small Business Saturday has been recognized by the US Senate, city proclamations, and public service announcements over the past several years. Encouraging people to Shop Small at their local brick-and-mortar stores during the busiest holiday shopping weekend, the Saturday after Thanksgiving, the campaign has provided an umbrella for many independent brands and retailers. Small Business Saturday meets all of the criteria for a movement. It has a purpose and a strong emotional component. “It ties to core human values,” says one global marketing VP of a consumer products company. With a call to action built on personal connections, family rituals, and community support, Small Business Saturday captures an anthropologic desire to support Main Street. Its clear call to action—shop local, has driven sustained increases in both the number of people shopping at small businesses and the sales at independent retailers and restaurants over the past seven holiday seasons. Create a strong call to action and a clear role for customers One of the most successful efforts broadly considered a movement is Small Business Saturday, founded by American Express. Small Business Saturday has been recognized by the US Senate, city proclamations, and public service announcements over the past several years. Encouraging people to Shop Small at their local brick-and-mortar stores during the busiest holiday shopping weekend, the Saturday after Thanksgiving, the campaign has provided an umbrella for many independent brands and retailers. Small Business Saturday meets all of the criteria for a movement. It has a purpose and a strong emotional component. “It ties to core human values,” says one global marketing VP of a consumer products company. With a call to action built on personal connections, family rituals, and community support, Small Business Saturday captures an anthropologic desire to support Main Street. Its clear call to action—shop local, has driven sustained increases in both the number of people shopping at small businesses and the sales at independent retailers and restaurants over the past seven holiday seasons. The movement drives cultural or behavioral change, or is aligned with a fundamental shift in social values. Brands can be at center of movements, like Starbucks during its high-growth period become part of the social fabric, changing mind-sets and how people consume products and services. Think why you are so happy to pay $6.00 for a perceived fancy cup of coffee. On the other hand, brands can be an answer to a looming global challenge. Amazon is recognizing the impact of global climate change and is allocating 10BN dollars towards it. Whether it is a genuine purposeful move, or a fancy PR exercise is yet to be seen. However, Bezos Earth Fund to fight climate change has received nearly 300,000 likes and counting on Instagram. |
Creating a Movement around Millennial Wants
Transparency, sustainability and innovation have a strong influence on brand loyalty, especially among Millennials and Generation Z consumers. These demographic groups are also more likely to be swayed by independent positive online reviews, influencers and social media channels. More than six out of ten Millennials say they prefer to donate their loyalty rewards to a good cause than redeem them personally.
This is the largest segment of your audience that is eager to embrace themselves with the bigger purpose of your brand.
GET TO KNOW THE SECRET OF SOCIAL LISTENING
Transparency, sustainability and innovation have a strong influence on brand loyalty, especially among Millennials and Generation Z consumers. These demographic groups are also more likely to be swayed by independent positive online reviews, influencers and social media channels. More than six out of ten Millennials say they prefer to donate their loyalty rewards to a good cause than redeem them personally.
This is the largest segment of your audience that is eager to embrace themselves with the bigger purpose of your brand.
GET TO KNOW THE SECRET OF SOCIAL LISTENING
USE YOUR SOCIAL CHANNELS BEYOND THE MATRIX OF CLICKSDEVELOP AN AWARENESS OF THE CONSEQUENCE OF YOUR DESIGN
ENCOURAGE YOUR PEOPLE TO BE CREATIVE THINKERS, NOT INANE CLICKERSFABRICATE A PURPOSE FOR THE EXISTENCE OF YOUR BRANDTHE RICHNESS AND MEANING OF YOUR BRAND IS WHAT PEOPLE REALLY BUY....
HELPING WITH YOUR EVENT EXPRESSIONS TO ENCHANT, IMMERSE AND EDUCATE
Don't just show your audience something, make your display design as interactive as possible. They will come away with a much rich experience if they've have the opportunity to do, create and share.
Even if a company’s products or services are relevant, it’s a unique proposition and distinct brand experience that convinces audiences to choose one brand over others.
Upgrade your game. However, do not force technology in your stand design. Your design will be successful if the technology and creative message work in perfect and complementary harmony.
OUR OFFERINGS INCLUDE:Marketing Strategy | Rental and Purchase Exhibits |Design Consultation | Design Implementation | Support, And Various Show Logistics Assistance
ENCOURAGE YOUR PEOPLE TO BE CREATIVE THINKERS, NOT INANE CLICKERSFABRICATE A PURPOSE FOR THE EXISTENCE OF YOUR BRANDTHE RICHNESS AND MEANING OF YOUR BRAND IS WHAT PEOPLE REALLY BUY....
HELPING WITH YOUR EVENT EXPRESSIONS TO ENCHANT, IMMERSE AND EDUCATE
Don't just show your audience something, make your display design as interactive as possible. They will come away with a much rich experience if they've have the opportunity to do, create and share.
Even if a company’s products or services are relevant, it’s a unique proposition and distinct brand experience that convinces audiences to choose one brand over others.
Upgrade your game. However, do not force technology in your stand design. Your design will be successful if the technology and creative message work in perfect and complementary harmony.
OUR OFFERINGS INCLUDE:Marketing Strategy | Rental and Purchase Exhibits |Design Consultation | Design Implementation | Support, And Various Show Logistics Assistance