Experiential Marketing through Messaging

Experiential Messaging

We are all communicators - good or bad. The fact that the recipient is able to make a judgment means that we have been able to communicate - but effective or not (Experiential) is the big question. So for the moment forget the jargons on Experiential Marketing, Brand Sciences, Marketing Dynamics and just focus on the simple thing Messaging. Tackling Experiential from the Core, whether you are a marketing professional, a copywriter, a content writer, a public relations person, and journalist.

How we wish that we could translate our messages into conversational points of view (People listen intently when we talk or promote a concept). How do we make people to better understand our perspectives and what should be the big idea is that becomes viral so that people emote with what we are trying to say and spread the word. For if you have accomplished this, then you have activated the bulls’ eye, the inner most circle of experiential marketing, that will then cause the ripples and evoke emotions that are relevant to the target audiences, fit into their context, and support the communicator’s strategy.

Below is an offering of our compilation of what we call as the Messaging Rainbow, that help one enhance messages into the realm of Experiential to the recipient. So you are not just heard, but listened too!

One could use these themes in isolation or in combination to make messages more effective, and perhaps Experiential for the recipient and hence good for the communicator.

1) VMP – Vision, Mission, and Philosophy
2) Macro Micro – Perspective Play
3) The Next Thing – AATR (Avalanche About To Roll)
4) FRAUD – Fear, Risk, Apprehension, Uncertainty, Doubt
5) Reverse Swing – Challenging Assumptions
6) DIY – Yes You Can.
7) PAGG - Personalities, Anecdotes, Glitz and Glam
8) O4 – Optimizing On Occasions and Opportunities

1) VMP – short for Vision, Mission and Philosophy, but better articulated as “A & B” or Aspirations and Beliefs as the external communication trigger. This helps engender feelings and the target audience to engage with the communicator’s cause on more of an emotional level.
2 Macro Micro – Big and Small, and articulated as Perspectives Play. Rooting for the underdog grabs our emotions, creates meaning, and invokes passion; we like to listen to the little guy talk about how he’s going to win and why the world or the industry will be a better place for it.
3) The Next Thing – How we all want to know the future, be it our own destinies, the way the industry will develop. No wonder forecasting is the in thing. Get the inside scoop on emerging trends, and factor it into our plans ahead of our competitors. Big, emerging trends that could damage a business or industry practice wake people up and fuel discussions about what’s coming and what it might mean.
4) FRAUD -- Fear, Risk, Apprehension, Uncertainty, and Doubt -- we should know about this in advance or something bad might happen. We are in all matters more swiftly motivated by fear than appreciation of the good. Look at why some media use sensationalist, fear-inducing stories to build their audiences, or why some politicians and religious zealots prey on people’s deep-seated fears. They frame their views in the doom and gloom that may come to pass unless people support their views.
5) Reverse Swing – Defy conventional wisdom; take positions that often are not in line with or may even be directly opposite to the wisdom of the crowd. – call it counterintuitive or challenging assumptions. It is the boldness of contrarian views that grab attention; the more original and less arrogant they are, the more useful they will be in provoking meaningful conversation.
6) DIY – Yes You Can – Make sure your ideas are fresh, insightful, and maybe even sprinkled with a bit of counterintuitive wisdom, because people love the classic how-to anecdotes about how to solve problems, get ahead, make friends, and influence people. To be conversation-worthy, how-to themes need to be fresh and original, providing a new twist to what people already know.
Like this is a “How to” on Experiential Messaging.
7) PAGG - Personalities, Anecdotes, Glitz and Glam - Our society loves stories about “personalities:’ including business leaders and anecdotes associated with them. Rags to riches story, story of enterprise. Also, we’re instantly drawn to stories about celebrities and parallels between our more mundane business word and that of the glamorous entertainment industry. The glitz and the glam are fun and fabulous. They give us a lot to talk about with many people.
8) O4 – Optimizing On Occasions and Opportunities – people have fascination for themes like prognosis for the new year, Tax and financial advice in March and April, Advice on using new technologies, Vacationing, Career Advice during the end of Academic sessions and so on. One has to look at tying into seasonal or major events have a limited shelf life.

Do let us know if you need a detailed presentation on the same.

The Next Thing

Every great brand has a story. Every story has “Something to say” A story is not a work of fiction; it is a hidden truth. The truth is not how the corporate culture perceives itself
It is the embodiment of how the world perceives the brand It is Experiential Marketing

“Experiential is a methodology not a medium” In today’s hyper competitive scenario, more than three quarters of the money and time spent by companies go towards acquiring and retaining customers. Customer-centricity is the buzzword. Positioning companies, services or products is a technique which helps in easy brand recall due to its approach of occupying separate place in customer’s mind.

Experiential marketing helps the customer in retaining and recalling the service or product offered by companies. Experiential marketing helps brand marketers gain valuable insight by interacting directly with consumers outside mass-media landscape
Experiential methodology allows brands to foster one-to-one connections with their intended audience. Experiential marketing can be used on any canvas

Experiential Marketing – The next Big Thing(!)(?)(...)(,)(.)

The punctuation should set you thinking.