An unforgettable brand experience is something that gets noticed, creates a buzz, cuts through the noise and clutter of the current environment, delivers a relevant and meaningful message to the target audience, and spurs consumers to take action.
A lot of time and energy is spent in brainstorming, concepting, building and executing ideas. So, how do you know if your planned experience will be unforgettable, empowering, and measurable?
Here's the shortcut: our own internal checklist, the 4 Points of Empowerment. If your brand activation idea does not check the box on all 4 of the Points of Empowerment, it's time to go back to the drawing board, to revamp the plan, or start over with a fresh perspective.
Articulate the attraction for your audience, encountering your activation for the first time. Where does the interaction take place? What do they see and hear? How does it affect them? Why do they get excited?
Explain how the consumer becomes connected with the activity. What is the hook that builds a meaningful connection or involves the audience in more than initial observation?
Translate the action, activity, or sensory event to be created, into an opportunity for consumer empowerment. How is your brand communicating information about the company, product or position? Why and how does the consumer to elect to absorb the information?
Define the desired, measurable actions taken by consumers, following the interaction. How can consumers use the knowledge gained? How are you empowering them to share their experience, to find out more, or to purchase the product? What motivates their actions? How will you track the results?
Over the past 12 years, Department Zero has developed this deceptively simple framework for planning memorable experiences that empower consumers and produce measurable results. We use this when consulting with clients to produce strategic plans, tactical executions, and putting measurement tools into place. Contact us if you'd like to learn more.