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BUILDING A BETTERBRANDEXPERIENCEFROM IN-STORE TO THE TRADESHOW FLOOR BUILDING A BETTER BRAND EXPERIENCE 2012 /1

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THE POWER OF EXPERIENCEBRANDS ARE WISING UP. Many recognize the power ofexperiences to inspire people and drive business growth.They’re investing in unique engagements at touchpoints wherethey interact with key audiences. The best of these brands wecall “experience brands”.Too many brands, however, still miss the mark. Andparadoxically, they fall short at exactly those moments ofthree-dimensional interaction between brands and peoplewhere they have the best opportunities to creative immersive,physical brand experiences. These include:• Tradeshow booths and exhibits• Retail stores and kiosks• Pop-up displays and temporary installations• Mobile exhibits and vehicles• Corporate environments and executive briefing centersBrands miss the mark for two reasons: they don’t realize theopportunity physical brand experiences present, and/or theyfail to design the experiences to optimize this opportunity. BUILDING A BETTER BRAND EXPERIENCE 2012 /2

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DEFINING THE OPPORTUNITYThe design challenge is simple: people are barraged bymessaging and media. They feel hunted rather than wooed bybrands. Their time and attention is more precious than ever.So fundamentally, an effective 3-D brand experience must beworth people’s time. It should leverage the special ability ofphysical brand experiences to be immersive andmulti-sensory, to provide a place for personalized interactionand conversation. An effective 3-D brand experience mustbe more than a backdrop. It needs to be an active space forconversation and engagement versus passive scenery. And ofcourse, an effective 3-D brand experience needs to be part ofthe larger brand and marketing strategy, with defined metricsand outcomes.To achieve all these goals, experience designers should payheed to what we call the “three E’s” of 3-D brand experience. BUILDING A BETTER BRAND EXPERIENCE 2012 /3

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THE 3 E’S:3 PRINCIPLES OF 3D BRAND EXPERIENCESBrand experiences should be built around three core principles:ENTICE, ENGAGE, EXTEND. ENTICE Draw people in ENGAGE Broaden the conversation EXTEND Make them believe BUILDING A BETTER BRAND EXPERIENCE 2012 /4

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ENTICEExperience designers must take into account how people Visitors can be drawn to an experience throughenter and encounter the space: physically, emotionally, and online or mobile means. Choose the tactic andattitudinally. For example, unless someone has been invited the message based on the targets’ behaviors andquite literally to ‘attend’ an experience, they don’t necessarily your setting. No one says, ‘Hey, I think I’ll go to awant to engage; they have to be enticed into the ballgame to go buy a new car’. Consumers think inphysical brand experience. terms of what they intend to do for the day. Brand activations must enhance their plans, not interrupt them. If you preview an experience worth having and To drive traffic to an experience, it’s imperative demonstrate you’ll respect guests’ time, consumers to understand the audience and, when possible, will be more likely to head in your direction. become part of their agenda before the event. Madelyn Varella Offer something of value they can only get in the space. But have a plan to get them there and elevate your brand. If it’s a simple giveaway, In a physical sense, the ‘entice’ is the ‘shiny object’ prepare your staff to qualify guests to avoid ‘trick that catches a customer’s eyes and makes them want or treaters’. If you’re providing an educational to stop and find out more. What it is depends on the opportunity, be clear about when and where, and audience you’re trying to attract and how you want design the space to accommodate. to engage them once they’re in the space. Movement is good. It can be whimsical or serious, but it has to touch the customer’s sense of wonder and curiosity to find out more. Marshall Bice Trish Costello, Strategist BUILDING A BETTER BRAND EXPERIENCE 2012 /5

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ENGAGEHow does the environment facilitate face-to-face interactions, When they enter a brand space, people expect thatdrive action and inspire advocacy? That’s what the ‘engage’ their time will be rewarded. Brands must meet thisstage of 3-D brand experience is about. To realize this, the expectation. That might mean the brand can’t justbrand must connect people to the brand, motivate them to take deliver the message; they must make it fun, add aactions tied to achieving business results and inspire them to game or other interest point. We see touchscreenstalk about the brand and experience with their friends and iPads everywhere in stores, on the tradeshowand colleagues. floor, on the street but they often fail to motivate interaction. Warning: these elements do not make the The time a customer spends exploring and experiencing message engaging on their own. a product is the single-most important driver of purchase Madelyn Varella decision. To increase success, the experience should engage all senses, with the focus directed by the type of In unifying the look of a space, key messages goods being sold. For consumer products, placing the or areas of the footprint can become muddied. item in the customer’s hands has a significant impact on Customers get confused about where to go or what’s its perceived value. And the manner of the interaction being offered. Intuitive design helps brands avoid whether it’s an active conversation with a rep or a more this. Similarly, clear messaging hierarchy and tiered self-directed touchscreen demo has to be completely branding help distinguish what information is most thought out with respect to the different important and directs the correct amount of detail to customer psychologies. audiences with low, medium and high engagement levels. Trish Costello Marshall Bice, SVP Creative Practice Leader BUILDING A BETTER BRAND EXPERIENCE 2012 /6

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EXTENDWhile face-to-face interaction within the 3-D environment is A brilliant ‘engage’ has the power to extend resultsextremely valuable, building long-term relationships is ultimately exponentially. The catalyst is providing an experiencemore profitable. Extending the on-site experience by giving and content worth capturing. Sharing is the actionpeople a reason to interact with the brand outside the physical that spreads and amplifies impact. Brands can enablespace reinforces and solidifies that relationship, and provides sharing by providing ways to capture the experience,mechanisms for measuring success. like photo ops and video confessionals, and uploading or emailing content for guests to spread. They can Extension of an experience is where the rubber meets also leverage social media to continue and track the road in terms of measurable return on investment. conversations and distribute content from on-site Digital tools are key, as they offer immediate options after the event. for data capture. They can monitor trends such as Trish Costello customer product preferences based on requested/ viewed digital content and individual customer issues. In addition to extending an experience through digital They can capture and track specific leads. Digital interactions (capturing contact information, Facebook tools map how a customer chooses to experience the ‘likes,’ et cetera) brands can extend by sharing content brand and give clear direction on how to take the online in real-time or stream outside sources into next step to strengthen the relationship with the space. Connecting live on-site with an audience those customers. via the web or remote broadcasting helps to bridge communication and experience gaps between those physically present and those who are not. Through these techniques, content can be instantaneously shared. Opportunities to engage and communicate diverse perspectives increase. The event’s reach is broadened, which amortizes the cost of executing the live event and immediately improves return. Marshall Bice Madelyn Varella, VP Digital Director BUILDING A BETTER BRAND EXPERIENCE 2012 /7

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ENGAGEMENT FUELS ACTIONTARGETED EXPERIENCE DRIVES CONVERSION + ADVOCACY BUILDING A BETTER BRAND EXPERIENCE 2012 /8

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MORE THAN A PHYSICAL RELATIONSHIPIn today’s desensitized and time-starved world, capturingpeople’s attention and affection is difficult and rare, especiallyif you’re a brand. Physical brand experiences when properlyexecuted can achieve both, and can result in the kind oflong-term brand loyalty and advocacy that deliver businessresults, sustain growth, and breed brand-loving relationships. BUILDING A BETTER BRAND EXPERIENCE 2012 /9

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LEARN MORETO READ EARLIER ARTICLES, VISIT JACK MORTON’S SLIDE SHARE CHANNELOR CLICK ON THE INDIVIDUAL LINKS BELOW:Best Experience Brands Read now >>What is an Experience Brand? Read now >>Experience Brands and the New Engagement Model (research) Read now >>TO JOIN THE CONVERSATION ABOUT BEST EXPERIENCE BRANDS,PLEASE CONNECT WITH US ONLINE:Follow us on twitter: @jackmortonVisit us online: jackmorton.comRead our blog: blog.jackmorton.com BUILDING A BETTER BRAND EXPERIENCE 2012 /10

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ABOUT JACK MORTON JACK MORTON WORLDWIDE IS AGLOBAL BRAND EXPERIENCE AGENCY WITH OFFICES ONFIVE CONTINENTS. OUR AGENCY CULTURE PROMOTESBREAKTHROUGH IDEAS ABOUT HOW EXPERIENCES CONNECTBRANDS AND PEOPLE—IN PERSON, ONLINE, AT RETAIL ANDTHROUGH THE POWER OF DIGITAL AND WORD OF MOUTHINFLUENCE. WE WORK WITH BOTH BtoC AND BtoB CLIENTS TOCREATE POWERFUL AND EFFECTIVE EXPERIENCES THAT ENGAGECUSTOMERS AND CONSUMERS, LAUNCH PRODUCTS, ALIGNEMPLOYEES AND BUILD STRONG EXPERIENCE BRANDS.RANKED AT THE TOP OF OUR FIELD, WE EARNED OVER 50AWARDS LAST YEAR.JACK MORTON EXHIBITS IS THE AGENCY’S SPECIALIZEDDIVISION THAT DESIGNS, BUILDS AND DELIVERS BRANDENVIRONMENTS INCLUDING TRADESHOW EXHIBITS, MOBILEVEHICLES, POP-UP, AND RETAIL AND CORPORATE SPACES.FOR MORE INFORMATION, CONTACT LIZ BIGHAM ATliz_bigham@jackmorton.com© Jack Morton Worldwide 2012 BUILDING A BETTER BRAND EXPERIENCE 2012 /11