psfk's advertising playbook
TRANSCRIPT
A FIELD GUIDE TO CREATING
HIGH-REACH BRAND EXPERIENCES
THEADVERTISINGPLAYBOOK
SUMMARY
Get The Full ReportPSFK’s Advertising Playbook 2018 is a strategy toolkit for brands to successfully produce the most vital component in today’s digitally-saturated marketplace: experience marketing. To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, directives and knowledge to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
The 60+ page report includes:
• Analyses of 45+ best-in-class experiential examples from the industry’s most innovative brands
• A breakdown of 2018 industry and audience shifts • Actionable templates to guide experience planning,
activation and analysis • New consumer insights and KPIs to help shift
experiential strategy • Expert perspectives and data, collected from 375+
advertising executives in PSFK’s 2018 Advertising SurveyAdvertising Playbook 2018
Version 1.0 | Published October 2017
About This Report
Piers Fawkes Founder & Editor-In-Chief
Experiential marketing has become the most critical tool in the modern marketer’s weapon chest. Not only do the variety of manifestations (pop-ups, turn-ups, takeovers, you name it) create rich, interactive, brand building engagements but, with an infusion of digital technology, the experiences can spread exponentially and their success can be tracked in precise detail.
No longer a tactic, experiential marketing offers a scalable solution that drives sales, builds loyalty and adds significant business value.
Download the Full Report at: psfk.com/advertising-playbook
Access all Reports and Debriefs as a PSFK Member: psfk.com/membership
Advertising Playbook 2018
Industry Outlook: From Digital To Experience-First
Attention In Digital
Advertising Is Waning
80% say online ads haven’t gotten any better. Rakuten Marketing, 2017
91% say ads are more intrusive today than 2-3 years ago. 2016 State of Inbound Report
Digital ads wasted roughly $7.4 billion in 2016 due to poor placement. Forrester Predicts End of Digital Advertising. Forrester, 2017
Ad Fraud Is
Challenging Digital KPIs
Consumers Are Asking For
Engagement Over Targeting
Brands Are Shifting From Ads To
Customer Relationships
“P&G, GE, Sears and other advertisers are auditing digital buys…Havas Group U.K. has frozen spending on Google and YouTube.”Forrester Predicts End of Digital Advertising. Forrester, 2017
Advertising Playbook 2018
01
Modular Events Create Scale
What’s Driving Change?
02
Data Tracking Informs CRM And R&D
03
Experiences Double As Content Studios
Advertising Playbook 2018
Why Experience Now?
• Adds emotional connection
• Offers point of re-engagement
• Aligns brand with cultural events, spaces or partners
• Improve reach and engagement
• Offload organization and marketing to influencers
• Develop audience insights by collecting data
• Consumer ambivalence to branding and marketing
• Uncertain return on investment as reach is not guaranteed
• Maintaining brand image across grassroots and crowdsourced events
• Difficult breaking through with a truly new experience
• Challenging to maintain initial buzz and momentum
• Small physical audience requires magnification through media
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Advertising Playbook 2018
Put The Brand At Hand
Accommodate A Broader Lifestyle
01 In-Step Engagements
02 Contextual Calibration
03 Conversion Occasions
04 Third Space Community
05 Routine Escape
06 Reframed Perspectives
Brand Experience Strategies & Activations
Bring The Brand Vision To Life 07 Engineered Enjoyment
08 Innovation Unveiled
09 Future Mapping Advertising Playbook 2018
Key Takeaways For Better Strategic Planning
Advertising Playbook 2018
Go where your consumer is
01Open the door with a passion or pain point
02Extend beyond your own brand
03
Invest in digital as well as physical
04Change your metrics
05Test, Prototype And Refine
06
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About PSFK
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A FIELD GUIDE TO CREATING
HIGH-REACH BRAND EXPERIENCES
THEADVERTISINGPLAYBOOK
SUMMARY