The Best Marketing Campaigns are Memorable… So How Exactly do you Make Sure They’re Memorable?
Big brands are competing every day to come up with the best marketing campaigns. Between consumer driven content consumption online taking away from TV advertising and declining readership among printed forms of media, companies are looking for innovative new ways to connect with their customers.
To come up with the best marketing campaigns, here are a few tried and true tips to assist you with development.
Brainstorm ::like the old adage, two heads are better than one – and five heads are better than two! Some companies plan their marketing strategies internally while others lean on third party event marketing agencies to assist with concept development. Whatever you do, put yourself in the shoes of your prospective consumer. Where can they be found? What can you do surprise and delight them in an authentic way vs. coming across as gimmicky? Sometimes a good old white board session is needed to come up with a couple dozen ideas before landing on one of the best marketing campaigns for your brand.
Creativity ::with event technology ever changing and advancing, never before have your relationships with your suppliers been more important. They are an invaluable resource. Keep in touch with them and don’t be afraid to ask them for ideas. There are some many technology driven experiences that brands can leverage these days… from 4D photo booths with 360 degree imagery, social media photo and video sharing, computer software programs to generate fun and interesting animation to impressive projections (think Tupaq at Coachella a couple years back). Of course your idea should make sense and compliment/enhance your brand while fulfilling an objective or two.
Engagement ::advertising is not very effective when it’s one sided only. Consumer engagement is one of the biggest facets that separate the best marketing campaigns from those that are bland, been there/done that, types of events. Whether your program incorporates a show stopping idea that grabs people’s attention or encourages them to start talking, ask questions etc., the important feature is their attention. Make it about THEM and if done properly, it will come back around to benefit your brand.
Some of the Best Marketing Campaigns We’ve Worked On!
Tigris has had the tremendous privilege to work with a # of clients over the years and narrowing down the best marketing campaigns is no easy task. A few that stand out however are:
The Tide Test :: Tigris teamed up with Zoom Media towards the end of 2012 to plan a unique experiential marketing promotion for Proctor & Gamble that won them a well deserving award. The promotional marketing campaign, appropriately called “The Tide Test” was executed in 3 cities for 1 week in late January 2013. The objective of the program was to approach prospective consumers in the most unlikely of places – gyms! Leveraging Zoom’s fitness locations, Tigris brand ambassadors were onsite for a couple of shifts at 24 facilities to collect gym go-er’s dirty laundry. Then we took over a few laundromats to wash, dry, fold the clothes, presenting the gym clothes back in a fresh Tide branded laundry bag, with coupons and a free bottle of Tide Febreze Plus Sport. Talk about an amazing way to experience a new product!
Samsung Brilliant Summer Story Contest :: during the early days of Android, Tigris had the pleasure of working with Samsung to promote the launch of the Galaxy at a series of The Source stores across Canada. Not only did we plan and staff the promotion, we also concepted the “Brilliant Summer Story Contest” so we could demonstrate the video capabilities of the handset in a unique way. While our sales staff were onsite at the stores, they would encourage customers to tell them their best summer story for the chance to win 1 of 5 prizes valued after over $3,000 a piece! The program was highly engaging, collecting hundreds of videos during the 4 weekend campaign and selling out the new handset in most of the stores.
Summer’s a Blur Promotion for Motorola :: back in 2010, Tigris was booked by Hill & Knowlton to execute a social media promotion for none other than Motorola. This was definitely one of the most fun promotions our staff have ever worked, with teams of 10 in 3 different cities, riding around on branded dicky-dee’s to hand out popsicles while promoting Motorola hand sets and more importantly, the brand’s facebook fan page that was offering up daily prizing for the entire summer. How amazing is that? Over the span of 2 days, our brand ambassadorshanded out 30,000 popsicles – keeping consumers cool in the summer heat while building up the brand online.
While Tigris may not always be responsible for developing the best marketing campaigns internally, every project is different. In many cases, clients and companies come to us with their ideas. They know what they want to do, but they don’t know exactly how… so we help them figure it out, putting all of the puzzle pieces in place for a successful execution. In other situations, which we love, we have a blank slate and have the opportunity to generate some of our own amazing campaigns. I guess you could say we have the best of both worlds!
We’d love to help you develop the next winning ideas, we’re just a call or email away. Give us a ring at 416.283.9119 or click here for information. The best marketing campaigns can pop up anywhere – from Toronto to Vancouver or Calgary!
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others.
Google PLus Profile: Serena Schwab