The Weekly Debrief

From the power of experiential marketing to Yorkshire Day

We’re a creative bunch. Ideas are what get us up in the morning, and when we see a good one we can’t help but share it. Whether it’s on a lengthy email chain, a scrap of paper left in a meeting room or a post on our Workplace group, ideas are always flying around the We are Vista studio.

This is our round up of the best of them.

This is the Weekly Debrief.

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Brands are tapping into the power of experiential

With our roots firmly in the space of mind-blowing, impact-making events, we’ve known about the power of experiences for a while. And now, it seems the world is catching up, with Mastercard unveiling an amazing VR purchasing experience with Swarovski this week, and many more global brands catching on.

The general consensus seems to be that brand experience builds loyalty – something we’ve discovered first-hand through the delivery of many huge brand events over the years – but now there are the stats to prove it.

According to this lovely Adweek article, (which might well be locked behind a paywall for you, so I will summarise now) 60 percent of CMOs value brand experience for customer loyalty, with two thirds saying it helps achieve business objectives, and a massive 90 percent agreeing it promotes stronger brand engagement.

Indeed, one in three business leaders is expected to allocate between 21 and 50 percent of their budget to experiential over the next five years – investing in 360-degree experiences that engage all five senses, spark emotions, reach customers faster than ever, and promise greater lead generation, brand advocacy and sales that any form of traditional marketing.

Data baked in

How marketers measure the impact of experiential varies widely from brand to brand. Some – like Mastercard and American Express – have access to more consumer data, such as purchasing habits, meaning they can get more granular with measurements of specific trends and preferences. Despite differences, most agree that measuring the effectiveness of brand experiences has become much easier over the past few years – another reason experiential is making a serious name for itself.

LinkedIn rolls out voice messaging

Typing out long messages on your phone when you’re on the go can become quite the challenge, leaving you deeply envious of the comparative ease of explaining everything on the phone. Obviously, that’s not always possible if you don’t have someone’s digits.

In a bid to make life easier, LinkedIn is rolling out a new voice messaging feature that allows users to record and send a one-minute long call, so you can explain more complex ideas. If sending voicemails to your connections over a professional social network sounds like what you’d like to spend your weekend doing, you can find out more about it here.

Yorkshire Day arrives in God’s Own County

Yorkshire is the UK’s largest county, and each year people gather to celebrate all the great things that hail from the dales. On 1st August, which fell this Wednesday, celebrations took place across Yorkshire’s most famous cities, including Leeds, Bradford, Sheffield and Hull.

Ripon saw a procession of mayors and lord mayors parade through the county’s smallest city to celebrate the occasion. York Maze marked the day with a flat cap flinging contest, along with Yorkshire pudding tossing, straw bale rolling and ‘parkin parking’. Wow.

Because let’s face it, all the best things come from Yorkshire. Our tea is the unquestionably the greatest.

If you haven’t seen our Yorkshire Day film yet, you are missing out. Take a look now to brush up on your ‘ey up’s.

 

Come back next week, for another exciting instalment of the Weekly Debrief.

Photo credit: Mastercard / Swarovski