PSFK's Advertising Playbook
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Download the full report at psfk.com/report/advertising_playbook PSFK’s Advertising Playbook 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, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
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PSFK's Advertising Playbook
- 1. A FIELD GUIDE TO CREATING HIGH-REACH BRAND EXPERIENCES THE ADVERTISING PLAYBOOK SUMMARY
- 2. Get The Full Report PSFK’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 Survey Advertising Playbook 2018
- 3. 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
- 4. 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
- 5. 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
- 6. 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 THREATSWEAKNESSES STRENGTHSOPPORTUNITIES Advertising Playbook 2018
- 7. 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
- 8. Key Takeaways For Better Strategic Planning Advertising Playbook 2018 Go where your consumer is 01 Open the door with a passion or pain point 02 Extend beyond your own brand 03 Invest in digital as well as physical 04 Change your metrics 05 Test, Prototype And Refine 06
- 9. Bespoke Services Since 2007, our NYC based team has helped brands leverage emerging trends through a mix of consulting services. PSFK LABS • Research & Strategy • Concepting & Consumer Journeys • Workshops & Trend Tours PSFK STUDIOS • Branded Content • Newsletters • Partner Events Bespoke Services PSFK STUDIO S PSFK LABS Membership Membership PSFK provides a cultural intelligence service for brands and agencies: • on demand research • extensive report library • daily feed of insights • weekly vertical newsletters • immersive events About PSFK PSFK 42 Bond Street, 6th Floor, New York, New York 10012 | +1 646 520 4672 | psfk.com | @psfk Piers Fawkes Consulting Services piers.fawkes@psfk.com Jeff Weiner Membership Success jeff.weiner@psfk.com
- 10. A FIELD GUIDE TO CREATING HIGH-REACH BRAND EXPERIENCES THE ADVERTISING PLAYBOOK SUMMARY