NEWS & UPDATES

June 13, 2008 In Archives By Advent

Marketing Trends: Brand Spaces

Use Your Space As A Mar­ket­ing Tool

Is it a trend if it′s here to stay?

Pop-up stores, brand spaces, lobby makeovers, and all of these new “trendy” words in the mar­ket­ing indus­try seem like a great idea, but are they here today and gone with tomorrow′s next phe­nom­e­non? It looks like they are here to stay. A branded envi­ron­ment is a crit­i­cal, expe­ri­en­tial touch point for cus­tomers. Office, retail, and lobby makeovers appear to be part of the inter­ac­tive mar­ket­ing focus that is quickly becom­ing the new face advertising.

From the Charmin restrooms in Times Square, New York to lobby brand­ing that turns spaces into mar­ket­ing tac­tics, mar­keters are catch­ing on to the mea­sur­ably high ROI offered by this spe­cific form of expe­ri­en­tial mar­ket­ing. McDonald′s recent jump to no. 8 on BusinessWeek′s Top 100 Brands list is due in no small part to its recent focus on inter­ac­tive mar­ket­ing and its “styl­ishly remod­eled restau­rants” (check it out). In a world filled with noise, tech­nol­ogy and things speed­ing up every­day, inter­ac­tive mar­ket­ing seems to be increas­ing even dur­ing this maybe-sort-of-recession-like econ­omy for many busi­nesses in America.

Busi­nesses are being more cre­ative than ever. In their recent stud­ies of brand spaces, Trend Watch­ing found that com­pa­nies will allow their cus­tomers to expe­ri­ence their brand in uniquely cre­ative ways. (http://trendwatching.com/trends/brand-spaces.htm)

What does this mean to your orga­ni­za­tion? Think out­side the box. The mar­ket­ing being taught in col­lege does not reflect today′s mar­ket­ing trends. In an adver­tise­ment sat­u­rated cul­ture many experts cite a steady shift of mar­ket­ing bud­gets towards more effi­cient non-traditional adver­tis­ing. Com­pa­nies must be more delib­er­ate in think­ing about every touch point with the cus­tomer to describe what dif­fer­en­ti­ates their com­pany. Trend or not, treat­ing your space as a mar­ket­ing tool is here to stay.

Advent thrives at the fore­front of the cut­ting edge expe­ri­en­tial mar­ket­ing indus­try and for 20 years has helped rapidly grow­ing com­pa­nies com­mu­ni­cate the essence of their brand and vision through exhibits, events, and office envi­ron­ments. Based in Nashville, Ten­nessee, the com­pany is a cre­ative indus­try leader with For­tune 500 clients like VF Corp and Mars, Inter­na­tional. For more infor­ma­tion, visit adventresults.com.

Authored By Advent

Advent partners with organizations to help them visually express differentiation.