Brand Experience is a growing trend, as we saw at the Cannes Lions Festival 2019. The union of creativity and strategy will allow us to create unique moments with the consumer at every touchpoint. The 2019 Cannes Lions Festival closed its 66th edition last week with a strong presence from consultancy firms and with creativity and branding focused on creating brand experiences that go beyond.
What we have been able to confirm
This year is that the boundaries that delimit agencies and consultancies are starting to thin out. Creativity and strategy are going hand in hand to create campaigns that generate an ever stronger impact on the audience. We have in fact seen how some of the consultancy firms that presented themselves this year at Cannes have doubled the number of cases presented compared to the previous year.
For the moment, therefore, even if
They are not developing at the same rate, they are slowly gaining ground. Other major trends at the 2019 Cannes Lions Festival that were impossible to ignore were Brand Experiences , designed to connect with consumers on an emotional level. Today’s customer chooses brands with personality, that offer something more than purely commercial messages ; that tell a story in which they can recognize themselves, get excited, feel part of.
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Ultimately, a brand that offers them
A unique and different experience. How can we create a Brand Experience for our customers? Strategy and creativity , once again, become essential prerequisites to achieve this goal. With the first we get to know the consumer enough to make him fall in love with our brand. We analyze your interests, we detect which aspects of our company and our services you might particularly like, which details satisfy you, what your key points are and, finally, we trace the exact path to your heart.
Buyer Persona analysis must always be
The starting point for any creative action. Without библиотека иностранных данных this information it is much more difficult to create experiences that truly connect with the consumer. If what we are looking for is emotion, we must know what moves it. buyer persona analysis Once we have this information, creativity and branding come into play.
Beyond the price or product
Features, the consumer approaches the brand for br lists other reasons. The tone of voice or the type of messages we send through the different touchpoints with the customer become increasingly important, a branding job that goes beyond, in fact, the logo or visual aspects. These aspects will also be crucial when we find ourselves interacting with the user through, for example, virtual assistants, with which we will only have the tone and messages to assert our brand and create a different experience.
Branding: the key ingredient At the
Same time, it is important to create a common experience for the entire brand. That is, that there is a homogeneous and coherent interaction in all touchpoints with the consumer. Nowadays, thanks to CRM we are able to accompany the customer before, during and after the purchase. Working on each of these moments, in a specific way, will help to generate a bond with the consumer and to retain them as a customer.
It is not enough to simply create experience
That make the consumer “fall in love” to make them buy the product or service we offer; every detail counts , which is why it is important to pay attention to the during and after. A customer who makes a purchase and who, immediately after, has a punctual customer service at his disposal, will be more likely to speak well of the brand, to recommend it to other people and to buy a product again.
This is what matters in the end. For
This reason, it is essential to conceive the brand in the round and create 360° strategies in which the different touchpoints are kept in mind, on the different communication channels, to create a global experience that binds the consumer to us. This trend, which we could observe at Cannes Lions 2019, will continue to assert itself and will soon become an essential requirement; consumers will demand it and it will become a key point in any business.
However, the other sales channels will not disappear and will not be cannibalized. The call center is complementary to e-commerce. One of our most appreciated pluses is precisely the fact that the order does not end with its online confirmation. For any need, the customer has access to an excellent customer-care service ready to intervene and solve any problem.
Furthermore, for large companies that request it, we offer the possibility of having an expert on site, who studies with them the best customized solutions for their packaging stations. Our multi-channel is therefore our strength, an additional guarantee for customers that with the advent and digital evolution that we are experiencing will certainly not be lost. The physical presence perceived behind the virtual one also reassures and builds loyalty for the online user.
W.: Rajapack Italia is the fifth in Europe after Germany, Belgium, Holland and the United Kingdom, which however have been present on the market for many more years. Do you think that technology has been a discriminating factor for this rapid growth? LZ: I am sure that technology is a discriminating factor! These countries have been on the market for many more years, but we are developing very quickly.
Generally when it comes to online shopping, Italy appears to be the tail light in Europe. However, we demonstrate that this trend can be reversed, the turnover generated by the online platform of the Italian headquarters is equal to 34%, ahead of 33% in Spain, 32% in the United Kingdom, 29% in France and 25% in Germany. We are also at the top of the list in terms of the number of new customers generated online , second in Europe only to the Netherlands (86%), France (80%), the United Kingdom (79%), and Spain (73%).
