A little brand experience can go a long way. That's something overlooked with surprising frequency by brands that are otherwise looking for just the results it helps deliver - sales, advocacy, engagement and healthy margins.
Now I'm a strong advocate of having a comprehensive, thought-through brand experience strategy, but that doesn't mean that I don't think there's a huge opportunity for brands to dip their toe in the water first - For brands to see the immediately positive effects of adding a small experiential dimension to what they're doing.
It doesn't have to be all or nothing. And a very good place to start is with a little experiential nudge.
What do I mean by an experiential nudge? It's the creation of a subtle invitation to take part. A prompt to do something. I'll use a couple of examples from work we've done at Bright to help explain. For example we motivated customers to actually use a trial vacuum by rigging the product display to create mess if a product was lifted up. Or in another example we encouraged shoppers to post photographs of their shopping experience to Instagram by creating a printer that would print their pictures in the shop if they used our hash tag.
Creating more of a novel experience however slight it may be, can nudge your customers over the line to purchase that product, share that photo, send that tweet or sign-up for that newsletter. And it doesn't need to cost you the earth. Just a little interactivity, a touch of sensory stimuli or an invite to play can dramatically increase the chances of your audience doing just what you want them to.
So consider this when you're designing your next poster, product display, event or your packaging. How can you nudge people into buying, sharing, signing up or upgrading their purchase with the use of a little fun or novelty?
As noted below, cities are using these same tactics to nudge us in the right direction. As marketers we have everything to gain from incorporating the same experiential nudge into our brands.
The principle is much tested....Putting a basketball-type hoop over the top of waste bins in the US cut street litter dramatically by making chucking fun; experiments with musical or talking waste-bins reveal that we use them more willingly in return for a jokey thank you or upbeat tune. Cheerful street and underpass artworks which look naive — as if done by children — discourage graffiti and vandals.