brainstorming models
BETTER
To make the process of brainstorming top-line experiential marketing ideas easier and more systematic, a brainstorming model called BETTER has been developed; see Table 3.1.
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Table 3.1 The BETTER model
Brand personality Three brand values that sum up the brand’s human-like characteristics
Emotional connection Multi-sensory and/or authentic, positively connected and personally meaningful
Target audience What they like, their lifestyle, their aspirations, the time they have available
Two-way interaction A live brand experience [face-to-face/ remote] that combines the above B, E and T
Exponential element A trigger mechanism that encourages participants to pass on their experience
Reach Two-way interaction, word-of-mouth and amplification channels
BETTER enables you to bring the Brand personality to life, and create ideas that are experiential in nature and dazzle your target audience.
This is best achieved when the big idea is centred in the live brand experience, which is usually sensory and always interactive. BETTER ideas focus on engagement that drives word-of-mouth, gaining maximum
BETTER 53
Reach for the campaign. By following this brainstorming process, you are completing the first steps towards creating your own experiential marketing concept. The BETTER brainstorming model is inspired by the fact that when creating a genuinely engaging, memorable experiential marketing campaign, the ideas need to be multi-facetted and better than many used in traditional marketing approaches.
How do you use BETTER?
When using the BETTER brainstorming model to come up with top-line concepts for experiential marketing (see Figure 3.1), you first complete the B, E and T stages, and then combine the results as components for the second T: the Two-way interaction. Then you build in E, an Exponential element, and then the R, trying to achieve the best possible Reach (a combination of the initial Reach of the live brand experiences, the
To make the process of brainstorming top-line experiential marketing ideas easier and more systematic, a brainstorming model called BETTER has been developed; see Table 3.1.
3
Table 3.1 The BETTER model
Brand personality Three brand values that sum up the brand’s human-like characteristics
Emotional connection Multi-sensory and/or authentic, positively connected and personally meaningful
Target audience What they like, their lifestyle, their aspirations, the time they have available
Two-way interaction A live brand experience [face-to-face/ remote] that combines the above B, E and T
Exponential element A trigger mechanism that encourages participants to pass on their experience
Reach Two-way interaction, word-of-mouth and amplification channels
BETTER enables you to bring the Brand personality to life, and create ideas that are experiential in nature and dazzle your target audience.
This is best achieved when the big idea is centred in the live brand experience, which is usually sensory and always interactive. BETTER ideas focus on engagement that drives word-of-mouth, gaining maximum
BETTER 53
Reach for the campaign. By following this brainstorming process, you are completing the first steps towards creating your own experiential marketing concept. The BETTER brainstorming model is inspired by the fact that when creating a genuinely engaging, memorable experiential marketing campaign, the ideas need to be multi-facetted and better than many used in traditional marketing approaches.
How do you use BETTER?
When using the BETTER brainstorming model to come up with top-line concepts for experiential marketing (see Figure 3.1), you first complete the B, E and T stages, and then combine the results as components for the second T: the Two-way interaction. Then you build in E, an Exponential element, and then the R, trying to achieve the best possible Reach (a combination of the initial Reach of the live brand experiences, the