Version: primary June 2016 - Gemba Marketing

Experiential Marketing – Generating Content Like A Boss

If there’s one thing brands should embrace more than almost anything, it’s social media. And if there’s one strategy brands can use to leverage social media, it’s experiential marketing. Think about it. What did you do when you attended that music festival with all your friends last weekend? I’m guessing you probably posted a couple status updates about all the rad bands you saw. And what about that time you tried the new burger joint down the street? Did you snap a pic of your food and share it on Instagram? Or remember that time you sent a snap story after vacationing in the Bahamas? You probably made your pals jealous, but it’s fine – sharing our experiences on social media is normal, natural, and instinctual. As humans, we want to tell our friends and family about all the fun things we do; we’re naturally inclined to share moments from our life, especially when those moments make our life seem more interesting. In fact, 98% of consumers create digital or social content at events and experiences, and 100% of those consumers share that content on their social channels*. That’s why experiential marketing is so effective. At its core, it’s a forum to produce memorable experiences for consumers to connect with and relate to brands. But hidden beneath the surface is a beneficial domino effect that does loads of work for brands. The event itself kick-starts the movement, but the consumers who engage with the event continue to share their experience long after the event concludes, spreading brand awareness while generating a chorus of social chatter. Whether it’s in the form...

Gemba Book Club: Collaborative Intelligence | Thinking With People Who Think Differently

When I was a little girl, I preferred to watch my sister play Nintendo rather than play it. She’d invite me to join her, but I didn’t know how to play, so I observed until I understood. As a writer, my ideas begin to make sense when I’m doing something active, like running or playing the piano. There’s something about movement that helps me organize my thoughts and sort them into comprehensive ideas. As an artist, I do my best, most innovative work with soothing music playing in the background. Silence is bothersome – I require background noise to open my mind and consider new ideas. I’ve always assumed these habits were just natural characteristics of my personality, minor quirks that made me who I am. As it turns out, those habits are indicators of the way my mind naturally processes information. The Gemba team and I recently finished reading Collaborative Intelligence, a book written by Dr. Dawna Markova and Angie McArthur that explores how humans can best “think with people who think differently.” After years of research and experimentation, the authors suggest that each person falls under a specific “mind pattern,” a process in which our brains think and pay attention to stimuli. They tell us that in order to develop a “mind-share” mentality, we must learn to think with people who have different mind patterns. “A mind-share world necessitates that we learn to use influence with others rather than power over them.” There are six different mind patterns, and each one is representative of three languages of thought: auditory, kinesthetic, and visual.     Auditory Thinking = listening, telling, discussing, singing,...

Snaps for Snapchat: 4 Ways Snapchat Benefits Brands

Confession time: I’m a millennial and I don’t use Snapchat. *Gasp* All of my friends use it, my sister sends me snaps of her cats thrice daily, and every bit of research tells me that Snapchat is hot, hot, hot. So, what’s my deal, then? Why don’t I use Snapchat? It’s not because I don’t like the app. I think it’s pretty neat, actually, and I do enjoy receiving 10-second updates on the napping patterns of my sister’s cats. But when it comes to crafting a snap and blasting it to my non-existent list of followers, I just don’t get it. I don’t understand how to use it, I don’t understand the appeal; I don’t understand why anyone would want to see a close-up picture of my face sticking out a gigantic rainbow waterfall tongue. Until now, that is. With more than 100 million active users, Snapchat has become one of the top three social media platforms amongst millennials and Gen Z. In fact, the ephemeral messaging app receives more than 10 million video views from users every single day. Even more, it’s the number one social platform for reaching 13-34-year olds, which opens up a lot of creative opportunities for brands targeting a large, influential demographic. In other words, Snapchat isn’t just some social media fad that will eventually fade away. From May 2015 to January 2016, Snapchat’s daily video views grew by 350%. It’s a powerhouse that’s here to stay, and it’s proving itself as a beneficial tool for brands everywhere. If your brand hasn’t hopped aboard the snap-wagon yet, the following information might convince you otherwise: Snapchat allows...