What is the connection between escape rooms and marketing?

 No connection.

 

But in the #globesmad2016 conference in Tel-Aviv last week, LEAD advertising built an escape room that drew a lot of attention. (see more in this movie, in Hebrew) The point was to illustrate the stressful reality ad agencies deal with today, and the right way to deal with new challenges and new technologies.

Rami Yehudiha, founder and CEO of LEAD, said “we all feel in panic because of this ever changing environment, and when people panic they make up excuses like: every day there is new technology, Generation Y & Z. These are excuses. We always lived in a changing world”. The right was to deal with these challenges is go back to basics: What is the key to the campaign? What is the big idea? How do I leverage current trends (like escape rooms or generation Z) and use them? And of course how do I take control of new technologies, like big data, and turn it from a big waste of data into a technology platforms that provides me with much deeper understanding of consumer behavior.

Another person who attracted much attention in the conference was David Shing, known as the “digital prophet” of America Online (AOL). He talks about “price, product, promotion and place” being the four P’s which drove advertising when he was growing up; now it’s “platforms, partnerships, performance and pedigree” and an additional two very important P’s; perspective and patience. The proliferation of platforms in the last couple of years, be they for crowdsourcing or cat photos, has given everybody a voice. And while it’s fair to say the value-add of sites like Kickstarter are their equalising effect, Shing argues that the real benefit is “the interconnected network of people who give a shit about the brand you’re building.” Read more

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And last but not least – Ying Wang from the China Business Group at PwC Israel that shared some very useful tips, experiences and insight about doing business in China, and specifically about China’s media marketplace.

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So coming back to escape rooms. Obviously it’s a huge trend in Israel today. Fanta drinks just launch a digital campaign with same theme – www.freefranco.co.il. So being a pretty new entrant myself, I wasn’t exactly sure what should I be looking for when choosing my next escape room experience? Is it about the theme? The level? The number of people that can participate? What are other people looking for / liking / dis-liking in experience rooms? Perhaps a company like http://www.aspectiva.com/ can help me find out.

YOUR BRAND – is this what you need to promote through social?

Maybe it’s the first strategy I should have presented here – applying social media for increasing awareness to your brand values and growing the brand equity. So why did I keep it to last? Well you know why: in many B2B companies we don’t really like our brand … We feel it’s a fluffy story, that doesn’t really say anything, doesn’t really get anyone engaged and definitely doesn’t help get more sales.

Let’s look at 2 examples of some people that seem to be doing it right.

A couple of years ago IBM came out with the Smarter Planet initiative. The initiative seeked to highlight how forward-thinking leaders in business, government and civil society around the world are capturing the potential of smarter systems to achieve economic growth, near-term efficiency, sustainable development and societal progress. For IBM, it was a good corporate story that tied together brand values, social responsibility and their IT solutions.

Ericsson is another example of someone that utilized social media for the brand’s vision – around the networked society. When they launched it, maybe a year ago, they came up with a new corporate video, a lot of new content (~70% of their posts were related to the “Networked Society”  directly or indirectly), and a whole set of new visuals – including even a new font. As a result, they did see high engagement and social traffic contribution, as well as big communities that were created around this topic.

Is it the right strategy for you? To make it work you need to find the right story and create the WIIFM and real connection to your customers and your company.

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