Gianluca Toccafondi’s Post

Have you ever wondered what was the profile of air passengers? 👇 🌎 A premium, younger and more affluent audience in airports. ✈ Airports hold a special allure for travellers, serving as integral components of their overall travel experience rather than mere stopovers. 🛍 Shopping holds a pivotal role in the airport experience for travellers. ✨ Airport advertising is more powerful and influential than ever. These are some of the key findings in “First Class Advertising – The Enduring Magic of Airports”, the latest international airport research unveiled today by JCDecaux. This comprehensive study, carried out by Ipsos, provides an updated perspective on air passenger profiles, their relationship with the airport environment and their perception of advertising within airports. Read more about it: #airport #advertising #travel #OOH #DOOH

It's always satisfying when we see the ways in which our research findings are being implemented. Read on for more info and well done to Dr Chloe Peacock and Matthew Picton 🚀 #insights #campaigns #research #qualitativeresearch #quantitativeresearch

The most anticipated moment in experiential marketing is fast approaching - the launch of the Christmas campaigns - says our Director Robbie Parry. As brands prepare to unveil their festive ads, there's no question that the most successful ones do more than just advertise products. John Lewis has continuously set the bar high with its storytelling-first approach, focusing on themes of family, togetherness, and the non-commercial essence of Christmas. This shift from selling to storytelling has made their annual ad a cultural event, eagerly awaited each year. But John Lewis isn’t alone. Global consumer brands like H&M, Ikea, Cadbury, and Asda have embraced this strategy. The magic of these campaigns lies in their ability to create shared moments and evoke powerful emotions. From TV spots to immersive experiences, they capture the human spirit of the season. Curious to know more about the strategies and value behind a successful Christmas campaign? Check out our latest blog by Co-Founder & Head of Business Partnerships & Growth at The Marble Group - Robbie Parry. Read the full article here: https://lnkd.in/evrr_iND #ExperientialMarketing #ExperientialAgency #HolidayMarketing #BrandExperience #ChristmasAdvertising

🎉 Let’s Dive into the World of Experiential Marketing! 🌟 1️⃣ Starbucks Reserve Roastery: ☕✨ Step into a sensory wonderland at Starbucks Reserve Roastery, where the aroma of freshly brewed coffee and interactive brewing stations engage all five senses. By immersing customers in the artistry of coffee-making, Starbucks creates a memorable and shareable experience that fosters brand loyalty. 2️⃣ Nike's "Unlimited Stadium": 🏃♂️💨 Nike transformed a traditional running track into an immersive digital arena in Manila, Philippines. Runners were equipped with LED-equipped shoes, allowing them to race against their digital avatars in real time. This innovative blend of technology and physical activity taps into the competitive spirit and sense of achievement, driving brand engagement and advocacy. 3️⃣ Coca-Cola's "Share a Coke" Campaign: 🥤👫 Coca-Cola's personalized bottles featuring common names sparked a global phenomenon. By creating a sense of exclusivity and personal connection, the campaign encouraged consumers to share their unique Coke experiences, fostering a sense of community and belonging. 4️⃣ Airbnb's "Night At" Campaigns: 🏠🌙 Airbnb offers once-in-a-lifetime experiences, allowing guests to spend a night in unique locations, such as the Louvre Museum or a floating house on the River Thames. By fulfilling consumers' desires for adventure and novelty, Airbnb creates memorable moments that inspire wanderlust and drive bookings. 5️⃣ Red Bull Stratos: 🚀🔴 Red Bull's record-breaking space jump captivated the world, as Felix Baumgartner leaped from the stratosphere back to Earth. This high-stakes event captured the imagination and adrenaline of millions, aligning Red Bull with extreme sports and pushing the boundaries of human potential. By understanding the psychology of consumer behavior, brands can forge deeper connections and inspire lasting brand loyalty. 🚀 #ExperientialMarketing #Brand #cocacola #airbnb #nike #starbucks #PsychologyOfExperience #monarchgroupdigital

2 little things have been my “little ambitions” for yearssssss: > Visual Merchandising: It is always challenging to hire a Visual Merchandiser in the local industry; therefore, I would like to explain to the industry the “What, Why” and “ How” > Storytelling: I admire people who can tell inspiring stories, and I would like to have that skill to share my work, my learning and professional growth experiences. ....But...both of them stayed as "PLAN" until.... Serendipitously, 2 years ago I started this journey through talks and workshop sharing with local SME, colleges/ students and IKEA coworkers. 17 sessions done so far, and a few more are lining up. I never though this is a such rewarding journey. In each session: > I gained so much positive energy. > I moved 1 step outward, expanding my knowledge, competence. and skills. > I moved 1 step outward, expanding my social network, getting closer to the local market and realizing the reality. > I moved 1 step inward to "ME". Getting to know myself a mm better. So happy to find a new passion!!!

Here's a case study about experiential marketing in the hotel industry - specifically, Walt Disney Hotels. "The housekeeping staff at the Walt Disney hotels transforms a child’s stay into a special experience. Each day the staff will reposition a child’s toy - whether it was brought by the child or bought at the Disney store - throughout the room. One day, Mickey Mouse is seated in front of the television, with the channel set to the Disney Channel (of course). The next day, Mickey will be repositioned in the bathroom with a toothbrush nearby. Adults may understand that staff who is doing this, but for the kids, it’s nothing less than magical." I read this excerpt from the book “Experience the Message” by Max Lenderman, written in 2006. P.s. Im not sure if this is still an ongoing campaign as many years have passed and there may have been some changes, or if was practiced in all of their hotels. However, to add insights, what they did was very much aligned with what Walt Disney is a brand. In a nutshell, they bring magical experiences to people (especially and usually through storytelling). What do you think about this?

Had a little too much time on my hands during the holiday break, deciding that I'd like to invest a little creative energy in the year ahead and return to my experiential marketing roots (minus the in-store focus). Introducing… BentonvilleCONNECT.com We Get Folks Talking Based in Bentonville, Arkansas, we are experiential marketers who have spent nearly 25 years collaborating with Walmart suppliers and their agency partners to develop and execute plans for launching and promoting hundreds of products and services. We specialize in creating out-of-context experiences for consumers that compel them to engage with the brands we represent and share their encounters with others. Rolling Billboards We take to the streets in attention-getting rolling billboards that break through the noise to create unforgettable one-on-one engagements with consumers in Northwest Arkansas (and beyond), increasing brand awareness and driving trial while creating a fun and festive atmosphere in a community that is like none other. Special Events Bentonville is known for its many events, gatherings, and celebrations throughout the year that are designed to bring the community closer together. Whether it’s strategically staging a wrapped vehicle near an event on the square or building a float for the annual Christmas parade, we love creating memories for consumers that leave them feeling better about the place they call home and the brands that care enough to invest in it. How May We Help You? We offer turnkey solutions for brands of all sizes, including collaboration, ideation, design, production, staffing, site approvals, coordination, and promotion. Learn More @ BentonvilleConnect.com

The Greatest Secret in Retail (You Can’t See) But Definitely Feel TLDR? Scroll down for stats Remember your last shopping trip? The hum of conversation, the rhythmic shuffle of footsteps passing by, the hustle and bustle - all weaving together to compose an unseen but palpable shopping experience. Often going unnoticed, this sonic landscape isn’t just background noise; it’s the conductor of emotions, shaping behaviour, painting the canvas of customer experience. Research spanning psychology to neuroscience shows the profound impact sound and music has on human behaviour. You’ll have felt this first hand. But shockingly, there’s still only a handful of brands using sound on purpose. Picture this: you head into a sports retailer, greeted by upbeat, catchy tunes. Almost instantly, you feel energised, your pace quickens, your mood brightens. Next, you enter a luxury bathing store. Welcomed by soothing soundscapes, calm tones, you feel relaxed, life slows down. That's the magic of music at play. Studies show that music can amplify feelings of connectivity and belongingness, encouraging customers to match your energy, feeling more connected to your brand. This isn’t just 'background music'. Conversely, the wrong sounds stir feelings of unease or anxiety, disrupting the delicate balance of the shopping experience. Imagine again the sports retailer, only this time playing songs of heartbreak and loneliness. This mismatch between music and brand is the fastest way to promote feelings of dissonance, and discomfort in your customer. Notes for your marketing meetings: A study by North et al. (2004) found that music has a significant impact on mood regulation, with participants reporting increased happiness when listening to music they preferred. A study published in the Journal of Retailing by Areni and Kim (1993) discovered that slower tempo music in a supermarket led to increased sales and extended shopping time. Kellaris and Cox (1989) observed that congruency between music genre and brand image positively influenced consumers' perceptions of the brand. A study conducted by Juslin and Västfjäll (2008) indicated that music elicits a wide range of emotions and can evoke both positive and negative feelings, depending on various factors such as personal experiences and cultural background. Questions you can ask as a retail leader: How do your playlists/soundscapes guide your customer to ‘feel’ about your brand vs think about your brand? Ask yourself what goal music can move you closer to? Is it extended shopping time? Sales? Do the the lyrics, tempo, and genre of your music match your brands identity? How does culture play into your music, and your overall brand? Is the music aligned with this? To end on a thought-provoking note, as you ponder the impact of sound in your store, think back: when was the last time a brands music made you feel like you belong? Your answer will show you how you can turn the invisible, into the audible.

🌟 Calling F&B Marketing Experts with Lived Experience! 🌟 Are you a marketing specialist in the Food and Beverage sector, particularly in theatres and commercial spaces? We need your expertise! 🚀 Our Capacity Building Programme, in partnership with MeWe360, is rapidly expanding to support Black and Brown-led organisations in the creative and cultural sectors. Here's why we need you: 1️⃣ Black and Brown-led orgs often lack resources compared to their white counterparts 2️⃣ Your expertise can fill crucial skill gaps as these organisations grow 3️⃣ Your career lived-experience brings invaluable insights to our mission 🍽️🎭 We're specifically seeking F&B marketing consultants who can: ✔ Develop innovative strategies for theatrical and commercial spaces ✔ Navigate the unique challenges of marketing consumables in entertainment venues ✔ Understand the intersection of culture, food, and community ➡  Join our network of consultants and help deliver long-term change. Your knowledge and experience are key to building capacity and driving growth where it's needed most. Ready to make a difference? Click the link in the comments to complete our form. Let's create equity together! #DiversityInMarketing #FoodAndBeverage #TheatreMarketing #CreateEquity #LivedExperience