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Considerations for an ever-changing environment

With every project we work on, there is always an urge to personalize and humanize the messaging to resonate not just at a business level, but at an emotional one. Fundamentally, we believe this is the reason brand experience marketing is so powerful: a belief in and focus on the positive and the personal.

As more and more global events and experiences are canceled or postponed, and travel and congregation bans come into effect, we wanted to share how we believe marketers can be rethinking their plans for when they might not be able to stage an event or experience in the way it was originally planned.

1. Enhance the Stream

Even during times where large person-to-person live events are not an option, brands are still going to need to connect with their key audiences - whether it’s businesses, consumers, or both. The easiest method for this communication is by livestream or video content: send the content they would have watched live to their computer screen, TV or mobile device.

However, to truly stand out, we believe more thought must go into this tactic to make it more engaging. Can you take viewers behind the scenes at your organization to see how things get done? Or can you demonstrate the importance of the messaging - and, indeed, your audiences - with a small yet modular streaming studio for ongoing messaging? Is this better as a live stream, or as pre-recorded content? An example can be found in Bentley’s response to the sudden cancellation of the Geneva Motor Show, where they were planning to launch the Bentley Mulliner Bacalar. They reacted incredibly fast to create a launch film, where they took their audience to their headquarters, alongside two smaller launch events for media and customers. All in collaboration with Set Creative.