As the Director of Finance for Grow, I spend most of my time crunching numbers and reading contracts, but even so the fundamental importance of what our agency does  — engaging consumers and forging human connections — has managed to seep in and influence my life.

I was recently on a search for a new home and quickly became discouraged by how little inventory was available in the rental market that met my requirements. When I saw a posting that looked perfect I knew without a doubt that the competition for this place would be intense.

As I prepared for the open house, I decided to approach it from the angle that I was marketing my family as the ideal tenants – and I wanted to make sure we had an edge. Having learned the importance of forging an emotional connection from years of watching Grow create successful marketing programs, I decided to create an “about us” top sheet for our family, complete with photos and individual bios for all of us (the Grow PR team was impressed!).

My husband and I toured the house, chatted up the landlord as much as possible and left her with our “about us” materials.

We knew that she received multiple applications so we waited anxiously for 2 days. When she called to inform us that our application had been selected she specifically stated that the materials were a key part of her decision to choose our family; she felt like she got to know us a bit and felt a bond that she didn’t experience with other applicants.

This experience validated for me personally that the more engaging and memorable the experience  – with whatever you are trying to market – the better your chances of influencing perceptions and decisions.

Lisa

The young professionals filed into the room looking like they enjoyed the best of what Cannes night life had to offer just hours earlier, yet were still able to do what those in their 30s can still do: get up early, retain their enthusiasm and fire in their eyes and even arrive on time. I, on the other hand, had to get to sleep early to be at my best at 9a. In my own defense, I had traveled from San Francisco the day before and was feeling a bit off kilter.

I was teaching a crash course in engagement marketing at the first ever Cannes Lions Creative Academy for Young Marketers for 30 of the best marketers aged 30 and under.  I was unveiling all that I had learned and experienced from my days at Esprit during its US heyday, Levi Strauss & Co., a few leading-edge agencies as well as at my own agency, Grow. All of this, coupled with a breakout exercise… in 75 minutes. Mon Dieu!

My goal for the Power of Engagement class was simple: to show these extraordinary marketers the power of making true connections with consumers, shift their thinking to a more consumer-centric model and deliver the tried and true “rules for engagement” that my agency has been fine tuning for over 10 years.

After sharing the statistics of how engagement marketing can move the buzz, loyalty and sales needles, I dove into my pearls of wisdom — the soft side of our practice, which is essential to doing experiential marketing with relevance and impact.

I shared ideas around changing their mind set, finding the heartbeat of a program, staying inspired, adding value to consumers’ lives and bringing it to life in the real world.  They listened and nodded, acknowledging that this type of marketing was the missing piece of the marketing pie that can set a brand apart. They all knew plenty about developing a SWOT analysis, print, broadcast and digital advertising, media buying, on-floor merchandising and packaging.  All of these elements are part of the marketing equation, but the best marketing programs go one step further: blending mass impressions with the power of connections – or authentic engagement.

I heard these 30 minds were at the Cannes Lions Creative Academy for Young Marketers not only because of the great promise they showed in marketing, but also because they had a desire to shake things up in their current companies and possessed a passion to create some innovative marketing programs — - to be seen as pioneers that weren’t just talking about engagement, but actually doing it. From the likes of Dell, Unilever, HSBC, Visa, Yum brands and more, they fully embraced the ideas of engaging consumers in more authentic, relevant and powerful ways.

After throwing the CliffsNotes version at them on our industry, I gave them a challenge to develop some experiential ideas as small teams and only gave them 10 minutes to ideate. I wanted to force them into thinking creatively and outside their corporate constraints just for an hour. They met the challenge and each group came back with thoughtful ideas that had authentic connectivity, creativity and were full of energy to fuel brand loyalties. They got it.

It was personally rewarding to see their “Ah Ha” moments of delight and discovery throughout our one hour journey together and it was a high to talk about what I love doing with a group that can not only embrace the concept, but that had the drive and determination to bring more value and heart to our industry.  Maybe this next generation of innovators can elevate our industry by adding the human connection and value to what we do as brand stewards.

–Cassie

One thing I truly enjoy as a marketer is uncovering insights around human behavior/social science that brands can leverage to break through the clutter and really engage their consumers.

A new book by Joshua Foer entitled Moonwalking with Einstein: The Art and Science of Remembering Everything has been getting tons of press for its revival of an old topic dating back to ancient Greece – how do you make information memorable? The key, based on a principle called The Memory Palace is to associate the basic with the extraordinary, creating a distinct memory that is literally unforgettable.  To do this, people imagine a three-dimensional familiar space in their minds and “fill” it with unique visuals and experiences.

Foer’s trainer in expanding his memory (he won a national competition in 2006) and one of the foremost experts in the world, Ed Cooke, was recently hired by Chef Byron Brown to help him create a truly unforgettable dining experience.  The result is the 12-course dinner party Sensorium, that is part circus, part play (check out the NPR story here) and distinctive on every level.  The first Sensorium just wrapped in New York with a future series planned for Miami.  (Chef Brown, if you’re reading, we vote for SF next…).

This concept of creating engagement to build connection is a key principle upon which Grow was founded.  Creating immersive experiences that connect a brand to specific sights, smells, tastes and sounds not only creates fodder to fuel word of mouth, they create a memory specific to that brand that stays with the consumer long after the experience is over.  The milk smoothie enjoyed in an otherworldly oasis.  The unexpected expert advice received in the commuter hub that sparked a dream. The makeover that perked up girls’ night out.

Your brand may be unique.  It may be interesting.  It might even be revolutionary.  But, ask yourself, is it truly memorable?

Tami