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Summary of the 2017 Freeman Global Brand Experience Study

Core Content

The 2017 Freeman Global Brand Experience Study highlights the growing importance of brand experience in modern marketing, emphasizing its role in connecting people, organizations, and cultures to drive positive change and business success. The study involved over 1,000 marketers from North America, Asia, and Western Europe, focusing on how different marketing roles perceive and implement brand experience strategies.

Main Points

• Brand Experience as a Strategic Tool: Marketers across various roles agree that brand experience is a powerful way to achieve organizational goals. Over 66% of marketers believe it is effective in reaching these goals.
• Key Objectives of Brand Experience:
  • Building customer loyalty (most commonly cited)
  • Lead generation (54% B-to-B, 53% brand managers)
  • Growth in brand advocacy (58% CMOs)
  • Making customers feel valued (61% North American, 56% Western European)
  • Increasing sales (56% North American, 50% Asian)
• Face-to-Face Interaction: More than 90% of marketers agree that brand experience delivers strong face-to-face interaction and compelling brand engagement.
• Budget Allocation Trends: Marketers are increasing their investment in brand experience, with CMOs expecting to allocate 21-50% of their budgets in the next 3-5 years. Asian marketers are leading in budget growth and technology adoption.
• Technology Integration: Technology is seen as a key enabler for personalization. However, many marketers are still using traditional methods like websites and social media, while underutilizing advanced tools such as interactive touch screens, virtual reality, and gamification.
• Geographic Differences: Asian marketers are more likely to use immersive and interactive technologies for brand experience, with higher percentages adopting sensory interaction, VR, and touch screens.
• Strategic Recommendations:
  • Start with a clear strategy and align it with business goals.
  • Understand the audience through research.
  • Invest in measurement and audit to prove the value of brand experiences.
  • Use existing and emerging technologies to enhance personalization.

Key Insights by Role

Technology Adoption

• Interactive Touch Screens: 29% of frequent event organizers use this, while only 22% of all marketers do.
• Virtual Reality: 16% of frequent event organizers use VR, compared to 8% of all marketers.
• Location Mapping/Beacons: 21% of frequent event organizers use this, while only 8% of all marketers do.
• Gamification: 15% of frequent event organizers use gamification, while 13% of all marketers do.

Case Studies

• New York Comic Con: ReedPop uses immersive experiences to connect fans with brands.
• Jeunesse: A 360-degree revolving stage, 24 video screens, and 21 LED screens create an unforgettable brand experience.
• Warner Bros. Fantastic Beasts Launch in China: Utilized 3-D paintings, AR activations, social media sharing, and a WeChat scavenger hunt to create a memorable experience.

Closing Thoughts

• Memorable Brand Experiences: The best way for a brand to be remembered is to be memorable. Brand experiences should be personalized and meaningful, engaging consumers on an individual level.
• Unified Strategy: Marketers must work with executive leadership to develop a unified brand strategy that aligns with business goals and integrates customer data for better decision-making.

Conclusion

The study underscores the shift from traditional marketing to a more experiential and personalized approach. As technology evolves, so too must the strategies and tools marketers use to create impactful brand experiences. Asian marketers are at the forefront of this transformation, leveraging immersive technologies to drive engagement and results.