Our SXSW 2017 guide identifies key themes that are having a growing influence on how consumers evaluate their product, brand and retail experiences
What lessons can you take from SXSW 2017 to refresh the products and experiences you ideate and produce?
Four Key Themes:
1. Experience Denotes Status
As scaling technologies democratize access to once-rare products and services, consumers are turning to experiences to indicate status. Exclusive events that challenge the everyday—which people can show off to their friends—are the most valuable social currency.
2. Personalization Becomes Intuitive
Personalization is no longer simply about tailoring offerings to tastes and lifestyles. Brands are learning to respond in real time to emotions, moods and experiences for engagements that feel right in the moment.
3. Luxury Eliminates Choice
In response to the chaotic and content-filled world, technologies, services and experiences are being designed to offer the luxury of reducing choice, freeing up time or offering all the options at once—lessening the pressures of modern society.
4. Purpose Drives Value
With less available time, people are deriving more personal and societal status from the ways they choose to spend their time. The greatest return on time involves experiences and messages that allow one to feel connected to something bigger than themselves.
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To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.