How In-Step Engagements Are Altering Traditional Advertising Methods

How In-Step Engagements Are Altering Traditional Advertising Methods
Advertising

In PSFK's Advertising Playbook, we explore how the limitations of conventional pop-up stores are leaving much to be desired by consumers

PSFK Labs
  • 1 november 2017

Traditional pop-up store events appear to have met their match.  In PSFK’s Advertising Playbook, we demonstrate how the limitations of conventional pop-up stores are leaving much to be desired by consumers.  The evidence is showing that by replacing these events with in-step engagements, which is essentially bringing the products into the consumers’ everyday lives, companies are better able to meet the needs of customers.

The limitation of pop-ups as we currently know them is that they offer no legitimate context for potential customers. Instead, the consumer can only imagine this product in the world of the pop-up store but the link between the product and its relevance for everyday life isn’t necessarily clear.  The result is customers leaving disinterested and companies leaving money on the table.

In-step engagements remedy this problem by understanding that consumers are more likely to appreciate and to want to implement a product if they see how it can actually play a role in their everyday lives.

Meal kit provider Hello Fresh opened a location in a London tube station as a response to customers’ desires for a ‘grab-n-go’ option. The strategy really demonstrated the fact that hungry commuters are much more likely to use the service when its on the route of their commute as opposed to having to wait for a delivery.

American fast food giants like McDonald’s and Wendy’s have also implemented in-step engagements into their advertising regiments. Wendy’s now brings traveling tailgate centers to college football games while McDonald’s has a truck that gives out its food to drivers on the road. Each brand demonstrates that the strategy isn’t just for smaller companies trying to gain traction; international fast-food brands also see the benefit of in-stepping to make themselves even more of a natural part of the consumers day.

Cristina Diago, a planner for Proximity London, summed the requirements of an effective in-stepping campaign up well when she said, “When we fit an experiential piece into their everyday lives, there has to be a value exchange. What are we as a brand offering them to improve their experience? It has to feel natural and it has to be seamlessly integrated into the context of the consumer.”

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Traditional pop-up store events appear to have met their match.  In PSFK’s Advertising Playbook, we demonstrate how the limitations of conventional pop-up stores are leaving much to be desired by consumers.  The evidence is showing that by replacing these events with in-step engagements, which is essentially bringing the products into the consumers’ everyday lives, companies are better able to meet the needs of customers.

+advertising
+advertising playbook 2018
+Automotive
+Brand Introduction
+Delivery
+Europe
+experiential marketing
+fitness / sport
+Food
+gaming
+Gaming & Play
+mcdonalds
+psfk labs
+retail
+Seamless Delivery
+sport & fitness
+UK
+Wendy’s
+work

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