Key Strategies For Brand Experience Success In 2021

2021年品牌体验成功的关键策略

原文链接为：https://www.forbes.com/sites/forbesagencycouncil/2021/02/11/key-strategies-for-brand-experience-success-in-2021/

The current reality of brand experiences is that we’re living in a mostly digital world. But that will likely shift again and move to hybrid and in-person experiences soon. The great news is that with a deep understanding of human engagement, a strong baseline strategy, good data and clear objectives, keeping brand experiences engaging and effective is possible, regardless of format or platform.

目前品牌体验的现实是，我们主要生活在一个数字化的世界里，但这种情况很可能会再次发生转变，很快就会转向混合和亲身体验。好消息是，只要对人类参与度有深刻的理解，有强大的基线策略，有良好的数据和明确的目标，无论形式或平台如何，保持品牌体验的吸引力和有效性是可能的。

Brands need to change the rules. They need to operate in the new world with new behaviors. When we enter a post-Covid, hybrid world, the physical element of events may be smaller, more regional and more targeted. Identifying and acquiring the right audience, then offering that physical event with a digital extension, will be key. Further, broadcast events can move across the globe, following the sun, and can offer different solutions and formats based on the interests or goals of the region. Changes to sponsorship models and even a shake-up of traditional partnerships will benefit those who are strategic and open to new ideas.   

品牌需要改变规则。他们需要用新的行为在新世界中运作。当我们进入一个后科维德的混合世界时，活动的物理元素可能会更小，更有区域性，更有针对性。识别和获取合适的受众，然后提供该实体活动与数字延伸，将是关键。此外，广播活动可以跟随太阳在全球范围内移动，并可以根据区域的兴趣或目标提供不同的解决方案和形式。赞助模式的改变，甚至是对传统合作关系的动摇，都会让那些具有战略眼光、对新思想持开放态度的人受益。

Review and Revamp the Experience Portfolio 审查和修订经验组合

It’s vital to perform regular, strategic audits of your portfolio and prioritize your best-performing events and experiences. Be open-minded and take advantage of the multiple digital options and hybrid options as those become more appropriate. Set new targets and perform gap analysis. If you test something and it doesn’t work, be willing to move on and try something else.

对您的产品组合进行定期的战略审计，并优先考虑您表现最好的活动和体验是至关重要的。思想要开放，并利用多种数字选项和混合选项，因为这些选项变得更加合适。设定新的目标并进行差距分析。如果你测试了一些东西而没有效果，要愿意继续前进并尝试其他东西。

Find sources of data that will help you make decisions. If something doesn’t exist, create it yourself. We did this for a top technology client; they wanted to know which global regions would be ready for physical events and when. When the information wasn’t readily available, we went to work combining data sources — including our own global network — until we had a tool that gave us and our client what they needed to make the best decisions. 

寻找有助于你做出决策的数据来源。如果有些东西不存在，那就自己去创造它。我们为一家顶级技术客户做了这样的工作；他们想知道全球哪些地区将在什么时候为物理事件做好准备。在没有现成信息的情况下，我们开始着手整合数据源--包括我们自己的全球网络--直到我们有了一个工具，为我们和客户提供他们需要的最佳决策。

It’s also key to develop systems to ensure brand consistency, to allocate appropriate resources, to enable reuse where appropriate and to prevent duplication of work if you’re to have a streamlined and effective portfolio. Be clear on how you will measure success. Don’t wait for best practices; create your own benchmarks if need be and measure against them. 

同样关键的是，如果你想拥有一个精简有效的投资组合，就必须建立系统，以确保品牌的一致性，分配适当的资源，在适当的地方实现重复使用，并防止重复工作。要明确如何衡量成功。不要等待最佳实践；如有必要，应创建自己的基准，并根据这些基准进行衡量。

Lead With Strategic Experience Design 以战略体验设计为主导

Starting with strategy, it’s imperative to know your audience and update your experiences accordingly based on audience insights, how people engage, anthropological insights and whether they’re meeting in person, digitally or in a hybrid experience. 

从战略开始，必须了解你的受众，并根据受众洞察力、人们的参与方式、人类学洞察力，以及他们是在当面、数字或混合体验中见面，相应地更新你的体验。

Moving on to experience design, this consists of significant pre-work that’s done to address what people feel, think, know and do with regard to your brand. It’s even more important now to offer solutions rather than sell products. Through increasingly unique, tailored offers that are able to be created through experiences that use data smartly, you can break through marketplace clutter. 

接着是体验设计，这包括大量的前期工作，以解决人们对你的品牌的感受、思考、认知和行为。现在更重要的是提供解决方案而不是销售产品。通过越来越独特的、量身定制的优惠，能够通过巧妙利用数据的体验来创造，你可以突破市场的杂乱。

In the current environment, we’re more able to make our experiences modular and scalable in a way that can lead to increased efficiency. An event may have changed from 1,000 people in one location to 250 people in four locations, but with a digital extension and the right technology, it can actually be much more efficient, with the same KPIs adjusted to scale if needed. 

在目前的环境下，我们更能够把我们的体验做成模块化和可扩展的方式，从而提高效率。一个活动可能从一个地点的1000人变成了4个地点的250人，但如果有了数字化的延伸和合适的技术，其实效率可以提高很多，同样的KPI在需要的时候也可以根据规模进行调整。

Flexible Content 灵活的内容

Whether it’s a keynote session, product demo or collaborative working environment, make sure that your content tells stories that resonate with audiences, and be sure to deliver that content at their moment of need. Both digital and analog content should be considered tools that enable engagement and that consider the audience first. A digital audience is very different and needs different content than an in-person audience. Creating smaller pieces of targeted content that go deeper, and giving the attendee something to take away (a digital equivalent of a Post It note), are a few ideas for consideration.

无论是主题演讲会、产品演示还是合作工作环境，都要确保你的内容讲述的故事能够引起受众的共鸣，并且要确保在受众需要的时刻提供这些内容。无论是数字内容还是模拟内容，都应该被认为是实现参与的工具，而且要先考虑受众。数字受众与面对面的受众有很大不同，需要的内容也不同。创建更深入的小块目标内容，并给与会者一些可以带走的东西（相当于数字版的便签），是一些可以考虑的想法。

Content should be created and stored in a way that’s flexible, scalable and modular. For example, create content for a website that can also be shared on mobile devices at a physical event. When creating content, think of all the possible uses and scenarios. We shouldn’t think of physical and digital as separate; they will be partners moving forward. 

内容的创建和存储方式应该是灵活、可扩展和模块化的。例如，为网站创建内容，也可以在实体活动的移动设备上分享。在创建内容时，要考虑到所有可能的用途和场景。我们不应该把实体和数字分开考虑，它们将成为前进的伙伴。

Summary 总结

Brands won’t be able to operate in a post-Covid world with a pre-pandemic mindset. But with good strategy and data, they’ll be able to provide exceptional value to their clients and customers. Partner and empower sales teams by creating experiences for them that reduce friction in the sales process. 

品牌将无法在后新冠疫情的世界中以流行病前的思维方式运营。但只要有好的策略和数据，他们就能为客户和顾客提供卓越的价值。通过为销售团队创造体验，减少销售过程中的摩擦，建立合作伙伴关系并赋予他们权力。

This new world involves engaging people differently and making sure your audience knows you’re listening. Address things that people are dealing with, whether it be burnout or personal challenges. And provide value for them, not yourself, that they can’t get elsewhere. It’s why experiences have always been digital, physical and hybrid, whichever is the most relevant for that audience and their objectives.

这个新的世界需要以不同的方式与人们接触，并确保你的听众知道你在听。解决人们正在处理的事情，无论是倦怠还是个人挑战。并为他们提供价值，而不是你自己，他们无法从其他地方获得。这就是为什么体验一直都是数字的、物理的和混合的，无论哪一种都与受众和他们的目标最相关。

本文作者为：Scott Kellner Vice President, Marketing at George P. Johnson (GPJ), the world’s leading experiential marketing agency with 30 offices across the globe. 

原文链接为：https://www.forbes.com/sites/forbesagencycouncil/2021/02/11/key-strategies-for-brand-experience-success-in-2021/ 

英文原文通过www.deepl.com全文翻译，仅做便于理解的修改，无内容修改删减 

全文图片来自Leather