Chris Weil, Global CEO of Momentum, highlights the importance of building experiences to build strong relationships with consumers
(Translated from the original Portuguese)
For Chris Weil, global CEO of Momentum (Interpublic Group), experience is the best way to build a lasting and loyal relationship with consumers. In a panel at # MaxiMedia2017, held this Wednesday (4) at the Unique Hotel, the professional put what led his acting agency to take awards at the Effie Awards, commented that the arrival of technology has changed in the communication between advertisers and customers, talked about how the blocking of ads causes damage to the advertising market and also gave tips on how to create intimacy in scale. Check out some highlights among the lines of Chris Weil:
We are the first and only experimental branding agency in the world. We start by looking at the brand's total experience. With Nissan and the 2016 Olympic Torch relay, we won prizes at Effie. When we started, we had two offices. And with this, we have had a huge growth like the agency and we intend to double what we have achieved.
It's not what brands say, it's what they do. In our industry, we have been creating messages forever. We've released these messages to specific audiences. For us, it does not matter what the brand says, but what it does. This was essential to our growth and success. We also knew that what we did worked. Creating a customer contact is the most effective way to communicate.
Based on a 1998 book, The Experience Economy, we have changed our dialogue with customers. An example of this is the Starbucks that redefined the market, based on experience. We picked it up and took it to our customers. For American Express, we decided to pack unique experiences and sell them to our customers at a cost (so we created billing volume and created a loyalty program, which anyone who uses it does not leave that mark and starts to use the card). We create new sources of revenue and a dialogue with your consumers. This is what a company does and not what it says.
The arrival of the internet
The oldest form of communication, face-to-face, now has the ability to create reach and frequency
But, things have changed, the internet has emerged. From time to time, we were able to reach more people with these experiences. And, changed again with mobile devices. The oldest form of communication, face-to-face, now has the ability to create reach and frequency. And that's what led to our growth. This can create scale in everything we do.
The physical-digital interaction began ten years ago. But, it's only in the beginning. And, it seems even outdated with the change in technology, which will only bring more growth. Games, augmented reality and iPhone will change more and more the way we communicate. What has been happening in social space has brought a frequency that has never been before, going beyond traditional media frequencies. I think the future permeates scalable experience activities. Our job is to bring that intimacy with scalability.
Imagine this optimism and let's compare with what has been happening in the advertising world as a whole. Altogether 38% of the population block advertising this just last year, or 818 million people. This costs $ 41.4 billion to the advertising world. Also 83% of people say that advertising is an invasion, 73% that brings a break and 55% that are disturbing. Our ecosystem is changing and how to change together?
I believe and realize that consumers demand respect from us, the market and brands. We did a survey: 93% of people want to talk about their experiences, 86% are open to brands in sports, 80% say that sponsors do not think about consumers and 59% share brand after experience.
Intimacy in scale
Previously, I had a lot of planning and now it does not work like that anymore. It now has a complexity curve trying to reach and reach consumers. It has not been so difficult to reach consumers as it is today. How to create intimacy in scale?
Number 1: The why. We spend a lot of time talking about the brand and understanding who the target audience is, but you have to think about why the consumer wants it and what could be done to bring about a better experience.
Number 2: This has been evolving so fast, live marketing. We need to get into the living, understand how to monitor people's reactions and how to create in an environment where machines live with each other without the consumer on the way.
Number 3: Build a network and not your likes. One of the things we do in everything we create is to create an influencer so that we can know what the reach will be at the moment of bringing it to the public. You do not use traditional media. Here we are talking about the fans who should be treated as family. It is a human connection that there will be no blockage. It can be an influencer from the micro to the macro.
Number 4: This has never been clearer in bringing more diverse talent within agencies. And it is not diversity in the sense of how many people reflect each part of society, but rather in terms of how many different people within a complexity curve are seeking to engage consumers.
Number 5: As the world is being shaped, I do not feel very positive that we are going to depend on government to make the world better. This is the role of brands, because the next generation will make a decision based on what brands do. So we have to make sure the brands are doing the right thing.