Experiential Brand Building Assignment 1

26 June 2020

Samantha Zvobwo 17600288

Narriman Abrahams, 17598287
Leo Pereira, 11037298
Angelique Shekelton, 10017968
Q1:

Steven J. Heyer during his tenure as Chief Operating Officer (COO) of Coca-Cola proposed
that seven factors existed which were changing the marketing paradigm. These factors have
all influenced how marketing is handled within an organisation and the experiences and
interactions that brands engage in with consumers (Smith and Hanover, 2016). The four
factors selected to be evaluated against Refinery29 and the manner in which the brand is
conducting its brand-building activities are the erosion of mass markets, a consumer trend
towards mass customisation and personalisation, the emergence of an experience-based
economy and the economic landscape around media cost-efficiencies.

The erosion of mass markets refers to the shift from mass-market media to a niche market
or targeted media. Mass marketing is defined as “an attempt to appeal to an entire market
with one basic marketing strategy utilising mass distribution and mass media. This is also
known as undifferentiated marketing” (What is mass marketing? definition and meaning,
n.d.). This is the area that Heyer considered to be experiencing erosion. Refinery29 have
responded to this by focusing on content that is customised, either to individuals or to
specific consumer segments. This has been accomplished by the brand through a distinctive
strategy towards content. Refinery29 have instituted regional offices under the umbrella of
the primary global brand. Content is created or refined specifically for localised markets (e.g.
The United States of America or The United Kingdom). Refinery29 also evaluates market
sentiment to evaluate what may resonate with consumers in each locale (Gilliland, 2017).
This approach breaks down a mass-market (global), into a niche market (segmented by
locale).

A consumer trend towards mass customisation and personalisation refers to the fact that
marketing since the advent of digital technologies has focused on providing consumers with
personalised material (Postma and Brokke, 2002). Personalisation offers marked benefits,
and 96% of marketers agree that personalisation aids in the development of consumer
relationships (Hyken, 2017). Refinery29 have implemented this in its brand-building activities
by focusing on “localised and personalised” (Gilliland, 2017) content. To facilitate this,
Refinery29 began personalising emails based on individuals' past behaviour in order to
serve them content that would likely be relevant to them. This extended to content creation,
where the brand would compose articles about the same product for women with different
body types - consumers would then gravitate towards content suited to the body type that
they identify with organically (Gilliland, 2017).
The emergence of an experience-based economy refers to the fact that experiences have
risen in value, and consumers would consider experiences as the next economy in terms of
the value that it can add (Pasqualini, 2019). According to (Pine and Gilmore, 1998) in the
seminal work Welcome to the Experience Economy, experiences would become an
essential part of a business process and how brands engage with consumers. The 29 rooms
by Refinery29 event, focused on providing consumers with an experience closely linked to
the brand. This event is held annually and has paired Refinery29 with brands such as
Clarins and Dunkin Donuts. This ticketed event which provided attendees with an interactive
exhibition experience allowed for the generation of both user and brand-generated content
(Gilliland, 2017). This is an example of Refinery29 transitioning to the experience-based
economy where consumers “experience” the brand by the feeling the consumers feel
through engaging with the brand and by charging for the activities that are offered by the
brand (Gilliland, 2017).

Cost-efficiencies can be defined as “...minimising advertising expenses incurred while

maximising product publicity to a target market in terms of breadth and frequency of
exposure…” (What is cost efficiency? definition and meaning, n.d.). The changing economic
landscape around media-cost efficiencies references the shift from traditional (more
expensive) forms of media to newer technologies (such as digital) and/or more targeted
forms of marketing and messaging. This approach aims to produce the highest levels of
return-on-investment (ROI) for a brand. Refinery29 implemented this by charging for events
in order to reduce overheads, choosing to market regionally versus globally to reduce costs
and partnering with Getty Images to produce stock content in order to reduce content
creation costs (Gilliland, 2017). All of these examples implemented by the brand will result in
an increased ROI.

Q.2

There a many different types of marketing. One could say that marketers in modern times
are spoiled for choice when looking at the various ways the communication of a product,
service or simply just a brand can reach an audience. Each marketing type serves a unique
purpose, some overlap each other and some assist in areas where others are not as
affective, but it is the marketers’ responsibility to identify which type to use and leverage off
when planning a communication plan (Cohen, 2013).

Direct and indirect marketing are two types of marketing that both require strategic planning
and organisation. Both serve unique purposes and are used for very different circumstantial
reasons. At times, marketers can combine the two to achieve larger outcomes with a bigger
return on investment, but there are a number of very distinctive differences between Direct
and Indirect Marketing (Suttle, 2020).

Indirect marketing is a way for companies to showcase their services, products or their
identity without being too promotional within their communication tactics. Indirect marketing
strategies do not sell or showcase a request to purchase in their communication, be it a
newsletter or email. Instead, indirect marketing strategies look to build brand awareness as
well as familiarity by sharing information that consumers could find useful whilst learning
about the brand (Harvey, 2020).

Direct marketing focuses and concentrates more on sales and its conversions. It is the most
obvious form of advertising. There are a lot of different ways to send out communication
within a direct marketing aspect. Marketers who use this approach flood channels with offers
and promotions in order to get the consumer to make a decision based solely on the
purchasing, if a sale is what the marketer is ultimately trying to achieve. It is essentially a
sales pitch, strategically planned and thought out to reach a particular audience that has
been carefully segmented and identified, whereby a customised message can be delivered
using various communication channels (educba.com, 2020).

To put the difference between the two in a simpler context, Direct Marketing is the “push”
and Indirect Marketing is the “pull” in terms of what they want to achieve with their
communication strategies. Direct Marketing strategies promote offerings and ideas to
audiences by “pushing” information to inboxes, televisions and magazines, to name a few,
with an intention that the receiver will respond with interest. The “pull” of indirect marketing is
used to create intrigue in a brand, resulting in the audience wanting to learn more about the
brand and its organisation. Although it does take time and patience, and it could take a long
time to see a return on investment, it is the building of connections and strengthening the
potential future customer where indirect marketing strategies work best (Harvey, 2020).

Refinery 29 has applied both Direct and Indirect marketing strategies. Although there is a
much greater lean towards indirect marketing, one can see that there are a few touches of
direct marketing being applied. Indirect marketing has been utilised effectively throughout
their campaign and communication management and the below explains how it was utilised.
Indirect Marketing can be seen utilised in the way that Refinery 29 communicates to its
audience. Predominantly focused on online and digital platforms, Refinery 29 has grown its
online audience by introducing content that is intriguing and interesting to its readers. The
introduction of a wider variety of content assisted in reaching a wider audience of women.
With the content being diverse in its offering, it has allowed the audience to grow in its
diversity too, creating more opinions, lifestyles and people to showcase and communicate to
(Gilliland, 2017).

With a wider reach of women on a global scale, they decided to introduce new imagery to
their brand whereby they showcase plus size women. This was done to show that the brand
is watching and it understands that women of all sizes need to be represented and
recognised as their audience.

There are a few touches of Direct marketing one can see being spoken about in the case
study. Obtaining data which is then analysed to create specific content for certain markets
has shown to be a success. Further to the above personalising content and sending the
content to individual’s shows that they do like to use direct marketing tactics, especially
through their personalised emails. Although the emails are received personalised, the
content is vast, highlighting a variety of different topics in order to create interest. This tactic
then allows readers to dive further into the brand, looking for content that is more relevant to
them specifically.

Social Media strategies were also taken into careful consideration. Refinery 29 understood
that although Social Media platforms reach a much larger audience, carefully planning what
platform to use and when to use it helped the brand distribute content which was relevant to
the viewer on that specific communication channel. Indirect Marketing tactics were used in
creating custom-content. This was created for specific audiences which proved successful
as the audience got larger, so did their age demographic.

Another indirect marketing approach that Refinery 29 has successfully put together and
executed very well, was the launch of their experiential marketing campaign: 29 Rooms. This
campaign ran alongside New York Fashion Week, cleverly allowing for a larger audience to
participate in the event. This event allowed participants to form a relationship with the brand.
Nothing was being sold to them, but a story was being made. Each “room” at the event
allowed for some sort of social media exposure, and opportunity for the guest to take a photo
and post it on their personal accounts. In doing so, guests familiarised themselves with
Refinery 29, whilst experiencing the brand at a unique event and capturing every moment by
taking photos and sharing it on social media, the modern relationship one develops with
experiences.
Q.3

With Refinery 29 being a radical digital media company, known as a movement in the
change in the way millennial women engage, live and work the organisation produces
editorial that is revolutionary in young women’s lives. Focusing on real-life issues, wellness,
style, entertainment, beauty, health and technology. As much as Refinery29 revenue model
is driven by online content and articles, the company has managed to bring the experience
to life with the 29 Rooms installation experience (29Rooms | Press, 2020).

According to Smith and Hanover (2016), it is outlined that for many years there had always
been 3 differentiators known as core value propositions. This was identified as product, price
and performance. These 2 core value propositions had differentiated brands from one
another and had influenced the marketing campaigns to leave a customer with the purpose
to purchase one product over another. Smith and Hanover also mentions that there were
companies that had adapted all three core value propositions to ensure a stronger
positioning in the market and some had alternated depending on the time of the year.
However, due to competition increasing and most brands adapting the same CVP strategy
these campaigns and efforts had soon looked the same.

The revelation had soon been identified that the relationship had been one of the primary
influences that motivated the purchase of the specific brand by the consumer. Of which,
price, service or features had had less influence.

Considering that a relationship is defined a state of being connected. Consumers would feel
a connection with the brand and would influence loyalty, trust or assurance. A key to a
happy, healthy long term relationship is touching the human emotions positively (Olenski,
2020).

The brand intersection which highlight the following brand relationship drivers (Figure 3.1)
that are commonly identified with customers that are considered loyal (Smith and Hanover,
2016).
 Driver 1. They identified with the brand.
 Driver 2. The brand helped them or solved a problem.
  Driver 3. The brand had specific meaning to them.
 Driver 4. They felt better about themselves when they used the brand.

Figure 1.1

Brands have the ability to influence and evoke these drivers by creating meaningful
experiences to generate the long term relationship. Which would allow the openness for
brands to engage, empower and resonate with the consumer to ensure continuous loyalty
(Smith and Hanover, 2016).
According to Smith and Hanover, understanding the customers mind and emotions can
create a specific behavioural outcome allows for brands to create a more relevant
experience and the ability to design engagements more constructively (Smith and Hanover,
2016).
Refinery29’s, 29 rooms brand and experiential campaign had highlighted successfully
delivered on how to evoke those emotions through an experiential installation for their
audience through their brand ethos “a modern woman's destination for how to live a stylish,
well-rounded life" (About — Refinery29, 2020). The company does this by the tapping into
the brand relationship drivers (29Rooms | Press, 2020).

Driver 1. They identified with the brand.

The first driver is identification. Which highlights the relevancy of the brand and what makes
the brand identifiable (Smith and Hanover, 2016). The brand represents inclusivity and
identifying the experiences women around the world have but more so representing them
which subsequently developed into the consumers listening and learning. With the
Refinery29, 29 rooms campaign had ensured that each installation had highlighted the
emotions of the real experiences and challenges young women can identify with and
bringing it in to life in a positive way by tapping into dialogue that is current and creating
optimism. With the 29 Rooms installation by Refinery29, using the theme “Turn it into Art”
had highlighted the ability for the audience to identify with the brand through art and
creativity to celebrate and transform art to uplift and unify or heal and to provoke new ideas.
This allowed the audience to be engaged with by talking to them and not at them, which
allows the discovery and exploration of the brand for it to be more identifiable to the
consumer (Refinery29, 2020).

Driver 2. The brand helped them or solved a problem.

Feeding into the sentiments, Refinery29 resonates due to the second driver which is the
brand helped them or solved a problem.

According to Customer Contact Advisor (2020), consumers feel more encouraged to do

purchases with brands that are more authentic and that the value and culture aligns but
more so a brand that is helpful. This can be generated as value in the consumers lives,
which includes the simplicity of finding information or even getting something done. A brand
being helpful could also be determined as providing positive messages to society or even
being the “voice of the customer” as the message reaches a broader audience which would
ultimately create change. Moving from ecommerce around fashion and beauty, the company
had understood that the female audience has a more diversified range of interests.
Considering what matters their lifestyle and opinion approaching it uniquely. A great example
of how Refinery29 had partnered with Getty Images to create new stock images to better
represent its audience to have a better media representation online based on the statistic
that 67% of women were above size 14 in the US. This allows for the brand to be more
relatable and relevant in their consumer lives by taking these relevant issues and using the
platform to make positive changes (Customer Contact Advisor, 2020).

Driver 3. The brand had specific meaning to them.

According to Smith and Hanover, the 3rd driver is that the brand had specific meaning to
them and that the brand stands for something. A common quote by Simon Sinek is, "People
don't buy what you do; they buy why you do it. And what you do simply proves what you
believe” (A quote from Start with Why, 2020). It is vital that brands are considerate of the
following, why they exist and that would then translate into nuances like creating a
movement or culture that is meaningful to their audience. Refinery29’s 29 room installation
does this by creating the experience where they take the call to action for creativity and
ensuring influential visionaries are a part of this journey. This highlights the mission of
Refinery29, which is changing the way content and storytelling speaks to and represents
women, always sparking the conversations that matter most. Refinery29 further highlights
that the celebration of imperfections, banish taboos, and always strive to be real and
relatable and walking the walk in all that we do. Translating it positively and taking real life
challenges that the millennial women might experience and but most importantly giving the
audience the power to co-create their experience on the day with the installations. These
installations allowed for each audience member to express themselves and giving them the
power to create the narrative that is meaningful to them. One example was that the
organizers had found that attendees wanted a greater opportunity to connect with each other
to make the experience more meaningful. This was designed where by the guest was
connected with a stranger and was asked the most intimate 29 questions. With strict
instructions on putting away your phones and the tagline of "Try our social experiment and
tap into the joy of shared humanity.”

Driver 4. They felt better about themselves when they used the brand.

The last driver of Smith and Hanover refers to a brand that is inspirational and that the brand
made them feel better about themselves when used. According to Brand Inspiration 2020,
your brand inspiration should be at the foundation of the brand strategy. This is how the
brands beliefs are embedded into the brand and should inspire people with the same beliefs
the brand stands for. However, this should have inspirational influence to ensure that the
audience feels better about themselves when engaging with the brand (Brand Inspiration -
Marketing MO, 2020).

Refinery29’s 29 Rooms installation does this by ensuring that the guests are left feeling with
emotions of positivity, possibility, optimism and the power to express themselves and create
change whether it be big or small. An example of this is in one of the installations whereby
the guests are equipped with tools to be inspired in the journey to discover a more informed,
stylish, independent life. A room with the message that you are the magic, immediately gives
you the ability to be inspired by yourself. The room which was designed in collaboration with
The Hoodwitch that is a lifestyle web platform, dedicates themselves to inspire and empower
the community to ensure self-care and wellness. The installations were to inspire guests to
delve deep and that inspiration is within them. The room consisted of a crystal cave where
guests are encouraged to awaken a deep part within themselves and tap into the magic that
lies within. The messaging included that the universe needs their light and should have no
fear to shine bright (Jouravel, Overesch, Shaver and Vorm, 2020).

Question 4:

With a marketplace that is moving at an alarming rate and becoming increasingly

fragmented, consumers have a lot more to choose from. This trend has pushed marketers to
actively seek out new ways to use the power of experiences to engage their consumers.
Marketers are now more inclined to make use of Experiential Marketing strategies more than
ever to connect with their audiences. According to Smith and Hanover, (2016), brand
experience has become the marketers’ most fluid engagement tool. The pair found the
perfect formula to execute Experiential marketing effectively through the five core experience
strategy platform, also known as the 5Cs. The platforms include connection, control, content,
currency and conversion. This essay will attempt to shed more light on the first platform,
connection against Refinery 29. It will give an overview of the platform and state why it is
significant in experiential campaigns.

Smith and Hanover, (2016), state that one of the main and most significant objective for a
brand is to create an emotional connection with its target audience that results in positive
interactions between the brand and the customer. In a study conducted by Freeman, results
indicated that 60 per cent of chief marketing officers value brand experiences for their ability
to create ongoing relationships with key audiences, (Dale, 2018). EventTrack also reported
that 74 per cent of potential customers are more inclined to purchase a product or service
after engaging in an experiential marketing campaign, (Dale, 2018).

Though it is important for brands to create connections with their customers, not all brands
need to develop the same kind of connection with their target audience. Some brands may
opt for an information-anchored connection, some for an emotive one or any of the 8
connection types. It is therefore important for marketers to define what the overall objective
is before making the decision on what connection type should be used. Refinery 29’s
business objective to assist individuals to discover and perfect their personal style of living a
well-rounded life, (Refinery, n/d). This business objective informed the 29 rooms event that
was aimed at creating a space that could mirror what was happening in society by
collaborating with visionaries and brands alike and in the sectors, art, technology, activism
and style, (29 Rooms, n/d).

The connection platform is significant to any experiential campaign because people recall
peak experiences and if brands want people to recall their brand, they must deliver positive,
memorable and engaging experiences. Using the experience connection allows brands to
transcend traditional marketing channels that merely appear to the eyes and instead use
experiences to affect the heart. This platform allows consumers to engage with the brand in
a zestful, memorable way, which often results to stronger connections with consumers and
helps communicate brand stories more efficiently than any other platform, (Pathmann, 2019)

As a brand, it is important to connect with the target market so as to forge and maintain a
positive relationship with them. More so, there are different types of connections, however,
these are informed by the set objectives of the event and they all need to tie back to the
overall business objective. The connection platform is important because it allows
consumers to interact with the brand in a dynamic, memorable way, which often leads to
stronger connections to consumers and helps articulate brand stories more efficiently than
any other platform.

4.2

The connection platform which has been discussed in the essay above consists of eight
different types, namely, emotional, influential, educational, incentive, trial, surprise and
delight, intercept and movement. The three that will be focused in the essay below are
Influential, Educational and Emotional. These types of experience connections will be
discussed and expanded using Refiney29 as a case study.

Emotional Connections

Experiences have the ability to move people and engage them in a way that will touch them
beyond their conscious thoughts, (Smilansky, 2017). Emotional connections allow brands to
rise above traditional marketing channels and provide an experience that influences the
target base, (Smith & Hanover, 2016). Wood and Moss, (2015), discuss that if a brand has
an objective of bringing its personality to life, emotional connection strikes to the consumers
most because module of feel is fully utilised when experiences take place physically, live
events are therefore situations of heightened emotions and hedonism, making the audience
present more susceptible to emotional messages, (Smilansky, 2017).

Hueston, the creative director of experiential at Refinery 29 stated that the brand wanted to
have a big special event for the 10-year anniversary, an event that would bring the brand to
life for its partners and target audience, (Graver, 2018). The aim was to work closely with the
partners to shed light on the important topics, issues and independent voices that the brand
embraces and celebrates every day. After having conducted research, the brand found out
that many shared a childhood obsession with funhouse and hence the concept of “funhouse
of creativity” was born as 29Rooms, (Laufik, 2018). Refinery29 made use of the emotional
connection very well as the event 29Rooms was a physical manifestation of the brand itself
and created a space for sharing, wonder but most importantly where their audience could
come and lose themselves in their own imagination, interact with other alike on a much
deeper level, (Graver, 2018). People have connected more to the brand as a result, and they
now have a growing loyal customer base.

Educational Connections
Information is naturally used by marketers as the primary connection driver. This platform is
mostly employed by the business-to-business brands who want to inform both their internal
and external stakeholders about a new product or service offerings, company changes and
any other relevant information, (Smith; Hanover, 2016). This type of connection is not only
limited to business-to-business but can also be utilised by the business-to-consumer brands
that want to teach consumers about their brand, product or category. Research indicates
that if a customer understands the functionality of a product/service they are most likely to
purchase it (Smith & Hanover, 2016).

Graver, (2018) writes that Refinery 29 like any other brand want to make a financial gain at
the end of the financial year, however, the process of attaining this goal is different from
most brands. Refinery 29 believes in taking a deep look at the surrounding society and from
there capturing the conversations and illustrate it in a way that is imaginative, inclusive and
telling a story that evokes empathy, provokes new ideas and ways of thinking and the same
time empowering the creative spirit in both the people attending the event physically and
watching online. Refinery 29’s 67% project is also an attempt to make an educational
connection with the audience. Using data-driven data, Refinery 29 changed their website
with the insight that 67% of od women are above a US 14, but have less than 2% of media
representation, (Econsultancy, 2017). This is a way for consumers to experience your brand
by the content that is posted. This resulted in more people engaging and connecting the
brand because of their stance against stereotypical societal values.

The brand was strategic to run the 29Rooms event around the New York Fashion Week.
The brand’s stance was that they are not seeing enough inclusive experiences during the
exclusive Fashion Week, hence they celebrated and educated their audience on the diverse
range of topics outside of fashion ranging from the body positivity to LGBTQ+ rights,
(Graver, 2018). This brand’s position helped the event be memorable and sharable to all
around the globe were word of mouth is important in this digital time.

Influencer Connections
This type of connection involves contact with targeted influencers, who then share their
experiences with friends and family, essentially serving as a surrogate connection generator
and amplifier, (Smith; Hanover, 2016). With social media changing the marketing landscape
by the day, it is important that the experiential campaigns have a perfect social media
opportunity. Refinery29 executed this connection type effectively, 29Rooms was described
as a ready-made social feed, with each room offering the guests the perfect Instagram
opportunity, this resulted in a lot of user-generated content for both the brand, Refinery29
and all the partners involved.

The exhibit was built more like an interactive experience as opposed to the “do-not-touch” art
showcase. At every piece, a “29Rooms” employee offered to take pictures of visitors and
even give advice on the most Insta-worthy poses, (O’Reilly, 2019). People that attended the
event all concur that the place was allowed to fully interact with the pieces without the fear of
being judged, (O’Reilly, 2019).

More so, the brand collaborates with a range of different talent that influences the gamut of
style, culture, entertainment, art and technology. The brands collaborated have their own
following which results in Refinery29 being exposed to new markets or new customers,
(Graver, 2018).

Conclusively, the connection platform, which forms part of the five core experience strategy
is very important to marketers to execute effectively. It enhances the brand story in turns
assists with building profitable relationships with the target audience. Customers want
brands that they connect to, long gone is the time when the price was the only competitor
differentiator, the experience is key. Marketers can achieve this by utilising the discussed
connection types Emotional, Influencer and Educational connections and more. Refinery29
used these and they are on the road to be one of the best experiential brands in the world.

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