On November 8, the EP.Talks business breakfast from Eventum Premo was held, dedicated to spatial and marketing communications. At which they discussed how a brand can interact with its audience in a new way.
The advertising market is growing moderately in Russia; according to preliminary data, in 2018 it will amount to more than 465 billion rubles, which is 13% more than in 2017 (according to AKAR), and new tools for interacting with audiences are emerging not only online, but also offline.
One of them is Branded Space (spatial communications), a rapidly developing marketing tool that allows you to effectively present a company's brand, product and values through the articulation and organization of physical space.
Unlike flat images like TV ads, prints or social media videos, spatial communications allow you to create a multi-sensory representation of the brand, showing it through volumetric, 3D communications. At the same time, often a longer exposure is comparable in budget to a one-day advertising event.
One of the forms of brand presentation is temporary retail outlets, Pop-up Stores. Their important advantage is that a retail space can be created in almost any area (even on the beach!) near your target audience. Often, exhibitions are reusable and move, unfolding in different cities for different audiences.
Among the important trends, it can be noted that now, in order to create truly surprising spaces, it is worth abandoning the usual physical objects. To capture the imagination of consumers, the presence of a layer of technological art based on programming and the use of various algorithms is necessary, this allows you to realize what was previously impossible. Many architects create their three-dimensional figures using this technology. One of the trends in creating spatial communications is parametric design - creating an object with a huge number of unique elements, where each is different from each other.
Spatial communications include competencies in different areas: event, architecture, art, marketing and sociology. For maximum results, such branded spaces are created in collaboration between the brand and the agency with architectural bureaus, artists and various artists. This specificity of cooperation and competencies creates a qualitatively new marketing product.
Below you can see some amazing cases:
https://event.ru/reports/prostranstvennyie-kommunikatsii-novyiy-trend-v-marketinge-brendov/
