by Masingita Mazibuko. It was only recently that a certain Armin van Buuren piqued my curiousity. While listening on the sidelines to conversations that were raw with emotion and desperate to share, I was struck by how useful emotion as a tool is for marketers.
I learnt that Van Buuren is a Dutch-trance music maestro, whose appeal stretches to all corners of the world, including South Africa. He’d recently performed here and the people I’d heard discussing this had been overwhelmed by the power and intensity of this ‘in-person’ interaction.
United by his performance
From various walks of life and with vastly different personality traits and possibly values, they were, however, united by his performance, which included that ‘each set was unique and well thought-out”, ‘every experience varied’ and ‘oh boy, he then went old school on us and created music with just vinyl’.
So the show, the experience, certainly drove engagement with the Armin van Buuren brand and evoked the audience’s emotions on the deepest level.
At its most extreme, a brand is a culmination of experiences; a representation of the defined experience, or experiences over time. However, this need not be about shouting the loudest but rather creating a quality experience that touches consumers on a level that just makes sense.
Consider Nike’s ‘Taking Back the streets of Johannesburg’ initiative. On one level? A simple 10km run through the streets of central Johannesburg. On another level? A more defiant and liberating experience, one that takes consumers somewhere they would never ordinarily go on their own accord.
Ignite higher levels of engagement
And then Nike uses the experience as a springboard to ignite an even higher level of engagement with Nike Plus (+), the use of digital platforms and initiatives to promote the active lifestyle and ensure an ongoing interaction with many.
‘Taking Back Jozi’ and Nike Plus show us that it is also not about once-off experiences. Instead, the brand should be clear upfront about the clues that will inform the experience… and how these will impact upon future engagements — in other words, what the brand is now, and what it will become. This requires a clear plan of engagement to ensure entrenchment into the memories of the target consumers.
As I write this, Metro FM is currently playing tribute to the late DJ, Eddie Zondi. His romantic repertoire touched many and listeners have been calling in tears, sharing stories of how his playlists had mended breaking relationships. Zondi’s ability to connect and create saliency ensured that he was a strong and enduring ‘brand’.
Doing the same
I can’t help but think that Van Buuren’s emotion-stirring six or seven hours with his South African fans has done the same.
What about your brand?
Masingita Mazibuko is a marketing director at Unilever. The views expressed within this monthly “Africa Style” column are, however, entirely her own.
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