Week 7: Positioning & Trends
The topic for Week 7 is focused on Positioning and Trends in project development. This week's challenge involved researching current themes and trends, drawing from areas such as visual culture and technology. This week gave me a great opportunity to research other projects similar to mine.
Lecture:
This week's lectures provide a valuable exploration into the intricate world of creative trend engagement. Industry practitioners share their insights on navigating trends and technologies, offering diverse perspectives on strategies and considerations.
Torsten Posselt, FELD, Studio for Digital Crafts, Berlin:
Torsten shares a subtle perspective on trends, acknowledging their potential value in anticipating and addressing emerging needs. However, he cautions against the overwhelming nature of trend exploration and emphasises the importance of personal filters and emotional connections.
Wouter Dirks, Studio Dumbar, Rotterdam:
Wouter discusses the integration of trends into the creative process at Studio Dumbar, emphasising the collaborative approach taken with clients to identify market trends relevant to their business.
Stijn van de Ven, Eden Spiekermann, Amsterdam:
Stijn adopts a practical stance on design and technology trends, advising against over-reliance on buzzwords. While acknowledging the importance of staying informed, he encourages a
problem-solving approach rather than using trends as the primary driver for concepts.
Research task:
Your research task this week is to evaluate emerging trends that are relevant to your project and develop a concise three-sentence positioning (or mission) statement for your project.
Understand how new fields of practice can be considered in order to inform the direction of your creative strategy.
Emerging trends relevant to my experiential marketing campaign often involve large outdoor installations and include an emphasis on sustainability in design. Additionally, the integration of augmented reality is occasionally used for interactive experiences; however, more frequently, installations are made interactive physically rather than digitally. What I have noticed about this method of marketing is that it is a great tool for storytelling.
What is experiential marketing:
“Companies have been adopting an experiential approach as an alternative to traditional advertising. It's a chance for current and potential customers to engage with their product, resulting in increased sales, so it has become an essential part to many marketing campaigns. Events and sampling are good examples of experiential marketing.”(QuirkyGroup, 2018.)
Three sentence statement:
Elevate brand engagement with an experiential marketing campaign that utilises large outdoor installations.
Integrate design and augmented reality interactions, having a purpose to captivate audiences through immersive storytelling and educational experiences.
Redefine marketing narratives by prioritising physical interactivity, and creating memorable brand connections in the pubilc landscape.
References:
• Quirky Group (2018) What is experiential marketing and how can it benefit your brand, Quirky Group. Available at: https://www.quirky-group.co.uk/blog/what-is-experiential-marketing-and-how-can-it-benefit-your-brand (Accessed: 13 December 2023).
