The seven secrets of objects in the On-Trade
Studio Make Believe are specialists in creating Physical Brand Objects that affect behaviour. Our focus on behaviour ensures anything created is done so to create a clear, measurable affect on the consumer.
As humans, we are hard-wired to respond and react to objects and this hard-wiring ensures a universal language of behaviour.
We have found a way to unlock the value of this behaviour for brands, creating a point of difference that works in a highly competitive and crowded environment.
We hope you find them useful.
Secret 1:
BE CLEAR ON THE PROBLEM
The starting point of success is fixing the right problem. Is it a consumer one or an outlet one? What behaviour do we need to change? This process leads us to the real commercial opportunity. Where is the decision made? What share of throat are we looking for - competing in the channel, category or the bar call? Does the ritual support the sale?
Secret 2:
INVEST, DON’T SPEND
The environment is already cluttered with people and brands. More items with logos on them is not the answer. Taking the time to identify what consumers and outlets really need and want, whilst looking at rate of sale, allows you to approach objects from an investment perspective. An object’s return on investment should last years, not months.
Secret 3:
CREATE VALUE, NOT JUNK
Objects should live or die based on the value they create for people. The focus on value avoids the creation of bar junk. It’s junk because it’s not relevant. Physical Brand Objects must have an active nature in their purpose that makes them appreciated by those who experience them.
Secret 4:
ONLY CREATE IT, IF YOU CAN MEASURE IT
If you are to invest in objects, rather than just spend, the investment must be supported by a business case behind the object. At the heart of this sentiment is an understanding about how an object’s active nature will be measured.
Secret 5:
ENHANCE, DON’T DISRUPT
The success of an object is dependent on it being effective more than once, which is why objects must enhance, not disrupt consumer activity. Disruption interrupts an event and worse, it loses its effect once consumers have experienced it. We believe objects should enhance the activity, event, conversation or bar call.
Secret 6:
BLEND PRACTICALITY WITH PLAYFULNESS
Objects must have a purpose that solves a problem, but that doesn't mean they are void of emotion. The secret behind many of our objects is the balance of the practicality and the playfulness that anchors in being human.
Secret 7:
CREATE A CHAIN OF EXPERIENCES
Objects are touchpoints and a sequence of touchpoints is a customer journey. Move from creating a singular perfect serve to creating the perfect experience and think about this experience in terms of a series of gains across a collection of objects.