Ford Rouge Factory Tour & Manufacturing Innovation — Christian Lachel // BRC Imagination Arts
Christian Lachel
BRC Imagination Arts
- Part 1Johnnie Walker Princes Street experience — Christian Lachel // BRC Imagination Arts
- Part 2 Ford Rouge Factory Tour & Manufacturing Innovation — Christian Lachel // BRC Imagination Arts
Show Notes
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02:18The Ford Rouge factory tour experiential projectIt's one of the only automotive tours in the United States that you can go and visit. it's a relationship with the Henry Ford and Museum of American Innovation. And they have a collaborative relationship. And it's a great symbiotic relationship between those two institutions to bring visitors into the heart of American manufacturing.
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04:50How should smaller brands implement sensory and storytelling into their marketing mix?Who's your audience? And what can you do to reward them for spending time with you? How can you pull them into your story?
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08:37Connecting with your audience in a meaningful way and what to expect from itMake sure you have a great story and a great experience, and it's moving things emotionally. Make sure you find ways to measure that and do it with quality.
Quotes
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"It doesn't have to be a 200-year-old brand like Johnnie Walker or 125 years or 30 years with Ford. How you tell your story and to whom matters. The key thing is: who is your audience? And what are you trying to achieve in terms of that relationship? If it's a consumer relationship and its audiences are more public, then how do you let them into the tent if they want to learn more about what you're doing?" - Christian Lachel
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"The key thing, it doesn't matter how big or small you are or where you're starting, is to figure out who that audience is that you need to be speaking with or have a relationship with. Start there, in the heart of what they're looking for. And then figure out how you can marry those values with the values of your brand and bring that story to life in a meaningful and engaging way." - Christian Lachel
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"It's all about ultimately connecting with your audiences in a meaningful way. The way to do that is to find again, what are they looking for. And then how do you create an engaging experience or story that then connects the dots." - Christian Lachel
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"Make sure you have a great story and a great experience, and it's moving things emotionally. Make sure you find ways to measure that and do it with quality." - Christian Lachel
- Part 1Johnnie Walker Princes Street experience — Christian Lachel // BRC Imagination Arts
- Part 2 Ford Rouge Factory Tour & Manufacturing Innovation — Christian Lachel // BRC Imagination Arts
Up Next:
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Part 1Johnnie Walker Princes Street experience — Christian Lachel // BRC Imagination Arts
Brands have such amazing stories. Whether it's a movie or an experience, there is a ton of opportunity. Johnnie Walker Princes Street is the flagship of this 185 million-pound investment by Diageo in Scottish tourism. The experience campaign was about creating a more contemporary and, in some ways, returning to the roots of Scotch and looking at an experience that can bring a lot of people in. The good news is that you too can create amazing experiences for your brand. Want to know more? Listen to Christian Lachel, Chief Creative Officer of BRC Imagination Arts, as he explains the creativity behind the Johnny Walker Princes Street experience.
Play Podcast -
Part 2Ford Rouge Factory Tour & Manufacturing Innovation — Christian Lachel // BRC Imagination Arts
Why would a well-known brand like Ford bother about rewarding its customers and audience with an experience? How can you do the same for your brand irrespective of age or size? Listen as Christian Lachel, Chief Creative Officer of BRC Imagination Arts, discuss how Ford Rouge Tour uses experiential marketing to bring visitors into the heart of American manufacturing.
