Blog post

#InspirationEverywhere – ‘Spend It Well’

25 May 2017
#InspirationEverywhere – ‘Spend It Well’
#InspirationEverywhere – ‘Spend It Well’

Author - Katy Hurst, Head of Client Engagement

I’ve taken my inspiration this week from one of our most loved retailers, Marks and Spencer, and its latest ad campaign, produced by its new creative agency Grey London, which replaces its ‘Only M&S’ slogan with the more emotive ‘Spend It Well’. Patrick Bousquet-Chavanne, Executive Director of Customer, Marketing and M&S.com, said in an interview with Marketing Week about the new direction, ‘Life is about swiping left or right on cell phone all the time; it’s a culture of impatience. Therefore, there was a need for M&S to have more of a cultural point-of-view. We think there’s an opportunity to say let’s slow down and focus on quality experiences’.

This really resonated with us here at Inspired, as it echoes what we believe is so powerful about face-to-face marketing and live experiences - in a world that runs a million miles an hour, live experiences provide a unique marketing opportunity to get your audience to slow down, and truly listen to your message.

Grey London and M&S have also recognised how audiences are changing. In this digital age where online shopping and social media are leading the way, retailers must offer something more to drive customers into store. It has become more about offering an experience, rather than focusing purely on the material goods they sell. Bousquet-Chavanne said ‘…we found that every M&S customer acknowledges life is short and that you have to spend the time you do get here on great experiences’.

Working in the live experience industry we know this is true – we need to give audiences experiences that are memorable, experiences that spark connections and create lasting memories. And as a result, they create impact that delivers real brand value.

But in my opinion one of the strongest elements of the new M&S campaign is the way it puts their customers front and centre. They have such a diverse target market but the message, ‘We only get one life, let’s spend it well’ is not only a clever synonym for a retail brand, but also appeals to customers of all ages. This is something which again mirrors our approach in the live arena – putting the wants, needs and aspirations of the audience at the heart of everything we do to create a compelling experience with lasting impact.

If you liked what you've read and want to know what else makes us tick, email us at tellmemore@inspiredlive.co.uk.

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Creating a high impact event environment for the data and storage industry.

Showcasing a New Brand Experience

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Unveiling new showroom experiences for a leading Volkswagen retailer.

Celebrating 40 Years of Innovation

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Marking 40 years of leading edge thinking in the UK automotive industry.

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Maintaining an exemplary guest experience during the rejuvenation of a luxury hotel.

The Power of Shared Experience

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Curating memorable content for a not-for-profit sector staff conference.


RT: Food Network launches 'Fakery' in London - great idea...made us laugh!! https://t.co/Ddtgyd9v18 #eventprofs #creative #LiveExperience

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