begehbare Werbung

English translation: experiential marketing (venues) / brandlands / advertising to browse through on foot

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)

German term or phrase:	begehbare Werbung
English translation:	experiential marketing (venues) / brandlands / advertising to browse through on foot
Entered by:	Paul Cohen

10:14 Jan 19, 2009

German to English translations [PRO]
Marketing - Marketing / Market Research

German term or phrase: begehbare Werbung

The term crops up in the following sentence:
"Außerdem sind Fallbeispiele erfolgreicher Sponsorings sowie kreative Möglichkeiten der Umsetzung (Corporate Citizenship, begehbare Werbung, emotional Brand Building, Branded Entertainment, Direct Sales Opportunities) in der Akquisition von Partnern ein großes Plus."

NickWatson KudoZ activity Questions: 254 (3 open) (1 without valid answers) (1 closed without grading) Answers: 165 Germany
Local time: 06:06

experiential marketing (venues)

Explanation:
As far as I can tell, this type of advertising transforms a venue into an experience. "Begehbare Werbung" immerses people in a brand environment.

"Inszenierte Orte als „begehbare Werbung“ Wer nicht bereit ist, seinen Kunden ein Mindestmaß an Erlebnissen zu schenken, der hat es schwer in einer Zeit, in der viele Bereiche der Wirtschaft von Erlebnissen durchdrungen sind. Die Wirtschaft setzt zunehmend auf inszenierte Orte als „begehbare Werbung“.
http://tinyurl.com/7jqgfl

Note: the original text placed "begehbare Werbung" in quotation marks.

From what Nicole has indicated, this is not an established term in German marketing.

You might be able to use "experiential marketing" alone, because the idea of a "venue" (a football match) is already fairly clear from the context.

Granted, "experiential marketing" means "Erlebniskommunikation" in German, and the German text is striving to convey a slightly different notion with "begehbare Werbung" (an analogy with "begehbare Kunst", as Nicole suggested?) -- but I think, in this context, you could get away with it. You'd definitely be in the ballpark. I'd say you're better off going with an accepted industry term than to adopt some new jargon that sounds quirky or like a translation from German.

See: http://en.wikipedia.org/wiki/Experiential_marketing

"GPJ Creates 'Experiences' in Beijing
Shop crafts Olympics venues for Lenovo, Bank of China
LOS ANGELES George P. Johnson hopes its experiential marketing venues at the Olympic Games in Beijing will help shift, expand and improve the agency's international image.

The Detroit-based shop, well known in automotive circles for its large-scale displays and show support, sees Beijing as a chance to play on a broader stage, (...)"
http://www.adweek.com/aw/content_display/news/agency/e3i6dfa...

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Note added at 8 hrs (2009-01-19 18:52:38 GMT)
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The football match was of course just one example of a possible sponsoring situation.

The German text is so general that you probably have quite a bit of leeway here.

Selected response from:

Paul Cohen
Greenland
Local time: 03:06

Grading comment

Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer

Summary of answers provided

3 +4

experiential marketing (venues)

Paul Cohen

accessible advertising

Peter Manda (X)

2 +2

walk-in advertising

Helen Shiner

advertising to browse through on foot

Nicole Schnell

sales promenade(s)

Bernhard Sulzer

brandlands

TonyTK

Summary of reference entries provided

For info

Ken Cox

Discussion entries: 1

Answers

1 hr confidence:

advertising to browse through on foot

Explanation:
About shop concepts:

The international Magazine for Retailing and Shop Design
Das internationale Magazin für Laden-Marketing und Shop-Design

"Begehbare WerbungDer Wiener Medien-Dramaturg Dr. Christi-an Mikunda widmet dem Thema Flagship-Stores in seinem neuen Buch „Marketing spü-ren“ (siehe Hinweis) ein ganzes Kapitel. Ernennt sie dort „begehbare Werbung“, die ebenauch über das Werbebudget mitfinanziert wer-den sollte. Denn über den verkaufsförderndenEffekt von Erlebnissen am POS hinaus strebendiese gebauten Visitenkarten nachhaltige Wirkung in der Imagebildung, der Public Relations und der Werbung für Marken und Unterneh-men an. Im Idealfall sind Flagships in Reise-führern, Lifestyle-Magazinen und im Fernse-hen präsent. Zu einem solchen Wahrzeichenund Fixpunkt in der Stadt werden sie durchihre emotionale Aufladung, den roten Faden,der sich durch den Shop zieht. Mikunda unter-scheidet drei Typen:
• Sakrale Shops
Der Shop wird zum Tempel, zur Kathedrale,mit allen Anzeichen eines sakralen, Ehrfurcht gebietenden Ortes (Beispiele: Comme de Gar-çons, Helmut Lang, Boss, alle New York).
• Lifestyle Shops
Der Shop ist ein begehbares Lifestyle-Magazin, das man nicht durchblättert, sondern durch-wandert (DKNY, New York).• Mega Stores
Stores, die wie eine kleine Mall
funktionieren:Großbuchhandlungen, Kosmetikmärkte, Schuh- und Sportmärkte.

_______________________

Advertising to browse through on footIn his new book, “Marketing spüren” (seenote), Christian Mikunda, the Viennese mediadirector, dedicates a whole chapter to flagshipstores. He refers to them as “advertising tobrowse through on foot”, which should also befinanced via the advertising budget. Becausethese bricks and mortar visiting cards strive fora sustained effect in image-building, public re-lations and advertising for brands and compa-nies through the sales promoting effect of ex-periences at the point of sale. In the ideal sce-nario, flagships are present in travel guides,lifestyle magazines and on television. Theiremotional charge - the central theme that runsthrough the store - transforms them into a sym-bol and landmark in the city. Mikunda distin-guishes between three types:
• Religious shops
The shop is a temple, a cathedral, a sacredplace, to be treated with reverence and respect(examples include Comme de Garçons; Hel-mut Lang; Boss, all in New York).
• Lifestyle shops
The shop is lifestyle magazine that you browsethrough on foot rather than page through(DKNY, New York).
• Mega stores
Stores that function like a small shopping mall:large bookshops, cosmetics, shoe and sportsstores."

Reference: http://www.umdasch-shop-concept.com/images/upload/pdf/sak95_...

Nicole Schnell
United States
Local time: 21:06
Specializes in field
Native speaker of:

German
PRO pts in category: 116

2 hrs confidence:

brandlands

Explanation:
Further to my comment above, this is possibly worth a closer look. See, for example:

http://www.dont-panic.co.uk/dev/lo-q/press/wired.htm

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Note added at 3 Stunden (2009-01-19 13:58:34 GMT)
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Ken has a point; there are also a couple of kosher hits for "walk-through advertising", but not enough to indicate it's widely used.

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Note added at 3 Stunden (2009-01-19 14:04:16 GMT)
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Again, probably not totally relevant, but the description is interesting.

"immersion advertising"

"One of the latest trends in advertising involves complete immersion into the product. In this case, a new ad from Ikea is in the form of a decorated subway. The windows are finished with Ikea Fabric and you can instantly live the experience. The agency was Forsman & Bodenfors in Sweden."

http://www.trendhunter.com/trends/immersion-advertising-ikea...

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Note added at 3 Stunden (2009-01-19 14:09:46 GMT)
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Finally, there's the superbly named concept of "insperience marketing" ...

http://www.brandstrategy.co.uk/issues/2006/March/The_view_fr...

TonyTK
Native speaker of:

English
PRO pts in category: 57

4 hrs confidence:

accessible advertising

Explanation:
these are particular marketing opportunities that do not have to do with regular advertising; thus in addition to corporate citizenship and particular branding -> accessibility

Reference: http://www.bigmouthmedia.com/live/articles/accessible-advert...

Peter Manda (X)
Local time: 00:06
Native speaker of:

English,

German

4 hrs confidence:

peer agreement (net): +4

experiential marketing (venues)

Paul Cohen
Greenland
Local time: 03:06
Works in field
Native speaker of:

English
PRO pts in category: 75

Grading comment

Selected automatically based on peer agreement.

14 hrs confidence:

sales promenade(s)

Explanation:
promenade (-principle) advertising / marketing

possible also:
experiential marketing / advertising
walkable marketing
compelling urban places
third places

the sales promenade:
http://books.google.com/books?id=zBLziB4ciz8C&pg=RA1-PA144&l...

the promenade principle:
http://www.michaelhuber.at/assets/ThePromenadePrinciple.rtf
With their artificial city squares and their car-free streets (which, ironically, could only be reached by car), malls should give their visitors the sense of urbanity that the emigrant had loved so much in his Austrian hometown, where the city center, encircled by a grand boulevard, the “Ringstraße”, was dense and walkable. However, as M. Jeffrey Hardwick points out in his book “Mall Maker”, Gruen used another strategy to promote his idea when talking to contractors: he argued that the longer customers stay in a shopping center, the more money they spend. The concept proved to be lucrative indeed. Since its inception, the idea of a city in a box has circled the globe many times, and, it left a clone of the box in almost every part of the world. ...
...“The architect is convinced that malls aren’t only machines for consumption, but new kinds of urban space”, Mikunda said. ...
...But it remains unclear if the democratization of space in a mall also results in a dissemination of power, if people can use the space and participate in shaping it. The air-conditioned box can only be a real urban space if it allows spontaneity, creativity and some forms of resistance. ...
...Libeskind’s deconstructed box near Bern may be the architectural sign for the mall’s departure from its traditional form - but as an idea, the mall continues to shape cities and our lives. ...
...the street only became a pedestrian zone after Victor Gruen returned from America in 1968 and worked out a master plan for a car-free city. Today, there are Prada and Gucci flagship stores behind the ancient façades, and the building that once housed the city’s oldest department store is now home to a H&M branch store. Vienna has become very much like a shopping mall. Only the roof is missing.
Michael Huber

German:
http://www.michaelhuber.at/assets/04ShoppingMall.doc

http://www.amazon.com/Brand-Lands-Spots-Cool-Spaces/dp/07494...

"Those wanting to learn more about marketing psychology will enjoy the entire journey." - Media Week Hailed as "the best marketing book of the past 20 years" - Publishing News "Dr. Christian Mikunda's ideas go to the heart of experiential marketing...his book encompasses psychology and physiology through to marketing, design and sociology." - Incentive Today "An insight into how brands establish an emotional bond with customers. ...
...Christian Mikunda draws on his extensive experience of working with marketers, designers and architects to show how to create pleasurable and memorable sensory experiences.

Ray Oldenburg's Great Good Place:
http://us.geometry.net/search.php?mode=books&searchtype=list...

The Great Good Place argues that "third places" - where people can gather, put aside the concerns of work and home, and hang out simply for the pleasures of good company and lively conversation - are the heart of a community's social vitality and the grassroots of democracy.

http://www.viennadc.at/images/ViennaDC_GesamtPDF.pdf
das echte Erlebnis / Christian Mikunda

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Note added at 14 hrs (2009-01-20 01:14:45 GMT)
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comment:
The idea is basically to provide the prospective buyer with an environment that affords for him/her a great experience of comfort and because of it, he/she wants to stay and "walk around, sit around, hang out, feel comfortable and cozy, happy, etc." and because of it is more likely to be interested in buying something.
In its ideal form, this kind of advertising environment treats the human being as a human being first and not simply as a person looking to buy something.

Bernhard Sulzer
United States
Local time: 00:06
Specializes in field
Native speaker of: German
PRO pts in category: 45

5 mins confidence:

peer agreement (net): +2

walk-in advertising

Explanation:
A guess really. I'm imagining some great big hologram-like spectacle. 'Accessible' obviously won't do, so here is my version of 'drive-in' only on legs.

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Note added at 7 mins (2009-01-19 10:22:26 GMT)
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So it exists, it seems:
"Many advertising agencies won't talk to you unless you are willing to spend at certain levels," says David Camp, chief marketing officer of Tigris Consulting, an information technology consulting firm in New York. Size. Will you feel most comfortable working with a large, small or medium-sized agency?Given what you're prepared to spend, do you want to be a big or small fish in their pond? Address.Do want the agency to be close enough so you can attend meetings in person?Or are you willing to work with a combination online and brick-and-mortar agency?For example, Creativworks, an agency with offices in St. Louis, San Francisco and Indianapolis, provides traditional, virtual and walk-in advertising services.
http://www.zoominfo.com/people/Camp_David_31170506.aspx

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Note added at 14 mins (2009-01-19 10:29:48 GMT)
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Audio/Video Hardware Retailing - US - January 2005
Published: 2005/01

--------------------------------------------------------------------------------

Contents
INTRODUCTION AND ABBREVIATIONS
Other Relevant Reports
Definition
Abbreviations & Terms
Abbreviations
Terms
EXECUTIVE SUMMARY
New technology driving market
Lower units sold, higher average sales prices
Sales increasingly dependent on high-income households
Best Buy, Wal-Mart, Circuit City lead industry
Retail channels move upscale with the market
Retailers become educators
Crowded marketplace
Promotional strategies change
Walk-in advertising
Retailers promote image as educators
Premium prices for premium sales assistance unlikely
Consumer behavior driven by cost of product
Focus on design
Age and income arbiters of consumer behavior/opinions
DTV to shift to discounters
Growth lies ahead
http://www.the-infoshop.com/study/mt26643_audio_video.html

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Note added at 3 days53 mins (2009-01-22 11:08:49 GMT)
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I agree with Nicole absolutely that this is most likely a reference to begehbare Kunst - for which the translation would not be 'experiential art'. One would talk about 'an art environment' so maybe 'an advertising environment' is a good way forward here. Note, not 'the advertising environment' because that is something else!

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Note added at 3 days59 mins (2009-01-22 11:14:55 GMT)
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Though you might like this:

http://theinspirationroom.com/daily/2009/heineken-walk-in-fr...

Helen Shiner
United Kingdom
Local time: 05:06
Native speaker of: English
PRO pts in category: 27

Reference comments

59 mins peer agreement (net): +1

Reference: For info

Reference information:
From what I see, this is German jargon for advertising that attempts to actively involve the target audience -- perhaps some combination of 'dynamic' and 'experiential', but advertising jargon isn't my field. Here are some references:

Im schwarzen Trikot einer Fassadenkletterin schwebt die Weinkellnerin am Stahlseil auf den 17 Meter hohen Flaschenturm des Restaurants »Aureole« in Las Vegas. Brüllend wie ein wildes Tier, mit Rauch und röhrendem Motor, erscheint der Sportwagen auf der Außenfassade des Lamborghini Pavillons der VW Autostadt in Wolfsburg. Und in einem Supermarkt bei Wien entspannen zahlreiche Projektionen sich wiegender Sonnenblumenfelder die gestressten Kunden.

Solche Urban Entertainment Center, solche Brandlands gehören zu den neuen Erlebniswelten der Wirtschaft. Sie sind spektakuläres Erlebnismarketing und »begehbare Werbung«. Und sie bringen unsere Städte zum Leuchten!
http://www.kulturmanagement.net/buecher/prm/49/v__d/ni__433/...

Die Spaßgesellschaft wurde vom Zeitalter der „neuen Ernsthaftigkeit“ abgelöst. Statt der Flucht in eine Traumwelt suchen Konsumenten nach Erlebnissen, die mit Sinn und tiefen Gefühlen verbunden sind, mit echten Materialien und Design, mit Lebenshilfe und einer „Seelenmassage“ zwischendurch. Dritte Orte, wie Brandlands oder Concept Stores, erfüllen diese Sehnsucht. Nach dem gestalteten Heim und dem ästhetischen Arbeitsplatz sind sie begehbare Werbung.
http://www.raumbrand.de/nl/0501/raumbrand_nl0501.htm

Ken Cox
Native speaker of:

English
PRO pts in category: 56

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begehbare Werbung

English translation: experiential marketing (venues) / brandlands / advertising to browse through on foot

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