Experiential MarketingJackie King, Melissa Stivale, Katie Tomaino

“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.”

What is Experiential Marketing?

“Experiential Marketing” aka… Live marketing

Engagement marketing

Event marketing

Participation marketing

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Active, not PassiveAt first glance, might get confused with

Guerilla marketing, but experiential marketing is more about the consumer engaging (usually physically) with the brand through the marketing tactic

Its not just about the exposure, but about the experience

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Growing Importance75% of marketers surveyed said they would be

increasing spending on experiential marketing in 2009

70% of consumers say experiential marketing would be most likely to increase purchase consideration

The Five E’s Of Experiential

According to 361 degrees

Experience

Engagement

Economize

Evangelize

Evaluate

ExperienceLive involvement marketing

What the brand represents should be delivered

Allows your brand into the heart’s of customers

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EngagementBreak out of the norm and be different;

moments of meaning and relevance for the consumer

Use senses to get to the emotions of the consumer, tell a story

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EconomizeLook to get the biggest bang for your buck

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EvangelizeBy giving the people a unique experience, they

will want to tell others about it

Results in word of mouth

Fuels loyalty

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EvaluateROI: Return on Investment Idea

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The Importanceof CongruenceConsistency is important throughout a brand’s

communications plan.

Establish direct correlations between the brand and the experience.

Can’t say and not do

Lee JeansEx: Lee Jeans

Lee jeans wants to re-market as sexy Created an exciting, new campaign but did not

change the product to maintain congruence between product and message

Consumers are drawn in, but reject the same not-sexy jeans

ChallengesComplicated marketing metrics

“lag” effect Customers move slowly through the purchase

cycle

Maintaining congruency with the brand Creative for creative sake is ineffective, creative

can be innovative but must have some congruence with the brand/message

Remember: the goal is to help clients increase sales, not win creativity awards

MetricsTwo ways to measure: effectiveness and

efficiency

Effectiveness: How well is the initiative meeting the example? Surveys to test recall analyzes the success of

filling the awareness gap Personal customized surveys and one-on-one

interviews are preferred to focus groups or mass surveys

Deeper insight into the sub-conscious, which drives purchasing

Efficiency: cost per viewer or participant

Experiential Marketing and the Five SensesFrom initial contact with the brand and

throughout the life cycle of the purchase, the most effective brands tell us the most without saying anything at all.

Vision: pictures speak louder than words

Smell: sense most strongly tied to memories

Hear: associate sounds/music with a brand

Touch: touch the lives of others through stories

Taste: in-store sampling

How to Use Experiential Marketing

When to use it: Launching a new brand or product line

Rebranding

Building/rebuild customer relationships

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Types of Experiential MarketingMobile tours (bus)

Pop-up stores

In-store experiences

Special events

Guerilla sampling

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Mobile Tour- ACUVUE2 converges with WalmartTransportable locations that spread awareness

linked with an educational value about products/companies.

Johnson & Johnson wanted to partner with a retail channel for selling their color contacts

Launched educational tour hitting 175 cities to introduce them to product line

Year long

Made a mobile educational center (bus) staffed with licensed professionals to increase confidence and quality in product

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Results!

Engaged approx. 350 consumers in each location

Had 70,000 interactions in total

Generated 10,000 website visits

25% scheduled appointments at Walmart vision center of which 12% actually purchased

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Pop-up Store: Target“Retailers use temporary stores to sell limited-

edition items and holiday fare or to reach shoppers in cities where they don’t have permanent outlets.”

Target To-Gos in New York, San Francisco and Washington for a holiday rush weekend (Dec. 11-13 of 2009)

Temporary stores offer 50 products and items not yet sold nationwide

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Results!

Toys ‘R’ Us and Walmart were outselling Target

The pop-up stores helped create an emotional attachment to the brand

Demand increased in areas where pop-ups were placed that didn’t already house Target stores

Shares gained 36 percent in 2009, compared with a 22 percent rise in the Standard & Poor’s 500 Index.

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In-store: AppleWhat customers experience while in brick and

mortar businesses.

Apple prides itself on having a store where customers can try and experience products before they buy.

Their staff contributes to the experience because they are put through rigorous training and are considered a convenience (knowledgeable and point of sale is everywhere in the store).

Congruent with brand values: expertise and simplicity

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Special Events: Guitar HeroAn event celebrating something the brand

wants to promote. Events draw in consumers to interact with brand and its products.

Wanted to create buzz Guitar Hero World Tour

Private launch party (attended by 230 targeted gamers) in NYC that had: gaming stations for a battle of the bands contest demo stations green screen photo opportunities cash prizes

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Guerilla Sampling:Giving out samples to promote products via

unconventional approaches to marketing. Creates a memorable brand experience that engages customers.

“Guerilla sampling allows brands with smaller budgets to interact with their consumers face to face and larger brands have the opportunity to create unique experiences and generate buzz.”

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Honey Monsters CerealWanted to reinforce fun elements of the brand

and create awareness and acquisition because it was a new product (get people to try product)

Set up in front of super markets in 4 key regions of UK- lasted 48 days

Sales rose for 4 weeks after sampling occurred

Had a halo effect on the sales

Nominated for Institute of Sales Promotion Award in the UK

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How Rainy Daze could use experiential marketingMobile tours (bus) & Pop up Stores- create

demand in cities where there aren’t already brick and mortar Rainy Daze

In-store experiences- customization stations and wind tunnels

Special events- launching company into weather gear market as a competitor

Guerilla sampling- giving out ponchos at water parks

All- allows interactivity with product, try without the buy

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Trends Integrating social media with experiential

marketing- Sun Glass Hut (creating buzz through viral word of mouse)

“The future for experiential marketing looks bright; with 62% agreeing that it will be "one of the big growth areas in marketing over the next five years.”

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