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Experientialmarketing(1)
 

Experientialmarketing(1)

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    Experientialmarketing(1) Experientialmarketing(1) Presentation Transcript

    • “Tell me and Ill forget; show me and I may remember; involve me and Ill understand.”Experiential MarketingJackie King, Melissa Stivale, Katie Tomaino
    • What is ExperientialMarketing?
    • “Experiential Marketing”aka… Live marketing Engagement marketing Event marketing Participation marketing
    • Active, not Passive At 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
    • Growing Importance 75% 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
    • Experience Live involvement marketing What the brand represents should be delivered Allows your brand into the heart‟s of customers
    • Engagement Break 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
    • Economize Look to get the biggest bang for your buck
    • Evangelize By giving the people a unique experience, they will want to tell others about it Results in word of mouth Fuels loyalty
    • Evaluate ROI: Return on Investment Idea
    • The Importanceof Congruence Consistency is important throughout a brand‟s communications plan. Establish direct correlations between the brand and the experience. Can‟t say and not do
    • Lee Jeans Ex: 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
    • Challenges Complicated 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
    • Metrics Two 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 andthe Five Senses From 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 UseExperientialMarketing
    • When to use it: Launching a new brand or product line Rebranding Building/rebuild customer relationships
    • Types ofExperiential Marketing Mobile tours (bus) Pop-up stores In-store experiences Special events Guerilla sampling
    • Mobile Tour- ACUVUE2converges with Walmart Transportable 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
    • 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
    • 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
    • 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.
    • In-store: Apple What 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
    • Special Events: Guitar Hero An 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
    • 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.”
    • Honey Monsters Cereal Wanted 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
    • How Rainy Daze could useexperiential marketing Mobile 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
    • 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.”
    • THE END