Experiential Marketing


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Experiential Marketing presentation to AAF-Louisville on July 18th, 2012

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Experiential Marketing

  1. 1. Experiential MarketingWhere Brand Meets the SensesJuly 18, 2012Christy Belden, VP of Media + Marketing, Leapfrog Interactive
  2. 2. LeapFrog InteractiveFollow Us!Twitter: @LFI #LFIflashmob #LFIexpmktFacebook: www.facebook.com/LeapFrogInteractiveAgencyGoogle+: LeapFrog InteractiveBlog: www.leapfroginteractive.com/blog
  3. 3. Christy Belden Vice President, Media + Marketing, LeapFrog Interactive PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is • Experience: 11 yearsChristy Knows always in touch with • The Courier-Journal the trends and • University of Louisville strategies that provideMarketing • SEMPO Certified a solid return on • Google AdWords clients’ investments. Certified
  4. 4. Experiential Marketing What is Experiential Marketing? History Types of Experiential Marketing Why Choose Experiential? Examples/Case Studies Considerations Questions?
  5. 5. What is ExperientialMarketing?
  6. 6. DefinitionAKA: Guerilla Marketing, Relationship MarketingGuerilla Marketing – coined by Jay Conrad Levinson“It is a body of unconventional ways of pursuing conventional goals. It is aproven method of achieving profits with minimum money.”Relationship Marketing“A form of direct response marketing campaigns which emphasize customerretention and satisfaction, rather than a dominant focus on sales promotionalmessages.”
  7. 7. Appealing to the SensesExperimental Marketing connects brand with consumer through an emotional experience.Sight Hearing Touch Smell Taste
  8. 8. “Ive learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel...” –Maya Angelou
  9. 9. The History of GeurrillaMarketing The Results 2000’s to • Increased exposure of the business, service or present product and a good Guerilla Marketing idea will go viral Advancement in What Happened Technology & • Bigger brands bought into the concept as a way to Introduction of Social Next Media create more emotional and genuine connections with consumers • Small businesses took the • Made Sharing outlandish, concepts and ran because it creative, and shocking was cheap. 1984 advertisement easy. • They used these concepts as • When someone shares a • Jay Conrad published a means to get their name out photo, video, link or story there Guerrilla Marketing, to the public efficiently is no investment from the outlining secrets of subtle business that uses Guerilla marketing and ideas for Marketing big advertising results with little investment
  10. 10. Why Brands Are UsingExperiential Marketing+ More creative+ Spread awareness+ More memorable (better recall)+ To dodge “ad blindness”/get consumer attention+ Create Goodwill for brand name+ Emotionally connect with consumers+ Involve consumer with brand+ Budget conscious Top: Nivea, Bottom: McDonalds
  11. 11. Most Common Forms ofExperiential Marketing+ Digital out of home (DOOH)+ Flashmobs+ Sticker bombs+ Outdoor displays+ Outdoor exhibits+ Street performance teams+ Augmented reality+ Digital scavenger hunt+ Consumer events/exhibits+ Contests+ Causal Campaigns+ What’s to come…
  12. 12. Examples and CaseStudies
  13. 13. Digital Out of HomeLeapFrog Interactive – Hamilton County Public Health (2011)http://www.youtube.com/watch?v=teTRDo677jk&feature=plcp
  14. 14. Sticker BombsJax Panik (pop band), Gauteng - South Africa (2010)http://www.youtube.com/watch?v=osylspsGz2o
  15. 15. Outdoor DisplaysBounty Big Spills Campaign, NYC & LA (2009)
  16. 16. Outdoor ExhibitsSprite Shower, Brazil (2012) http://www.youtube.com/watch?v=LxHJn0rGnPI
  17. 17. Outdoor ExhibitsCoca-Cola,Valentine’s Vending Machine, Istanbul (2012)http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1
  18. 18. Street PerformanceTeamsTNT “Add Drama Button”, Belgium (2012)http://www.youtube.com/watch?v=vzoFXZ5pT1w
  19. 19. Augmented RealityHoliday Inn Kensington Forum Hotel, London (2012)http://www.youtube.com/watch?feature=player_embedded&v=vAHvoNSQRlw
  20. 20. Digital ScavengerHuntLouisville Slugger World Series Bats Hunt, St. Louis (2011)+ Louisville Slugger hid 45 World Series Commemorative bats allaround the city of St. Louis+ Gave out clues via Facebook and Twitter on the locations of thebats+ Results in 24 hours Facebook likes increase 143% Twitter followers increase 161% “Talking bout this” increase 834%
  21. 21. Fan/Consumer EventNike Hyperdunk+ Dunk Contest –”Game on World”, LA (2012)http://www.youtube.com/watch?v=ct5crCxaVn0&feature=autoplay&list=FLUFgkRb0ZHc4Rpq15VRCICA&playnext=1
  22. 22. Fan/ConsumerContestsVodafone McLaren Mercedes “Car Unveiling”, Berlin (2011)http://www.mclaren.com/page/mp4-26-berlin-car-reveal-film
  23. 23. Fan/ConsumerContestsAriel “Fashion Shoot”, Stokholm (2011)http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4Orhttp://www.youtube.com/watch?v=W1BVBWlLx8Y&feature=player_embedded (case Study)
  24. 24. Casual CampaignsUNICEF “Tap Project”, NYC (2009)http://www.youtube.com/watch?v=TtOQda0aKIc&feature=player_embedded#
  25. 25. Just For FunSoul Pancake “Heart Attack”, CA (2012)http://www.youtube.com/watch?v=7VJsyEtwAUY&feature=player_embedded
  26. 26. Strategies
  27. 27. SurpriseCampaigns/events were executed as a surprise - no prior notice was given. Pros •  More of a surprise •  Stronger/longer impression •  Reach consumers you may not have Cons •  Miss your target audience •  Lower engagement/audience •  External factors (weather, real estate, etc.)
  28. 28. PlannedCompanies give notice or “teasers” about the campaign prior to launch or unveiling to createmore traffic. Pros • Build an audience • Create a buzz • Control/implement the conversation (hashtags, FB groups, etc.) Cons • Consumers may choose not to participate • Not as big of a surprise, • Unfulfilled expectations, competitor • Insights
  29. 29. Considerations
  30. 30. Is ExperientialMarketing Rightfor Me?+ Who is your audience? B2C or B2B?+ Where is your audience?+ What is the objective? Branding? Campaign based?+ Location, location, location+ Seasonality (weather, time of year, major events)+ Budget+ Resources (street teams, dancers, staff, etc..)+ Objective specific strategy Top: Absolute Vodka Bottom: Ariel “Fashion shoot”
  31. 31. Questions?