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  1. 1. “Tell me and Ill forget; show me and I may remember; involve me and Ill understand.”Experiential MarketingJackie King, Melissa Stivale, Katie Tomaino
  2. 2. What is ExperientialMarketing?
  3. 3. “Experiential Marketing”aka… Live marketing Engagement marketing Event marketing Participation marketing
  4. 4. 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
  5. 5. 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
  6. 6. The Five E‟s Of Experiential According to 361 degrees Experience Engagement Economize Evangelize Evaluate
  7. 7. Experience Live involvement marketing What the brand represents should be delivered Allows your brand into the heart‟s of customers
  8. 8. 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
  9. 9. Economize Look to get the biggest bang for your buck
  10. 10. Evangelize By giving the people a unique experience, they will want to tell others about it Results in word of mouth Fuels loyalty
  11. 11. Evaluate ROI: Return on Investment Idea
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. How to UseExperientialMarketing
  18. 18. When to use it: Launching a new brand or product line Rebranding Building/rebuild customer relationships
  19. 19. Types ofExperiential Marketing Mobile tours (bus) Pop-up stores In-store experiences Special events Guerilla sampling
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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.
  24. 24. 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
  25. 25. 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
  26. 26. 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.”
  27. 27. 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
  28. 28. 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
  29. 29. 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.”
  30. 30. THE END