When marketers layer digital marketing strategies on top of experiential activations, magic happens. Hear how you can win the hearts and minds of your customers by expanding your marketing mix to bring the digital and physical worlds together. Topics covered will include social media marketing, influencer marketing, event marketing, content marketing, and more.

1. KEYNOTE
LOS ANGELES, CA ~ APRIL 12 - 13, 2023
DIGIMARCONWEST.COM | #DigiMarConWest
Winning Hearts & Minds at
the Intersection of Digital &
Experiential Marketing
Kimberly Whinna Cottrell
SENIOR MARKETING PROGRAMS MANAGER
AMAZON WEB SERVICES

2. 2

3. What will we cover today?
I. Introduction: the power of combining experiential + digital marketing
II. Create shareable experiences
III. Forge influencer partnerships
IV. Make lovable content
V. Conclusion: the recipe for marketing magic
3

4. 2000 2010 2020
New York University Kellogg School of
Management,
Northwestern University
New York City
Art World
Autodesk
Cisco
AWS

6. The magic ✨ of emotional connection.
6
According to Harvard Business Review:
“Fully connected
customers are 52%
more valuable, on
average, than those
who are just highly
satisfied.”
from “The New Science of Customer
Emotions: A better way to drive growth
and profitability” by Scott Magids, Alan
Zorfas, and Daniel Leemon, HBR.

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Creating magic through emotional connections.
1 Identify emotional
motivators, like:
“feel a sense of belonging”
“feel a sense of thrill”
“feel healthy”
Leveraging customer insights
from: behavioral data, surveys
(verbatims!), focus groups,
advisory boards, etc.
2 Commit to taking
customers on the
journey from:
1/ unconnected to
2/ highly satisfied to
3/ perceiving brand
differentiation to
4/ being fully connected
Reference: “The New Science of
Customer Emotions: A better way to
drive growth and profitability” by
Scott Magids, Alan Zorfas, and Daniel
Leemon, HBR.
3 Design a marketing
strategy that taps into
emotional motivators.
EXPERIENTIAL
in person or virtual
+
DIGITAL
social media, influencer
marketing, content marketing,
etc.

9. 9
The magic of experiential + digital marketing.

10. 10
Magical combination #1: experiential + social media
Personalized brand
expression
Sense of community
Brand amplification
✨
✨
✨

11. Create shareable experiences.
Design visually
intriguing environments
1 Create moments that
excite and inspire
2 Motivate with
contests & challenges
3

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Magical combination #2: experiential + influencers
Reach new people
Speak directly to
target audiences
Build trust
✨
✨
✨

13. Forge influencer partnerships.
Identify authentic
influencers for your brand
1 Build relationships and
embrace creativity
2 Equip them with a brief
to clarify expectations
3

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Magical combination #3: experiential + content
Build excitement and
buzz before the event
Amplify and scale reach
during the event
Build community and
nurture relationships
after the event
✨
✨
✨

15. Make lovable content.
Personalization
1 Video
2 Interactive content
3

17. The recipe for marketing magic?
Identify emotional motivators
✔️
✔️
✔️
Commit to taking customers on the
journey towards emotional connection
Design a marketing strategy across
experiential and digital channels

18. Thank you!
Follow me at linkedin.com/in/kimberly-whinna-cottrell/ for more musing over marketing magic.