Experiential marketing strategy for a company. Detailed document on how ch directs intends to increase their experiential event net. Activation and sampling document.

1. CHDIRECT
EXPERIENTIAL MARKETING
STRATEGY

2. INTRODUCTION
• Experiential marketing is a concept of creating experiences that
integrates elements of emotions, logic, and general thought
processes to connect with the consumer.
• The objective of every experiential marketing event is to establish
the connection in such a way that the consumer responds to a
product offering based on both emotional and rational response
levels

3. WHY EXPERIENTIAL MARKETING?
• Engages all 5 senses i.e. see, hear, touch, smell & touch
• Most memorable media
• Changes brand perceptions
• Increases sales
• Consumers love it
• Experiential is the word of mouth media
• An opportunity for personal feedback
• Experiential can convey complex messages
• Makes consumers receptive to other forms of media
• Generate a significant number of free media impressions, thereby multiplying its value

4. ABOUT CH DIRECT
• CH Direct is an experiential marketing
company owned by Charterhouse Events.
• We are in to create unforgettable moments by
bringing brands to life through sampling, sales
activation, road tours, special events, and
promotions in retail, bar, and other
environments.
• We have a team of both male and female
promotional agents in the 10 regions of Ghana,
who deliver an impression and communicate
clear messages about brands, creating a more
effective medium. This will allow customers to
engage and better connect with clients’ brand.

5. STRATEGIC PLAN
• VISION: Our vision is to be Ghana’s leading provider of excellent experiential
marketing solutions for top brands in Ghana and Africa.
• MISSION: It is our mission to provide and create unforgettable moments using
fresh ideas while using efficient services adding measurable value. Our client's
goals are our goals and together we will reach our desired results.
• GOALS: Our goal is to engage consumers with enjoyable and memorable brand
experiences by creating and delivering innovative ideas which we will execute
with perfection every time. Getting clients’ product into the hands of their target
market, the people who matter, is our top priority.
• CORE COMPETENCY: We have available logistics for experiential marketing, also a
team of the best promotional models in all the 10 regions of Ghana, that are
excited to achieve success for brands and put any product in the spotlight. These
experienced brand ambassadors offer a deeper engagement with targeted
consumers giving them a reason to believe in a product and/or brands at the
moment of truth.

6. STRENGTHS
• RELEVANT EXPERIENCE: Charterhouse events already has the record of executing flawless
experiential events for top brands in Ghana and outside Ghana. Eg: Agoro Western Union
road shows, IFC Lighting Africa Regional tour, Unilever Ye Wo Dwom Country tour. etc.
• LOGISTICS: The Company already owns some key logistics needed to undertake such
activations. Eg: Truck, Van, Trolley, Gazebo, PA System, Generator etc.
• SOCIAL MEDIA FOLLOWINGS: We have a huge social media following of our other brands
created which can be used to market this aspect of the business to prospective clients.
• EXPERTISE: We have in house the right events expertise to lead and drive the experiential
wing with mind blowing ideas and plans.
• TECHNICAL MANPOWER: We have available Technical manpower when the need arises to
take experiential marketing to a more advance technical level.
• THINK TANKS: We have available the think tanks to help our strategic direction in order to
give our clients top notch ideas to help build their brands.

7. Activation Truck Activation Van
PA System Trolley
Gazebo
LOGISTICS AVAILABLE

8. WEAKNESS
• We don’t have a clear in house experiential
marketing plan.
• There is no one leading it.
• We lack the connection with clients when it
comes to experiential events, they always see
us not to be in the experiential event space.
• We hardly put out info on our expertise in
experiential marketing to our followers on
social media.

9. OPPORTUNITY
• Companies who want to use experiential marketing as a tool to market their brands and
products.
• International Agencies for Behavioral Change campaigns
• Telcos
• Technological Companies
• Food Companies
• Beverage Companies
• Pharmaceutical and Medical sector
• Beauty and Fashion sector
• Educational Institutions
• Growing population.

10. THREATS
• People see us as only a BIG events
company, thus far away from the
experiential marketing space.
• We are also seen as too
EXPENSIVE to be doing smaller
experiential marketing jobs.
• Springing of small scale event
companies also doing experiential
events.
• Existence of solely experiential
marketing events companies. eg:
EXP, Market Icons etc.

11. WAY FORWARD
 WORK ON OUR STRENGTHS:
• RELEVANT EXPERIENCE: Put out our relevant experience when it comes to
experiential marketing events and promotions in a unique way that will
connect easily with prospective clients.
• SOCIAL MEDIA: Consolidate our social media following and commercialize it
in a way that allows us to keep them active all year round with our
experiential events and ideas through photos and videos.
• EXPERTISE: Use our events expertise to design great monthly and annual
client experiential events such as regional tours, market storms etc. for
specific products and brands.
• SMALL SCALE EVENTS: Focus on small scale experiential events which will
use our in-house logistics to keep costs low.
• TECHINCAL MANPOWER: Focus on our technical manpower to keep costs
low and give quality services.
• INOVATION: Create unique experiential regional tours, that will take
products and services around the length and breath of Ghana to the help
build our clients’ brands.

12. WAY FORWARD
 WORK ON OUR WEAKNESSES:
• LEADERSHIP/TEAM:
o We need to identify a team leader to drive the experiential marketing
Bus.
o Also we need to identify team members to support with the leader.
o We have to recruit reliable and dedicated regional representatives to
help with the support.
 TAKE ADVANTAGE OF OPPORTUNITIES:
o Create a catchy company name ie. CH DIRECT.
o Put together an experiential marketing Brochure.
o Organized marketing of our experiential marketing events services to
our already clients and new ones.
o Build a list of targeted companies we want to sell our services to.
 WORK ON OUR THREATS:
o Push the new name out as specializing in experiential marketing events
and activations.
o Keep the budget low.
o Use young people to lead and market.
o Aggressive marketing.

13. ACTION PLAN
• Draw an Annual calendar solely for
experiential activities.
• Recruit dedicated regional reps and
promoters.
• Develop experiential marketing events
proposals.
• Hit the road to sell our ideas to the
world.

14. PROPOSED EXPERIENTIAL ACTIVITIES
EXPERIENTIAL STORMS:
• Market storms
• Church/Mosque storms
• Community/Town storms
EXPERIENTIAL TOURS:
• Food/Beverage Tours
• Fashion and Beauty Tour
• Educational and Book Tour
• Recreation and Relaxation Tour

15. OUR NEW BABY

16. EXPERIENTIAL TOURS
• Experiential tours and events are proven to drive
affinity and adoption among consumers.
• Studies tell us that 98 percent of consumers are more
inclined to purchase a product or service after
attending an event, and 96 percent of consumers
mention the company or brand when they tell friends
and family about their experience.
• By engaging, involving and enabling audiences
through immersive experiences, brands can develop
and nurture lasting relationships.
• Companies are taking notice of experiential’s
significant value and are shifting their budgets to
allocate more funding for it every year.
• Experiential events like food truck, pop-up shops and
mobile tours make an impact in connection to the
growth of major brands.

17. WHY EXPERIENTIAL TOURS?
 EXPERIENCE & SCALABILITY:
• Experiential tours bring your brand to life in a
way that’s interactive and on-the-go.
• These brand-owned experiences are efficient,
cost-effective, and have the flexibility to reach
consumers across several markets.
• Scaled, one-of-a-kind experiences of this type
gives one the advantage of being able to
leverage social content at each stop to drive
interest for later events down the road.
• One-on-one engagements like these help
brands energize their fan base and build
relationships with new fans along the way.

18.  BRANDS AS FRIENDS:
• Taking brands on the road gives clients’ the opportunity to interact face-to-face with consumers during
key moments of their lives.
• Depending on clients’ audience, that means reaching them in the the places they choose to indulge in
their passions such as concerts, festivals and conferences.
• With social media and the emergence of so many new engagement channels, brands are expected to pace
with consumers everywhere, all the time – online and off.
• And whether consumers are aware or not, a brand can serve as a constant friend and companion, So
while social media is certainly important to keep the conversation going with consumers, these face-to-
face interactions truly keep the relationship alive.
WHY EXPERIENTIAL TOURS>>

19. WHY EXPERIENTIAL TOURS>>
 HYPER-TARGETING:
• More and more, brands are realizing that in
order to truly move the needle with
consumers, they need to take an
“audience-of-one” approach and hyper-
target individual consumers.
• Deeply understanding your target audience
and finding ways (and places) to activate is
key to reaching these individuals.
• Immersive, touring brand experiences can
provide that activation possibility at every
stop.

20. WHY EXPERIENTIAL TOURS>>
 LOCAL TO GLOBAL:
• Brands are starting to see the value of
taking a “reverse- funnel” approach, in
which they connect more deeply with
consumers by infiltrating an existing
community and then sharing that
experience with global audiences.
• Achieving scale through the content
generated at those experiences provides
richer, physical brand experiences and more
authentic online content.

21. WHY EXPERIENTIAL TOURS>>
SHARED VALUES AND
AUTHENTICITY:
• Connect with consumers by
aligning with consumer
passion points that make
sense for brands.
• Always demonstrate similar
values to consumers, otherwise
your message won’t resonate.