The document discusses experiential marketing, which involves actively engaging consumers through live experiences with a brand rather than just passive advertising. It emphasizes creating memorable interactions for customers using their senses to build emotional connections. Examples are given of mobile tours, pop-up stores, in-store experiences, special events, and guerilla sampling used by brands like Apple, Target, and Guitar Hero. Metrics for evaluating experiential marketing and trends integrating it with social media are also mentioned.

1. “Tell me and I'll forget;
show me and I may
remember;
involve me and I'll
understand.”
Experiential Marketing
Jackie King, Melissa Stivale, Katie Tomaino

2. What is Experiential
Marketing?

3. “Experiential Marketing”
aka…
 Live marketing
 Engagement marketing
 Event marketing
 Participation marketing

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. 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. The Five E‟s Of Experiential
According to 361 degrees
Experience
Engagement
Economize
Evangelize
Evaluate

7. Experience
 Live involvement marketing
 What the brand represents should be delivered
 Allows your brand into the heart‟s of customers

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. Economize
 Look to get the biggest bang for your buck

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. Evaluate
 ROI: Return on Investment Idea

12. The Importance
of 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. 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. 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. 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. Experiential Marketing and
the 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. How to Use
Experiential
Marketing

18. When to use it:
 Launching a new brand or product line
 Rebranding
 Building/rebuild customer relationships

19. Types of
Experiential Marketing
 Mobile tours (bus)
 Pop-up stores
 In-store experiences
 Special events
 Guerilla sampling

20. Mobile Tour- ACUVUE2
converges 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. 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. 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. 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. 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. 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. 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. 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. How Rainy Daze could use
experiential 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. 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. THE END