The document discusses experiential marketing, which aims to create brand experiences that capture consumers' attention and help them form emotional connections with brands. It emphasizes using events, entertainment and engagement to slow consumers down and allow time for brands to tell their stories in an authentic way. Experiential marketing seeks to establish meaningful consumer relationships based on trust and shared values rather than repetitive sales techniques. The goal is for consumers to feel part of a brand community rather than just targeted for sales.

1. Creating Brand Experiences walt behnke

2. Experiential Marketing What it is Where it comes from What it means What it takes Where it’s going experiential / experimental / experience

3. Experience Marketing Extend Impact of Traditional Marketing Capture Attention & Imagination Communicate Brand Meaning Help Us “Fall In Love” with Brands (not products)

4. “ Brand” vs. “Customer” Experiences Take Home Messages Knowledge of Brand Meaning + Seeing, Touching, Feeling An Innovation for establishing consumer relationships

5. Marketing & Retail Innovation Innovation as a Way of Life Continuous Improvement Focused on Foundations Taking Risks ... Constantly

6. Challenges to Innovation Success (“If it’s not broke don’ t fix it”) The “Status Quo” (“This is not how we do things in __X__”) The “Invested” (“In my day we never did such a thing”) Gov’t. Regulation (All of the Above)

7. Pathways (Enablers) to Innovation A Bad Attitude “ If It”s Not Broke … Break it”! A Vision Madness Courage Willful Ignorance “ I didn’t know you couldn’t …”

8. A Changing Role for Traditional Marketing Use of traditional tools is not “either / or” anymore … Best used in effective, integrated strategies … culminating in the customer’s brand experience.

9. Communications and Technology Revolution (That’s So Over!) Why ?

10. Consumers moving at the speed of innovation

15. Bombards rather than Influences Overloads rather than Converts Predictable rather than Memorable Repetitive rather than Reinforcing

16. And it always is followed up by the Hard Sell

17. Hospitality Is It Something New ?

18. Miles Malls Media Mistrust Replaced by …

19. Where Things Were Headed? More we marketed, more we widened the Gap Between Brands & Consumers Manage Relationships instead of Having Them More and More Technology Tech Savvy Consumers (You Tube) CRM > Customer Experiences - connecting with instead of stalking them

20. Our Costs Million s for fleeting seconds of their time Seconds to tell our brand stories And we don’t have enough time

21. Their Cost Time The most valuable commodity of all They don’t want to give it up

22. Brand Experiences are mostly about … Time - To tell a Story - To make a Proposition - To touch and feel - To generate emotion transparency, authenticity, immersion, hospitality They’re not about speed

23. In this High-Speed Communications Environment the Purpose of Marketing is - NOT to keep up with the velocity of consumers’ choices … - But to get consumers to SLOW DOWN!

24. Slowing Consumers Down What Brands Have To Say Trust and Feel Respect Consumers Choices Eliminate the “Sell” Replacing “May I Help You?” with “Help Yourself”

25. Slowing Consumers Down Creating Marketing and Retail Experiences Events Entertainment Engagement

26. Events Any Opportunity a Brand has to establish Contact with a Consumer

27. Entertainment Any Excuse a Brand gives a Consumer to Stick Around

28. Engagements / Experiences Anytime a Consumer has an Authentic Brand Interaction Meaning

29. Effective Experiences Allow Time for Brands to tell their stories

30. Consumers Smarter (Media Educated by Us) Younger & Younger At Heart (More Lifestyle Focused) More Connected Information and Interaction-Rich Virtual Communities & Social Networks Suspicious of Sales & Mktng. Techniques Moving Faster Than We Are So What Are They Looking For??

31. Meaning + Authenticity Trust + Confidence Value + Values What are you looking for? Truth!

32. Experiential Marketing A (really) brief history

33. Experiential Marketing Exclusive Brand Environments

34. Experiential Marketing

35. Experiential Marketing don’t always come to buy ... just to be part of it Affiliation

36. Experiential Marketing

37. Experiential Marketing Key to their success: Great Product Design? Great Retail Environments? Trained People? Or is it that they just leave their customers alone?

38. Experiential Marketing connections

39. Experiential Marketing The Next Steps Brand Focused Events Brand Exclusive Experiences Brand Connected Entertainment Brand As Filter

40. Thank You !