Marc-Portugal Experiential Marketing Ideas

Just BE Cause...

A while back I prepared a really great proposal that fell on deaf ears. It happens. However, since the prospective client chose not to engage, and since they are my ideas to begin with, I’d like to share one that seems relevant in today’s marketing culture:

Just BE Cause.

This is not a spelling, grammatical or capitalization error. The original thought process centered around “Just Because” – the “excuse” to do something fun, out of the ordinary and debatably adventurous in regards to a brand experience.

Having said that, some people need an excuse to justify the cost of the adventure (especially these days), or even to justify the adventure itself. In the spirit of experiential marketing’s personalized, emotional, and habitual nature, the idea of “helping” seemed like a natural pairing as an “excuse.”

Translation: Cause Marketing. Businesses working together with non-profit organizations for mutual benefit. Each gains exposure, traffic, traction, and if activated successfully – each gains revenues. An “adventure” of both substance and meaning.

“Just because” is now Just BE Cause.

By many indications including articles, conferences and more – non-profit leadership seems to feel that now is the time to embrace and aggressively pursue layered corporate partnerships, outsourcing, and other collaborative strategies and tactics to strengthen overall advocacy and development efforts.

 

Hey businesses! This means that there are great causes willing to help promote your business and probably make you money by using their e-mail lists, Facebook and Twitter accounts, and more if you are willing to donate a little time and resources too! Even as a jaded, biased consumer given my work experiences and marketing sensibilities – I 110% admit I am ABSOLUTELY INFLUENCED in regards to purchasing and brand loyalty if I know that some of my money and/or commitment will help a cause.

 

Hey causes! This means you need to step out of the proverbial box, ensure you truly understand the habits and interests your advocacy, volunteer and donor bases, and work in a proactive, modern manner to partner up with businesses that speak to the aforementioned habits and interests. Don’t be afraid of pushing the “image envelope.” No one will condemn you from hosting an event at a bar or nightclub. Don’t be afraid to “pick up the pace” when it comes to collaborative events and promotions. It won’t cost you more money – it will MAKE you more money.

 

Should consumers ONLY patronize businesses in partnership with non-profits? Of course not. Should consumers support every possible cause they can identify? No way. Business and consumers should focus their energies and resources on a few, effective, ideally long-term alliances. There are enough businesses and causes to go around such that strong, meaningful experiential partnerships can be established.

 

Bottom line: Work together. Raise and make money together. Why? Just BE Cause.

 

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

 

Don't take my word for it...

http://www.namm.org/namm-show-live/articles/breakfast-champions-gene-simmons

Enought said.

It's starting to catch on...

Even the Wall Street Journal knows a good “party” when it sees one…

 

Check out today’s WSJ article by Katy McLaughlin, posted on MSN’s home page entitled “Bar Wars: To attract cash-strapped diners, restaurateurs are making dramatic bids to ramp up their bar business…”

 

It’s a very nice piece (props to Katy and WSJ), but since today is Sunday I’ll save you some quality TV time by summing it up:

 

• Recession hurts business.
• Business realizes offerings that are more social and event-driven are fun.
• Business realizes consumers will still pay for fun in spite of the recession.
• Business creates fun and makes some money.

 

If you do read the article, note the following:

 

 

1. Restaurants are affected nationwide and at “luxury” price points.

 

2. Owners are going so far as to call customers themselves (I think that’s an old marketing practice called building relationships…)

 

3. Bar tabs and tasting “events” actually yield tasty revenues (pun intended…)

 

4. Some operators recognize this “model” will CONTINUE TO WORK after the recession begins to subside…

 

 

The “model” is experiential marketing – a long-term solution that restaurants, hotels, and other businesses should consider embracing as a core focus of generating traffic, revenue, and overall brand affinity.

 

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

 

Buzzword bingo spells experiential marketing: up, down and diagonal

What is Experiential Marketing??? Who invented such a silly word as “experiential”?

What was the last silly word invented? Twitter? Or was it Google? Wonder how those “words” are working out…hmm…

 

The IXMA offers this “manifesto” in defining experiential marketing?

1.         EXPERIENTIAL MARKETING must be predicated on one-on-one personal interaction between a marketer and a consumer.

2.         EXPERIENTIAL MARKETING will be conducted when the consumer chooses.

3.         EXPERIENTIAL MARKETING campaigns should clearly deliver a meaningful benefit to the consumer.

4.         EXPERIENTIAL MARKETING is based on engaging people.

5.         EXPERIENTIAL MARKETING must be based on individual experiences.

6.         EXPERIENTIAL MARKETING’s goal is to succeed using innovative approaches and tactics to reach out to consumers in creative, compelling ways.

7.         EXPERIENTIAL MARKETING is idealistic enough to empower the individual consumer and street-savvy enough to unleash the power of grassroots activation.

8.         EXPERIENTIAL MARKETING is about authenticity.

9.         EXPERIENTIAL MARKETING assumes that the entire world is media, and the entire universe is the consumer base.

 

The buzzwords and buzz-phrases that describe and categorize examples of experiential marketing are not nearly as bad as those often used in more traditional corporate settings – like “change agent”, “paradigm shift”, “core competency”, or “aspiration statement…”

 

In fact, at first glance, one might not even consider these words and phrases as essentially synonyms for experiential marketing. Here are some examples:

 

 

Cause Marketing: Promotional strategy that links a company’s sales campaign directly to a nonprofit organization. Generally includes an offer by the sponsor to make a donation to the cause with purchase of its product or service. Unlike philanthropy, money spent on cause marketing is a business expense, not a donation, and is expected to show a return on investment.

 

Co-Op: The sharing of advertising costs between a manufacturer and distributor or dealer.

 

Cosponsors: Sponsors of the same property.

 

Cross-Promotions: A joint marketing effort conducted by two or more cosponsors using the sponsored property as the central theme.

 

Sponsorship: Defined by IEG in 1982 as: A cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event or organization) in return for access to the exploitable commercial potential associated with that property.

 

Tribal Marketing: Term coined by First Matter to refer to the creation of affinity groups for commercial ends. Perhaps the most notable and successful contemporary example is Harley-Davidson, which has coupled the sale of motorcycles and peripherals to the creation of weekend motorcycle clubs and an entire way of life built around Harley-Davidson products. Tribal marketing works best when it is constantly reinforced with icons.

 

I must credit IEG in “providing” all of these definitions – all of which and more are listed on their web site: www.sponsorship.com. I highly recommend it.

 

 

Anyhooo…once again the common thread is the “group thing” (see yesterday’s entry) in that a relationship – based on feelings, relevance and meaning – must exist in order for the marketing or sponsorship or philanthropic endeavor to be successful.

 

Do all experiential marketing activations need to be events? NO WAY. Feelings, meaning, authenticity, etc. can be infused in other layers of the cake. Social media is ideal, especially if consumers are prompted to Tweet while in the “Live Moment” (see GMR Marketing, www.gmrlive.com)

 

Will experiential marketing activations work better if live events are part of the equation? ABSOLUTELY.

 

Is this not every advertiser’s goal? Is this not every fundraiser’s goal? The answer is obviously yes, but many organizations haven’t learned to play bingo experientially.

 

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

 

Opening Day for Experiential Marketing

Today is the home opener for the Chicago Cubs. The weather calls for rain and about 40 degrees with winds likely off of Lake Michigan which will make game time conditions at Wrigley even less pleasant. If they manage to get the game in – and win, too – there will not be a single fan in that old building with any regrets or complaints about showing up. Commitment in spite of any and all odds for the sake of the participation itself – THAT is the quintessence of experiential marketing.

 

Most experiential activations manifest as events. Let’s look at some of the value-added layers that only event activations can provide for your brand:

 

 

1. Exposure to REAL LIVE people – including customers and staff. Never forget that your staff is often equally affected by your brands’ experiences as guests and consumers. No other advertising and marketing vehicle – no matter how vast or pervasive in reach or no matter how inexpensive – can replicate “humanity.” Events are compelling excuses for people to act. In such hard times for so many – events also present a chance for diversion and means to FEEL a sense of normalcy.

2. Critical Mass – defined as “the minimum amount (of something) required to start or maintain a venture” and an “organized coincidence” – the point at which the energy of the room catalyzes a perception and a mindset of the attendees that they are in the right place at the right time, and proceed to immediately engage in word-of-mouth marketing via phone, e-mail, text messaging, Twitter, Facebook, and so forth.

3. Word of Mouth – as alluded to in the last point, very few people are prompted to “advocate” or “evangelize” for a brand just because they saw a print advertisement, or a sponsored link on Google. The closest that two-dimensional advertising gets to evoking emotion is likely via social media, and even then there has to be standard experiential layers (discovery, shock & awe, etc.) to elicit the experiential marketing version of the telephone game.

4. Short ROI Cycle – it’s a little funny to me that traditionalists have shied from events as a primary strategy using the excuse that events are tough to measure. It’s actually quite the opposite. Attendance, overall sales, categorical sales, bounce backs, preferred guest redemptions, and more are a drop of water on the tip of the iceberg in regards to metrics and ROI immediately available to brands via event marketing. Further, the ability to absorb the empirical reactions, emotions and feedback of the attendees provides immediate ROE – Return on Experience.

5. Cost Saving Relationships – the beauty of events is that they are a “group thing.” Behave yourselves - I only mean this in a business context. The success of events are measured not only by the number of people who show up, but by the number of people who MAKE UP the event. Productive relationships with sponsors and “brand partners” – other businesses facilitating the delivery of your shared promise to shared consumers – will save you money and improve your overall delivery. Just because an online ad is cheap, and just because Twitter and Facebook free, does not mean they are ordained to be effective.

 

As the great Eddie Vedder sings in his song about the Cubs and Wrigley Field, “Someday we’ll go all the way…” Your brands will go further as well with the incorporation of events and experiential marketing into your own game plans.

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

Comment on Linkedin Dicussion Group re: Experiential Marketing

In the LinkedIn Group “Experiential Marketing and Brand Experience” – member Matt Parkes posed the following question:

 

 

Could experiential marketing be the only truly integrated marketing discipline?

 

 

[Matt] I believe there is a strong case to put to brand owners that no matter how you dress the ‘brand adoption model’, experiential marketing can achieve the same objectives as traditional above & below the line disciplines - just on a smaller & more intimate scale.

 

 

Although the investment per consumer tends to be higher, the conversion rate of brand advocates is normally reflected.

 

 

So if brands are reliant on advocates, why is experiential marketing still so often the “last to be fed”?

My response:

 

I agree 110%. Experiential is the only integrated discipline. It involves all traditional and novel components of the proverbial marketing mix, but relies on "empathetic connectivity" that is simply less familiar to brand managers and budget setters. If anyone really thinks that print ads or billboards or POS are anything more these days than visual PR - they are sorely mistaken.

 

Social media - arguably the most "experiential" platform for the quantitative purists - to me resembles gambling on roulette. Are there strategies? Yes – a variety of them. And no matter what, with enough investment, the player (aka the brand) will recoup some of their money back over time. Even if the player gets lucky and wins big at a single spin of the wheel, their only remaining choices are to walk away (which metaphorically is not really an option) or to keep playing – which WILL result in net losses over time – as there is a inevitable threshold whereby any strategy is simply trumped by chance.

 

While social media marketing definitely has merit and can "measurably" bridge the gap, it cannot on its own incite the ROE inherent in live experiences. Most advertising and marketing efforts – online or offline – are difficult to genuinely convey as personalized and/or “emotional.” These days, their calls to action are likely value-based, which ironically reminds consumers of their own financial challenges and are likely (and perversely) more depressing than inspirational in the end. I hope more people begin to see that ROE is as important as ROI, and that the "intimacy" you reference IS the key piece of a winning brand puzzle – one that is as affordable and measurable as the rest.

 

Good to hear other people standing up for experiential marketing!

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

 

Remind Consumers to Facebook and Twitter AT The Party

As a disclaimer, I have no idea how best this next thought might actually work, and I share this thought at the risk of sounding like a hypocrite. Nice way to start an entry, right?

 

Yesterday I argued that there may be limits to the amount of information and/or the frequency of social network activity (specifically Facebook and Twitter) in that too much information can become annoying, and unintentionally dilute reader (consumer) interest.

 

Nothing has changed since yesterday. Still feel the same way.

 

Having said that, I ALSO acknowledge how literally reliable and connective social networks are on a moment-to-moment basis. As an experiential marketer with a bias towards live activations (events) I started thinking about the practicalities of merging the two platforms – also on a moment-to-moment basis.

 

I understand people can access Facebook and Twitter from their personal mobile devices. The challenge for brands is in prompting the consumer to actually do so and share their thought, feeling or image of the moment while still “IN” the moment itself!

 

Translation (and potential solution): FREE social networking “zones” in a given place of business (retail, restaurant, hospitality, etc.) whereby a consumer is encouraged and/or even incentivized to jump online and post on their respective accounts. These zones can have web cams as well such that a still or moving image can be included in the post, or saved and e-mailed to the consumer for posting at a later occasion.

 

Picture these scenarios:

Tweet at Starbucks – share a “happy thought” and get $1 off your next Latte

Facebook at Kids R Us – recommend a toy and get 10% off that day’s purchase

Tweet at Home Depot – share how “You can do it but they can help” and receive 10% off your purchase or 2 free energy efficient lightbulbs

Facebook at the Fundraiser – share how good you feel about helping and how or where others can make donations at upcoming events or the non-profit’s HQ

Tweet at the gym – share your fitness accomplishments of the day (miles, calories, etc.) and receive a free massage and five guest passes

Facebook at the restaurant – recommend a menu item or invite a friend and get 10% off your meal

Tweet at the bar or club – any friends who show up within a half hour of the message get in for free

Facebook at the spa – brag about being pampered and get 50% off your facial

Tweet at the beach – invite friend for free bottled water and suntan oil

 

There’s an expression that goes “if you can’t beat them – JOIN them.” There are multiple applications here. If social networking will only continue to grow and occupy the time and mindspaces of consumers, there is no reason not to embrace its permeation and its strength as a core example and tactic in harnessing the power of experiential marketing:

 

I’m a consumer (Tweeter or Facebooker) who wants to be heard.

I’m a consumer (Tweeter or Facebooker) who wants to discover.

I’m a consumer (Tweeter or Facebooker) who wants to find value.

I’m a consumer (Tweeter or Facebooker) who wants to share what I value.

I’m a consumer (Tweeter or Facebooker) who wants to be validated.

 

Are these not arguably the precepts of both social networking and experiential marketing?

 

If I were a BIG business who felt this initial thought might have some traction, I’d pursue PARTNERSHIPS as extensively as possible with the networks themselves, the hardware provider or retailer (MAC, Dell, CDW, etc.) to mitigate program costs. You can also find SPONSORS for a program like this so long as their brand and expectations of the sponsorship do not overshadow the “host” brand (location.) My only caution would be to ensure the program and partnership(s) are fun, easy and genuine. Nothing like big, bad business to ruin personal lives and pastimes. Gee, that sounds familiar…

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

TMI: Too Much Information, and how it can hurt a brand experience

For various reasons, I’ve recently re-upped my commitment to social networking and professional networking – specifically via Facebook, Twitter and LinkedIn, respectively.

 

I’ve used Facebook successfully for advertising layers of experiential marketing campaigns in the last six months, and used LinkedIn for business development-related research. While I am well-versed in each site’s purpose and well aware of each site’s popularity, I must admit that I was blown over by the saturation and pace of information people actually post!

 

Maybe it’s my instinctive tendency toward personal privacy, and maybe it’s the immediacy of my foray back into proactive online networking. None the less, I simply cannot believe some of the information people are providing publicly:

 

Person A is feeling good about their Scrabble Game…

Person B is surprised the menu hasn’t changed at Steak & Shake…

Person C took a magazine quiz that revealed she is most like Eva Longoria’s character on Desperate Housewives…

Person D just changed their child’s dirty diaper…

Person E is bored…

Person F wants to know when Spring will arrive (I’ll call Mother Nature for him…)

Person G looks forward to eating ribs…

 

WOW! Thanks for sharing! Now my life is complete! Now I am at peace!

Now I am going to throw up.

 

I understand, respect and sincerely promote both social networking and professional networking (especially as someone looking for a job!) Developing and nurturing communities – both online and in person – offers strength, support, and substance that people need to succeed and that brands covet for their own growth and profitability.

 

Having said that --- as a friend, colleague, ex-classmate, job seeker and/or CONSUMER --- I do NOT want to be inundated with information that either interferes with the value of my time or that dilutes the potential value of my experience.

 

Give me the chance to call or e-mail you and have a real conversation or communication with you so we can genuinely catch-up. Intrigue me about your brand enough so that I actually visit your web site, store, concert, or event.

 

People want what they can’t have (or don’t yet have but aspire to have). It’s human nature 101. Giving them Too Much Information eliminates both the journey (experiential marketing) and the destination (loyalty and word-of-mouth), so to speak.

 

The beauty of online and electronic social network layers of marketing, and live experiential marketing is the “collaboration” itself. Create multiple touch points and instances of discovery, communication, experience and destination so that excitement, aspiration, and loyalty are not compromised.

 

Bottom line: share enough to incite curiosity, connectivity and a surge that overwhelms my threshold and compels me to the next step. That’s enough for me, and enough for most consumers. Too Much Information ruins the surprise and dilutes the value of your brand. Please feel free to comment or e-mail me with thoughts or follow-up questions. Just don’t tell me everything you’re doing WHILE you’re contacting me. Please.

 

"Throw A Party!" Create and implement experiential marketing solutions (live events and online communications) that are personal and memorable such that you redirect existing and ongoing consumer affinity, participation, revenues, and loyalties to your business or brand.

 

 

Country Music's Brand Integrity

While somewhat unfamiliar with the genre, I spent some time last night watching the Academy of Country Music Awards Show.

 

The show has all of the same components as other music award programs – opening number, host, award presentations, acceptance speeches, live performances on multiple stages, crowd shots, fan shots, red carpet, sponsorships, and so forth.

 

At this point, similarities between other shows and quite frankly other music genres end, and country music surges ahead as a leader in brand integrity, which I am defining here as “We actually care about our promise, and we will live up our promise and deliver our promise to you.”

 

From Taylor Swift as "Director of Business Development" to Leann Rimes as "VP of Cause Marketing", country music walks the walk as a brand. They care about cultivating new fans and rewarding the loyal ones. They care about the communities and families facing unimaginable hardships stemming from the recession and the war in Iraq.

 

Stagecraft, costuming and choreography are minimal as these artists can actually sing and play their instruments. Consumers expect their brands to be functional and reliable. The artists’ consistent politeness and appreciative references to fans and family parallel the customer service and core values consumers expect from their brand commitments.

 

Above all, the very lyrics themselves as stories, insights and metaphors are understandable to anyone and relevant to everyone. There is a relevant, palpable, emotional connectivity even within the artist community itself, clearly visible when cameras panned the artists in the crowd singing along to those performing on stage, and more than once!

 

This blog entry may not have the level of clarity or resonance as I hope to provide on a regular basis, but I was simply amazed at the nearly all-inclusive demonstration of character, substance and professionalism that seems to naturally exists within the world of country music. My (ten gallon) hat is off to all of the winners, nominees, and behind-the-scenes folks that obviously work hard to live up to some really talented promises.

 

Tomorrow: I plan to look at the notion of “TMI” (too much information) and how it can hurt a brand both online and in-person…

"Throw A Party!" Create and implement experiential marketing solutions (live events and online promotions) that are personal and memorable such that you redirect existing and ongoing consumer traffic, revenues, and loyalties to your business or brand.

Ouch

For the record, I fully admit that the FIRST game yesterday was much better than the second. I congratulate Michigan State on their amazing upset of Uconn. If anyone has a friend or colleague at Villanova please extend my “Get Well Soon” wishes as they recover and mend from their brutal defeat. That game will leave a scar.