Let me begin by giving credit where credit is due. Today I saw one of the best descriptions of experiential marketing on the web site AdventResults.com:
The difference between regular marketing and experiential marketing is like the difference between watching a kiss and being kissed.
I really wish I thought of that!
Anyway, for all of the lifestyle or retail businesses and venues trying to figure out your next marketing move - consider these FACTS:
1. Many, many consumers are still going out to eat, drink, shop, get a haircut or manicure or massage, work out, network, take cooking classes, test drive cars, watch sports, go to movies and galleries, etc. every single day on some level.
2. ALL of those "many, many" consumers are "emotional" and looking for an opportunity or an excuse to keep up some semblance of a personal life and overall normalcy during this recession.
Solution: "Throw A Party!" Create and implement an experiential marketing solution (aka an event or promotion) that is personal and memorable for your guests such that you redirect existing and ongoing consumer traffic and revenues to your business or brand.
Newsflash: Most of us are too busy looking for a job to have the time to carefully listen to radio ads, catch a billboard, or to look at every single leaderboard as we stressfully surf between Hcareers, Indeed and Careerbuilder.
Get people out of the house and the office. Create an opportunity for some distraction. Some fun. Make it relevant and relatively affordable. Make some money. Take some pictures and share them with friends. Tweet all night long about the event (or whatever keeps you up at night.) Then do it all again.
PS: To all of the hotels and restaurants spending valuable money on job ads to try to hire and pay traditional sales staff to book big events that no one can even afford these days - this might be a REALLY, REALLY good idea for you.
More tomorrow or Monday. Go throw a party and make yourself some money this weekend!
