Marc-Portugal Experiential Marketing Ideas

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.

Brand Loyalty IS the Final Four

If I were CBS, I would have flipped the game schedules. I believe UNC-Villanova is a much more enticing match-up to lure people in, and then they’re stuck watching UConn bury Michigan State. Maybe I’m wrong. Wouldn’t be the first time…

The schedule is not, however, today’s takeaway marketing nugget. The lesson is in the spirit of the competition itself.

 

I’m not so naïve to presume that Division I college athletics is not a business on various levels. Advertisers. Sponsors. Boosters. Ratings. NBA Futures on the line for some.

 

HOWEVER, at the core of the madness is a commitment made in the purest of forms. Most of the kids (for both men’s and women’s tournaments) play to win for the sake of winning. For school pride. For their own pride and legacy. The fans cheer for the very same reason. Like the commercial says – most NCAA student athletes will be going pro in something other than sports.

 

The genuineness and arguably the “virtuousness” of that sentiment is to me the essence – perhaps the ideal – when it comes to brand loyalty.

 

Imagine if consumers committed to brands simply for the sake of the brand – for its basic promise and core attributes. Imagine you didn’t have to spend money on CRM.

 

How can brands commit to a game plan attempting to cultivate and secure brand loyalty from a two-dimensional print advertisement or visual sponsorship? How can brands affect consumers over the cluttered airwaves of radio? How will brands use the power of online ad networks and social media to ensure communities “feel” their pep rally?

 

I simply don’t see any brand cutting down any nets in the foreseeable future – recession or no recession – without involving experiential X’s and O’s. Brands with no legitimate “foam fingers” or “fight songs” on Facebook, or no cheering section screaming across the airwaves of relevant mobile media platforms will not win the brand loyalty game.

 

Brands that unite their fans consistently – both in person and online – and that ensure they deliver relevant, personalized and memorable promises and comparable euphorias of victory – will surely position themselves for their own One Shining Moment.

 

"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.

Events, Traffic and Profits for only a $150 cost???

Is it REALLY possible to create, promote and execute an event marketing project for your business for only $150?

 

Yes.

 

If you review last Friday’s entry you’ll see examples of both promotions and cross-promotions (which I am calling experiential partnerships.) Using the first two examples:

 

Attend a food tasting at Restaurant A, and TEST DRIVE cars from Dealership B with incentives (or BOUNCE BACKS) from both businesses as awards for participation.

Attend a trunk shown at Boutique C, and enjoy a WINE TASTING from Bar D with incentives (or BOUNCE BACKS) from both businesses as awards for participation.

 

Please allow me to propose a sample, small yet effective budget for making these events actually happen. For only $150, you can choose from the following advertising and promotional resources:

 

Design of electronic flyer: I’d spend no more than $50

Two weeks of Facebook Ads: I’d spend no more than $80

Two e-mail blasts: No more than $50 with the right software, contract

Two SMS text blasts: No more than $50 with the right software, contract

Printing of a small hard copy flyer: No more than $80 with the right vendor, contract

Printing of hard copy posters: No more than $25 at FedEx Kinkos or Staples

Sending staff out to promote the event: No more than $50, or create an incentive program where they are rewarded based on attendance from their list, efforts

Posting the event information on your company web site: Free

Asking staff to post the event information on their Facebook page: Free

Asking staff to Tweet about the event: Free

Asking friends and family to e-mail their own network about the event: Free

Asking friends and family to call their own network about the event: Free

Asking friends and family to text their own network about the event: Free

Asking friends, family, vendors and colleagues to do the same: Free

Posting the event on local media social webs sites: Free

E-mailing relevant media a press release about the event: Free

Asking staff to verbalize the upcoming event to customers and guests: Free

 

For the mathematical purists out there, I acknowledge in advance that pursuing multiple options above might break the $150 barrier. I acknowledge that even with great vendor contracts for e-mails and texting – a very large database could break the $150 barrier. Let’s remember that we are only talking about $150 here. For many businesses, even $300 is more than affordable, even in a horrible economy.

 

Truthfully, it will cost no less than THREE TIMES this amount of money for one single print ad in most local daily or monthly publications. It can cost three times this amount of money for ONE DAY for bidding on Google AdWords.

 

Now let’s talk briefly about ROI. Let’s say you have 75 people show up. Each pays a $10 admission fee to participate. Even if you split the admission totals with an event partner (let’s say a non-profit organization) you net $375 from the gate alone, which is over DOUBLE the proposed initial investment of $150.

Furthermore and perhaps most importantly, people actually show up and presumably have fun, too. Experiential and event marketing programs are inherently designed to yield a primary result of actual attendance or traffic.

 

Bottom line: your business has means and resources to drive traffic and revenue right now at a very, very small cost – which may even be shared by an event partner such as a neighboring business, a non-profit organization, or a vendor.

 

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

Oh Won't You Stay...And Spend Some Money

Oh won’t you stay, just a little bit longer!

 

A great song and an example of art imitating life as it relates experiential marketing (who would have thought?)

 

The longer people ENJOY your business, the longer they will spend time at your business, and the more MONEY they will spend with your business. This is the basis of every single casino’s marketing philosophy and strategy. You do not need slot machines or a blackjack table to apply the same axiom to your business.

 

Are you a hotel? Do you have a restaurant? A bar? A salon or spa? A fitness facility? If you are, and if you DO, many of these venues may be slow because of the recession and associated reduction in travel. How are you extending these brands and revenue centers to locals? How are you inviting them to come and participate? How are you inviting to them to come and participate in MORE THAN ONE venue experience?

 

How are you inviting them to stay just a little bit longer?

 

Once again: "Throw A Party!" Create and implement experiential marketing solutions (aka events or promotions) that are personal and memorable for locals such that you redirect existing and ongoing consumer traffic and revenues to your business or brand.

 

Not a hotel? Are you a restaurant? A bar? A salon? A spa? A boutique? A health club? A car dealership? The same plan works for you too. The more events and promotions you create, the more reasons consumers will have to spend time at your business.

 

If you can work with your neighbors, and create EXPERIENTIAL PARTNERSHIPS to entice consumers to participate in more than one experience (categorically) this will likely be even more effective.

 

Examples:

 

Attend a food tasting at Restaurant A, and TEST DRIVE cars from Dealership B with incentives (or BOUNCE BACKS) from both businesses as awards for participation.

 

Attend a trunk shown at Boutique C, and enjoy a WINE TASTING from Bar D with incentives (or BOUNCE BACKS) from both businesses as awards for participation.

 

Work out at Health Club/Fitness Center E and enjoy a post-exercise sports massage from Spa G with incentives (or BOUNCE BACKS) from both businesses as awards for participation.

 

Host a mini-festival involving MULTIPLE NEIGHBORS and donate part of the admission fee to a local non-profit organization supported by your collective customer bases.

 

My first post next week will address how INEXPENSIVE these ideas actually are. Have a great weekend.

Why experiential marketing (aka events and promotions) are recession-resistent and can make you money NOW

 

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!