Experiential Marketing presented to AAF-Greater Evansville March 2014

transcript

EXPERIENTIAL MARKETING

@christy_belden Linkedin.com/in/christybelden @aafge #expmarketing @cjmedialou

@christy_belden Linkedin.com/in/christybelden #expmarketing @cjmedialou

AGENDA

What Is Experiential Marketing? Examples Considerations

#expmarketing @cjmedialou

WHAT IS EXPERIENTIAL MARKETING

“I'VE LEARNED THAT PEOPLE WILL FORGET

WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET HOW YOU MADE THEM FEEL...”

–MAYA ANGELOU

#expmarketing @cjmedialou #expmarketing @cjmedialou @aafge

DEFINITION AKA: Guerilla Marketing, Relationship Marketing

GUERILLA MARKETING – COINED BY JAY CONRAD

LEVINSON

“IT IS A BODY OF UNCONVENTIONAL WAYS OF PURSUING CONVENTIONAL GOALS. IT IS A PROVEN METHOD OF ACHIEVING PROFITS WITH MINIMUM MONEY.”

RELATIONSHIP MARKETING “A FORM OF DIRECT RESPONSE MARKETING CAMPAIGNS WHICH EMPHASIZE CUSTOMER RETENTION AND SATISFACTION, RATHER THAN A DOMINANT FOCUS ON SALES PROMOTIONAL MESSAGES.”

Experiential Marketing

Social

Local Mobile

Guerilla Marketing

Hearing

Touch Smell

BREAK-THROUGH

GOODWILL

EMOTIONAL

CONSUMERS

EXAMPLES

RED BULL & GOPRO

https://www.youtube.com/watch?v=dYw4meRWGd4

WAVERLY HILLS

http://vimeo.com/78363941

TNT: PUSH DRAMA

http://link.brightcove.com/services/player/bcpid792865957001?bckey=AQ~~,AAAAABaD_Us~,27iukNn8neTiu2V3RNN9cU_M67_q36be&bctid=3323976379001

RUSSIA PRE-SOCHI OLYMPICS

https://www.youtube.com/watch?v=egdcSOZTx-k

ZAPPOS

#expmarketing @cjmedialou @aafge

HBO: GAME OF THRONES

HBO: TRUEBLOOD

DISCOVERY CHANNEL

AMC: THE WALKING DEAD

FRONTLINE

#expmarketing @cjmedialouv

CHARMIN

KING KONG

FORD F-150

MAKE-A-WISH – GREATER BAY AREA

https://www.youtube.com/watch?v=Gw3aWPxtpfE

CONSIDERATIONS

•  WHO IS YOUR AUDIENCE? B2C OR B2B?

•  WHERE IS YOUR AUDIENCE?

•  WHAT IS THE OBJECTIVE? BRANDING?

CAMPAIGN BASED?

•  LOCATION, LOCATION, LOCATION

CONSIDERATIONS •  SEASONALITY (WEATHER, TIME

OF YEAR, MAJOR EVENTS)

•  BUDGET

•  RESOURCES (STREET TEAMS, DANCERS, STAFF, ETC.. )

•  PERMITS, WAIVERS

•  OBJECTIVE SPECIFIC STRATEGY

EMOTION IS THE KEY TO VIRAL MARKETING

#HAPPY

THANK YOU