Experiential Marketing presented to AAF-Greater Evansville March 2014

EXPERIENTIAL MARKETING

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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



Sight

Hearing

Touch Smell

Taste



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


SAP



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


IKEA


MAKE-A-WISH – GREATER BAY AREA


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


CONSIDERATIONS

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

Experiential Marketing presented to AAF-Greater Evansville March 2014

Marketing

Transcript of Experiential Marketing presented to AAF-Greater Evansville March 2014