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NFMExperiential Marketing Research Project

Presented by: Michael PisanoDate: April 26, 2016

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• Customers being able to “feel” the brand rather than simply being exposed to it

• Enhances the perception and value of product or brand • Increases and builds customer loyalty, awareness, recall and

purchase intent• Increases word-of mouth sales and social media presence• Can be cost effective in introducing new products• Repeatedly drives purchases• Retains current customers and recaptures past consumers

Why Experiential Marketing?

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Experiential Marketing Types• Augmented Reality• Brand Ambassadors• Competitions• Consumer Events• Digital Out of Home (DOOH)• Interactive Displays• Outdoor Exhibitions

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Augmented Reality• Interaction with the digital world in

a physical space• Stemming from an increase in

virtual reality hardware and software as well as the video game industry

• Adds a “wow” factor• Pepsi Max

• Used a bus stop side screen which appeared to be made of glass

• Was actually a digital screen adding animations to the background

• Meteorites crashing into the glass• UFO’s appearing in the sky

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Brand Ambassadors• Hired for events to promote and represent the

brand • Help increase brand awareness and sales, as well

as:• Appeal to millennials• Cost effective• Enhance customer experience• Expands the company reach• Face and voice of your brand • Humanizes your brand • Target market doesn't feel talked down to

• Red Bull• Student Brand Managers• SBM’s reach students, excite students, increase sales

and mange Red Bulls brand on a college level

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Brand Ambassadors vs. Brand Advocates

• There is a distinct difference between the two• Brand Ambassadors

• An ambassador is hired by a company, and generally paid for their services

• Ranges from adverts to organized meetings with the public

• Brand Advocates • Highly satisfied consumers, operating on a purely

voluntary basis• Word-of mouth or by reviews on the internet• Big influence on social media-mass

communication• Can sway the opinion of a brand (positive or

negative)

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Best way to hire BA’s:• No 3rd part staffing agencies

• Direct hires from internal networks• Instantly able to update and re-train BA’s without pending communication• Interviewed, scouted and trained by employees to ensure best fit

• Factory 360 process for hiring (successful experiential marketing agency)

• Phone interview, in person interview conducted by hiring manager• Between hiring and activation day

• Best shared practices, assign based off BA’s strengths and weaknesses• In-depth training for everyone working at the event• Mock Interactions with BA’s

Suggested Ways to Hire Based on Research

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Competitions• Cost effective way to increase brand

awareness and generate sales• “Coke Zero drives you to unlock the

007 in you” • Gave consumers the chance to

complete the mission and receive exclusive tickets to “SkyFall”

• Accepting the challenge and entering your name starts a 70 second timer on the screen and the task to get to platform 6 in under 70 seconds

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Consumer Events• Probably the most used

experiential marketing program• Charged with ambassadors,

enthusiasts and loyalists who attend to connect with brands

• Examples:• Comic Con, New York Fashion

Week and SXSW

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Digital Out of Home (DOOH)• Utilizes strategically placed,

networked digital signage displays to reach on-the-go customers with highly targeted messages

• Example:• Forever 21• 61-foot wide outdoor LED billboard• Includes a three dimensional

construction of the number 21 • Stops people in their tracks

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Interactive Display• Immersive advertisements

across digital platforms• Featured on screens

throughout airports, malls, and frequented places

• Different than traditional displays• Volta

• San Francisco based start up• Used interactive displays in

major cities to raise awareness about electric charging stations

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Outdoor Exhibitions• A mix between outdoor

displays, consumer events and consumer exhibitions

• Usually come in the form of a pop up shop

• Example• Heineken House at the 2015 US

Open

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• Number of Interactions• Interactions vs. Lead time • Event may draw many people quickly but doesn't lead to info follow up or vice

versa• Number of leads and time to capture leads

• Number of leads (consumers) and how long it takes to capture them (to get their information for follow up)

• Time of average engagement• Properly gauge foot capacity and flow of participation

• Number of giveaways • Makes it easier to calculate how much it cost to acquire a customer• Works best if people give something of their own (contact info or survey)

• Verbal Feedback• Gives feedback to how unique the event was and ultimately how people felt

Ways to Measure On-Site

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• Social impressions • Tallying the number of times the brand shows up on social media channels

• Customer hashtags or keyword search results

• Number of pictures• People tend to respond and engage with photos more than texts

• Represents richer level of engagement

• Percentage of pictures shared• Important in photo activation

• Total reach• Calculating and combining the total photos and impressions shared

Ways to Measure Social Media

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• Specific coupon or code (redeemable code/coupon)• Surveys• Email blast or website traffic

• Event promotion page: monitor traffic from consumers• National recognition of campaign/PR• Traditional advertising (print, billboard)

Additional Ways to Measure

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Top Experiential Marketing Campaigns

• Schick at Comic Con • Teamed up with Ubisoft’s best

selling video game Assassins Creed (French Revolution)

• After guests completed Ubisoft’s revolution themed obstacle course, they were seated under an actual guillotine where they received a shave

• Measurement• 200 shaves and 2,000 razors, creating

a stir across social media

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Top Experiential Marketing Campaigns

• Johnson and Johnson’s Tylenol Brand

• BA’s went into Time Square handing out branded take home stress balls

• Activation took place during NYC Marathon

• BA’s took snapshots of consumers and broadcasted their images on billboard in Time Square

• Measurement:• Engaged 12,000 consumers

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Top Experiential Marketing Campaigns

• Turkish Airlines• Took place in San Francisco to promote

awareness of the new non stop service to Istanbul

• “Widen the World” with Turkish Airlines• Custom designed binoculars were built to

provide a window into parts of the world that consumers could visit.

• Ticket Sweepstakes and Photoapp• Measurement

• 4 day activation• Estimated 200,000 impressions• Distributed over 25,000 flyers

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Top NFM Experiential Marketing Campaign • Giant Eagles Cookie Dunk Challenge

• Setting a world record for dunking cookies

• Lunchtime event to attempt to break a Guinness World Record previously set of 1,796 people

• Unique hashtag was created for social media

• Measurements:• 2,152 people helped break the record• Strong social media presence

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Sources:• Butler, Jonathan. "Experiential Marketing: Types of Programs? (Part II)." Linkedin.com. N.p., 20 Oct.

2015. Web.

• Gioglio, Jessica. "Pepsi Max Shocks and Delights Londoners With Augmented Reality Stunt." Convince and Convert Social Media Strategy and Content Marketing Strategy. N.p., n.d. Web.

• "How To Measure Events Pt. 2: The On-Site Event." Factory 360 Experiential Marketing Agency How To Measure Events Pt 2 The OnSite Event Comments. N.p., 17 Nov. 2014. Web.

• "How to Measure Events Pt. 3: Before and After Event." Factory 360 Experiential Marketing Agency How to Measure Events Pt 3 Before and After Event Comments. N.p., 21 Nov. 2014. Web.

• Palmen, Michael. "Coke Zero Viral Video: Unlock the 007 in You, You Have 70 Seconds." The Coca-Cola Company. N.p., n.d. Web.

• "Volta Powers Up DOOH Media - ScreenMedia Daily." N.p., 10 June 2015. Web.

Appendices

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Sources:• "How to Hire the Perfect Brand Ambassador." Factory 360 Experiential Marketing Agency How to Hire the

Perfect Brand Ambassador Comments. N.p., 29 May 2015. Web. 13 Apr. 2016.

• "Importance of Brand Ambassadors - EG Marketing Consultant." EG Marketing Consultant. N.p., 17 Mar. 2016. Web. 13 Apr. 2016.

• Poythress, Katherine Poythress. "A Close Shave at Assassin's Creed Experience." DiscoverSD. N.p., 25 July 2014. Web.

• "Tylenol - Experiential Marketing Case Study - CMN Agency." CMN Agency TYLENOL Comments. N.p., 11 Jan. 2015. Web. 13 Apr. 2016.

• "Using Experiential Marketing To Drive Online Buzz - ScreenMedia Daily." N.p., 14 Apr. 2013. Web.

Appendices (Continued)

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Thank You