TIP SHEET

5TRENDINGFIVE TRENDS WORTH KEEPING YOUR EYE ON

TIPS FOR USING TWITTER VENDING MACHINES

VIDEO VAULTClick to view experiential marketing video campaign case studies

Ford Fusion Street Chic.

Diet Coke Slender Vender.

Unilever’s Lifebuoy Roti.

The Great Nokia Hookup.

3 Don’t Complicate It. The beauty is the simplicity—make a tweet… get a gift. There’s no time for data-collect; don’t make consumers jump through hoops.

4 Make a Connection. You’ll need Wi-Fi, so prepare for connectivity the right way: With a safe, secure and stable signal that will keep things vending.

5 Refresh It. Put a focus on repeat tweets by changing out the merchandise daily, thereby incenting folks to come back (and post) again and again.

How much event content should I tweet vs. relying on attendee tweets?

Rule of thumb: Tweet about your brand 20% of the time and let attendees handle the rest.

Q:A:

EXPERIENTIAL FLUIDITY Indeed, it’s now possible to create an event campaign that gets everyone involved. Marketers are blending online elements with offline events, in-store activities with out-of-store engagements, on-premise and off-premise. The next golden rule of marketing has arrived—amplified reach of brand experience without a loss of true engagement.

CONTENT SYNDICATION The idea that brands must become content engines is increasingly apparent. Marketers are busy capturing content at events and sharing that content via social media, iPad apps, newsletters, etc. In many cases these videos can extend the reach of an event by 10,000 percent. In other cases they are used to reach uber-influencers, those true gatekeepers of influence that share that content with others in their personal network.

ON-SITE PURCHASESThe point-of-sale is officially extending to the point-of-experience, with marketers selling product at events more than ever. This allows experiences to become “full-cycle” engagements that activate all stages of the purchase journey from awareness to shopping to purchase—all in one place. What’s coming? Same-day delivery of event purchases.

DRIVE TO RETAIL (PARTNERS)Smart experiential marketers are now able to “direct” the path to purchase, literally aiming con-sumers toward a specific store. This strategy is at the heart of huge growth in account-specific event marketing, with big-box and small-scale retailers alike supporting experiential campaigns—in ex-change for eventual merchandise depletions.

REAL-TIME DATA STREAMSStudies show that marketers in 2015 will be much less interested in “how” data is collected at events and much more interested in their ability to view and review collected data in real-time. Top real-time data insights? What pushes consumers to buy, what causes them not to buy, what keeps them connected to a brand as a repeat buyer.

THREE MONTHS OF EXPERIENTIAL MARKETING TRENDS IN THREE MINUTES… GUARANTEED

Q4 2014 BRIEFING

PRESENTS

Cheap is Chic. A free event giveaway that makes sense comes in many shapes and experiences—and doesn’t have to break the bank.

1

No Footprint Required. Twitter vending machines can operate within an event or on their own. You don’t need a full-fledged activation to make this work.

2

Source: Event Marketer magazine

PRESENTED BY

Nestlé enlisted Geometry Global in its experiential mobile marketing tour to remind consumers about the goodness of Stouffer’s Macaroni & Cheese, typically found in the frozen aisle in American supermarkets. Stouffer’s® “A Taste of Home” mobile food truck sampled macaroni & cheese in five Midwest and Northeast markets. Food trucks were the perfect vehicles (literally) for taking consumers on a journey out of the frozen aisle. Serving the same mac & cheese found in supermarkets, the specially designed food truck and its team invited consumers to enjoy hot Stouffer’s Macaroni & Cheese and reinforced the “made with 100% real cheddar cheese” and “tastes just like mom made it from scratch” attributes.

Poor hygiene kills 1.1 million children annually in developing countries. Lifebuoy, Unilever’s health soap brand, wanted to spread the message that hand washing with soap is one of the best ways to prevent stomach infections and respiratory problems. Geometry Global stamped 2.5 million fresh rotis, an Indian bread served at almost every meal, with the question, “Did you wash your hands with Lifebuoy?” The rotis were distributed at India’s largest festival of faith, where Lifebuoy soap was provided at washing facilities and banners spread awareness. The campaign garnered 80 million global media impressions, resulting in earned media amounting to $59.3 million (an ROI of 1600:1). The cost-per-direct-contact was less than one cent. Lifebuoy’s market share is at a 3-year high.

Gallo’s award-winning Sole Patrol sampling program has long generated substantial growth for the Barefoot Wine and Bubbly Brand. Geometry Global developed the program, designed to make wine more fun and emphasize Barefoot’s “making the world a better place through wine” mantra. The campaign mixes on- and off-premise activation with events to drive purchase. Over the years, Sole Patrol has supported Barefoot’s exclusive partnerships, such as professional volleyball and Minor League Baseball events, as well as charitable initiatives including Walk for a Cause, Beach Rescue Project, Soles 4 Souls and other consumer lifestyle events. Last year, the Sole Patrollers conducted over 12,900 Retail Demos and delivered a 51% conversion rate.

BEST-IN-CLASS WORKA LOOK AT GEOMETRY GLOBAL’S BRAND EXPERIENCES

WHAT’S IN

WHAT’S OUT

Earned Reach

Burning Man

SnapChat

Shipping Containers

Curated Content

Facebook Apps

18-Wheelers

Guest Bloggers

Gordon Ramsay

Virtual Events

BUZZ WORDS

The vocabulary of awesome event

marketers

2015 DOT CHANGES. Let your mobile vehicle drivers know that on Jan. 3, states will begin enforcing CDL cell phone prohibition/restrictions for truck drivers—those busted will be fined $2,750.

LED BRACELETS. Turn huge crowds into customized, interactive canvases at large-scale events with controllable bracelets being used at events by Nike, Vodafone and Red Bull.

‘ANONYMOUS’ SOCIAL. Thanks to SnapChat and Whisper, marketers are going anonymous—letting consumers connect with brands anonymously or via timed “self-destruct”-type platforms.

GOOGLE GLASS. It’s still in soft launch, but the biggest entrant in wearable tech has potential for events— allowing attendees and marketers to capture content, share engagements and connect.

LOW-TECH + HIGH-TECH. Studies are showing that consumers are flocking to “low-tech” event interactives—such as t-shirt silk-screening—just as much as highly digital event experiences.

THE BAROMETERKEEP YOUR EYES ON…

of CMOs say content is “critical” to the future of marketing

78%

Where are the next four Super Bowls taking place?

Phoenix, San Francisco, Houston, Minneapolis

Q:A:

FOOD TRUCK DRIVES REAPPRAISAL FOR STOUFFER’S BRAND

UNILEVER DRIVES TRIAL AND SALES FOR LIFEBUOY BRAND

HOW GALLO TAKES BAREFOOT DIRECT TO CONSUMERS

We

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shoppersattraction

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If everyone who knew and liked your brand actually bought it, we could all go home early. But demand alone is not enough. We’re Geometry Global. And we activate brand demand. We do it by connecting people and brands via pitch-perfect creativity, delivered in precisely the right spaces, places, and moments that change behavior and help brands sell more. It’s working today for some of the world’s most successful companies,including Kimberly-Clark, Unilever, Nestlé, and Mondelez. Learn more about the world’s largest activation network and our full suite of capabilities. Contact Debbie Kaplan, EVP—Experiential Marketing, at 212.484.0353.

© 2014 Geometry Global

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