1. “Tell me and I'll forget;
show me and I may
remember;
involve me and I'll
understand.”
Experiential Marketing
Jackie King, Melissa Stivale, Katie Tomaino
4. Active, not Passive
At first glance, might get confused with Guerilla
marketing, but experiential marketing is more
about the consumer engaging (usually
physically) with the brand through the marketing
tactic
Its not just about the exposure, but about the
experience
5. Growing Importance
75% of marketers surveyed said they would be
increasing spending on experiential marketing in
2009
70% of consumers say experiential marketing
would be most likely to increase purchase
consideration
6. The Five E‟s Of Experiential
According to 361 degrees
Experience
Engagement
Economize
Evangelize
Evaluate
7. Experience
Live involvement marketing
What the brand represents should be delivered
Allows your brand into the heart‟s of customers
8. Engagement
Break out of the norm and be different; moments
of meaning and relevance for the consumer
Use senses to get to the emotions of the
consumer, tell a story
12. The Importance
of Congruence
Consistency is important throughout a brand‟s
communications plan.
Establish direct correlations between the brand
and the experience.
Can‟t say and not do
13. Lee Jeans
Ex: Lee Jeans
Lee jeans wants to re-market as sexy
Created an exciting, new campaign but did not
change the product to maintain congruence
between product and message
Consumers are drawn in, but reject the same not-
sexy jeans
14. Challenges
Complicated marketing metrics
“lag” effect
Customers move slowly through the purchase cycle
Maintaining congruency with the brand
Creative for creative sake is ineffective, creative can
be innovative but must have some congruence with
the brand/message
Remember: the goal is to help clients increase sales,
not win creativity awards
15. Metrics
Two ways to measure: effectiveness and
efficiency
Effectiveness: How well is the initiative meeting
the example?
Surveys to test recall analyzes the success of filling
the awareness gap
Personal customized surveys and one-on-one
interviews are preferred to focus groups or mass
surveys
Deeper insight into the sub-conscious, which drives
purchasing
Efficiency: cost per viewer or participant
16. Experiential Marketing and
the Five Senses
From initial contact with the brand and
throughout the life cycle of the purchase, the
most effective brands tell us the most without
saying anything at all.
Vision: pictures speak louder than words
Smell: sense most strongly tied to memories
Hear: associate sounds/music with a brand
Touch: touch the lives of others through stories
Taste: in-store sampling
20. Mobile Tour- ACUVUE2
converges with Walmart
Transportable locations that spread awareness
linked with an educational value about
products/companies.
Johnson & Johnson wanted to partner with a
retail channel for selling their color contacts
Launched educational tour hitting 175 cities to
introduce them to product line
Year long
Made a mobile educational center (bus) staffed
with licensed professionals to increase
confidence and quality in product
21. Results!
Engaged approx. 350 consumers in each
location
Had 70,000 interactions in total
Generated 10,000 website visits
25% scheduled appointments at Walmart vision
center of which 12% actually purchased
22. Pop-up Store: Target
“Retailers use temporary stores to sell limited-
edition items and holiday fare or to reach
shoppers in cities where they don‟t have
permanent outlets.”
Target To-Gos in New York, San Francisco and
Washington for a holiday rush weekend (Dec. 11-
13 of 2009)
Temporary stores offer 50 products and items not
yet sold nationwide
23. Results!
Toys „R‟ Us and Walmart were outselling Target
The pop-up stores helped create an emotional
attachment to the brand
Demand increased in areas where pop-ups were
placed that didn‟t already house Target stores
Shares gained 36 percent in 2009, compared
with a 22 percent rise in the Standard & Poor‟s
500 Index.
24. In-store: Apple
What customers experience while in brick and
mortar businesses.
Apple prides itself on having a store where
customers can try and experience products
before they buy.
Their staff contributes to the experience because
they are put through rigorous training and are
considered a convenience (knowledgeable and
point of sale is everywhere in the store).
Congruent with brand values: expertise and
simplicity
25. Special Events: Guitar Hero
An event celebrating something the brand wants
to promote. Events draw in consumers to interact
with brand and its products.
Wanted to create buzz Guitar Hero World Tour
Private launch party (attended by 230 targeted
gamers) in NYC that had:
gaming stations for a battle of the bands contest
demo stations
green screen photo opportunities
cash prizes
26. Guerilla Sampling:
Giving out samples to promote products via
unconventional approaches to marketing.
Creates a memorable brand experience that
engages customers.
“Guerilla sampling allows brands with smaller
budgets to interact with their consumers face to
face and larger brands have the opportunity to
create unique experiences and generate buzz.”
27. Honey Monsters Cereal
Wanted to reinforce fun elements of the brand
and create awareness and acquisition because
it was a new product (get people to try product)
Set up in front of super markets in 4 key regions of
UK- lasted 48 days
Sales rose for 4 weeks after sampling occurred
Had a halo effect on the sales
Nominated for Institute of Sales Promotion Award
in the UK
28. How Rainy Daze could use
experiential marketing
Mobile tours (bus) & Pop up Stores- create
demand in cities where there aren‟t already
brick and mortar Rainy Daze
In-store experiences- customization stations and
wind tunnels
Special events- launching company into weather
gear market as a competitor
Guerilla sampling- giving out ponchos at water
parks
All- allows interactivity with product, try without
the buy
29. Trends
Integrating social media with experiential
marketing- Sun Glass Hut (creating buzz through
viral word of mouse)
“The future for experiential marketing looks bright;
with 62% agreeing that it will be "one of the big
growth areas in marketing over the next five
years.”
