By Kerry Smith
ISBN-10: 1119145880
ISBN-13: 9781119145882
ISBN-10: 1119145899
ISBN-13: 9781119145899
ISBN-10: 1119176689
ISBN-13: 9781119176688
The main researched, documented, and entire manifesto on experiential advertising and marketing. As buyers take regulate over what, while, why, and the way they purchase services, manufacturers face the full breakdown and utter failure of passive advertising suggestions designed greater than a half-century in the past. to connect to a brand new new release of shoppers, businesses needs to embody and set up a brand new advertising and marketing combine, powered via a more Read more...
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Extra resources for Experiential marketing : secrets, strategies, and success stories from the world's greatest brands
Example text
44 Experiential Marketing •• •• •• •• •• •• •• •• •• Product Overviews. From a CEO introducing a product, to a live demonstration of a product or service, “demo content” captured at events is showing up on morning talk shows, online, and across social media. Live Media Interviews. Events provide a broadcast experience like no other, which is why so many brands are building media studios into their event environments. Vine Posts. Six‐second vids are all the rage, and there is a variety of “micro‐content” available for capture at events.
Our own studies show that a surprise experience causes spikes in memory and a lasting impact that far exceeds traditional marketing recall numbers. Example: With so many products in the premium bottled water category, Evian needed to regain market share and relevance among consumers. It also had a new bottle design to launch. What better month of the year to get satisfying cold water into the hands of consumers than during August, one of the hottest in the United States? Knowing its Millennial target wouldn’t respond to overt marketing ploys, Evian decided to put a cheeky twist on “premium” bottled water.
The program kicked off in the month of July, and for 12 months it utilized Facebook, Twitter, YouTube, and live experiences to help guide and shape not only the next flavors of Mountain Dew, but the actual marketing mix. Consumers suggested, voted on, and selected the campaign’s website look, product packaging, graphic design, advertising, event campaign strategy, and more. It was called DEWmocracy. An initial online voting phase narrowed a field of flavors to three contenders. And the next phase became the foundation for one of the industry’s greatest integrated online and offline experiential programs—the DEWmocracy Flavor Campaign that literally gave the reins of the campaign to millions of consumers who voted online and at hundreds of events across the country to elect one flavor into the permanent product lineup.
Experiential marketing : secrets, strategies, and success stories from the world's greatest brands by Kerry Smith
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