TELL ME AND I WILL FORGET. SHOW ME AND I MAY REMEMBER. INVOLVE ME AND I WILL UNDERSTAND. —CHINESE PROVERB
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EXPERIENTIAL MARKETING WORKSHOP BORD BIA APRIL 21ST 2016
CAROLE ANN CLARKE CONSULTING
WHAT IS EXPERIENTIAL MARKETING?
CAROLE ANN CLARKE CONSULTING
Engage your consumer in a 1 to 1 active participation
via an experience/event/situation that creates memory points where your brand/product/service is at the centre of the
activity like only your brand can do (so it takes on greater relevance) and create a long lasting emotional link and delivers Short Term sales and Long Term brand equity and leading to “preference based consumption”
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DIRECT INVOLVEMENT WITH OUR BRANDS AND PRODUCTS DRIVES THE MOST MEMORABLE BRANDCENTRIC EXPERIENCES.
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WHEN DONE RIGHT, THIS:
inspires participation with the brand (story) burns a memory path … of the experience with the brand ignites conversations and sharing creates brand advocates and word of mouth
…all of which leads to?
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Recruitment to your brand
Retention of loyal customers Short Term Sales Brand re-appraisal (taste barriers Increased Brand love scores Trust Likeablity Brand for me Brand I would drink with my friends Long term brand fans/ambassadors
CAROLE ANN CLARKE CONSULTING
WHEN WOULD YOU DO EXPERIENTIAL MARKETING?
CAROLE ANN CLARKE CONSULTING
IT’S NOT A ONE OFF…..
Goal
How
Brand
Intrinsics
Increase volume
New brands Attracting new consumers
Developing brands NPD
Existing consumers consume more/lapsed
Mature brands
Extrinsics
UNDERSTANDING THE LEVEL AT WHICH YOU SAMPLE IS THE NO.1 KEY DRIVER TO MEETING BUSINESS OBJECTIVES
CAROLE ANN CLARKE CONSULTING
Know or don’t know your brand
Level One Scaled Sampling
CAROLE ANN CLARKE CONSULTING
• • • •
High Reach Product Focus Minimum messaging Minimum cost
Speed Dating
CAROLE ANN CLARKE CONSULTING
SHARE A COKE
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Like your brand and might be starting to love it
Level Two Medium Reach
CAROLE ANN CLARKE CONSULTING
• Brand + Product Focus • Medium cost • Increased engagement with consumer
Second Date!
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Coca-Cola LIFE
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Love your brand
Level Three Content Rich Experiential
• • • •
Content Rich brand Experienc Linked to Social + PR Product still at the core Low Reach
Intimacy! CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Film here too
CAROLE ANN CLARKE CONSULTING
https://we.tl/KUax0mdsyJ
CAROLE ANN CLARKE CONSULTING
Gorta Hunger Sauce
CAROLE ANN CLARKE CONSULTING
Cliff Hangar
https://youtu.be/-O0CDvAqllo
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=zKNcdpIKgAQ
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=V4tozf3gok
Love your brand and want others to too
Level Four Social content rooted in Brand Experience
• Sampling not compulsory but consumer has to interact with your brand • Produced by the company not consumer • Needs budget to amplify
• Get the wedding hat out and invite your friends! CAROLE ANN CLARKE CONSULTING
Jameson Ghostbusters
CAROLE ANN CLARKE CONSULTING
Heineken Fight or Flight
CAROLE ANN CLARKE CONSULTING
Contrex 1
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=MDJGY9LpU og
Contrex two
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=RDiZOnzajN U
Level Five Self Sustained Asset
CAROLE ANN CLARKE CONSULTING
ALLOCATE YOUR SAMPLES BASED ON PRODUCT HOUSEHOLD PENETRATION* Level 3/4 Level Two Level One
