Experiential Marketing Where Brand Meets the Senses July 18, 2012!!!Christy Belden, VP of Media + Marketing, Leapfrog Interactive!

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Christy Belden

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Vice President, Media + Marketing, LeapFrog Interactive!

PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.!

Chri

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• Experience: 11 years!• The Courier-Journal!• University of Louisville!• SEMPO Certified!• Google AdWords

Certified!

Experiential Marketing

What is Experiential Marketing?!

History!

Types of Experiential Marketing!

Why Choose Experiential?!

Examples/Case Studies!

Considerations!

Questions?!

What is Experiential Marketing?

Definition AKA: Guerilla Marketing, Relationship Marketing!

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Guerilla Marketing – coined by Jay Conrad Levinson!

“It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.”!

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Relationship Marketing “A form of direct response marketing campaigns which emphasize customer retention and satisfaction, rather than a dominant focus on sales promotional messages.”!

Experimental Marketing connects brand with consumer through an emotional experience.!

Appealing to the Senses

Sight Hearing Touch Smell Taste

“I've learned that people will forget what you said,

people will forget what you did, but people will never forget how you made them feel...”

–Maya Angelou

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The History of Geurrilla Marketing

1984 !• Jay Conrad published

Guerrilla Marketing, outlining secrets of subtle marketing and ideas for big advertising results with little investment!

What Happened Next!• Small businesses took the

concepts and ran because it was cheap.!

• They used these concepts as a means to get their name out to the public efficiently!

2000’s to present!Advancement in Technology & Introduction of Social Media!• Made Sharing outlandish,

creative, and shocking advertisement easy.!

• When someone shares a photo, video, link or story there is no investment from the business that uses Guerilla Marketing!

The Results!• Increased exposure of the

business, service or product and a good Guerilla Marketing idea will go viral!

• Bigger brands bought into the concept as a way to create more emotional and genuine connections with consumers!

Why Brands Are Using Experiential Marketing!!+ More creative!!+ Spread awareness!!+ More memorable (better recall)!!+ To dodge “ad blindness”/get consumer attention!!+ Create Goodwill for brand name!!+ Emotionally connect with consumers!!+ Involve consumer with brand!!+ Budget conscious !

Top: Nivea, Bottom: McDonalds

Most Common Forms of Experiential Marketing!!!+ Digital out of home (DOOH)!+ Flashmobs!+ Sticker bombs!+ Outdoor displays!+ Outdoor exhibits!+ Street performance teams!+ Augmented reality !+ Digital scavenger hunt!+ Consumer events/exhibits !+ Contests!+ Causal Campaigns!+ What’s to come…!

Examples and Case Studies!

Digital Out of Home!LeapFrog Interactive – Hamilton County Public Health (2011)!!http://www.youtube.com/watch?v=teTRDo677jk&feature=plcp !

Sticker Bombs!Jax Panik (pop band), Gauteng - South Africa (2010)!!http://www.youtube.com/watch?v=osylspsGz2o !!

Outdoor Displays!Bounty Big Spills Campaign, NYC & LA (2009)!

Outdoor Exhibits!Sprite Shower, Brazil (2012)!! http://www.youtube.com/watch?v=LxHJn0rGnPI !

Outdoor Exhibits!Coca-Cola,Valentine’s Vending Machine, Istanbul (2012)!!http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1 !

Street Performance Teams!TNT “Add Drama Button”, Belgium (2012)!!http://www.youtube.com/watch?v=vzoFXZ5pT1w !

Augmented Reality!Holiday Inn Kensington Forum Hotel, London (2012)!!http://www.youtube.com/watch?feature=player_embedded&v=vAHvoNSQRlw !

Digital Scavenger Hunt!Louisville Slugger World Series Bats Hunt, St. Louis (2011)!!+ Louisville Slugger hid 45 World Series Commemorative bats all!around the city of St. Louis!!+ Gave out clues via Facebook and Twitter on the locations of the !bats!!+ Results in 24 hours!!

!Facebook likes increase 143%!!

!Twitter followers increase 161%!!

!“Talking bout this” increase 834%!

Fan/Consumer Event!Nike Hyperdunk+ Dunk Contest –”Game on World”, LA (2012) !!http://www.youtube.com/watch?v=ct5crCxaVn0&feature=autoplay&list=FLUFgkRb0ZHc4Rpq15VRCICA&playnext=1 !

Fan/Consumer Contests!Vodafone McLaren Mercedes “Car Unveiling”, Berlin (2011)!!http://www.mclaren.com/page/mp4-26-berlin-car-reveal-film !!

Fan/Consumer Contests!Ariel “Fashion Shoot”, Stokholm (2011)!!http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4 !!Or!!http://www.youtube.com/watch?v=W1BVBWlLx8Y&feature=player_embedded (case Study) !

Casual Campaigns!UNICEF “Tap Project”, NYC (2009)!!http://www.youtube.com/watch?v=TtOQda0aKIc&feature=player_embedded#!

Just For Fun!Soul Pancake “Heart Attack”, CA (2012)!!http://www.youtube.com/watch?v=7VJsyEtwAUY&feature=player_embedded !

Strategies!

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!Campaigns/events were executed as a surprise - no prior notice was given.!!!

Surprise!

•  More of a surprise •  Stronger/longer impression •  Reach consumers you may not have

Pros

•  Miss your target audience •  Lower engagement/audience •  External factors (weather, real estate, etc.)

Cons

Planned!Companies give notice or “teasers” about the campaign prior to launch or unveiling to create more traffic.!

• Build an audience!• Create a buzz!• Control/implement the conversation (hashtags, FB

groups, etc.)!

Pros!

• Consumers may choose not to participate!• Not as big of a surprise, !• Unfulfilled expectations, competitor !!• Insights!

Cons!

Considerations!

Is Experiential Marketing Right for Me?!!+ Who is your audience? B2C or B2B?!!+ Where is your audience?!!+ What is the objective? Branding? Campaign based?!!+ Location, location, location!!+ Seasonality (weather, time of year, major events)!!+ Budget!!+ Resources (street teams, dancers, staff, etc..)!!+ Objective specific strategy!

Top: Absolute Vodka Bottom: Ariel “Fashion shoot”

Questions?!