experientialmarketingjuly2012final-13426455163767-phpapp02-120718160950-phpapp02

8/13/2019 experientialmarketingjuly2012final-13426455163767-phpapp02-120718160950-phpapp02

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Experiential MarketingWhere Brand Meets the Senses

July 18, 2012Christy Belden, VP of Media + Marketing, Leapfrog Interactive


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LeapFrog Interactive

Follow Us!

Twitter: @LFI

#LFIflashmob#LFIexpmkt

Facebook:

www.facebook.com/LeapFrogInteractiveAgency Google+:

LeapFrog InteractiveBlog:

www.leapfroginteractive.com/blog


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Christy BeldenVice President, Media + Marketing, LeapFrog Interactive

PPC, SEO, socialmedia, email, mobile,traditionalshes

been there and donethat. She continues tobuild a deep well ofexperience and isalways in touch withthe trends and

strategies that providea solid return onclients investments.

ChristyKn

ows

Marketing

Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords

Certified


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Experiential Marketing

What is ExperientialMarketing?

HistoryTypes of Experiential

MarketingWhy Choose Experiential?

Examples/Case StudiesConsiderations

Questions?


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What is ExperientialMarketing?


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DefinitionAKA: Guerilla Marketing, Relationship Marketing

Guerilla Marketing coined by Jay Conrad LevinsonIt is a body of unconventional ways of pursuing conventional goals. It is a

proven method of achieving profits with minimum money.Relationship MarketingA form of direct response marketing campaigns which emphasize customerretention and satisfaction, rather than a dominant focus on sales promotionalmessages.


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Experimental Marketing connects brand with consumer through an emotional experience.Appealing to the Senses

Sight Hearing Touch Smell Taste


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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

1984Jay Conrad published

Guerrilla Marketing,outlining secrets of subtlemarketing and ideas forbig advertising results

with little investment

What HappenedNextSmall businesses took the

concepts and ran because itwas cheap.

They used these concepts asa means to get their name outto the public efficiently

2000s topresentAdvancement inTechnology &Introduction of SocialMediaMade Sharing outlandish,

creative, and shockingadvertisement easy.

When someone shares aphoto, video, link or story thereis no investment from thebusiness that uses GuerillaMarketing

The ResultsIncreased exposure of the

business, service orproduct and a goodGuerilla Marketing ideawill go viral

Bigger brands bought intothe concept as a way tocreate more emotionaland genuine connections

with consumers


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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


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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+ Whats to come


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Examples and Case

Studies


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


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


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Outdoor DisplaysBounty Big Spills Campaign, NYC & LA (2009)


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


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Outdoor ExhibitsCoca-Cola,Valentines Vending Machine, Istanbul (2012)http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1


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Street Performance

TeamsTNT Add Drama Button, Belgium (2012)http://www.youtube.com/watch?v=vzoFXZ5pT1w


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


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Digital Scavenger

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

Facebook likes increase 143%Twitter followers increase 161%Talking bout this increase 834%


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Fan/Consumer EventNike Hyperdunk+ Dunk Contest Game on World, LA (2012)

http://www.youtube.com/watch?v=ct5crCxaVn0&feature=autoplay&list=FLUFgkRb0ZHc4Rpq15VRCICA&playnext=1


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Fan/Consumer

ContestsVodafone McLaren Mercedes Car Unveiling, Berlin (2011)http://www.mclaren.com/page/mp4-26-berlin-car-reveal-film


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Fan/Consumer

ContestsAriel Fashion Shoot, Stokholm (2011)http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4

Orhttp://www.youtube.com/watch?v=W1BVBWlLx8Y&feature=player_embedded(case Study)


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


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


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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


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PlannedCompanies give notice or teasers about the campaign prior to launch or unveiling to createmore traffic.

Build an audienceCreate a buzzControl/implement the conversation (hashtags, FB

groups, etc.)

Pros

Consumers may choose not to participateNot as big of a surprise,Unfulfilled expectations, competitorInsights

Cons


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Considerations


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Is Experiential

Marketing Rightfor 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


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Questions?

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