project experiential marketing-nfm
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NFMExperiential Marketing Research Project
Presented by: Michael PisanoDate: April 26, 2016
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• Customers being able to “feel” the brand rather than simply being exposed to it
• Enhances the perception and value of product or brand • Increases and builds customer loyalty, awareness, recall and
purchase intent• Increases word-of mouth sales and social media presence• Can be cost effective in introducing new products• Repeatedly drives purchases• Retains current customers and recaptures past consumers
Why Experiential Marketing?
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Experiential Marketing Types• Augmented Reality• Brand Ambassadors• Competitions• Consumer Events• Digital Out of Home (DOOH)• Interactive Displays• Outdoor Exhibitions
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Augmented Reality• Interaction with the digital world in
a physical space• Stemming from an increase in
virtual reality hardware and software as well as the video game industry
• Adds a “wow” factor• Pepsi Max
• Used a bus stop side screen which appeared to be made of glass
• Was actually a digital screen adding animations to the background
• Meteorites crashing into the glass• UFO’s appearing in the sky
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Brand Ambassadors• Hired for events to promote and represent the
brand • Help increase brand awareness and sales, as well
as:• Appeal to millennials• Cost effective• Enhance customer experience• Expands the company reach• Face and voice of your brand • Humanizes your brand • Target market doesn't feel talked down to
• Red Bull• Student Brand Managers• SBM’s reach students, excite students, increase sales
and mange Red Bulls brand on a college level
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Brand Ambassadors vs. Brand Advocates
• There is a distinct difference between the two• Brand Ambassadors
• An ambassador is hired by a company, and generally paid for their services
• Ranges from adverts to organized meetings with the public
• Brand Advocates • Highly satisfied consumers, operating on a purely
voluntary basis• Word-of mouth or by reviews on the internet• Big influence on social media-mass
communication• Can sway the opinion of a brand (positive or
negative)
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Best way to hire BA’s:• No 3rd part staffing agencies
• Direct hires from internal networks• Instantly able to update and re-train BA’s without pending communication• Interviewed, scouted and trained by employees to ensure best fit
• Factory 360 process for hiring (successful experiential marketing agency)
• Phone interview, in person interview conducted by hiring manager• Between hiring and activation day
• Best shared practices, assign based off BA’s strengths and weaknesses• In-depth training for everyone working at the event• Mock Interactions with BA’s
Suggested Ways to Hire Based on Research
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Competitions• Cost effective way to increase brand
awareness and generate sales• “Coke Zero drives you to unlock the
007 in you” • Gave consumers the chance to
complete the mission and receive exclusive tickets to “SkyFall”
• Accepting the challenge and entering your name starts a 70 second timer on the screen and the task to get to platform 6 in under 70 seconds
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Consumer Events• Probably the most used
experiential marketing program• Charged with ambassadors,
enthusiasts and loyalists who attend to connect with brands
• Examples:• Comic Con, New York Fashion
Week and SXSW
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Digital Out of Home (DOOH)• Utilizes strategically placed,
networked digital signage displays to reach on-the-go customers with highly targeted messages
• Example:• Forever 21• 61-foot wide outdoor LED billboard• Includes a three dimensional
construction of the number 21 • Stops people in their tracks
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Interactive Display• Immersive advertisements
across digital platforms• Featured on screens
throughout airports, malls, and frequented places
• Different than traditional displays• Volta
• San Francisco based start up• Used interactive displays in
major cities to raise awareness about electric charging stations
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Outdoor Exhibitions• A mix between outdoor
displays, consumer events and consumer exhibitions
• Usually come in the form of a pop up shop
• Example• Heineken House at the 2015 US
Open
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• Number of Interactions• Interactions vs. Lead time • Event may draw many people quickly but doesn't lead to info follow up or vice
versa• Number of leads and time to capture leads
• Number of leads (consumers) and how long it takes to capture them (to get their information for follow up)
• Time of average engagement• Properly gauge foot capacity and flow of participation
• Number of giveaways • Makes it easier to calculate how much it cost to acquire a customer• Works best if people give something of their own (contact info or survey)
• Verbal Feedback• Gives feedback to how unique the event was and ultimately how people felt
Ways to Measure On-Site
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• Social impressions • Tallying the number of times the brand shows up on social media channels
• Customer hashtags or keyword search results
• Number of pictures• People tend to respond and engage with photos more than texts
• Represents richer level of engagement
• Percentage of pictures shared• Important in photo activation
• Total reach• Calculating and combining the total photos and impressions shared
Ways to Measure Social Media
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• Specific coupon or code (redeemable code/coupon)• Surveys• Email blast or website traffic
• Event promotion page: monitor traffic from consumers• National recognition of campaign/PR• Traditional advertising (print, billboard)
Additional Ways to Measure
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Top Experiential Marketing Campaigns
• Schick at Comic Con • Teamed up with Ubisoft’s best
selling video game Assassins Creed (French Revolution)
• After guests completed Ubisoft’s revolution themed obstacle course, they were seated under an actual guillotine where they received a shave
• Measurement• 200 shaves and 2,000 razors, creating
a stir across social media
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Top Experiential Marketing Campaigns
• Johnson and Johnson’s Tylenol Brand
• BA’s went into Time Square handing out branded take home stress balls
• Activation took place during NYC Marathon
• BA’s took snapshots of consumers and broadcasted their images on billboard in Time Square
• Measurement:• Engaged 12,000 consumers
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Top Experiential Marketing Campaigns
• Turkish Airlines• Took place in San Francisco to promote
awareness of the new non stop service to Istanbul
• “Widen the World” with Turkish Airlines• Custom designed binoculars were built to
provide a window into parts of the world that consumers could visit.
• Ticket Sweepstakes and Photoapp• Measurement
• 4 day activation• Estimated 200,000 impressions• Distributed over 25,000 flyers
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Top NFM Experiential Marketing Campaign • Giant Eagles Cookie Dunk Challenge
• Setting a world record for dunking cookies
• Lunchtime event to attempt to break a Guinness World Record previously set of 1,796 people
• Unique hashtag was created for social media
• Measurements:• 2,152 people helped break the record• Strong social media presence
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Sources:• Butler, Jonathan. "Experiential Marketing: Types of Programs? (Part II)." Linkedin.com. N.p., 20 Oct.
2015. Web.
• Gioglio, Jessica. "Pepsi Max Shocks and Delights Londoners With Augmented Reality Stunt." Convince and Convert Social Media Strategy and Content Marketing Strategy. N.p., n.d. Web.
• "How To Measure Events Pt. 2: The On-Site Event." Factory 360 Experiential Marketing Agency How To Measure Events Pt 2 The OnSite Event Comments. N.p., 17 Nov. 2014. Web.
• "How to Measure Events Pt. 3: Before and After Event." Factory 360 Experiential Marketing Agency How to Measure Events Pt 3 Before and After Event Comments. N.p., 21 Nov. 2014. Web.
• Palmen, Michael. "Coke Zero Viral Video: Unlock the 007 in You, You Have 70 Seconds." The Coca-Cola Company. N.p., n.d. Web.
• "Volta Powers Up DOOH Media - ScreenMedia Daily." N.p., 10 June 2015. Web.
Appendices
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Sources:• "How to Hire the Perfect Brand Ambassador." Factory 360 Experiential Marketing Agency How to Hire the
Perfect Brand Ambassador Comments. N.p., 29 May 2015. Web. 13 Apr. 2016.
• "Importance of Brand Ambassadors - EG Marketing Consultant." EG Marketing Consultant. N.p., 17 Mar. 2016. Web. 13 Apr. 2016.
• Poythress, Katherine Poythress. "A Close Shave at Assassin's Creed Experience." DiscoverSD. N.p., 25 July 2014. Web.
• "Tylenol - Experiential Marketing Case Study - CMN Agency." CMN Agency TYLENOL Comments. N.p., 11 Jan. 2015. Web. 13 Apr. 2016.
• "Using Experiential Marketing To Drive Online Buzz - ScreenMedia Daily." N.p., 14 Apr. 2013. Web.
Appendices (Continued)
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Thank You