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experiential marketing

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experiential marketing – PowerPoint PPT presentation

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Title: experiential marketing


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experiential marketing
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Todays Experience
  • The Experience Economy
  • a basis for experiential marketing
  • Specific Goal and Objective Identification Tools
  • Strategic, Experiential Channel Options
  • Real World Case Study

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http//www.youtube.com/watch?vGf7lQ9b6cZQ
http//www.kleenex.com/lio/USA/about/index.aspx
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Progression of Economic Value
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Commodity
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Goods
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Service
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Experience
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Progression of Economic Value
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  • 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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Marketing Problem
  • People have become relatively immune to
  • messages targeted at them.
  • The Fix Reach your customers/employees
  • by creating an experience within them.

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  • Creating memorable and authentic experiences
    that engage EACH customer or employee in an
    inherently personal way. 

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  • Why has experiential marketing become more
  • relevant over time? 
  • Tivo
  • 1000 channels on TV
  • do it your self media with YouTube
  • blogging
  • Craig's list
  • podcasts 

16
Creating a Framework for the Goals and Objectives
  • What are you trying to achieve?
  • What are you trying to preserve?
  • What are you trying to avoid?
  • What are you trying to eliminate?

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Goals Grid
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Determining Objectives and Setting Strategy
  • Experience Name Experience Type
  • Date Time
  • Location Concept
  • Why Are We Creating this Experience? (Goals Grid)
  • To drive revenue
  • Build Market Share
  • To build our brand - Image
  • To cultivate relationships
  • To build connections with opinion leaders and key
    individuals
  • To inform audience - Awareness
  • To create buzz about our brand in the given
    area
  • Others?

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Determining Objectives and Setting Strategy
  • Who Are Our Audiences?
  • Prospects
  • Clients
  • VIP Guests
  • Press
  • Employees
  • Salespeople
  • Dealers
  • Influencers
  • What is Our Message Focus?
  • Who are the Stakeholders
  • CEO
  • Board
  • Sales Team
  • HR director

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Determining Objectives and Setting Strategy
  • IS THERE A PARTICULAR THEME THAT YOU REQUIRE OR
    NEED CREATED?
  • BUDGET
  • WHAT ARE THE DEMOGRAPHICS/PSYCHOGRAPHICS OF THE
    TARGET?
  • COMPANY OR PRODUCT USAGE WITHIN THE EXPERIENCE
  • TONE OF VOICE WHAT MOOD OR STANCE SHOULD THE
    EXPERIENCE TAKE?
  • DESIRED RESPONSE WHAT REACTION DO WE EXPECT
    CONSUMERS/EMPLOYEES TO HAVE TO THE EXPERIENCE

21
COMMUNICATIONS OBJECTIVE
  • WHAT IS THE SINGLE MOST IMPORTANT
  • OBJECTIVE AGAINST WHICH THE EXPERIENCE
  • WILL BE MEASURED?
  • WHAT DO WE WANT THE EXPERIENCE TO DO?
  • CAN THIS BE QUANTIFIED?

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One Question
  • WHAT SINGLE BENEFIT, RATIONAL OR EMOTIONAL, DOES
    YOUR EXPERIENCE OFFER, AND DOES THIS TAKE
    ADVANTAGE OF THE OPPORTUNITIES OR PROBLEMS YOU
    HAVE IDENTIFIED?

27
State of Minnesota Mobile Tour
  • Objective
  • Educate youth on the dangers of smoking in a
    open, non-threatening environment
  • Provide tools to communicate with governmental
    leaders to share feelings about big tobacco
  • Strategy
  • Design and build two mobile tour vehicles
  • Recruit and train road staff
  • Map route for tour
  • Create lounge environment for youth to hang
    out and learn about the dangers of tobacco
  • Create on-site internet portal for real time
    communication

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experiential marketing
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