Experiential Marketing Today (AAC) http://www.adventresults.com Wed, 20 Aug 2008 21:45:51 +0000 http://wordpress.org/?v=2.6 en clean Todd Austin taustin@adventresults.com 007: The Event is the Middle http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/ http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/#comments Thu, 31 Jul 2008 02:27:01 +0000 Todd Austin http://www.adventresults.com/?p=474 How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects.

In this episode, we’ll talk about specific ways to extend the reach of events through technology and word of mouth.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-007.mp3]

Show Notes

00:00 Introduction

01:51 Experiential Events vs. Traditional Marketing

  • EventView 2008: Events provide the highest ROI
  • 78% of attendees share their experience with others who did not attend (Word of Mouth!)
  • 50% of attendees purchased
  • 29% of those influenced by attendees purchased
  • No other marketing tool has that kind of power

05:41 Key Performance Indicator: Cost Per Touch (CPT)

Event Impact Zones
  • Example: $100,000 event / 1000 attendees = $100 CPT

08:46 Event Impact Zones

  • Zone 1: Those attending the event
  • Zone 2: Those influenced by attendees shortly after the event
  • Zone 3: The residual impact that continues over time

11:23 The Event is the Middle

  • Treat the event as the middle of one long continuous engagement
  • extend the event backward to the pre-event
  • extend it forward to post-event
  • Effect: Improve CPT dramatically

15:06 How to Extend the Event

  • Get your mind right: 95% of your effort should not go into the event itself
  • Don’t “plan the event,” rather “design the experience”
  • Use virtual and online to extend forward and backward
  • Measurement

24:40 Conclusion

  • get help from an experiential agency
  • start small

26:21 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/feed/ How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects. In this episode, we’ll talk about specific ways to extend the reach of events through technology and word of mouth. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-007.mp3] Show Notes 00:00 Introduction 01:51 Experiential Events vs. Traditional Marketing EventView 2008: Events provide the highest ROI 78% of attendees share their experience with others who did not attend (Word of Mouth!) 50% of attendees purchased 29% of those influenced by attendees purchased No other marketing tool has that kind of power 05:41 Key Performance Indicator: Cost Per Touch (CPT) Example: $100,000 event / 1000 attendees = $100 CPT 08:46 Event Impact Zones Zone 1: Those attending the event Zone 2: Those influenced by attendees shortly after the event Zone 3: The residual impact that continues over time 11:23 The Event is the Middle Treat the event as the middle of one long continuous engagement extend the event backward to the pre-event extend it forward to post-event Effect: Improve CPT dramatically 15:06 How to Extend the Event Get your mind right: 95% of your effort should not go into the event itself Don’t “plan the event,” rather “design the experience” Use virtual and online to extend forward and backward Measurement 24:40 Conclusion get help from an experiential agency start small 26:21 Resources, Links, Comments Additional Resources Full transcript of episode seven New York TImes article: The Vampires are Coming, but Only After Months of Warnings EventView 2008 survey Experiential Marketing Summit AT&T US Open Sponsorship How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects. In this episode, we'll talk about specific ways to extend the reach of [...] Advent, LLC 00:27:59 006: Interviews from the 2008 Experiential Marketing Summit http://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/ http://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/#comments Wed, 21 May 2008 13:53:07 +0000 Todd Austin http://www.adventresults.com/uncategorized/006-interviews-from-the-2008-experiential-marketing-summit/ News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-006.mp3]

Show Notes

00:00 Introduction

01:36 Overview of the Summit

03:09 Interview with Kerry Smith

14:24 Interview with Dan Hanover

21:50 Closing comments and resources

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/feed/ News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-006.mp3] Show Notes 00:00 Introduction 01:36 Overview of the Summit 03:09 Interview with Kerry Smith 14:24 Interview with Dan Hanover 21:50 Closing comments and resources Additional Resources EventView 2008 Survey Event Marketer Magazine Event Design Magazine Agenda Magazine Expo Magazine Event Marketing Institute Transcript of this episode News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit. Advent, LLC 00:23:06 Experiential Marketing Summit, EMS 2008 clean 005: Service-based Marketing http://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/ http://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/#comments Mon, 31 Mar 2008 20:19:40 +0000 Todd Austin http://www.adventresults.com/uncategorized/005-service-based-marketing/ Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter?

In this episode, we'll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise.

]]> Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter?

In this episode, we’ll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-005.mp3]

Show Notes

00:00 Introduction

02:09 Define Service Based Marketing

  • It is NOT the marketing of a service
  • It is performing some community service that is designed to create emotional ties to your brand

03:31 Examples

  • Nestle Waters
  • Google Maps
  • Pampers
  • Tide

14:21 Why Should I Care?

  • Authenticity
  • Employee motivation
  • Highly effective marketing

17.51 How to Implement a Service Based Marketing Program

  • choose a service that has strong ties to your brand
  • work with an established not-for-profit
  • train your Brand Ambassadors
  • Measure your return
  • Use cross-channel promotion

22:20 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/feed/ Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter? In this episode, we’ll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-005.mp3] Show Notes 00:00 Introduction 02:09 Define Service Based Marketing It is NOT the marketing of a service It is performing some community service that is designed to create emotional ties to your brand 03:31 Examples Nestle Waters Google Maps Pampers Tide 14:21 Why Should I Care? Authenticity Employee motivation Highly effective marketing 17.51 How to Implement a Service Based Marketing Program choose a service that has strong ties to your brand work with an established not-for-profit train your Brand Ambassadors Measure your return Use cross-channel promotion 22:20 Resources, Links, Comments Additional Resources Full transcript of episode five Tide Loads of Hope video (Louisiana) Tide Loads of Hope video (California) Google Maps World Cleanup Day Arrowhead / Heal the Bay beach cleanup Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more [...] Advent, LLC 00:23:26 clean 004: Brand Ambassadors http://www.adventresults.com/experiential-marketing-today/004-brand-ambassadors/ http://www.adventresults.com/experiential-marketing-today/004-brand-ambassadors/#comments Thu, 31 Jan 2008 20:53:43 +0000 Todd Austin http://www.adventresults.com/uncategorized/004-brand-ambassadors/ Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist — does it really matter what we call people? The short answer is yes, but not for the reasons you might think.

Just about every experiential marketing event involves people meeting people. Usually, it’s our target audience interacting with our paid representatives. Often, the people that staff these events, and the training they receive, are a last-minute consideration. However, they become the face and voice of the organization once a customer comes in.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-004.mp3]

Show Notes

00:00 Introduction

01:09 What is a Brand Ambassador?

  • Any appointed representative of a brand or company
  • Purpose: bring the brand to life

04:08 Why Should I Care?

09:30 How to Implement a Brand Ambassador Program

  • move from “business” to “theater”
  • from “interviewing” to “casting”
  • anyone who is “on-stage” (i.e., comes in contact with our audience) is a “star”
  • make cast members a fan of the brand, too
  • from “training” to “rehearsals”
  • don’t forget “staging” and “costumes”

16:49 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/004-brand-ambassadors/feed/ Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist — does it really matter what we call people? The short answer is yes, but not for the reasons you might think. Just about every experiential marketing event involves people meeting people. Usually, it’s our target audience interacting with our paid representatives. Often, the people that staff these events, and the training they receive, are a last-minute consideration. However, they become the face and voice of the organization once a customer comes in. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-004.mp3] Show Notes 00:00 Introduction 01:09 What is a Brand Ambassador? Any appointed representative of a brand or company Purpose: bring the brand to life 04:08 Why Should I Care? 09:30 How to Implement a Brand Ambassador Program move from “business” to “theater” from “interviewing” to “casting” anyone who is “on-stage” (i.e., comes in contact with our audience) is a “star” make cast members a fan of the brand, too from “training” to “rehearsals” don’t forget “staging” and “costumes” 16:49 Resources, Links, Comments Additional Resources Full transcript of episode four Adweek: The New Brand Ambassadors Blog Entry: Brand Ambassador or Brand Drag? Cincinnatti Business Journal: ‘Brand Ambassadors’ Give Your Business a Boost Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist-- does it really matter what we call people? The short answer is yes, but not for the reasons you might think. Advent, LLC 00:17:46 clean 003: Experiential Office Space http://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/ http://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/#comments Fri, 14 Dec 2007 19:15:36 +0000 Todd Austin http://www.adventresults.com/uncategorized/003-experiential-office-space/ In building your experiential marketing program, don't ignore your office space. When a customer visits your office, they're going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot?

]]> In building your experiential marketing program, don’t ignore your office space. When a customer visits your office, they’re going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot?

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-003.mp3]

Show Notes

00:00 Introduction

00:56 Experiential Office Space

03:53 Offices on Autopilot (5 stereotypes of bad office experiences)

  • The “Beige” Office
  • The “Dentist” Office
  • The “50s” Office
  • The “Sterile” Office
  • The “Law” Office

05:17 Two Good Examples

07:21 Five Questions to Determine if You Need a Branded Environment

  • Do customers or prospects visit your facility?
  • Do you need to make your mission, vision or values clear to visitors?
  • Do you need your employees to be ambassadors of your brand?
  • Are you growing rapidly?
  • Are you trying to sell your business or raise a round of financing?

11:58 How to Create a Branded Environment

  • Who visits your facility that you want to influence?
  • What action do you want them to take?
  • What are your brand standards and messaging elements?
  • Put on your creative hat and apply the messages to the space

16:34 Two Examples

24:18 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/feed/ In building your experiential marketing program, don’t ignore your office space. When a customer visits your office, they’re going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot? [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-003.mp3] Show Notes 00:00 Introduction 00:56 Experiential Office Space 03:53 Offices on Autopilot (5 stereotypes of bad office experiences) The “Beige” Office The “Dentist” Office The “50s” Office The “Sterile” Office The “Law” Office 05:17 Two Good Examples 07:21 Five Questions to Determine if You Need a Branded Environment Do customers or prospects visit your facility? Do you need to make your mission, vision or values clear to visitors? Do you need your employees to be ambassadors of your brand? Are you growing rapidly? Are you trying to sell your business or raise a round of financing? 11:58 How to Create a Branded Environment Who visits your facility that you want to influence? What action do you want them to take? What are your brand standards and messaging elements? Put on your creative hat and apply the messages to the space 16:34 Two Examples Private-label publishing company Gallery “Greeking” text (Wikipedia) Tech company Gallery 24:18 Resources, Links, Comments Additional Resources Full transcript of episode three Site: LobbyMakeover.com In building your experiential marketing program, don't ignore your office space. When a customer visits your office, they're going to experience something, and often that experience is the critical first impression of your brand. The [...] Advent, LLC 00:25:38 clean 002: Transforming Tradeshow Tactics into Experiential Excellence http://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/ http://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/#comments Mon, 26 Nov 2007 14:32:04 +0000 Todd Austin http://www.adventresults.com/uncategorized/002-transforming-tradeshow-tactics-into-experiential-excellence/ In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.

We discuss the elements of the 360 degree approach, and we give concrete examples.
]]> In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.
We discuss the elements of the 360 degree approach, and we give concrete examples.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-002.mp3]

Show Notes

00:00 Introduction

00:59 The Problem (trade shows are uncontrolled experiential overload)

03:53 The Solution: 360 degree Experiential Makeover

  • Pre-show: planning
  • At-show: execution
    • “No battle plan survives contact with the enemy.” (Helmuth von Moltke the Elder) Note: John’s “famous Viking” was actually a famous German.
  • Post-show: follow-up, evaluate

13:16 Example / Case Study

21:10 Close, Preview of next episode

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/feed/ In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool. We discuss the elements of the 360 degree approach, and we give concrete examples. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-002.mp3] Show Notes 00:00 Introduction 00:59 The Problem (trade shows are uncontrolled experiential overload) SNL Happy Fun Ball skit (YouTube) CEIR Trade Show Statistics 03:53 The Solution: 360 degree Experiential Makeover Pre-show: planning At-show: execution “No battle plan survives contact with the enemy.” (Helmuth von Moltke the Elder) Note: John’s “famous Viking” was actually a famous German. Post-show: follow-up, evaluate 13:16 Example / Case Study 21:10 Close, Preview of next episode Additional Resources Full transcript of this episode Article: The New Exhibitionists: How the Show-Me Approach is Remaking Old Conventions In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.We discuss the elements of the 360 degree approach, and we give concrete examples. Advent, LLC 00:22:43 clean 001: What is Experiential Marketing? http://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/ http://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/#comments Wed, 31 Oct 2007 21:00:01 +0000 Todd Austin http://www.adventresults.com/uncategorized/001-what-is-experiential-marketing/ This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it's also something of a mystery.

In this episode we'll define experiential marketing using metaphors and examples.

]]> This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it’s also something of a mystery.

In this episode we’ll define experiential marketing using metaphors and examples.

[right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-001.mp3]

Show Notes

00:00 Introduction

00:57 What is Experiential Marketing?

01:40 Interviews with University Marketing Students (Ryan Smith)

03:14 Analysis (Todd Austin and Ryan Smith)

04:49 Discussion (John Roberson and Todd Austin)

19:59 Textbook Definition of Experiential Marketing

20:38 Closing, Preview of Next Episode

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/feed/ This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it’s also something of a mystery. In this episode we’ll define experiential marketing using metaphors and examples. [right-click to download: http://s3.amazonaws.com/xmt-podcast/xmt-001.mp3] Show Notes 00:00 Introduction 00:57 What is Experiential Marketing? 01:40 Interviews with University Marketing Students (Ryan Smith) 03:14 Analysis (Todd Austin and Ryan Smith) 04:49 Discussion (John Roberson and Todd Austin) The Experience Economy by Pine and Gilmore Altoids pop-up stores Starbucks cups-on-cars 19:59 Textbook Definition of Experiential Marketing 20:38 Closing, Preview of Next Episode Additional Resources Full Transcript of this Episode Article: What is Experiential Marketing? Article: Avoiding the Ralphie Moment (requires free registration) Wikipedia: Experiential Marketing This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it's also something of a mystery.In this [...] Advent, LLC 00:21:37 clean