Advent Blog

[This is a tran­script of the free audio pro­gram, Experiential Marketing Today. The audio ver­sion of this con­tent is avail­able at: Episode 003: Experiential Office Space]

[musi­cal interlude]

Announcer: Welcome to Experiential Marketing Today.

[musi­cal interlude]

John Roberson: Welcome to this episode of Experiential Marketing Today.

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

My name is John Roberson and I’ll be your host for this episode.

[musi­cal interlude]

John: Episode three, “Experiential office space, the first frontier.”

In this episode we’ll talk about how strong com­pa­nies are effec­tively using their office space to cre­ate a strong and last­ing first impres­sion for their brand.

In today’s com­pet­i­tive mar­ket suc­cess­ful com­pa­nies are real­iz­ing that you have one chance to make a strong first impres­sion and they’re not going to leave the impres­sion of their brand to chance.

Successful com­pa­nies are thought­fully con­sid­er­ing using their office space to cre­ate a brand con­nec­tion, one that is rel­e­vant, one that’s inter­ac­tive, one that’s per­sonal, and one that cre­ates a last­ing mem­o­rable encounter between their audi­ence and their brand.

[musi­cal interlude]

John: We’re joined by Todd Austin. Now Todd, we’re going to talk about some­thing that’s going to make the audi­ence maybe ques­tion whether or not it should be on the expe­ri­en­tial mar­ket­ing map.

Todd Austin: OK.

John: We’re going to talk about office spaces. How are office spaces a part of expe­ri­en­tial marketing?

Todd: Well I admit that offices spaces don’t seem very excit­ing when you just look at all the things out there that peo­ple do in what they call expe­ri­en­tial mar­ket­ing. But when you think about it, we spend so much time and effort on mar­ket­ing out there away from us, it only makes sense to think about, “Well, what hap­pens when some­one comes to see us?” That’s a crit­i­cal time.

When some­one comes into our space some expe­ri­ence is going to hap­pen. Just because we’re not man­ag­ing it doesn’t mean it’s not an expe­ri­ence. It’s bet­ter if we take con­trol of that expe­ri­ence and not leave it on autopilot.

John: It’s very inter­est­ing. I’m also reminded that in a day and age where the folks who would be vis­it­ing our office are so over-stimulated by all of the flood of email mar­ket­ing, web-based mar­ket­ing, tele­vi­sion, Internet, satel­lite radio, and all of those things that are com­ing at them and vying for their atten­tion, it seems as though when we finally per­suade them to visit our facil­ity we’d like to con­trol that expe­ri­ence like you’re say­ing. We’d like to cre­ate a cocoon, if you will, so that what we would like to express to them comes through.

Todd: So maybe it helps here if we talked a lit­tle about what hap­pens when you leave that expe­ri­ence on autopilot.

John: Great! Let’s do that.

John: Well, there’s some really note­wor­thy stereo­types of what bad offices are like. There’s the stock or stan­dard issue beige office. You know, it’s that newly leased office space and you just kind of throw in some fur­ni­ture from the office yard. And it’s just stock. It’s really beige. The over­whelm­ing mes­sage is: beige.

Todd: It’s, “I’m the same as the guy next door.”

John: Exactly.

Todd: And the guy next door might be a well drilling company.

John: That’s right.

Todd: But I look the same as he does.

John: That’s right. And you just hap­pened to select the wrong door to come in, you know?

[laugh­ter]

John: In the strip mall, you selected the wrong door.

And then there’s the den­tist office. And who of us haven’t been to a stereo­typ­i­cal den­tist office where there are old mag­a­zines? There’s this cutesy decor and it really has no rela­tion to the brand whatsoever.

Todd: So we’re not talk­ing specif­i­cally just about dentist’s offices here. We’re talk­ing about the idea of my space could be the same as a den­tist office.

John: That’s right. Anyone could have out-of-date magazines.

There’s also the ‘50s office. We’ve seen this a lot as we’ve dealt with clients: dark pan­el­ing, cubi­cal style metal recep­tion desk, flo­res­cent fix­tures. You know that plant that no one ever threw away? It just keeps grow­ing and grow­ing and grow­ing and they paper clip it here and paper clip it there and it’s like the plant that ate New York.

Todd: And those flo­res­cent fix­tures have to be buzzing in this scenario.

John: They’re buzzing or flick­er­ing a lit­tle bit and every­body looks a lit­tle bit green.

[laugh­ter]

John: Then there’s the ster­ile office. It’s clean, it’s mod­ern, but it’s cold and it’s aloof. And it’s like it’s in outer space and no one really is com­fort­able sit­ting down. You can’t tell if it’s a cof­fee table or is that a bench?

Todd: I some­times think of that as a museum office.

John: Exactly.

Todd: Look, but don’t touch.

John: Exactly. And then there’s the law office. And we heard this recently in a client con­ver­sa­tion. They said they recently vis­ited their attorney’s office and they were reminded that they must be over­pay­ing their attor­ney because the office was so opu­lent that it com­mu­ni­cated excess, money, and lav­ish­ness. And obvi­ously that must trans­late into excess fees.

Todd: It’s sad that that’s the first impres­sion you get. But I’m the same way. I see all that dark wood and I just think money.

John: That’s right.

Todd: And I’m sure that’s not the impres­sion they want me to get.

John: OK. So we’ve talked about these stereo­typ­i­cal bad expe­ri­ences where the office space is either on autopi­lot or we pull almost a cos­tume from these stereo­typ­i­cal casts of bad offices.

But Todd, talk about some good expe­ri­ences where the over­all impres­sion of the per­son who makes con­tact with the space is not left to chance.

Todd: Well one of the first things that comes to mind, always when you think of this, is the job that Apple has done with its Apple stores. Now that’s a retail exam­ple but it’s one that most of the audi­ence can prob­a­bly con­nect with.

Everything about the envi­ron­ment of those stores when you walk in is on mes­sage for the Apple brand.

John: It’s on mes­sage, but it’s also very inter­ac­tive. It’s very light over­all. It’s very hands-on, “Our tech­nol­ogy is approachable.”

And isn’t it inter­est­ing that unlike the office ware­house store, each piece of tech­nol­ogy has space between it? It’s almost as though the space has to be shown in order to ele­vate the high design that’s there with Apple.

Todd: You’re right. They’re not cram­ming every square inch full of something.

John: It is more like a museum or gallery in the way that it’s spaced out but much more approach­able, friendly, and hands-on than the typ­i­cal big box office ware­house store.

Todd: Right. The other exam­ple that comes to mind is not a busi­ness exam­ple but it’s the impres­sion you get when you walk into a cou­ple of dif­fer­ent types of homes.

The first would be the home where every­thing is so care­fully placed and looks so expen­sive that you’re just uncom­fort­able the whole time you’re there. You’re afraid to touch anything.

John: Right.

Todd: And the oppo­site of that would be the place where you walk in and you imme­di­ately feel wel­comed, you feel like you can inter­act with things, you can pick them up and ask ques­tions about, “Well, who’s this?” It just draws you in to that family.

John: And there’s a pur­pose to that arrange­ment. It’s not hap­haz­ard. There’s a pur­pose to it but it’s almost as though the over­all design ele­ments cre­ate com­fort for us. They cre­ate hos­pi­tal­ity and wel­come for us.

Todd: Right. And they tell the story of that family.

John: That’s right.

Todd: Let’s talk for a few min­utes about some clues that you may need to con­sider this for your business.

John: Well, as we have worked with clients now over a num­ber of years to help them bring their brand into their per­ma­nent envi­ron­ment we’ve noticed that a lit­mus test arises, these five ques­tions that we ask if you are a good can­di­date for a brand envi­ron­ment or a branded environment.

So these five ques­tions are: num­ber one, “Do cus­tomers and prospects visit you in per­son?” That’s a very impor­tant test. If they visit you in per­son typ­i­cally what that sug­gests is there’s a level of do-diligence there that’s where they’re check­ing you out. They’re val­i­dat­ing their desire to do busi­ness with you. But a site visit is part of that sell­ing process as a part of that buy­ing process. So that’s ques­tion num­ber one.

Todd: OK.

John: Question num­ber two is, “Do you need to make your mis­sion vision and val­ues clear to the peo­ple who visit?” The rea­son we say this is because at the heart of effec­tive brand mar­ket­ing is the con­cept of dif­fer­en­ti­a­tion. And at the heart of expe­ri­en­tial mar­ket­ing is the con­cept of mak­ing the authen­tic nature of the brand come to life in ways that are inter­ac­tive, that are per­cep­tive, and are rel­e­vant to the audience.

And so if you need to com­mu­ni­cate who you are, what you do, and how you do things dif­fer­ently, then that makes you a good can­di­date for a brand envi­ron­ment. That’s another ques­tion that you might ask is, “Do you need to make that mis­sion vision of val­ues clear to the peo­ple who visit?”

Todd: And then our expe­ri­ence, this one is espe­cially impor­tant to not-for-profit com­pa­nies who often have vol­un­teer staff, who have donors com­ing in; they have media com­pany in, peo­ple they want to influ­ence about the cause they’re work­ing on. They need their space to tell that story as well.

John: That’s right. And you know, as we talked about in the intro­duc­tion, we don’t want to leave this exer­cise to chance. It’s not on autopi­lot and there’s very much a pur­pose about it.

We often hear the phrase that you’re audi­ence or your customer’s per­cep­tion is your real­ity. Well, here’s a good exam­ple of that. If you’re try­ing to clearly con­vey a mis­sion, a vision, or a set of val­ues then you can’t leave that to per­cep­tion. You have to be pur­pose­ful in the way you com­mu­ni­cate that.

The third thing that we see and we’ve seen a num­ber of projects that we’ve done with clients where this is the case, is that “Do you need your employ­ees to be ambas­sadors of your brand?” You can see why that’s so important.

Todd: Yes, that lan­guage is very inter­est­ing. And I think some­time in the future we’ll talk about brand ambas­sadors as a sep­a­rate episode.

Our employ­ees are the front line of our inter­ac­tions with our cus­tomers and prospects. They have to rep­re­sent the com­pany and the company’s val­ues and mis­sions. So they have to under­stand it and buy into it.

John: And so what’s hap­pen­ing is the brand envi­ron­ment is bring­ing the story around them. It’s wrap­ping the words, the mes­sage, the script of the story around the peo­ple who are touch­ing it every­day. And so it becomes sec­ond nature for them that they can rein­force that brand to the folks who are com­ing and vis­it­ing that facility.

Question num­ber four, “Are you grow­ing rapidly?”

And we see this being so impor­tant because often it’s rapid grow­ing com­pa­nies that need to be num­ber one on their A-game. And num­ber two, they just con­stantly are selling.

They’re sell­ing to prospec­tive cus­tomers, they’re try­ing to recruit top tal­ent with employ­ees, they’re sell­ing to banks. They need expanded lines of credit or emcee­ing capi­tol or they need a round of fund­ing from some sort of ven­ture capi­tol firm. They’re con­stantly sell­ing these rapidly grow­ing com­pa­nies. And so they’re often very good can­di­dates for a brand environment.

Todd: And when you’re grow­ing that fast you often have dif­fi­culty keep­ing every­body on the same page that you’ve hired. You’re bring­ing in peo­ple so quickly that you can tell them what your company’s about, but then you’re off to the next thing and they’re try­ing to catch up.

John: That’s right. And when you’re grow­ing that rapidly that brief inter­ac­tion where some­one is paused in the lobby area, you want them to use that free time not to read an out-of-date copy of Men’s Health Magazine or Sports Illustrated, rather, you want them to spend that time hear­ing your story.

Todd: Right.

John: Seeing your story come to life.

And the fifth ques­tion is, “Are you try­ing to sell your busi­ness or rise around a financ­ing back to the capi­tol invest­ment?” Are you in a zone where rather than sell­ing to cus­tomers you’re really sell­ing to investors?

And if that’s the case they need to clearly know you’re in con­trol of your story and the way you present your brand to the out­side audience.

Todd: All right.

John: So Todd, we talked about these five signs or five ques­tions that you might ask your­self if you’re a good can­di­date for a brand environment.

Now the ques­tion becomes, “How?” How do we go about imple­ment­ing this? And how do we think about cre­at­ing this brand envi­ron­ment, this story? What do you think are those ele­ments that we consider?

Todd: Well, it’s easy at this stage to jump to the end and start think­ing of all the things I can do in my space. But I think we would strongly encour­age peo­ple to harken back to the last episode which was about trade show plan­ning and apply some of those lessons here as well.

And that’s first, think about what you’re try­ing to do. The very first thing I would do would be to think about: who is it that’s com­ing into my facil­ity that I want to influence?

The very first thing that comes to mind of course is prospects or cus­tomers. And we’ve made the case for why you want to influ­ence them but we some­times for­get that we have other peo­ple vis­it­ing us.

You men­tioned investors. That’s a group that we do care about. But there may also be com­mu­nity influ­encers. We may host char­ity meet­ings in our office in a board­room and have peo­ple com­ing in that are busi­ness lead­ers from all over the com­mu­nity. We need to think about how our busi­ness looks to them. How we com­mu­ni­cate what we do to them.

And then of course, the fourth audi­ence which we need to con­sider is our own employ­ees, our own people.

John: OK. So we have this under­stand­ing now of to whom or with whom we want to com­mu­ni­cate, what’s next?

Todd: The nat­ural next step is, “What are my objec­tives for each group?” If I care about influ­enc­ing prospects and cus­tomers what do I want to influ­ence them to do? What is the out­come? What action do I want them to take?

We often ask a ques­tion when we approach this with a cus­tomer. And that is, “What con­ver­sa­tions do you want your space to start?”

John: That’s really inter­est­ing. I once heard a sales trainer who said that when you intro­duce your­self at a cock­tail party you say, “This is what we do. We do expe­ri­en­tial mar­ket­ing.” What you want the audi­ence to say is, “Wow! How?”

Todd: Right.

John: And so what I hear you say­ing is what we want is that audi­ence who’s inter­act­ing with us, we want to think about what those ques­tions are. We want them to ask in reac­tion to this encounter. We want them to say, “Wow! How do you do this?” Or, “Tell me more about your com­mit­ment to sus­tain­abil­ity or your com­mit­ment to giv­ing back to the community.”

Todd: Or even, “Wow! I didn’t real­ize you guys did that.”

John: Exactly. You have an add-on sale that expands the rela­tion­ship, very interesting.

OK, so we have the audi­ence. We think about what these com­mu­ni­ca­tion objec­tives are for each group. Now what, prag­mat­i­cally, where do we go next?

Todd: Well now we take our brand cat­a­log, our brand guide, and look at the col­ors that we work from on our brand. We look at the mes­sages that we pro­mote in our mar­ket­ing pieces. We look at all those ele­ments that make up how we com­mu­ni­cate, what we do, and how we do it dif­fer­ently. And we match that up against the mes­sag­ing ele­ments that we have avail­able for our space.

So we may want to have a wall that’s focused on cus­tomer suc­cess sto­ries. So nat­u­rally we think of pic­tures of cus­tomers and sto­ries about what they do. We may have mes­sag­ing ele­ments that are just a list­ing of our ser­vice offer­ings. It just depends on our business.

John: I think it’s an impor­tant insert here Todd, is we’re not tak­ing just the brochure and over­lay­ing it onto the space. That would look like Disney World or a carnival.

Todd: Right.

John: It would be too color sat­u­rated. This is space where peo­ple are being pro­duc­tive, they’re inter­act­ing, they’re com­ing to work every­day. So we do have to think about what range of col­ors are appro­pri­ate for an office envi­ron­ment that are derived from the port­fo­lio of brand col­ors. So that’s really important.

The other thing is: you just can’t take that brochure and snap it on a space. It doesn’t fit. There are things like time-lines, his­to­ries, and cus­tomer tes­ti­mo­ni­als as you were describ­ing, that need to be brought to life. Because this is three dimen­sional, it’s multi-sensory.

And so we’ve got to find a way to let some­one inter­act with this. Because that’s, as we said in the first episode, that’s what expe­ri­en­tial mar­ket­ing is all about. There’s this per­sonal inter­ac­tion involvement.

Todd: That’s right. Putting our brochure up on the wall is just as inap­pro­pri­ate as tak­ing our TV com­mer­cial and play­ing in a loop over and over again.

John: Exactly.

Todd: It’s just going to be annoy­ing. It’s not going to work.

John: That’s right.

So to sum­ma­rize, we want to think about who’s vis­it­ing this space. We want to think about what we’re try­ing to com­mu­ni­cate to them. We want to think about what is our brand port­fo­lio? What is the brand con­text? What’s the brand mes­sag­ing that we want to infuse into the space? And then we want to imple­ment it. We want to actu­ally do it and have an action plan for doing it that doesn’t string on for­ever but actu­ally can be done suc­cinctly so that the busi­ness of work continues.

Todd: Exactly. We’ll spend a few min­utes talk­ing about some exam­ples because exam­ples always bring this to life.

John: Well, one that comes to mind is one of the first engage­ments that we were involved in with a client. It’s a client who’s in the pri­vate label pub­lish­ing business.

We actu­ally were called because one of their big accounts was com­ing to visit there facil­ity and they were hav­ing a bake off. Now you’re famil­iar with that term, “bake off”?

Todd: Yes, some peo­ple call that a beauty pageant.

John: That’s right. The ad agency and design terms, it’s where the busi­ness is being bit off against a defin­i­tive competitor.

So they were the incum­bent. They had this account but they were at risk of los­ing it.

Todd: Right.

John: Interestingly, the offi­cials from this cus­tomer had never vis­ited their facil­ity. There was a new man­age­ment team involved and they had never vis­ited this facil­ity. So mak­ing an impres­sion was really important.

In this world of tech­nol­ogy they had looked up and seen the space of their com­peti­tor and they knew their com­peti­tor was a lit­tle bit sharper than they were. It was going to present a strong mes­sage and impact.

So in col­lab­o­ra­tion with the client we went through a series and a tool that we call a dis­cov­ery tool. We tried to extract from that client the essence of their brand. And because they were in the pri­vate label pub­lish­ing busi­ness, we came up with this key posi­tion­ing phrase that they had not had before that sim­ply said, “Your story starts here.”

And I think our audi­ence can see in some of the show notes from this episode some of the visu­als that go with that. But as you approached the glass inte­rior cor­ri­dor that opened from the com­mon office space into this par­tic­u­lar company’s offices, you saw the brand logo come to life. You saw these color blocked walls that approached you in dif­fer­ent strong but uni­fy­ing col­ors that were derived from the brand color palate. And you saw this clear posi­tion­ing state­ment that said, “Your story starts here.”

And then because they design mag­a­zine lay­outs as a part of this pri­vate label pub­lish­ing busi­ness that they did, there was a photo mon­tage that was just to the right of the logo in this lobby. The images that were selected where actu­ally pro­trud­ing from the wall at var­i­ous depths so the mon­tage was actu­ally, with­out it mov­ing, it showed move­ment just in the tex­ture and the topog­ra­phy, the dif­fer­ent depths of this montage.

Todd: That’s hard to pic­ture but we’ll make sure we put a photo of that in the notes.

John: That’s right, and so there’s these images that are there in this three dimen­sional montage.

And then we looked at even details because they’re in the pub­lish­ing busi­ness and pub­lish­ing has long been a part of design. There are folks who are lis­ten­ing to this episode who’ll know what Printer’s Greek is. It’s that block of type that often design spe­cial­ists use just to fill up a space when they’re think­ing about dif­fer­ent lay­outs and concepts.

And we actu­ally wrapped Printer’s Greek around the recep­tion counter in a cus­tomer wall cov­er­ing. Immediately when you walked in you saw this Printer’s Greek that was water­marked in the recep­tion counter that spoke of lay­out and design. You saw the company’s logo, you heard this key posi­tion­ing state­ment that actu­ally was there on the wall, in type on the wall and it said, “Your story starts here.” And then you saw these dif­fer­ent lay­outs from mag­a­zine spreads that they’ve done that were jut­ting out at you and pro­trud­ing to you right in that lobby.

And so clearly in the lobby you got this very clear under­stand­ing of their business.

Todd: And what was the outcome?

John: Well the out­come was that they actu­ally won, re-won that busi­ness. They won that account and secured that busi­ness for another multi-year con­tract and we were delighted to do that.

The other thing that was kind of inter­est­ing about that project is we had to do it on a very short time frame. We had to do it in a few weeks, totally trans­form the space within a few weeks.

Todd: So clearly a lot of the things you do when you remake your space think­ing expe­ri­en­tial mar­ket­ing, you don’t have to move walls nec­es­sar­ily. You don’t have to call an archi­tect nec­es­sar­ily. There are many things that you can do and get them done quickly and really make your space work for you.

John: It’s very impor­tant that we point that out to our audi­ence because often archi­tects are too big a tool for these kinds of projects. They often are very con­cerned with the struc­ture and the bones of the space, whereas busi­ness peo­ple tend to be con­cerned about the com­mu­ni­ca­tion objectives.

And inte­rior design­ers who are very com­pe­tent at select­ing col­ors and fur­nish­ings that will com­pli­ment the space often don’t con­tem­plate what that mes­sag­ing is going to be. They don’t think about what the brand posi­tion­ing is and what the imagery of the brand is in mak­ing this a full life expe­ri­ence. However, they might col­lab­o­rate on the team.

Todd: Right.

John:  – Be a part of the over­all project.

Todd: Did you have a sec­ond exam­ple in mind?

John: A sec­ond exam­ple that I had is client of ours who is in the tech­nol­ogy busi­ness. This was very intrigu­ing to us that they sought us out because they wanted to make their space very com­pelling. But their num­ber one audi­ence was actu­ally their employees.

Todd: So they weren’t wor­ried at all about cus­tomers walk­ing in?

John: As we vis­ited with them we found that very few cus­tomers vis­ited their space. And so this total makeover of this space into a branded envi­ron­ment was really about them hav­ing a com­pelling space for them the recruit top tech­nol­ogy tal­ent which as you know, is very hard to do.

Todd: Right.

John: And retain peo­ple by putting out their plat­form of being very proud of their space, of an envi­ron­ment that com­mu­ni­cated the value that they pro­vided for their cus­tomers. So that these ambas­sadors, these tech­nol­ogy spe­cial­ists who go out in the field and work on the net­works and tech­nol­ogy that their cus­tomers have in their offices, these ambas­sadors could go out and speak to the full gamut of ser­vices, the four or five ser­vice offer­ings that were a part of their prod­uct and ser­vice mix.

And so they could be a very effec­tive sales­per­son because as you know, tech­nol­ogy pro­fes­sion­als as a rule aren’t great salespeople.

Todd: Right.

John: But by remind­ing them of the ser­vice offer­ing and remind­ing them of the things that made them dif­fer­ent and were com­pet­i­tive advan­tages for them in their sur­round­ings, they were empow­er­ing their peo­ple to go and be suc­cess­ful on their behalf.

Todd: So then when con­ver­sa­tions came up and they were search­ing for the words they will have already sug­gested those words to them?

John: That’s right. And just to under­score how impor­tant this is, we did a project many years ago for a par­tic­u­lar firm and later, if you recall, we inter­viewed one of their employees.

And we asked this young lady what made a great employee. She said, “Five points.” And iron­i­cally we knew those five points where the five core val­ues of this firm.

Why? Because we had put those core val­ues on wall cov­er­ings and wall hang­ings that were in the envi­ron­ment of this office.

And so we could tell them as quickly as she could. And she was espous­ing these as great attrib­utes of a great employee when we knew that they were the core val­ues of ABC Company.

Todd: So clearly the mes­sage had an impact with her?

John: It obvi­ously did. Her reten­tion of it was very clear.

Todd: How do we want to wrap this up John?

John: Well, I think we want to tell peo­ple obvi­ously this is a very visual sub­ject mat­ter. And we’re going to have links in the show notes in with this episode where peo­ple can see more about some of the projects we’ve got­ten to col­lab­o­rate with clients on. Maybe see some of the “before and afters” that trans­form the space.

But I think what we want to do is if we can put our­selves in a posi­tion of lob­by­ing the audi­ence, we want to lobby them, then a really impor­tant place for expe­ri­en­tial mar­ket­ing to be is in their own lobby.

Todd: Experiential mar­ket­ing can hap­pen any­where you come into face to face con­tact with your customers.

John: That’s right. And you just don’t want to leave that on autopi­lot. You want to be pur­pose­ful and inten­tional about it and cre­ate an authen­tic encounter with your brand.

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John: That wraps up this episode. We hope that you found some best prac­tices that will improve your own expe­ri­en­tial marketing.

You can find links to any of the resources men­tioned in this episode in the show notes on our web­site. Specifically you’ll find links to the pho­tos of the case stud­ies we described in this episode in show­ing how we took spaces from before to branded environments.

You’ll also find the link to the full tran­script of this pro­gram. All of these resources can be found at our web­site: www.ExperientialMarketingToday.com.

If you’ve got ques­tions or com­ments regard­ing some of the things we’ve dis­cussed you can sent those to us using the email address feedback@experientialmarketingtoday.com. Or you can post com­ments on the website.

You can also record a voice mes­sage using our com­ment line. To do that, call 615−742−3355 and fol­low the instructions.

We hope you’ll join us for the next episode. We’ll see you soon.

Announcer: Thanks for lis­ten­ing to Experiential Marketing Today.

[musi­cal interlude]