ARCHIVE - The Value of a Trend
NewsOctober 31, 2007 In By Advent
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.
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.
October 30, 2007 In Archives By Advent
Definition of Experiential Marketing
Here is the definition of experiential marketing that we work from:
Experiential Marketing connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters.
Whereas traditional marketing has focused on mass communication using rational, left-brain directed persuasion, experiential marketing focuses on making a personalized connection using emotional, right-brain directed involvement.
October 23, 2007 In Podcasts By Advent
009: Design with Heart by Robyn Waters
Robyn Waters, former VP of Trend, Design and Product Development at Target and author of the book The Hummer and The Mini, was the keynote presenter at the 2008 Event Marketing Innovation Tour. This episode is from her presentation at the Musicians Hall of Fame in Nashville, TN, on October 9, 2008.
October 16, 2007 In Archives By Advent
Thinking Creatively
When you walk down trade show isles, do you feel like you're seeing the same booth over and over? Perhaps that's because the "pop-up" booth system is by far the most popular exhibit structure. It's a quick and easy setup and is very light-weight compared to a custom exhibit. The problem with the pop-up is that it feels like everyone is using them, a real challenge when you're trying to stand out among the crowd of booths.
I recently had a client who wanted to freshen up their old pop-up so that it would look more customized. Here's how we did it... We printed graphics to go on the pop-up frame that look like a purple curtain. Then, we took images the client had selected to represent their buisness, printed them on canvas and had them framed. Attaching them to the pop-up created an art gallery effect. We also added a frosted header that could be easily moved and changed quickly. The end result was a booth that "WOWed" the trade show floor.
This application isn't right for everyone, but it's a great example of recycling a boring pop-up into an attention-grabbing display, and that's the type of results everyone dreams of! Remember: Think Creatively!!! You may not have to start over to create dramatic results.
008: Interview with Robyn Waters
Robyn Waters, former VP of Trend, Design and Product Development for Target and author of the book The Hummer and The Mini, speaks with Todd Austin about the role of design in event marketing.
October 15, 2007 In Archives By Advent
Hot or Not?
When I was growing up, there was a website called "hotornot.com". People thought it was fun to put a picture on the web because then other visitors would rate their "hotness". Of course, you could do the same for other people. After awhile, you had an average rating of how "hot" you were. People would bookmark the "hot" people and those were the ones who left a lasting impression on everyone's minds.
This same principle can be applied to a trade show floor. Does your tradeshow display receive a 5 for an average score on the floor. Will anyone leave your booth thinking, "Wow, that was a different booth! I'll never forget that"?
If you agree that a main purpose of trade shows is to make a lasting impression on potential or current clients, then you need to find a way to differentiate ourselves from the pack. As silly as a website is for showing which person stands out, a hot booth in a trade show can make or break the amount of return you receive on your investment.
The next time you are designing of setting up your booth, ask yourself, is this hot or not?
October 12, 2007 In Archives By Advent
Come one…come all…
Isn't it great when you get an invitation in the mail for a chance to win a 50" Plasma television if you stop by a trade show booth? Sure it is....but is it really the best way to market to trade show attendees?
Many companies seem to overlook the importance of qualified leads and focus on getting a large amount of trade show traffic in their booth space. The problem with this tactic is that probably 90 to 95% of the traffic generated by a mass mailer "give-a-way" promotion is NOT a qualified lead. So at the end of the day what are you really accomplishing?
Let me suggest an alternitve way to approach targeting potential customers by telling you a quick story.
A marketing executive decided they were only going to target a very select group at the next trade show they attended. So, they purchased the pre-show registration list from the show and chose to target just 200 of the 5,000 attendees. They sent out a high-end invitation that asked the attendees to stop by the booth to pick-up a free $500 ink pen! Wow, what a treat! And it worked. They had over a 50% response rate to the promotion. They spent as much money on 200 attendees as you would to market the entire list, but by closing one of these deals they would pay for the entire promotion. I'll just say they closed more than one deal:).
Remember: Quality over Quantity....it works!
October 11, 2007 In Archives By Advent
Guidelines for Good Brand Management
In Brands and Branding (2003 Clifton Simmons, et. al.), a series of authors and experts offer their insights on branding. In the section “What is a Brand?” Tom Blackett offers the following guidelines for effective brand management:
- Protect your brand: Blackett reminds us that trademarks and copyrights can legally protect the brand, but I would add that one must also work to protect the brand from dilution, inconsistencies, or improper positioning.
- Honor your stakeholders: “Your customers expect attractive, well-differentiated products and services that will live up to their expectations and are well priced,” Blackett says. He further suggests you highlight the value of your brand to employees, shareholders, vendors and trade partners, and opinion leaders.
- Treat your brand as an investment not a cost: Among corporate assets, brands can be more valuable that any other piece of capital on the balance sheet. Their value will increase with investments in marketing and development.
- Exploit the financial potential of your brand: In addition to product and service development under the brand, companies should consider opportunities for co-branding, licensing, and franchising.
- Understand that successful brand management is a complex task: It’s more than marketing skill; it requires awareness that a brand can become a corporation’s most valuable asset.
October 5, 2007 In Archives By Advent
The Value of a Trend
Why is corporate America so concerned about staying on top of emerging trends in business? A Google search for “new business trends” produces 238,000,000 results. Those numbers speak to the value placed on and demand of this knowledge. However, do these trends really have a valuable impact on commerce? Absolutely, we are living in a society that changes in an extremely rapid fashion. A recent article by Andre Janisch, a senior writer for Entrepreneur Zone speaks to the value of trends: http://www.businessseek.biz/article-directory/article-121.html.
Understanding trends not only shows increases in net profit, it also helps to establish your business as an expert in your area of practice. Monster brands are willing to pour countless dollars into tracking and understanding these trends. Financial analysts continually justify the cost of their implementation.
I urge you ~ don’t be afraid to follow a trend. It may take your business to the next level. As a marketing firm, one of the trends that we understand and continue to study each day is “experiential marketing.” This involves marketing in a tangible fashion or selling your product or service in a face-to-face encounter. In a marketing-saturated world, this face-to-face experience is truly valued. This trend has completely transformed the framework and core values of our firm. Check out goggle’s new trend awareness service, at www.google.com/trends.
