NEWS & UPDATES

May 21, 2008 In Podcasts By Advent

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.

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

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March 31, 2008 In Podcasts By Advent

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.

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

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January 31, 2008 In Podcasts By Advent

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.

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

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December 14, 2007 In Podcasts By Advent

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?

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

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November 26, 2007 In Podcasts By Advent

002: Transforming Tradeshow Tactics into Experiential Excellence

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

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October 31, 2007 In Podcasts 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.

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

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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.

Show Notes

00:00 Intro­duc­tion

01:38 About Robyn Waters

02:53 Design with Heart

06:26 The State of the Market

08:41 The Con­tra­dic­tory Consumer

09:37 The State of Innovation

23:05 Design with Heart

23:36 Design­ing a Prod­uct with Heart

34:20 Design­ing a Ser­vice with Heart

37:25 Design­ing an Expe­ri­ence with Heart

46:19 Design­ing a Mar­ket­ing Mes­sage with Heart

53:45 Design­ing a Cor­po­rate Mis­sion with Heart

58:53 Clos­ing Comments

60:40 Q&A

62:56 More infor­ma­tion, resources, and feedback

Addi­tional Resources

• Full tran­script of episode nine
• Event Mar­ket­ing Inno­va­tion Tour (hosted by the Amer­i­can Dis­play Alliance)
• Ama­zon: The Hum­mer and The Mini: Nav­i­gat­ing the Con­tra­dic­tions of the New Trend Landscape
• Ama­zon: The Trendmaster′s Guide: Get a Jump on What Your Cus­tomer Wants Next
• Ama­zon: The Big Moo: Stop Try­ing to be Per­fect and Start Being Remarkable
• RW Trend web­site: http://www.rwtrend.com/
• Robyn′s Newslet­ter: http://rwtrend.com/section01/trend_newsletter.php

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October 16, 2007 In Podcasts By Advent

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.

Show Notes

00:00 Intro­duc­tion

01:55 Inter­view with Robyn Waters

02:07 The Impor­tance of Design

• Target′s 3 Secrets to Success

04:24 Exam­ples of Design in Action

• Philippe Starck Sippy Cup
• Michael Graves Toi­let Brush
• Michael Graves Tea Kettle

06:48 The Con­nec­tion between Design and Event Marketing

08:11 The Cur­rent State of Event Design

08:53 How to Find More Infor­ma­tion about Robyn

• RW Trend web­site: http://www.rwtrend.com/
• Robyn′s Newslet­ter: http://rwtrend.com/section01/trend_newsletter.php

09:24 Clos­ing Com­ments, Resources, and Con­tact Info

Addi­tional Resources

• Full tran­script of episode eight
• Event Mar­ket­ing Inno­va­tion Tour (hosted by the Amer­i­can Dis­play Alliance)
• Ama­zon: The Hum­mer and The Mini: Nav­i­gat­ing the Con­tra­dic­tions of the New Trend Landscape
• Ama­zon: The Trendmaster′s Guide: Get a Jump on What Your Cus­tomer Wants Next
• Ama­zon: The Big Moo: Stop Try­ing to be Per­fect and Start Being Remarkable

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July 30, 2007 In Podcasts By Advent

007: The Event is the Middle

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.

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

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