Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Four Common Mistakes That Will Kill Your Next Experiential Marketing Campaign

by Steve Randazzo  |  
January 27, 2016
  |  2,398 views

Experiential marketing is all about bringing brands to life in the form of localized events, free samples, and interactive exhibits that are tailor-made for specific demographics. Experiential marketing can help marketers create deep and meaningful two-way interactions between audiences and brands.

No other marketing technique engages consumers on the same level.

There's a reason it's called "experiential" marketing: It goes beyond words and images; it's an experience that excites the senses and leaves a strong, long-lasting impression of authenticity.

There's a catch, however

Several years ago, a client shipped two boxes of its newest chocolate meal supplement drink, asking my agency to sample the product across more than 20 markets.


The entire office crowded around our conference table, eager to try the beverage. We took the cold, contoured bottles from the refrigerator, gave them a satisfying shake, poured out shot-sized rations, and passed them around the room.

The excitement quickly turned to concern. Wide eyes turned squinty, and noses wrinkled. It was terrible.

We had a choice to make: Do we try to market something we know the audience won't like? Or do we have the courage to tell the client that his new product needs more prodding in the lab?


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Steve Randazzo is founder and president of experiential marketing agency Pro Motion Inc. He has longstanding relationships with big-name clients, including Dr Pepper Snapple Group, the Walt Disney Company, Hewlett-Packard, Duck Brand, Fiskars, Citgo, the NBA, and Tractor Supply Co.

LinkedIn: Steve Randazzo

Rate this  

Overall rating

  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
1 rating(s)

Add a Comment

Comments

  • by brad kumar Tue Feb 2, 2016 via web

    interesting

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!