Question

Topic: Advertising/PR

The Cost Of Experiental Marketing

Posted by dan74uk on 4/22/2015 at 9:16 AM ET 125 Points
If we owned 1000 vending machines and we could sell the exterior to a brand with the same synergy what could we charge .
High footfall locations ,sited for three years ,large novelty and customer interaction
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/22/2015 at 9:38 AM Accepted
    What's it worth to another brand to have the exposure? How do you know?
  • Posted by dan74uk on 4/22/2015 at 10:04 AM Author
    It really fits with the one we will speak to better than any others
    Question is reallly whats the normal spend on experiental marketing

    If the cpm was under one pound would this be a no brainer
  • Posted by Gary Bloomer on 4/22/2015 at 11:02 AM Member
    "If we owned 1000 vending machines" But do "we" own the aforementioned machines and how strong is the fit with the brand in question? Additionally, what do you mean by "experiential" marketing?
  • Posted by dan74uk on 4/22/2015 at 11:17 AM Author
    We can build up to 1000 fot os brilliant .fits everyone of the brands corPorate identies.
    By experiental i mean our product gives customer interactivity with the brand for far longer than a tv advert
  • Posted by dan74uk on 4/22/2015 at 11:18 AM Author
    Sorry fit is brilliant
  • Posted by Gary Bloomer on 4/22/2015 at 12:20 PM Member
    Exactly how does the customer interact with the brand? There is a large difference between interaction with a brand and exposure to it.
  • Posted by dan74uk on 4/22/2015 at 1:29 PM Author
    The machine as well as fully videod up ie lcd constantly playing sends them phone messages etc and also the selection of the goods is replied in verse by the brands characters .ie. One of the characters says im xxxxthank yougood choice

    At the end of the vend the customer offered a download from the brand.

    Does this help
  • Posted by mgoodman on 4/22/2015 at 2:02 PM Accepted
    I'm not sure there is a reliable answer to your question. These non-standard advertising vehicles are subject to very specific parameters of supply and demand. If you find the perfect advertiser (i.e., needs the same target audience, delivers a related benefit, non-competitive, etc.) you may be able to charge quite a bit -- especially if there is a way to measure the effectiveness and demonstrate a positive ROI.

    Otherwise, the prospect probably won't see the benefit and will be reluctant to be the first to try it -- at any price.

    Maybe the thing to do is offer a free trial period so you can both assess the value of what you have.
  • Posted by Gary Bloomer on 4/22/2015 at 2:07 PM Member
    This machine—whatever it is—will only be able to send phone messages IF the prospect GIVES their cell phone number. This is permission-based selling. And in truth ALL marketing, whether it's done well or done badly, is "experience" marketing. What possible VALUE does a download of a product confer? What is the incentive to download this thing, whatever it is?
  • Posted by dan74uk on 4/22/2015 at 2:15 PM Author
    I jave the perfect advertiser who loves the product however he loved it when he was licensing the brand to us however i want to turn it round and sell it to him this way we can reduce build costs get lots more out and both benefit from the sale of the consumable
  • Posted by dan74uk on 4/22/2015 at 2:21 PM Author
    Idea is. He pays cost of machine 3500 we split revenue on comsumable sales he gets his money back plus more and has large percentage of profit in the advertising element of the brand "....question is whats this worth
  • Posted by Gary Bloomer on 4/22/2015 at 3:59 PM Accepted
    " ...and both benefit from the sale of the consumable" What are you selling? What is the brand this person has licensed from you? What is its appeal to prospects?
  • Posted by Shelley Ryan on 5/5/2015 at 1:06 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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