Limited Time Offer: Save 30% on PRO with code WOOHOO »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Don't Make a Titanic Mistake: Bigger Experiences Aren't Always Better in Experiential Marketing

by Steve Randazzo  |  
April 18, 2017
  |  1,670 views

Back in the early 1900s—when digital communication would have been considered sci-fi and "going viral" might have meant catching an unpopular illness—ads began sprouting up across the globe touting the White Star Line's newest cruise ship: the Titanic.

Tickets for its trip across the Atlantic sold like hotcakes, and thousands of people from across the globe flocked to England to witness the 45,000-ton monstrosity in all its glory.

In a sense, the Titanic's maiden voyage was one big experiential marketing campaign for the White Star Line. At the time, the company was facing stiff competition, so it spent the equivalent of $400 million building an event that would draw in huge numbers of consumers and show them why it's the best in the biz.

We all know how that turned out.

When planning an experiential marketing campaign, it can be tempting to sink a titanic budget into the splashiest one-day event ever conceived, but that single-minded pursuit of buzz is risky. There are icebergs in those waters.


Photographic Evidence

Approximately 100 years later, Samsung took a similar big-or-bust approach when it set up a one-day experiential campaign in two of the busiest cities in America: New York and Los Angeles. The company gave away brand-new $800 cameras to people who agreed to trade in their old ones; and, when all was said and done, more than 1,000 cameras were handed out. Yes, that's nearly $1 million of product.

Surely, the consumers who received free merchandise walked away happy that day, and Samsung garnered plenty of media coverage leading up to the event. But did the company reap any long-term rewards from the campaign?


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

  • Not rated yet.

Add a Comment

Comments

  • by Livingstone Marmon Tue Apr 18, 2017 via web

    Good article (love the Titanic example!), but one comment. I'm not sure Samsung's experiential campaign could be considered a failure or a loss of $1M in revenue; when it comes to experiential marketing, traditional metrics like immediate ROI aren't as relevant. What's more important IMHO is *long-term* ROI (because many of those 1,000 happy fans will turn in to brand ambassadors and spread the good word about Samsung) and ROE.

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!