TELL ME AND I WILL
FORGET. SHOW ME
AND I MAY REMEMBER.
INVOLVE ME AND
I WILL UNDERSTAND.
—CHINESE PROVERB
1
EXPERIENTIAL MARKETING
WORKSHOP
BORD BIA
APRIL 21ST 2016
CAROLE ANN CLARKE CONSULTING
WHAT IS EXPERIENTIAL MARKETING?
CAROLE ANN CLARKE CONSULTING
Engage your consumer in a 1 to 1 active participation
via an experience/event/situation that creates memory points
where your brand/product/service is at the centre of the
activity like only your brand can do (so it takes on greater
relevance) and create a long lasting emotional link
and delivers Short Term sales
and Long Term brand equity
and leading to “preference based consumption”
4
DIRECT INVOLVEMENT WITH OUR
BRANDS AND PRODUCTS DRIVES
THE MOST MEMORABLE BRANDCENTRIC EXPERIENCES.
5
WHEN DONE RIGHT, THIS:




inspires participation with the brand (story)
burns a memory path … of the experience with the brand
ignites conversations and sharing
creates brand advocates and word of mouth
…all of which leads to?
6
 Recruitment to your brand
 Retention of loyal customers
 Short Term Sales
 Brand re-appraisal (taste barriers
 Increased Brand love scores
 Trust
 Likeablity
 Brand for me
 Brand I would drink with my friends
 Long term brand fans/ambassadors
CAROLE ANN CLARKE CONSULTING
WHEN WOULD YOU DO
EXPERIENTIAL MARKETING?
CAROLE ANN CLARKE CONSULTING
IT’S NOT A ONE OFF…..
Goal
How
Brand
Intrinsics
Increase volume
New brands
Attracting
new
consumers
Developing
brands
NPD
Existing
consumers
consume
more/lapsed
Mature
brands
Extrinsics
UNDERSTANDING THE LEVEL AT WHICH YOU
SAMPLE IS THE NO.1 KEY DRIVER TO MEETING
BUSINESS OBJECTIVES
CAROLE ANN CLARKE CONSULTING
Know or don’t know your brand
Level
One
Scaled
Sampling
CAROLE ANN CLARKE CONSULTING
•
•
•
•
High Reach
Product Focus
Minimum messaging
Minimum cost
Speed Dating
CAROLE ANN CLARKE CONSULTING
SHARE A COKE
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Like your brand and might be starting to love it
Level Two
Medium
Reach
CAROLE ANN CLARKE CONSULTING
• Brand + Product Focus
• Medium cost
• Increased engagement
with consumer
Second
Date!
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Coca-Cola LIFE
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Love your brand
Level Three
Content Rich
Experiential
•
•
•
•
Content Rich brand Experienc
Linked to Social + PR
Product still at the core
Low Reach
Intimacy!
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Film here too
CAROLE ANN CLARKE CONSULTING
https://we.tl/KUax0mdsyJ
CAROLE ANN CLARKE CONSULTING
Gorta Hunger Sauce
CAROLE ANN CLARKE CONSULTING
Cliff Hangar
https://youtu.be/-O0CDvAqllo
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=zKNcdpIKgAQ
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=V4tozf3gok
Love your brand and
want others to too
Level Four
Social
content
rooted in
Brand
Experience
• Sampling not
compulsory but
consumer has to
interact with your
brand
• Produced by the
company not
consumer
• Needs budget to
amplify
• Get the wedding hat out and invite your friends!
CAROLE ANN CLARKE CONSULTING
Jameson Ghostbusters
CAROLE ANN CLARKE CONSULTING
Heineken Fight or Flight
CAROLE ANN CLARKE CONSULTING
Contrex 1
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=MDJGY9LpU
og
Contrex two
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=RDiZOnzajN
U
Level Five
Self Sustained
Asset
CAROLE ANN CLARKE CONSULTING
ALLOCATE YOUR SAMPLES BASED ON
PRODUCT HOUSEHOLD PENETRATION*
Level 3/4
Level Two
Level One
<10%
<10-20%
20<30%
30<50%
50%<
PENETRATION
CAROLE ANN CLARKE CONSULTING
* Don’t forget Regional Penetration
TO COUPON WITH SAMPLING OR NOT TO COUPON?
CAROLE ANN CLARKE CONSULTING
E-COUPON V PRODUCT/BRAND EXPERIENCE?
CAROLE ANN CLARKE CONSULTING
WHAT ARE THE KEY DRIVERS TO
SUCCESS AND CONVERSION IN XP?
CAROLE ANN CLARKE CONSULTING
LIVE YOUR COMPANY VALUES THROUGH
YOUR EXPERIENTIAL – LEAD BY EXAMPLE
Women as
sex objects?
CAROLE ANN CLARKE CONSULTING
Cultural diversity
Sustainability
Friendship Machine
CAROLE ANN CLARKE CONSULTING
https://www.youtube.com/watch?v=a-wK8Tasa8M
KEY DRIVERS TO MAXIMISE CONVERSION
CAROLE ANN CLARKE CONSULTING
PUT TIME INTO THE BRIEF
 Business Objectives
 How is this broken down for XP?
 Recruit or Retain or if both what’s the priority?
 Product information
 Info on the rest of the plan if any (Core
creative idea, other disciplines etc)
 Deliverables;
 Key product info (for perfect serve)
 What are your expectations when agency
revert back to you;
 Cost price of product (for budgeting)
 Strategy, plan, budget, timeline, KPI’s etc
 Any limitations (pack sizes, formats)
 Distribution information
 Sales/Penetration splits regionally
 1 Target audience or two Who will grow
your business the most? dual strategy?
CAROLE ANN CLARKE CONSULTING
 Process, ways of working, RACI
 Do’s and Don’ts (Co. Policy)
 Realistic and fair timings for agency to
revert back to you
CAROLE ANN CLARKE CONSULTING
YOUR PRODUCT IS YOUR BRAND
CAROLE ANN CLARKE CONSULTING
Work with the Right agency
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
Don’t just accept a rough channel plan
SHOPPING AREAS
LEISURE
- Teen focused Shopping centers
- High-Traffic shopping street near youth stores
- Teen Event: sports, music festival, fair, …
- Cinema (teen films)
- Leisure park
- Concerts
- Dance/Music schools
- Youth movement / Youth house
- City summer camp
- Beach (certain areas of)
- Park
CITY CENTRE & ON THE GO
- Public transport school exit (Bus stop) at certain hours
- Bicycle hotspot
- Youth hangout places
(i.e.: skateboard parks, street basket playground, etc)
IN PROXIMITY OF SECONDARY SCHOOLS
If allowed as some counties do not allow this
Classified - Internal use
51
AFTERNOON PARTIES
Demand the number of contacts
*
Proximity to schools
Reach =
800 - 1.800 contacts
average / activation
On the move
Leisure
Events
Reach =
1.200 - 3.000 contacts
average / activation
Reach =
1.500 - 3.500 contacts
average / activation
Reach =
3.000 - 4.000 contacts
average / activation
And always ensure your staff target a minimum of 30% of your target audience!
* Please note: these figures are European guidelines
Classified - Internal use
52
LEAD BY EXAMPLE
Focus on operations
to minimise your
impact
CAROLE ANN CLARKE CONSULTING
Leave a
positive Legacy
behind
EXERCISE 2 – DRAFT A SAMPLING/XP CAMPAIGN
CAROLE ANN CLARKE CONSULTING
In-store Sampling – A Case study
FANTA
Front of Store Couponing
CAROLE ANN CLARKE CONSULTING
Exit Sampling
PART TWO
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
CAROLE ANN CLARKE CONSULTING
THINK ABOUT WHEN COLLECTING DATA IS
RELEVANT
Rarely – can be
part of an
existing loyatly
programme/
Exclusive content
If linked to
Online gaming/
Fulfillment mechanic
KISS
Level One
Scaled
Sampling
never
CAROLE ANN CLARKE CONSULTING
Level Two
Medium
Reach
Level Three
Content Rich
Experiential
If linked to
Online gaming/
Fulfillment mechanic
KISS/
Event could be the prize
(so pre-registration for entry)
Level Four
Social content
rooted in
Brand
Experience
Level Five
Self Sustained
Asset
Would be part of
a loyalty
programme
already –
lapsed/new
generation
1 mio experiences
10% shares on social networks
10 friends react
2 mio engagements
Classified - Internal use
CAROLE ANN CLARKE CONSULTING
3 KEY AREAS OF MEASUREMENT
SALES + MARKET SHARE
+ EARNED MEDIA
• NATIONAL V REGIONAL V
OUTLET SALES COMPARISONS
•
PRE, DURING
•
YTD/MAT
CONSUMER IMPACT
• RESEARCH THE NET EFFECT
OF SAMPLING
• LOOK AT CONTROL V TEST
CHANNELS
• LONG TAIL VOLUME EFFECT
• PURCHASE INTENT
• REDEMPTION RATES
• CONVERSION RATES
• SHARE IMPACT
• CONSUMPTION RATES (P4W)
• EARNED MEDIA ASSOCIATED
(SOCIAL SHARING)
• BRAND LOVE/IMAGE SCORES
•
COMPARISONS WITH OTHER
CHANNELS
CAROLE ANN CLARKE CONSULTING
• ADVOCACY SCORES
• ROI MODELLING
QUALITY OF
EXECUTION
• VISIBILITY
• STAFF CLOTHING/APPEARANCE
• STAFF MESSAGING
• STAFF ATTITUDE
• SUITABILITY OF CHANNEL
• SAMPLE PERFECT SERVE
• SUSTAINABILITY EFFORTS
• EQUIPMENT + TRANSPORT
• QUALITY OF BRAND
EXPERIENCE
CAROLE ANN CLARKE CONSULTING