Experiential Event Leveraged for Content Marketing
Integrating mobile events with social media for increased reach, ROI, & SEO.
Leveraging events or a mobile tour for the web is more crucial than ever for extending your marketing reach beyond the event and enhancing the event’s return on investment.
A couple of key points to think about if you are doing the event capture yourself or outsourcing it.
First, the event and the online integration should be designed to work together. Both the event and the activations inside it should be thought of in terms of both the success of the live event and the later (or concurrent) success of the content online. It also helps to address how the event content will be used to address organic search goals early in the planning.
Next, think about the various outlets the video content will be used in to insure the appropriate footage is gathered. Likely you will be creating a larger story arc with several sub arcs exhibiting specific brand message points.
Another import thing to remember is that you do not need movie quality gear for a 30 second clip. Gear up based on need, there is prosumer footage on the news nightly and people are accustomed to it. Use better content over better picture especially since most content is viewed in small doses on a small screen.
Attached is an example of a social media campaign integrated with an experiential marketing mobile tour for a b2b/b2c hybrid campaign. This was produced, filmed, and edited in one day and could be broken up into smaller segments.
Source: mogulsolutions.com
Road Warriors Even in the era of Facebook and Twitter, nothing drives brand awareness like a custom set of wheels
I like this article. It reminds me why I got into experiential marketing over a decade ago, the vehicles. I love the custom cars and expanding trailers. I thought watching my first double expandable open was more interesting than the event.
This article also simplifies the convergence of experiential and digital. Together they are more effective than separate. The content the vehicles create and attention they garner fuels the digital campaign which in turn fuels the events. Regardless of your view of the brand, when done right these vehicles make people smile. I haven’t had a hot dog in ages and I still get excited when I see the Hotdoggers driving through town.
Source: adweek.com
Stephen Colbert and Jack White debate the power of experiential marketing with his new solo album release.
Source: http
A simple breakdown of the importance of leveraging experiential marketing campaigns for content marketing. Mobile tours and experiential events create high quality content on a daily basis that can be leveraged for SEO or VSEO.
All of our programs offer an affordable, quality content creation package that can be used for web or broadcast.
Source: centerline.net
A Green [Experiential Marketing] Pitch
We were asked by a fashion & beauty client to propose the interior design for a branded immersion vehicle to serve as a VIP area and transport around the Coachella Festival this year. Wrapping a RV, driver, the physical install is no problem. However, with a two week window and minimal budget we were a bit thrown on how to transform the interior of a rented RV that had to be returned in original condition and represent the brand’s fashion conscious image.
So we decided that rather than wrapping the interior with vinyl and loading it with plastics, why not use the request as an opportunity to do a little environmentally responsible marketing.
We knew the brand had a SXSW activation that had a few branded elements and we also knew the brand was into the DIY fashion community.
So we asked for all the branding created for the SXSW exhibit to be sent to us and we teamed up with a Brooklyn based DIY fashion up-cycler, FIT Teacher, and artist to create a custom interior that would both represent the brand and be at minimum 75% recycled or up-cycled material.
The SXSW elements would not be enough to completely customize the interior so we also linked up with Film Biz Recycling, a New York based startup that resells set elements and materials used by the movie industry. Lastly we created a custom vanity for guest’s beauty needs from reclaimed beetle killed pine trees in Colorado and lit by old holiday lights.
Rather than the traditional 3D renderings we submitted water color sketches from the artist to give the brand a sense of the interior.
![The Benefits of Content Marketing [INFOGRAPHIC]
A simple breakdown on the benefits of running a blog by Content Plus. From enhancing SEO to increasing inbound marketing the ROI is easy to see. Pairing a blog or other content media with experiential marketing events or mobile tours makes sense for B2C as well as your next B2B Roadshow.
-MogulExperience](http://24.media.tumblr.com/tumblr_m2bvznGLg01r4hna0o1_1280.jpg)
The Benefits of Content Marketing [INFOGRAPHIC]
A simple breakdown on the benefits of running a blog by Content Plus. From enhancing SEO to increasing inbound marketing the ROI is easy to see. Pairing a blog or other content media with experiential marketing events or mobile tours makes sense for B2C as well as your next B2B Roadshow.
3 Reasons to hire Small Experiential Marketing Agency for your next B2B Roadshow
Business to business experiential marketing or roadshows have increased in popularity. The custom vehicles that used to be reserved for the high visibility consumer tours are being repurposed for b2b tours.
The uptick began a few years back when large CPG companies began putting 53 foot custom trailers on the road as sales aids for new product cycles. The immersion trailers were such a success that they
tripled in size over the following years from a slightly modified semi trailer, to a double expandable that boasts around 800 square feet of display space not including what can be built around the trailer.
The success of these trailers is not limited to CPG or any one industry. They are an effective marketing tool for companies from shampoo to infrastructure. Recently they may have trended to smaller sized vehicles but that is more a result of the current need for for nimble vehicles that can be retrofitted quickly.
So in the current budget conscious environment to put one of these big trailers or any vehicle on the road for a business to business event do you need to harness the global marketing power of a vertically integrated multi national or could you trust a small shop handle it?
Here are 3 reasons that the small shop may be the better option.
ROI, the ultimate driver, while its is not always about money, in this environment the higher the ROI the better. So simply stated small shops do it cheaper. They have less infrastructure and typically boast a significantly lower percentage fee. More of your money ends up on the road.
Quality, this may be counter intuitive. But you will get higher quality execution at a small shop. This is not to encourage the hiring an unproven agency that will slap together a discount tour. However, the reality is that it’s possible to get a better roadshow from a reputable small shop.
B2b mobile tours usually do not generate the revenue of a consumer tour. A roadshow requires fewer road staff, fewer logistics, and fewer “departments.” A large agency is comprised of departments like venues, staffing, reporting all of which need to justify their existence.
On an average roadshow there are no site fees, little or no local staff to coordinate, and the reporting is remarkably simple. A consumer tour has twice the road staff and a venue’s budget that could dwarf the whole b2b tour. Not to mention the consulting charge for design and engagement activities on a consumer program.
Based on this revenue disparity, how much attention is b2b program going to get at the large agency? Are you going to get their best team?
At the small shop however, you are an opportunity, receiving the agencies entire focus and attention. You went from being the low revenue client to a whale. Best account team? If you are fortune 500 you will likely see the CEO at your events insuring things go well.
The quality issue carries over to staff as well. Larger agencies boast a huge data bank and extensive vetting process that sounds magical and very assuring.
The realities are that very few agencies hire permanent employees to run experiential tours. Mostly it’s contract work or temporary employees. There is a pool of personnel out there that excel at this type of work, and everyone, large or small, is picking from that pool.
As for the vetting process, small agencies may actually be better because small shops don’t only vet through a resume and phone calls. Small shop personnel are in the field, at events, and that is where they spot talent. Many also have a background of fieldwork where they have likely worked next to the people hired for your project. Look for a shop that reuses the same people time and time again.
So what makes a reputable small shop?
Small agencies pop up and disappear all the time. Look for a shop that has been around for at least 3-5 years at least and has a couple of Fortune 500 clients. Then look to see how many times those clients have worked with the agency. Was it a one off scenario or did that Fortune 500 company find a hidden gem and keep returning for all their future experiential marketing needs?
Small shops may have the experience you are looking for, have the knowledge need, and give you the attention you deserve and they do it for significantly less.
Addressing the needs of the city dweller & future of experiential marketing
To address the needs of the city dweller and city challenges such as transportation and environmental issues, we need solutions for sustainable lifestyles: local job hubs, telecommuting, smart public and private transport systems, e-education and so forth. Such solutions will change the city plans and the type of buildings being built. Any space could potentially become a workplace or a classroom, so we will see new patterns emerging in how people move around within cities. Ultimately you might not have to live in the city where you have to work or study.
It's all about Facebook except Facebook ranks 4th
In communication methods teens would miss most. To teens facebook is a social tool and social interaction still starts with the face to face. The majority of teens prefer live personal interaction and use Facebook as tool to build the relationship. Texting came in second after face to face.
Implications for experiential are obvious and with brands focusing more on social campaigns and branded content this year complimentary experiential marketing campaigns should be integrated early.
Green Experiential Marketing, 1 Minute at a Time
As global carbon emissions increase, would you be willing to do a little more for a greener experiential campaign?
A few years ago I was working on a experiential marketing b2b campaign creating a virtual store in a 53’ double expandable trailer. It was a very tedious setup as everything was branded and delicate. The first setup took about 7 hours. I began honing the process, I counted around 250 items that had to be unwrapped and placed at every event. Items ranged from a 100 pound set of shelves to a travel size bottle of skin care product. My goal was to shave 1 minute of each item. It was a small and achievable goal.
I shaved 1 minute off about 180 of the tasks, saving 3 hours and bringing the set up down to 4 hours. We averaged 3 setups a week, saving me 9 hours a week, or a work day for the 9-5er’s out there.
So I decided to apply this same strategy to help make our experiential campaigns a little leaner and greener.
Experiential Marketing tours are an important and effective tool for a businesses to communicate with consumers in person. While not all of the practices are big carbon producers, if your product requires a mobile 800 square foot area things get complicated carbon-wise.
There is still no carbon-free way to move the event around, but by looking at each small piece of the process there are opportunities to ease the carbon footprint. Some require effort from the brand, some require effort from the agency, and some will even save money. Each attempt saves a little bit and together they may add up to a substantial amount.
First off, around a thousand miles a month could be knocked off by equipping teams with bikes and sweetening the hotel budget al little so staff are bikeable to the events and restaurants versus driving those fuel hungry tour vehicles.
Speaking of those vehicles, the new Ford F series boast noticeably improved fuel economy over previous years. Yes, the big f 250’s and 350’s as well are getting impressive highway milage. Don’t forget there are also THREE Prius, Priuses, Prii? So now it is a great time to use them on a city assault, if you can get them. Volts, Ford Transits, there are a lot of options to help reduce the carbon footprint and since these vehicles are all relatively new on the street they are potential head turners.
It doesn’t stop with greener vehicles. There are also eco products for signage that use biodegradable products that decay in as little as 9 months vs 100’s of years. Pair this signage with fittings using reusable and renewable bamboo versus the traditional pvc type product and you have the beginnings of a much greener event.
Technology and the evolution of mobile phones has been a huge game changer as well as social media. There was a time when a summer tour consisted of 300,000 printed coupons, those days are now over saving paper, printing, shipping, and our backs. With things like mobile apps, Facebook, and Foursquare, the printed collateral days are behind us.
We are constantly on the look out for greener technologies to employ on all of our programs. The most interesting thing we have found is that many ways to create a greener campaign pay for themselves. The added cost of leasing a shiny new Ford over another late model is easily paid for by the mpg savings which could also be used towards a couple of bikes for tour staff.
Every campaign is different, taking time to analyzing the client needs, schedule requirements, and production logistics can yield numerous small opportunities to create a green experiential marketing campaign. But numerous small opportunities can add up to a substantial environmental savings.
Source: mogulsolutions.com
LTE lifts-live tv coverage
We had the opportunity to help demo this live-3 months prior to official first! http://mogulsolutions.com/case-studies/trade-show-event/12-branded-content-and-live-demo.
This was a break though event that was made possible by a hard working crew and an amazing job by Peter Hinga who played the catch all “anchor man” for a news network featuring a technology he learned on the fly. His acting skill and personal acumen was most easily illustrated when he was given four sentences of background information to interview the Ericsson Director of Marketing live for 15 minutes on the air and he made it look great.
Exceptional staff is crucial for complex execution. A portion of this staff executed in 2 different states in 2 and a half days and each member jumped into several different roles creating a complete news network.
Source: mogulsolutions.com
Experiential Marketing & “Inbound” Marketing
Voltierdigital.com defines “inbound marketing” as marketing channels that allow a two way conversation between a business and it’s consumer. The infographic challenges older institutions such as direct mail and television commercials and touts the effectiveness of blogs and original content that go viral increasing their penetration.
Many experiential marketing companies have jumped into social media arena and adopted a Hybrid Marketing model. It could be explained by the fact that experiential events make great content for social media (and they do) but it is more than just the ability to take an experiential marketing event online that lead to this convergence.
Experiential marketing could be the original inbound marketing when done correctly by a competent agency. A well choreographed event not only gives a consumer a chance to sample a new product or service but also allows for a two way conversation.
The best campaigns have well trained professional Brand Ambassadors that have used the product extensively and are themselves fans. An engaging event is created where consumers can see, touch, and interact with product or service and talk about it. Questions like. “why this is better than what I currently use”, can be addressed and an incredible amount of consumer eduction can be transmitted, driven by the consumers not the company.
The cost per head may be higher than social media but considering over 90% of event attendees share the information learned with one or more people and there is a similar increase in the likelihood of sample recipients to buy after receiving a sample. The payoff is very attractive, and the the long term effects of those conversations last beyond the life of the campaign.
If you suscribe to the efficacy of inbound marketing you likely subscribe to the efficacy of experiential marketing. The two means of communication create a similar dialog and can be combined to make highly effective consumer interactions. While social media allows for easy communication with the brand, those interactions do not have the power and impact of a 1 on 1 and face to face interaction. A positive event interaction is passed on past the event attendee and is something that creates life long brand loyalty.
Experiential Marketing at music events is a Win Win.
“one in three (34%) [of the 1000 18-34yr olds sampled] saying that they believed its [Brand’s experiential marketing] presence has a ‘positive effect’ on their festival experience… and that the Brands’ reputations also benefit from their association with festivals, saying that it has a ‘positive effect’ on their perception of the brand.”
Source: promomarketing.info
