101: to break mold
insurance company cultivate a niche audience of motorcycle enthusiasts. We don’t sell them insurance, we engage them on their turf and with programs and events that they are interested in. When we explore the interests of our clients, we become more thoughtful and targeted marketers.
Experiential marketing shouldn’t be viewed as an add-on to the marketing budget, but rather a focal point that allows the brand to get more out of every channel. After all, what price would you put on an engaged customer base?
Rethink how traditional channels are leveraged
Experiential marketers thrive on opportunities to connect with customers and peel the onion of consumer interest. When marketing channels are integrated with experiential marketing, it reinforces engagement and dialogue, and cultivates the right customers. That’s how to gain a social media following that cares, become more targeted with marketing collateral, and become more relevant rather than redundant to the delight of audiences.
Why else would a regional utility ask us to show people how to apply energy efficiency in their own homes? By creating an interactive dialogue with consumers, we are helping our clients cultivate a satisfied audience base that is built on a relationship of trust and loyalty.
Think of it this way: experiential marketing is about getting real. It’s an authentic way to build the right base while leveraging the existing tools in your marketing arsenal more strategically.
About the Author:
Jeff Milgrom is president and CEO of Event Marketing Strategies, a Columbus, Ohio-based experiential marketing firm providing expertise in consumer engagement strategies. EMS serves a diverse base of clients regionally and nationally in various business sectors including energy/utility, entertainment, athletics, insurance and retail. He can be reached at
jmilgrom@eventmarketingstrategies.com
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