2016 experiential marketing trends
TRANSCRIPT
2016 EXPERIENTIAL TRENDS
COLLABORATIONS & PARTNERSHIPSALIGNING THE STARS
Leverage equity of tastemakers Passionate patrons/fans beyond social/PR role Focus on cultural impacters (music, fashion, fitness, film, etc.) Allow for partners to leave authentic stamp on the business These partnerships must be two-way street Recommend short-term partnerships (1-6 months) Assess the risk & reward potential
Rossignol & JeepPartnership Activation
Old BayPromo TourOld Bay & McCormick Kitchen
Promo Tour
Brisk & MishkaMedia Event
CBS Late Show with Stephen ColbertCustom Promo Collaboration
CBS Late Show & StumptownCustom Promo Collaboration
PROPRIETARY PROGRAMSOWNING EXPERIENTIAL ACTIVATIONS
Live experiential marketing activations do not have to be temporary or one-off programs
Creation of ownable programs is very hot Clients have a much higher interest in programs they own Value is earned through ownership, not renting Examples include races, conferences, summits and tours Opportunity to amortize expenses with capital expenditures Requires clients to commit, not experiment
Lady Foot Locker SIX:02Dallas Race
Old BayCustom Food Product
BriskFridge Doors Truck Tour
PERSONALIZATIONCONSUMERS WANT IT CUSTOMIZED
Provide customers with items they choose and design Various ways to activate either as stand-alone programs or integrated into
existing media formats or locations Old school and new high-tech platforms exist Retention, appreciation, and sharing rates skyrocket Make the creation process an experience Document the consumer engagements for content & shares
AT&T AdWorksCustom Grilled Cheese Lunches
Jeep Screen Printing
AT&T AdWorksInstagram iPhone Covers
JeepLive Tagging
STUNTS & INSTALLATIONSTHE NEVER-BEEN-DONE-BEFORE
Place unique media or stage activations in special ways Ideation can come from anywhere Typically placed in the field 1-3 days at a given location High level of research and exploration Traditional media metrics hard to apply Staged not for immediate on-site impressions but for share effect “Chicken or the egg” dilemma for planning/approval
Code BlackAmbulance Tour
LimitlessBrain Juice
Brain DeadPolitical Rallies
INFLUENCERS & ADVOCATESHELP THEM HELP YOU
Enlist influencers for promotions Grassroots approach– not celebrity Align with key players in specific industries Social media is only one step, go beyond to higher levels Solicit feedback and marketing input Rely upon connections for difficult media placements They seek promotion and exposure (not high $)
Jeep Winter X 2016Talent Integration
SIX:02The Fit Crew
Ty Ku SakeYogis
MEDIA MOMENTSTAKE ADVANTAGE OF SPECIAL HAPPENINGS
Major moments present marketing opportunities Circle major national or local happenings on the calendar Assign small team to keep eye out for moments Create strategy for activating at/around unforeseen events Deploy media in smart formats and locations Consider ordinances and laws preventing placements Encourage cooperation between non-competing media vendors Do not rely upon PR or social to take the lead
