Experiential Marketing Panel – #IMS11

Experiential Marketing
  • Tim Hayden
  • Adam Beaugh – Jackson Family wines
  • Kerry Lange – Yahoo!
  • Dominic Phillips – Dominic Phillips Event Mktg
  • How have online registration tools — like Eventbrite and Facebook Events — affected attendance?
    • Not every tool is right for every event. – Dominic
    • Social media is great for getting the word out there, but you need to get them to a ticket sale and get them to commit.
    • The ones that are being successful are the ones that are building both their creative and social media into the ticket sale.
    • Don’t build a great interactive experience and lots of buzz but then have a very flat ticket sale experience.
    • People are being selective about where they are going and how they are spending their money. If you have video, photos, and can show people that your event is where their friends are going they’re more likely to go to your event. – Kerry
  • Objectives of event
    • Brand awareness
    • Sales
  • Every thing you do needs to ask “why am I doing this?” – Dominic
  • Pushing social hard during events can actually backfire — especially if the event is exclusive. — Adam
  • Curate good content
    • Listen and curate the right content. Don’t broadcast every good message. Make sure you’re sharing the right message. – Adam
  • Increasing the offline / online connection
    • Yahoo! did awareness around the election both online and offline. – Kerry
    • Organizing offline wine tasting events around the country and combining that with a social spend to mobilize primary fan base and give them information to share with their friends. – Adam
    • Look at marketing as holistic. Blurring of the world that used to be seen as either / or and is now becoming the same thing. – Dominic
    • Tagging feature on Facebook had the best global spread. Especially for sharing after the event. – Adam
  • What about boomers?
    • Boomers might not be checking in with location-based services but they are definitely using Facebook.
    • Know your audience. If your talking to younger folks, an experience about Corona might be good, but if you’re talking to boomers, something like Chardonnay might be the best message.