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experiential ideations brand activations build brand loyalty with experiential marketing

Involve a Consumer for Experiential “If you don’t engage the consumer, you’ll never have a consumer change their behavior. Success Engagement is a way to start influencing a Gain Brand Recognition, Recall consumer.” and Loyalty – Nuno Teles, CMO, Heineken USA Experiential marketing is fast becoming the catalyst for unprecedented brand-to- consumer interactions that often translate words. And consumers learn quicker if you This form of experience-based advertising into improved brand recognition, recall and involve them. Cliché or not, these principles (which actually takes on various forms, loyalty. And yes, higher sales. are the foundation of experiential indeed) draws the customer into personal marketing. Advertisers have to connect with interaction with a product and establishes a Brands are no longer merely products on a audiences emotionally, and an experience – real-world connection. If done correctly, shelf. Twenty-first century consumers are that evokes emotion – is going to be much experiential marketing offers unparalleled embracing them in their everyday lifestyles more memorable than an edgy print ad or a opportunity to establish, nurture, and grow thanks to the growing need to experience a funny TV spot. customer relationships that provide brand or product in one of many various increased brand preference and a lifetime of forms. There is a new synergy, thanks to Experiential marketing is a marketing loyalty. An experiential campaign is most social media and emerging technologies, strategy that encourages consumers to effective when closely linked to a brand that creates a holistic experience for sales participate, engage or interact with a brand. strategy and goals that are continually teams and customers. The result is a society From product sampling and demonstrations refreshed based on measurement metrics. connected in real-time with the brands that to live events and retailtainment, this form Meaningful success can only be achieved serve it well. of advertising creates a memorable when the experiential marketing program interaction for the consumer. One that has a footprint within the context of an A brand must not just craft a personality; it drives sales and solidifies a relationship that overall brand strategy. must live it. Action speaks louder than increases the lifetime value of each person touched.

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Sometimes called engagement or customer- image, presentation and message. It experience marketing, experiential immerses your audience in the brand aura marketing makes your brand come alive and lets them see for themselves the within the framework of the consumer’s benefits of your product or service. It makes world. It draws customers into a visceral your brand promises real and credible. brand experience at a time and place where they are most comfortable. It encourages And also, oh-so-memorable. interactions to create personal experiences that greatly influence purchase decisions. The History & By engaging a consumer’s physical senses (touch, smell and sound), a brand can forge Evolution of a stronger connection with the consumer. Experiential It’s about these relations – emotional and rational connections – that will shape Marketing consumer behavior and prompt action. The art of marketing to consumers on a Pine II and James Gilmore who have written Wikipedia defines experiential marketing as one-to-one basis is as old as man himself. a book of the same name. the presentation of “an experience that There are references to direct selling as far people choose to attend and participate in back as the Babylonian Code of Hammurabi This evolution to an experience-driven after identifying the relevance of a brand or in 2000 B.C. Fast forward to 1893 when society reflects a shift in consumer behavior product to their needs.” As this definition Printers’ Ink magazine published a reference and demands. Modern customers want implies, experiential marketing should be to the direct mail trade. By 1971, Alvin brands that speak to their specific needs. implemented in tandem with other Toffler was predicting an “experiential Since every experience is a singularly communications efforts such as advertising, industry” in his best-seller Future Shock. personal reaction to an outside stimulus, public relations, and social media. It allows Now, building on the agrarian, industrial and promotional efforts should be delivered on consumers to test a product, and offers a service cultures of previous generations, the individual bases in order for the customer to tangible connection that is intensely 21st century will make its mark as “The embrace a brand as his own. personal and compelling based on brand Experience Economy” according to Joseph

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While mass communication is essential to strategy,” admits Regis Maher, president convey brand benefits and products to large and co-founder of dio, an experiential Consumer numbers of people in an efficient manner, it marketing firm. “But in today’s ever- also is necessary to incorporate one-to-one connected, socially-driven world, reach is Interaction Provides interactions into your marketing mix. The the benefit to this type of ad program. One an Invaluable Brand best experiential marketing programs are person’s digital network now becomes a fully integrated solutions that may infuse brand’s marketing channel in the most Barometer special events, sampling, mobile tours, organic way. Brands deliver amazing sponsorships or social media contests into experiences, and consumers share their “No longer is it enough to pitch the features broader branding communication strategies. personal but branded content to their and benefits of a product,” according to an Staging a PR stunt or operating a pop-up friends in a truly non-intrusive, enjoyable Amazon.com summary of Experiential retail store are great examples of this type and authentic conversation.” Marketing: How To Get Customers To Sense, of advertising, but the key is to manage the Feel, Think, Act, Relate by Bernd Schmitt. experience so it stays consistent with the You’re not just marketing to people brand platform and helps achieve broader anymore; you’re engaging them, so they “Consumers... want products, marketing goals. become your brand advocates and help communications, and marketing campaigns market your brand by influencing their that arouse the senses, touch their hearts With qualitative research, an advertiser can networks. and stimulate their minds.” It continues, determine the best location and times of “Experiential marketers do not sell mere day to reach their target demographic in a products. Instead, they seek, through location that the consumer has self- packaging and advertising, to create a selected, making this type of marketing holistic experience to which consumers can outreach more personal and less invasive. relate.” By being in their world, you’re already cutting through clutter of mass media In this way, Schmitt explains, marketers can messaging. transform a product or service from a one- time purchase to a daily part of the “Until now, reach has always been an consumer’s life. Experiential marketing obstacle for advertisers considering this provides a unique engagement with

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select the product or service that is just mobile “rain room” to convince consumers right for them – not for a large group of they need to buy rain gear made from its people but for their singular need. Show me materials. Over 750,000 consumers what “I” want, when “I” want it and where attended these road events. “I” want to receive it. Any brand that cannot relate quickly and effortlessly to that “I” More than 50,000 Chicago customers need and become part of “my” personal conveniently “walked the lot” when Chevy world will lose the sale to a competitor that dealers brought a pop-up showroom to can. their neighborhoods. Verizon Wireless captured over 71,000 qualified leads when measurable impact on target audiences. It With so many marketplace options, upfront its fleet of Hummer H2s brought technology presents brands not merely as products but consumer connections with a brand are fast bars with download stations to the people. as facilitators of a desired lifestyle – an becoming the new norm to influence And the Hershey Kissmobile garnered over integral part of the customer experience. It preference and selection. The most 220 million consumer impressions during a addresses buyer skepticism head on with successful brands travel and meet 45-week marketing tour. the intent to create believers from personal consumers on the path of their personal exploration and response. marketplace journey rather than try to drag Celebrated advertising columnist Stuart them into another sphere. Elliott wrote in the June 11, 2012, edition of Increasingly high-tech consumers crave the the New York Times, “Trucks, buses, RVs personal interaction that experiential OOH Advertising and even fire engines are being sent around marketing brings. In a world where content the country to bring brands to consumers as is king, staying on message – and delivering Mobile out-of-home (OOH) marketing is part of a popular trend known as on that message – takes on new ideally suited to do this. It hits the road and experiential marketing.” He quoted George importance. It is no longer enough just to finds customers on their home turf where Schweitzer, president of the CBS Marketing state brand benefits. Consumers now want they are most at ease and willing to interact Group, about the television network’s CBS to be fully engaged in a brand before with new products and services. Look Buzz Tour: “In these days of digital, high- making decisions from a myriad of choices. around and you’ll see stories of successful tech social media, we can’t forget how mobile OOH marketing campaigns important the one-to-one is.” Today it is easy for customers to journey everywhere. There’s Gore-Tex that used a down an information highway, find and

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do it outdoors media, the nation’s largest delivered a great news story with a strong mobile billboard and promotions company, public relations emphasis. A micro website is spearheading the revolution of OOH was developed for the marketing tour to media formats to deliver consumer promote locations and information, and the experiences. campaign included integrated social media for additional amplification. Plus, brand “As our mobile billboard clients began ambassadors provided street level asking what other media formats we could marketing to introduce the brands to provide and started to show an interest in consumers, as well as performed marketing experiential campaigns, we evolved to offer research by conducting consumer surveys. field marketing services that communicate a brand’s message in a more personable way,” MetroPCS set an objective to produce a 5% says Rick Pace, vice president of national lift or more over previous year’s numbers, field marketing at do it outdoors. but the campaign yielded a much greater lift of 29,366 new activations and upgrades, In order to introduce the MetroPCS target equating to a 244% increase in sales. audience to the new Huawei Ascend Android and Huawei M735 devices, while also garnering support for their cause- Campaign photos from Freedom Rings Tour related efforts of the Cell Phones for Soldiers program, do it outdoors facilitated a 90-day Freedom Rings Tour, which “The heavy foot traffic I saw and some new included live concerts, special events and activations directly relating to the team’s effort other tour stops throughout Texas, Louisiana and Arkansas. has really proven to me that this campaign

By creating an emotional connection with is a success.” the audience and using highly patriotic – Eugene, MetroPCS retail manager creative elements, the campaign also

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Smartphone/Social Media within their social media communities – invaluable feedback that can significantly Integration right on their smartphone devices, but only shape your company’s course of action. if they feel like participating in that dialogue With the convergence marketing model that is worthwhile, relevant or mutually The best way to get this feedback is through introduces NFC (near field communications) beneficial. one-to-one interaction in the field, where “tap” technology and beacon messaging you can hear and see the emotional into campaigns, consumers receive relevant Consumers can opt out of whatever media response your brand elicits from those who content – right on the one possession they they’re following as quickly as they tuned in, mean the most to its success. The visceral can’t leave home without: their so providing continuously personalized barometer provided by this brand smartphone! content is key if a brand is looking to live on immersion strikes at the heart of your a user’s device. marketing platform in a way no other effort Brand information, product samples and can. coupons are dispensed on the spot – based Benefits of Data Collection on a target audience member’s Additionally, if a company wants a way to geographical location. This approach is also While experiential marketing is extremely collect as many valid emails or social media being used to capture customer contact and useful in introducing a product to handles as possible to be able to remarket preference data for future interactions. consumers, it is also an invaluable research to an audience after a campaign, an Technology-embedded ads live on tool, gauging consumer preferences and experience can be incentive enough for consumers’ smartphones, delivering repeat changing attitudes in a way that gives consumers to fork over their personal impressions on a consumer-owned device. meaning to potential branding messages. details. Zooming past sheer numbers, this specialty By incorporating smartphone integration provides a deeper understanding of what It’s the age-old philosophy; you have to give into an advertising campaign, a brand is the numbers mean. It provides real-time to get. literally putting itself into the hands of its indicators of emerging trends, and offers target audience. But marrying social insight into consumers’ decision making “This is why experiential and data collection integration with an ad campaign requires processes. are perfect partners; experiential creates both strategy and creative; brands must numerous opportunities for live market offer share-worthy content or spark a Perhaps the best indicator of your research,” writes Will Northover of dialogue for it to be successful. Consumers company’s future success or failure comes Blackjack Promotions in a Cream Global are willing to have brand conversations from the mouths of your customers – article, How Experiential Will Become a

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New Form of Market Research. “Also, of 2011, Forrester found “a high correlation experiential is not always a sales tactic, so between consumers’ rating of a firm in the it’s even more important for brands to Customer Experience Index (CXi) and their “Experiential capture data ‘in the moment’ and grow willingness to buy from the company again their database.” and their likelihood to recommend that marketing is more company.” The researcher concluded that important than ever This value exchange can be physical or “loyalty based benefits for a firm going from virtual. Many brands are testing vending a below-industry average CXi score to an for reaching machines in market. But instead of entering above-average score ranged from $31 a form of payment, a user provides contact million for retailers to $1.4 billion for Millennials. 94% of information or must use the kiosk to hotels... better customer experience also Gen Y consumers perform a specific interaction within a social saves companies millions of dollars in media platform in order for the machine to unnecessary sales and service costs.” say they would be reward them by popping out a special prize. Further research since then also supports more likely to buy a While companies use experiential marketing the argument that the act of engaging product as a result of to achieve many different outcomes, the consumers has numerous benefits, bottom line is that this promotional genre is including long-term customer loyalty. a good experience at exploding as the strategy of choice by companies and organizations across a broad an event.” spectrum of specialties. Targeting – Event Marketing Institute Millennials with Improved Customer Loyalty Experiential Leading research company Forrester says that “customer experience correlates to Marketing loyalty... better customer experience can more resistant to commercial messages mean millions in revenue.” In an online In a recent BizJournals article, James Fox of these days. And millennials in particular survey of 7,638 U.S. consumers at the end Red Peak Branding says, “People are are very good at being able to filter out what they perceive to be paid messages

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by corporations.” Fromm writes, “When we dissect the they’re planning a series of ‘energy points,’” meaning of highly share-worthy, it is not just says MKTG INC President and CEO Charlie Today, consumers are very cognizant of how about creating easily shared content; it is Horsey. “They’re making a commitment to much clutter is in their world, and they are about creating share-worthy experiences be in consumers’ lives for a period of time skeptical when it comes to brands who that will add to the Millennials’ story and/or and showing up consistently in a live blatantly try to shove commercial life.” In a Forbes article titled, The Secret to format.” messaging at them. This is especially true of Bud Light’s Millennial Marketing Success, the Millennial generation. This presents a Fromm also writes, “Creating energy for Experiential campaigns are more consumer- challenge; marketers need to think beyond your brand is about generating positive centric than brand-centric, which is traditional advertising and begin to word-of-mouth and word-of-mouse – especially important to Gen Y, who want to introduce new ways for consumers to find, getting people to talk about you, share your remain an active participant in the dialogue. engage with, use and even promote their content and spread awareness.” brands. It’s not enough to show or even Director of Strategy and Planning Francesca entertain your target audience, you need to Thanks to changing communication and the Gangitano at MKTG INC explains, “The engage them. You need them to feel, see, always evolving impact of technology, this brand must serve as experience guide, not smell, hear, taste and relate to your brand; generation demands a different style of experience dictator. Give the consumer then, you need them to take action. A one- messaging in order to be compelled to take room to construct their own personal on-one interaction makes a consumer feel action. A survey conducted by Event meaning from your product or experience. special; the marketing value of an Marketing Institute and MKTG INC reveals Show your product or service—demonstrate experience is priceless. The consumer that 69.5% of Millennials who are more not only what it is and any benefits and journey needs to be filled with memorable likely to buy a product as a result of a good attributes, but also its relevancy to their experiences, from introduction to the brand experience would make that brand lives.” through purchase and beyond. purchase within a week. Savvy marketers are capitalizing on live When the right amount of marketing finesse This audience doesn’t expect a one-off engagements by creating a series of touch is present, an advertising campaign can turn event; they look for experiences as part of points that can turn create a lifetime the targets into brand advocates. the long-term relationship. relationship with the Millennial consumer.

Author of Marketing to Millennials Jeff “Marketers aren’t planning an event;

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Anatomy of a “Marketing with cheapo corporate trinkets Successful doesn’t excite people much anymore. Experiential We want memories.” Marketing – Josh Constine, Technology Journalist, TechCrunch Campaign

The best experiential marketing programs “We’re not just event planners, we’re Case Study capture marketplace indicators, assess marketers,” adds Maher’s business partner them, launch a response initiative to at dio, CEO David Pridgen II. “It’s important On National Coffee Day, everyone has one consumer reactions, follow up with to include all the right elements into an thing in common: bad breath! additional interactions, and so forth. Many experience that will create that emotional So Orbit wanted to take to the streets of experiential marketers support the connection and provide measurable New York City to distribute customer experience dialog with a performance indicators for a brand in the 1 million pieces of gum combination of advertising, public relations, field.” to make the day a little bit more pleasant web interaction and social media. and bearable for everyone. Do you remember when skydiver Felix The gum – stored in a dump truck with There are many different tools and Baumgartner took a plunge that began 24 branded vehicle wrap – was distributed by approaches to experiential marketing. The miles above Earth? It was one of the most a team of brand ambassadors, including most successful ones are grounded in watched videos and most talked-about celebrity Jay Pharoah! strategic planning, spot-on brand messages news events of the year. And it was all Not only did the campaign meet all of its and tightly targeted audience forums. sponsored by Red Bull. Talk about out-of- field marketing goals, it also received this-world advertising. media recognition from various bloggers “We believe that great marketing must be and even U.S. Magazine online. digitally anchored, socially fueled and experientially executed,” says Maher. Read more at http://diousa.com/work/orbit-gum/

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Experiential marketing transforms how It’s not until you have all the relevant tomorrow…and be effective in meeting brands are reaching hyper-local audiences information about an audience that you can marketing goals. by creating greater relevance within any shape an experience that will delight them. specific market and providing custom- One-of-a-kind experiences: It’s about being tailored messaging that resonates within “Our philosophy,” continues Maher, “is that different. Thinking creatively. Trying new any specific community. An experience in a campaign needs to be highly targeted and things. Experiential marketing truly opens Hispanic San Antonio, Texas, will differ from strategically planned in order to create the your brand up to exciting and limitless an experience in Midwestern Dyersville, best ideations that meet consumer and opportunities when it comes to creating Iowa, or highly Asian Middlesex, New brand expectations. A smooth execution memorable experiences for your Jersey, because the three audiences are and lots of post-campaign evaluation are consumers. very different in the way they respond to additional ingredients in our experiential messaging and are persuaded to try a new recipe for success.” Multi-market tours: Drive your experience brand. As you can see, this hyper-localized into different markets via branded tour targeting not only addresses geography but vehicles, such as the Wienermobile™ – or also demographics. Types of just duplicate the fun for more consumers to enjoy. Spring Break campaigns, for Marketers must think beyond store location Experiential example, often take place at multiple beach and really evaluate the hyper-local Marketing Defined destinations during the same week in opportunities within their market. March. It’s difficult to put a definition on “It’s really all about micro-segments,” says Brand ambassadors: Hire professional experiential, and it’s something that’s Alex Siskos, vice president of business models/actors that appeal to your target widely debated in the field: what activities insights at Crossmark. “A candy marketer, audience and train them on your brand, constitute experiential marketing? Here are for example, who’s not thinking about product and campaign. Employ them to a few examples of elements that can be where high school and middle school have one-on-one conversations with your employed during a campaign. But the best students congregate at 3:30 p.m. is missing target audience, in locations that your thing about experiential is that there are no an opportunity. That’s a simple but highly audience self-select and are part of their limits, no boundaries. Just because an illustrative example. There are big groups of everyday (where they live, work and play). experience has never been tried before, shoppers you could influence, if only you doesn’t mean it won’t be tried knew when and where.”

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Flash mobs: Surprise, shock, entertain and your exact audience. particular market? Pop-up marketing allows wow your target audience with street level you to engage and directly sell to performances that are sure to get them Event marketing: Music festivals, consumers in locations that are convenient talking. With multi-camera videography and tradeshows, sporting events or other dates to them. a full production team, flash mob on your social calendar may be great experiences – and the reactions they opportunities for attracting large numbers PR stunts: Publicity stunts can be a little bit receive – can be captured for other media of party-goers to your brand. Event crazy, a lot brilliant. It’s a great way to get distribution. domination amplifies the exposure you can attention, create buzzworthy news and attain via multiple vehicles, experiences or create viral storytelling like no other! Unique product sampling: Create enjoyable sponsorships. and memorable hands-on engagements Virtual / augmented reality: Want someone with your product or service. It can be as Sponsorship activation: Go beyond logo to experience something that’s hard to simple as try-before-you-buy, or it can be a placement and amp up your sponsorship’s reproduce in the field: a new surfboard, a more elaborate product test that becomes performance. If there’s hoopla to be had at vacation to North Dakota, features of a an experience in and of itself. the event, venue or landmark you’re racecar or hiking boots designed to scale sponsoring, your brand needs to be front Mount Everest? Enter virtual and Product launches and demonstrations: Find and center. augmented reality campaigns that can place creative experiences that really the consumer and your brand in a new demonstrate how a product works and all of Retailtainment: Become an attraction. dimension. its benefits, but more importantly, help a Whether it’s a one-off retail entertainment consumer identify how your product is event or a series of retail experiences at the relevant and beneficial to them and their point-of-sale that engages consumers in everyday. fun, friendly fashions, retailtainment can really drive home the culture of a brand and Splash events: Host a special event that encourage frequent, repeat visits – to see brings brand and consumer together in a what’s happening in store today. memorable way, either at your point of purchase location or elsewhere in the Pop-up marketing: Need a seasonal or community that is convenient for reaching short-term store, restaurant or event in a

Campaign photo from PR stunt 11 performed in NYC to promote CSI: NY build brand loyalty with experiential marketing, continued

Challenges to Sometimes there’s a gap between the promotional metrics – and the sales follow- Executing through. Experiential “Everybody’s trying to figure out a metric Marketing that ties to the path-to-purchase,” says Siskos. “They want to know the stimuli Campaigns behind experiential marketing tactic ‘A’ that led to a purchase at a specific retailer at a Data is on everyone’s minds. What data specific time.” needs to be mined before planning a 3 Measurements of campaign? What type of data exchange is Another challenge is that with most needed during the campaign? What data experiential campaigns, it’s a package deal: an Experiential needs collected and reported back in the signage, flashing lights, bells, whistles, evaluation stage? giveaways, integrations, brand Campaign ambassadors, etc. Which tactics during each Measuring ROI is every marketer’s campaign are driving the lift, if any? And 1. Direct brand-to-consumer challenge. Brands who invest advertising usually, there are point-of-sale, digital, engagements dollars want to see the impact in their sales social, print, TV, radio and other outdoor 2. Estimated impressions from campaign- growth. With experiential campaigns, it can ads also being run simultaneously. generated media buzz be easy to determine impressions, data Attributing sales from each piece of the 3. Immediate lift in sales or brand collections, samples distributed or social marketing mix can also be a struggle. awareness media mentions, but there is a challenge that exists in really concluding if a Metrics will differ from brand to brand and Read more at http://diousa.com/3- consumer’s intent to purchase has been campaign to campaign. Every brand has its measurements-of-an-experiential- strengthened. Were the engagements high- own goals, and campaigns are designed to marketing-campaign/ quality enough to really influence buying meet those very specific objectives. power?

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Strategic KPIs notification of the offer actually entered the Experiential marketers are still uncovering store, then how many made a purchase and new ways to collect data and measure Recognize unique identifier opportunities to also how many items per transaction were campaigns. Transformations in this area will help attribute final sales (or other actions) purchased? be coming as more brands experiment with to the various pieces of the entire mix. this type of advertising, and the technology If the brand also wants to collect contact to measure key indicators improves. For example, if the brand’s goal is to amplify information, experience tactic ‘C’ could marketing on social media, the experiential exchange value for an email, which the “It's great to have big, bold campaigns,” says campaign in whole may be pushing out a brand would later use to remarket or Teles, “but if it isn't grounded in insights and specific hashtag, different from hashtags on conduct surveys regarding their interaction mega-trends, then you've again missed the the other mediums used in the promotion, with the campaign. point; you don't know what will drive and creating measurable conversations change in the market.” online. By breaking down the campaign into these labeled components, you can measure each If the brand’s goal is to drive foot traffic, one’s success against a specific objective. experience tactic ‘A’ can reward an But also, marketers need to strategize what electronic coupon (through a brand experiences should be added to the mix to ambassador or kiosk) with GPS tracking not only hit the right audience but to deliver code that records where the coupon was the right metrics. downloaded. Another location will be added at redemption time, and the While there’s no cookie-cutter solution to geography and length of time between producing the best data, there are bite-sized delivery and purchase can be viewed ways to look at a campaign. It’s how the Campaign photo from Corner Bakery virtually. brand uses the data to evaluate the holistic Café, Chicago use of experiential that will drive what To evaluate the difference between foot happens during the next product launch, traffic and quantifiable sales, experience grand opening, brand awareness campaign, Campaign photo tactic ‘B’ may use beacon messaging; how reminder advertising, market research, from Sheetz many people who received a smartphone event or everyday promotion. promotions at North Carolina University 13 Resources

Connecting with Gen Y: insights and research (Whitepaper). (2010). Event Marketing Institute and MKTG INC. Retrieved from http://www.eventmarketing.com.

Constine, J. (2015). Splash soaks up $6M to make promo events seem cool. TechCruch. Retrieved from http://www.techcrunch.com.

Elliott, S. (2012). The New York Times. Retrieved from http://www.nytimes.com.

“Engagement marketing.” (n.d.) Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. Retrieved from http://www.Wikipedia.com.

Epstein, E. (2015). Ask the CMO presented by Marketo (series). Mashable. Retrieved from http://www.mashable.com.

Forrester Research, Inc. (2009). Online survey. Retrieved from http://www.forrester.com.

Fromm, J. (2013). Marketing to Millennials. New York, NY: AMACOM.

Fromm, J. (2014). The secret to Bud Light’s millennial marketing success. Forbes. Retrieved from http://www.forbes.com.

Lawler, E. (2013). The rise of experiential Mmrketing. AdAge. Retrieved from http://www.adage.com.

Northover, W. (2015). How experiential will become a new form of market research. Cream Global. Retrieved from http://www.creamglobal.com.

Pine II, J. and Gilmore, J. (1999). The Experience Economy. Cambridge, MA: Harvard Business School Press.

Printers’ Ink. (1893).

Schmitt, B. (2000). Experiential Marketing: How To Get Customers To Sense, Feel, Think, Act, Relate (Summary). Retrieved from http://www.amazon.com.

Toffler, A. (1971). Future Shock. New York, NY: Random House. diousa.com 3111 Farmtrail Rd. York, PA 17406 888.852.9143 dio is an experiential marketing firm specializing in unique consumer engagements that build brand awareness, drive sales and create brand loyalty.

About dio At dio, we’re specialists – and our specialty is creating and executing integrated brand experiences. The hands-on consumer engagements and memorable experiences we create drive brand recognition, brand recall and brand loyalty. Our event concepts, unique sampling styles and attention-grabbing product demos are sure to give your brand or product the spotlight it deserves. And oh yeah, we drive sales through these innovative brand activations that are not only imaginative but also highly integrated.

We’re your strategic experiential marketing partners. We eat, sleep and breathe experiential marketing. We’re not your ad agency; we do this one thing really well. But we’ll collaborate with your existing agency to ensure your strategy, message and branding remain cohesive across your entire marketing mix. In other words, we’ll play nice!

Whether you need us to ideate with you or execute an already-proven idea, we want to design a campaign that connects consumers to your brand in both the physical and digital worlds. We’ll measure the experiential campaign as we go, so you’ll know exactly what your ROI is on our pre-strategized KPIs. And we’ll even keep your agency in the loop throughout the whole campaign.

Contact dio at 888-852-9143.