Experiential Marketing

by Dionne Aiken

Max Lenderman, executive creative director at GMR Marketing LLC, Chicago, recently published a book called “Experience the Message: How Experiential Marketing is Changing the Brand World.”

I had the privilege of hearing him speak about this interesting phenomenon where in he explained the shift that is taking place in the minds of consumers as receivers of marketing messages and the unique, creative approaches of Experiential Marketing in reaching these consumers.  Experiential Marketing is a type of marketing that uses and/or creates engaging experiences to communicate key messages. In effect, it creates an intimate dialogue, a lasting memory and personal experience.

An interesting example of Experiential Marketing at work is Tide Laundry Detergent’s “CleanStart” campaign where they wash the clothes of natural disaster victims; they’re not just washing clothes, they’re restoring dignity, hope and a sense of pride; a clean start to the day.  This attaches intrinsic value to the brand name.  It’s hard to imagine that these disaster victims would use any other brand of detergent after such an experience. Watch this video …

Yet another example of Experiential Marketing at work is when Charmin opened up a public restroom in the middle of Manhattan.  They created an entire experience out of using the restroom (as crazy as this sounds).  Take a look at the following video …

In light of all this, I’m wondering what possibilities this approach could open up for Public Relations initiatives.  Could the same approach be used to restore consumer confidence or communicate certain issues to audiences and stakeholders? Could this aid in reaching certain government officials and policy makers on pressing issues at-hand?  What are some thoughts on the impact this could have on the brand world as well as the PR world?

2 Responses to Experiential Marketing

  1. Excellent blog, do you have a twitter page we can follow?

    My name is Taz Burwaiss, I’m working for experiential marketing design and build studio Scene2.

    If you’re interested in networking with us please send me an email at marketing@scene2.co.uk – I will happily respond back to you.

    We would be happy to tweet about you, or even feature you in our blog if you have anything you want us to market. Anything of good quality we will be happy to tweet or even blog about. All in the name of good, cooperative social networking.

    Please follow us on twitter and we will follow you back – our twitter address is here – http://twitter.com/#!/scene2ltd

    You can check out our blog here – http://www.scene2.co.uk/blog/

    If you can tweet/ blog/ facebook any of our stuff that would be greatly appreciated, and please do get in touch if you have any questions.

    You can also connect with me, Taz Burwaiss on Linkedin here – http://www.linkedin.com/profile/view?id=77647329&locale=en_US&trk=tab_pro

    Best wishes, and remember Sharing is caring!

    x

  2. jessking1311 says:

    Smirnoff vodka threw a load of massive parties in major cities across the world to promote their product. That is an experiential marketing experience you’re unlikely to forget. Or…. perhaps you would. Depends on whether or not they were giving out free vodka.

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