Have You Ever Been Experienced?
Buddha’s Uncle and Terrance Grace produced the Los Angeles segment (for agency, OSK GmbH) of a 280 degree video installation, celebrating Mercedes Benz and 125 years of the automobile. Three interlocked cameras were fixed to the hood of a Cabriolet convertible and then seamlessly blended together in post. The installation, featuring Grammy winner Colbie Caillat, premiered at the 2011 Detroit Auto Show.
Experiential Marketing for the Education Professional
You’ve heard about it. You’ve seen it. And maybe even, you’ve EXPERIENCED it. The it is, engagement marketing, a.k.a. experiential marketing, live marketing, participation marketing, on-ground marketing, pop-up marketing or just plain old, special events.
It’s a strategy that directly engages your audience in an interactive, physical space that promotes your brand in a positive, entertaining, thought-provoking, experiential way.
Up Close and Personal
According to a 2015 study by the Event Marketing Institute, “98% of respondents said that assuming the product or service promoted was one they were interested in, participating at the event or experience made them more inclined to purchase.”
The study further discovered that Brand Perception was perceived by event participants as significantly more positive when they experienced it, in person.
The bottom line? More consumers are purchasing during live events and 87% of participants actually purchased the product or service again, after the event.
Minneapolis based agency, Solve upped the ante with their summer internship drive by taking their recruitment efforts outside.
Solve account director, Ryan Murray spoke with AdFreak: “We tried to bring the space design and collaborative feel of our office to campus quads,” Murray says. “We partnered with Clamor, an event firm, who built custom cube walls and desks to mimic our actual space. Every portion of the pop-up mirrored our headquarters, from the receptionist desk with the Solve logo to the open offices to the collaborative brainstorming area.”
Potential interns were given on-the-spot, five minute job assignments. It gave participants a real-life example of what an internship might entail, at the agency. The results? There were three times more participants in this pop-up event than previous recruitment efforts.
How does this work for Educators and those involved in Lifelong Learning?
Experiential marketing is not necessarily new in the education field — Think recruitment seminars and academic consultants at college fairs. But is that truly experiential?
What if you took the classroom outside to a park, recreational area, or summer fair? Is there a local coffee shop where your institution could setup an interactive pop-up whereby participants might get a little continuing-ed on the spot? Got Music Classes? How about a free concert in the park with your teachers? Follow that up with a five minute live demonstration and you’ve got a whole new way of reaching your community and audience.
People are more inclined to purchase if participating in an event.
People say experiential marketing improves Brand Perception.
People purchased the product or service after the event, in addition to on-site purchases.
Participants at experiential events are more likely to become regular customers.
Are you afraid of heights?
Annie Smith Peck isn’t. This week’s BADASS was a noted Lecturer, Mountaineer, Suffragette and Adventurer. But let’s allow Annie to speak for herself: “Climbing is unadulterated hard labor. The only real pleasure is the satisfaction of going where no man has been before and where few can follow.”
This is a spec spot for a fictional environmental non-profit. It was produced in conjunction with the filmsupply.com 2017 challenge. The seed to this spot comes from an original dramatic feature screenplay that I wrote several years ago – “80” – An entire life story of a woman told from conception to death in 80 scenes.read more
Known for his expertise with heart and lung disease, Dr. Jacob Bolotin was one of the most respected physicians in Chicago. It was just after the turn of the twentieth century and the medical profession was growing by leaps and bounds. Watch this BADASS of the week to find out what exactly made Dr. Bolotin such a remarkable individual.read more
Every week, Buddha’s Uncle will feature some BADASS from history. What’s this all about and why? Well, marketing your brand by aligning with an influencer can be extremely effective. Remember Apple’s Think Different campaign? The BADASS of the week is a simple, cost-effective version of that.read more
Are you feeling boxed in by your content marketing? I created a short little video as a demonstration of how it’s possible to turn marketing on its head by going for those ‘hmmm…’ moments.read more
Much of what you see around the marketing interwebs is boilerplate, straight-from-the-can content. This well-produced cookie-cutter sheen may actually have the exact opposite effect you are after. If your content marketing, no matter how well produced, is indistinguishable from the next guy; how do you get your audience to fully engage and participate on a deep level?read more
Are you using Social Media to your advantage? By creating short, informative video “tips” for free and targeting a specific demographic in your city, you can tap into the power of social media. But guess what?read more
How many marketing posts in your LinkedIn, Twitter or Facebook feed do you scroll past? If you’re like me, it takes a lot to get me to stop and click. But If you incorporate some form of storytelling into your marketing efforts, you are much more likely to engage people.read more
Buddha’s Uncle worked with Columbus State University’s marketing department to produce this fun video, highlighting their “New Century Skills” brand of continuing education classes.read more
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