They are programs that allow consumers to become active participants in a marketing effort. Well planned and executed experiential marketing programs can be very memorable and relevant and can result in a positive change in consumer behavior (such as making a purchase) and attitudes (such as changing brand preference).
Experiential Marketing played a big part in the promotion of the new touring show of Cirque Du Soleil OVO under the Big Top near the Mall of America. Fortunately I was able to participate in both the show and the Toddler Tuesday event where I observed young children and their parents learn how the performers prepare for a grand show.
Watching the little ones dance like no one was watching, picking out the design for a swoosh of color on their cheeks and a tickle of the brush on their nose was fun. They are so carefree and giddy with excitement hoping to look like the bugs on the stage. With OVO being a new show teeming with insects while people buzz about the high energy acrobatics that are performed by amazing artists I can’t help but wonder what impact we could have on our own businesses if we studied this performance.
I was in awe with the differences of what goes on behind the scenes verses what we see on the stage. Each costume takes up to 80 hours to complete, the performers work 6 days a week with 8 performances and everyone works together for one common goal. To put on an amazing show that will create memories for years to come.
The preparation, details, dedication and belief within the walls of the Big Top are lessons to be learned for every business owner.
Do my customers experience my products or services so they tell all of their friends? I certainly bragged about how OVO was incredible and that people show do what they can to go and see a live performance.
Did I WOW my audience with quality work? The costumes take up to 80 hours each to create. They were definitely amazing to look at.
Have I planned and prepared my presentations so that they go on without a glitch? The OVO performers are constantly practicing, tweaking and making sure they are in tip-top shape for the evenings performance.
Do I have the right team in place to help my business run like a well oiled machine? OVO’s team included people selling tickets, food station managers, ushers, technicians for lighting and safety, musicians, and more.
What I love about experiential marketing is the fact that you are engaged with the brand and become one of the best advertising channels for the company. Wouldn’t you rather have word of mouth referrals instead of paying for ads that may not capture the feeling and emotions like your neighbor can?
Do yourself a favor and go to the show. Not just for the entertainment but to watch how people are engaged and energized while at the show. Listen and you will hear the words and phrases like “incredible”, “amazing”, “talented”, “beautiful”, “they must practice all day long”, “I can’t wait to tell my friend”, etc.
Do you have the WOW factor in your business? Watch a short clip from the show now:
Ideas for capturing new leads and converting prospects into customers
As an expert in your field, you’ve got a ton of really important information in your
head. But you’ve got to get it out of your head and into some useful format for
lead generation. Information is the heart and soul of marketing, so you’ve got
to have some idea about the products you want to develop as part of your
overall strategy. Let’s talk about the top five.
1. White Papers
“White paper” is the corporate, fancy-pants term for an online article. A white paper
usually ranges from two to three pages and stands alone as an item customers or
prospects can download. White papers work great as a lead generation tool when
you ask prospects to provide their email address in exchange for your
2. Free Reports
A free report is like a white paper, just a bit bigger. From a lead generation
standpoint, it holds more value than a white paper and is usually several pages
long. Free reports are great products to use as an add-on to online purchases.
“Buy Product X and receive three Free Reports!” You can also use them like
white papers and offer them as free downloads in exchange for contact
E-books are the killer product that can create a lead generation bonanza! Like a real book, an e-book is going to be long…at least 50 pages. The fact that it’s a real book makes the perceived value huge. If the copy inviting prospects to download your e-book is well-written and compelling, you can generate several thousand new
leads from this one lead generation tool alone.
4. Audio Reports
An audio report helps prospects get a feel for what you and your company are all about. It’s a way for prospects to talk to you about doing business without really
taking to you. Using audio reports as part of your campaign can boost brand
loyalty and help you prospects commit to a sale. If you are well known in your
industry – or if you can hire someone who is – you have the power to generate a
LOT of leads using audio reports.
No joke. Webinars can drive an endless stream of customers to your business. Like audio reports, they give customers a feed for your company. But webinars go way beyond teaser information. The power-punch of the webinar is that it lets you cover the entire sales pitch AND close the deal. Another bonus is that webinars can be recorded. That lets you leverage your time by making the pitch once and then playing the presentation again and again for new groups of prospects. Talk
about a time saver!
How Does It Work?
Here’s the way it works, in a nutshell.
You’ve got your very own lead-generation machine!
To check out some real lead generation products, download a free
report about Email Marketing 2.0.