Post 1 :


Title :Experiential Marketing For Technology Companies
Description :

The goal of a marketing campaign is to win customers or clients to that service or product. Some companies really miss the mark. If you’re a technology company, it’s vital that you wow the consumer. This is where experiential marking comes in. Instead of trying to sell what your product or service does, your showing and delivering a personal experience that resonates with the consumer.

Experiential Marketing is All About the Experience

To best understand how experiential marketing works, take a look at a few examples. Many companies use these marketing campaigns to really connect with consumers on a personal, unforgettable level.

#1 – Google Impact Challenge

The technology giant Google put experiential marketing to good use. Each year, the company donates millions. Rather than focus on the products and services the company offers, discussions moved to the money that’s donated. To get people to interact, Google came up with the Google Impact Challenge in 2015.

Google placed 15 posters in and around San Francisco asking locals to name charities where the money should go. People used Google’s clickable paper technology to cast their votes and get money into the hands of their favorite local charities.

#2 – GE’s Medical Experience

Consumers may think of GE as a company that makes appliances and light bulbs. GE is also a leader in medical diagnostic technology. A recent experiential marketing campaign provided a clear look at the GE Healthcare division.

In 2009, GE set up an experiential marketing event in Cincinnati, Ohio, that truly brought the consumer to the world of medicine. Three sets were set up to show how medical care differs from one area to the next. One set was a typical emergency room, and another was a medical clinic in an urban setting. The final set was a rural clinic in Africa. People were able to see the difference and see how GE’s technology could help in each medical setting.

#3 – Ubisoft’s Watch Dogs App

Video game developer Ubisoft had a marketing campaign for it’s hacking game Watch Dog that took a Candid Camera spin. People who entered a local cellphone repair shop were tricked into believing the worker had installed a hacking app on their phone. This app allowed them to control the world. Believing they were really changing street lights, getting free money from ATMs, and unlocking cars, the marketing scheme ended with a car crash and police arriving.

The entire event was a prank with the company paying to close that street and hire actors and stunt drivers. It’s also certain that many people will never forget that experience or the game that inspired the marketing event.

Making Experiential Marketing Draw Attention to Your Business or Service

When you’re planning your own experiential marketing plan or event, think outside the box if you want. While Google’s campaign was about their charitable nature, it didn’t put Google devices or programs in consumer’s hands. Instead, people got to see another side of Google that they won’t forget.

GE’s marketing event did use its technology, but it also captured the world of medicine. It showed consumers how different it is from one place to the next.

Ubisoft’s marketing plan directly related to the game, but it brought consumers into that game. Instead of controlling a video character who is able to hack into things and change the world around him, it created a very personal experience where the consumer was the one in control of the world around him or her.

You can do the same. Come up with a unique idea and run with it. There are important steps you should take to make this a success. It all starts with research. Make sure you find out exactly what people want and desire from the service or product you offer. Turn those needs and desires into your plan.

Think through the entire campaign. You need a strategy in place, and that strategy needs to account for back-up plans. You need to study how you’ll keep it on track and not get lost along the way. If something goes askew, you need to be able to fix it. You need to broadcast news of your product or service through social media, newsletters, mailings, and any events you’re hosting or attending.

If you don’t have time to fully devote to your marketing plan, don’t give up. Many companies rely on the expertise of outside marketing teams to develop, plan, and organize experiential marketing plans for them. That’s often a wise decision. It ensures your employees continue in their roles without having to divert time and energy to an extra task.

Factory 360 has a full team of experiential marketing experts. Let us strategize your marketing campaign for you. We work with you to create an unforgettable product launch, trade show, or marketing campaign. Email info@factory-360.com or call 212-242-2417 to discuss your goals with an expert.

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Post 2 :


Title :How to Incorporate Cause Marketing and Experiential Marketing
Description :

Many people trace the beginning of cause marketing back to 1976, when Marriott Corporation partnered with the March of Dimes to promote the hotel chain and raise money for a worthy cause. Now, Marriott is far from the only brand to engage in cause marketing.

Today’s consumers demand that brands take a strong stance on societal issues. Brands that choose to align themselves with social causes can often win over younger consumers based on this partnership alone. In fact, it has been reported that 85% of Gen Z consumers trust brands more if they support important social causes. Other studies have shown that if the quality and price of two products is equal, consumers look at a brand’s stance on social issues when deciding which one to purchase. Based on this data, it’s clear that brands have every reason to dive into cause marketing.

There are countless ways for brands to launch a cause marketing initiative, including by hosting an experiential marketing event. Here’s how to incorporate your cause into your next event:

Choose A Meaningful Cause

Brands should never choose a cause at random when venturing into cause marketing for the first time. The key to making this strategy successful is aligning your brand with a cause that the company actually believes in and supports. If your employees support the cause, they will be proud to work for a company that supports it, and their hard work will eventually lead to the brand’s success. Furthermore, if the company supports the cause, it’s very likely that the company’s target audience does as well. Your target audience will want to support your efforts by attending your experiential marketing event if they believe in the cause that you support.

Connect the Cause to the Brand

The cause should also relate to your brand in some way. It doesn’t need to be an obvious connection, either. For example, many consumers wondered why Jefferson’s Bourbon chose to donate a portion of its proceeds to Ocearch, a non-profit research organization that aims to protect the oceans. However, the company revealed that it routinely strapped barrels of bourbon to one of Ocearch’s vessels in order to keep the liquid rotating against the barrels’ wood for a long period of time. The more contact the bourbon has with the wood, the deeper the flavor. This is an unexpected and unusual connection between the cause and brand, but it’s a connection nonetheless.

Do More Than Donate

A lot of companies choose to donate a percentage of their proceeds or profits to non-profit organizations as part of their cause marketing campaign. Although it is generous for companies to financially contribute to the cause of their choice, it is important to do more than just donate. According to a recent survey, approximately 64% of consumers believe that it is not enough to simply donate to non-profit organizations. These consumers demand that companies do more by raising awareness so they can educate the public on the importance of the cause.

Keep this in mind when planning how to incorporate your cause into your next experiential marketing event. It’s not enough to advertise that the proceeds from the event will go to a specific non-profit organization. You must also plan on dedicating a portion of the event to educating guests on the non-profit organization’s work.

Consider the Timing

Timing is an important factor to consider when planning an experiential marketing event to honor a specific cause. Marketers must ask themselves what causes are probably on consumers’ minds. One brand that definitely considered the timing when launching a cause marketing strategy is Maker’s Mark. This company established a partnership with One Warm Coat, which is a non-profit organization that provides free winter clothing to people in need. Together, the two companies hosted multiple events and encouraged people to donate old winter clothing so they could be given to those in need. The events were a huge success, partly due to the fact that they took place during the holiday season. During this time of the year, people are more concerned about giving back to the community and ensuring that the needy have the tools they need to stay comfortable in the winter. It’s very likely that the campaign would not have been a success if it took place in the summer, when winter clothing is the last thing on people’s minds.

Don’t Be Afraid of Humor

Fighting social injustice and promoting important social causes is no laughing matter. However, this does not mean that companies must take a humorless approach to their cause marketing campaign. Sometimes, injecting humor into the partnership is the best way to speak to your target audience.

Take a look at the Dumb Ways to Die campaign, which was created by a group of Melbourne citizens and the Metro Train System in Melbourne. The goal of this partnership was to teach children how to stay safe around the trains in Melbourne. Instead of launching boring instructional videos, the team decided to realize funny, animated videos that showed children the dumbest ways to die. Children—and adults—got a laugh out of the videos that taught people of all ages how to avoid getting hurt while near the train tracks. The campaign also included interactive games and stylish merchandise that featured the same funny characters found in the videos. If the team had not decided to take a funny approach to this cause, it’s possible that the campaign would have flopped. But, they bravely decided to make light of a very serious situation in order to get their point across, and it worked better than they could have imagined.

Are you interested in incorporating cause marketing into your next experiential marketing event? If so, talk to the experts at Factory 360. Our team of marketing professionals can guide your brand through the process of planning and hosting an experiential marketing event that is designed to reach your goals and leave a lasting impression on your audience!

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Post 3 :


Title :How Experiential Marketing Is Helping Drive Auto Sales
Description :

Estimated car sales in 2018 put the total number of vehicles sold at over 17 million. Automotive experts, including those at Edmunds.com, don’t think sales will do as well in 2019. marketing is going to mean everything if you want to sell cars. Lower federal income tax refunds are one of the key reasons it’s believed sales will plummet. Plus, manufacturers are shifting from smaller, affordable cars to larger trucks and SUVs. Those on a budget will be forced to shop for used cars as a result.

Auto dealers and manufacturers need to draw clients. Today’s consumers don’t want information thrown at them. They want to be part of the entire experience. That’s where experiential marketing comes in. By involving consumers every step of the way, you gain trust and sales.

What Is Experiential Marketing?

Experiential marketing is all about the consumer experience. It’s about giving consumers an experience that appeals to their emotions and drives sales for that reason. You’re creating a personalized experience that they won’t forget using key steps. Those steps are:

Differing opinions exist on the best marketing approach. You have the 7Cs, 7Ps, 4Ps, etc. What works best for you is often based on the service, product, or business you represent. Generally, you must focus on the product or service, pricing, placement, and promotional techniques and keep the consumer’s ideal experience in the front of your mind when coming up with the best strategies. Never be afraid to try something else if consumer feedback says you’re not sending the right message.

An experiential marketing plan includes a number of strategies customized to the specific business. A restaurant will want heavy social media marketing with daily specials, photos, and reviews. Things like online reservations and online takeout ordering are always ideal. That’s a restaurant. Now, think about what you’d want if you were buying a new car.

What Do Consumers Want From Auto Sales?

Edmunds looked at dozens of the feedback they received from consumers about their car buying experience. Several items appeared regularly in 5-star reviews. Those items were:

If you think about the typical experience when car shopping, you look at cars online, go to test drive a car, negotiate a price, wait for a credit report for a financing offer, negotiate financing, complete paperwork, and take possession of the car. It’s time-consuming and can be frustrating to the consumer.

Dealers are starting to realize that. Many now do paperwork online and deliver the car right to the buyer. They’re listening to customers on social media sites like Facebook and Instagram. They’re getting information out about new cars that have just been delivered to the lot. The best auto dealers respond immediately to feedback in a polite, friendly manner, even if it’s negative. Those marketing practices are driving sales.

Don’t All Dealers Know This Already?

You might think your dealership is doing everything right, but are you really listening to the consumer? Take a look at one dealership’s strategy. This Vermont dealer’s motto is one simple word: “Easy.” It sounds promising.

A Vermont college student went in to buy her first car after landing an internship in her final semester. She had enough saved to pay for a $5,000 car in cash. She’d found two trade-ins she really liked on a dealership’s website that were in her budget. After her mom looked them over, she printed the pages before going to the dealer that says “easy.”

When he was free, she talked about her budget and showed him the printouts of the two cars she was interested in test driving. He was polite and said he would be back in a few minutes. When he returned, he had the key to an $8,000 car that was out of her price range. He told her it was no problem; she’d qualify for a loan with her income. She explained again that she only had an internship and not a permanent job, but he said financing would be simple even with an internship.

She test drove that car and didn’t love it. She asked if she could see the other two, but he pressured her by saying the other two had higher mileage and this car was better for a college student. He kept insisting this expensive car was the better deal. She felt ignored and walked out.

Thinking about the ideal experience. This dealership did well with a website, but the salesperson never listened. He thought of this car that would bring him a higher commission. He wasted everyone’s time by not listening. That young woman left feedback on social media and never heard a response. The company simply didn’t seem to care and failed at the experiential marketing they were trying to achieve. The lost a sale.

Do You Listen?

How well do you listen to your consumers? Social media sites, blogs, podcasts, and email lists are good ways to start communicating with your target audience. Use them to your advantage. Most importantly, make sure you’re listening.

Are you stuck? Not sure why your marketing campaign isn’t leading to auto sales? Factory 360 is experienced in all aspects of experiential marketing.

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Post 4 :


Title :How to Give Followers FOMO At Your Next Experiential Marketing Event
Description :

Although FOMO (fear of missing out) is often associated with the Millennial or Gen Z generations, the term was actually coined back in 1996 by Dan Herman, a marketer. Herman used the term to describe the anxiety and stress that arises when you feel as if you are missing out on a pleasant experience that you know others are enjoying. In today’s world, many people experience FOMO when they scroll through social media and see people on luxurious vacations, shopping sprees, and other adventures.

Inducing FOMO in a brand’s followers is every marketer’s dream. Why? If someone has FOMO, they will make more of an effort to ensure they don’t miss out on similar enjoyable experiences in the future. This way, they can avoid the stress and anxiety they experienced when they missed out on the first event. So, if your followers get FOMO while looking at your brand’s page, they will make more of an effort to stay connected with your brand so they never miss out on anything again. How can you give your followers FOMO? Follow these tips when planning your next experiential marketing event:

Work With Influencers

Having influencers at your event will definitely induce FOMO in your followers. The influencers will share countless photos and video from your event, so your followers’ feeds will be filled with your branded content. It will be hard for them to ignore if it’s coming from multiple accounts, and the more they see it, the more they will feel as if they missed out on a once-in-a-lifetime event.

This isn’t the only reason why working with influencers will induce FOMO in your followers. Many people idolize the influencers that they follow, so they may feel like they missed out on a huge opportunity to be in the same room as their favorite celebrities once they find out they were at your event. After seeing shots of an influencer at your event, your followers will never miss another one of your brand’s updates.

Give Away Valuable Prizes

Plan on giving away valuable prizes at your next experiential marketing event so you can make your followers wish they were there. Make sure you promote the prizes you are giving away on social media, and if possible, announce the winners once the contest or sweepstakes is over. Your followers will start paying closer attention to your brand’s page once they realize they missed out on an opportunity to win a valuable prize at your event. If you host another event in the future, it’s likely you’ll see their names on the guest list.

Livestream the Event

Some brands like to give their followers FOMO in the days following the event, but there’s no need to wait until the event is over. Make your followers wish they had attended your experiential marketing event by livestreaming it on Facebook or Instagram. As they scroll through their feeds, they won’t be able to resist stopping to watch what’s going on at your event at that very moment. Seeing the fun and excitement as it happens may even convince them to get up and head down to your event while there’s still time!

Make the Event Seem Exclusive

Followers will experience a strong sense of FOMO if they feel like they are missing out on an exclusive event. One brand that nailed this tactic is Bud Light, which hosted an exclusive event for 1,000 of its customers. To gain access, the lucky winners had to send in a video or essay explaining why they should be chosen for the exclusive event. Bud Light chose the 1,000 strongest entries and flew them across the country for an exclusive pop-up party event. Pictures and videos taken at the event were plastered all over social media, so the people who did not win were forced to see the fun they missed out on. They may have missed out on this opportunity, but they will closely follow your brand in the future so they don’t make the same mistake twice.

Create Instagram-Worthy Photo Ops

Sometimes, it doesn’t matter who was at the event or what prizes were given away to the attendees. For some people, all it takes to induce FOMO is a few beautiful pictures taken at your event. Make this happen by creating multiple photo opportunities within the event venue. Use interesting backdrops such as flower structures or textured walls so guests have something to pose in front of when taking the picture. It’s also important to pay attention to the lighting. If the lighting is not ideal for photos, guests probably won’t share the unflattering images on their social media pages. But, if you can get guests to post striking selfies or group shots, followers will instantly start feeling a massive pang of FOMO.

A Final Note on FOMO

Making your followers feel a little bit of FOMO can work in your favor, however, if you make them feel as if they are never included, this could actually hurt your relationship with your audience. Too much FOMO will make your followers feel like they are no longer genuinely connected to your brand. Once this feeling is gone, they may choose to unfollow you on social media and start to lose interest in your products or services. It’s perfectly fine to induce FOMO by hosting a memorable experiential marketing event, but make sure that you launch other marketing initiatives that will feel more inclusive to your followers.

Are you ready to give your followers a serious case of FOMO? If so, let our team of marketing professionals assist with your next experiential marketing event. Contact Factory 360 today to discuss your needs so we can start planning your next FOMO-worthy event!

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Post 5 :


Title :Unique Venue Options For Experiential Marketing Activations
Description :

With the world of art drastically evolving along with the development of technology, a particular form of art has been on the rise: experiential art. A form of art that allows a direct experience with the art exhibit, event, or installation itself. Through a mix of art, technology, science, and hands-on experience, a new profound of participation among attendees or consumers at an exhibit or event, promotes an unforgettable, shareable moment. These are exactly the kinds of moments that are being captured on social media, for example, and they increase awareness of brands and companies alike from the consumers themselves.

Many companies who are utilizing the likes of experiential marketing are seeing that the consumers are becoming immersed in the event, which is a part of the brand — and this sends a message, both to the consumer and to everyone in their circle. CEO of digital marketing firm Joseph Ayoub, Adweek reports, finds that “Users are much more likely to share posts with their friends and engage in the comments if they connect to the story you’re telling on a personal level.” You want to keep this in mind when creating the space for your event, as the specs for the event can determine whether or not a consumer feels connected to your brand. Remember, first impressions count!

Three Must Haves

Eventbrite interviewed Anyi Raimondi, the head of brand activation at Airbnb, who says these following three things are necessary for successful experiential marketing.

  1. Focus on engaging people offline, in the real world
  2. Create brand presence to earn attribution, but generate less of an interaction with consumers (the example given is thought about logo placement)
  3. Create content that scales engagement via social media or advertising distribution

Raimondi says, “In this way, an intimate experience becomes above-the-line advertising that engages the masses.”

A Unique Hashtag

Since what makes experiential marketing so powerful is the way it’s spread to the masses via social media, you want to include a distinct hashtag. The Hashtag is a part of what becomes the advertising, as mentioned above.

Aesthetics

The overall visual aspect of your event and space is key here. Think eye candy, and about covering all of the sensory elements of the experience: colors, sights, sounds, tastes, smells. These are the nuts and bolts of what experiential marketing is all about, and why it can be so engaging and successful if done correctly.

Flow

How do you want the attendees or consumers to be first welcomed at the event? Where will you have them enter, and how will the placement of the actual event/exhibit impact their experience? For example, you want consumers to feel welcomed, and you also want them to remember the event, so you may place the most exciting or memorable exhibits toward their exit.

The Space

A couple of options for your event space to consider are building your own pop-up space, trade show or concert venues, an art gallery or studio, a hotel, a farm, a warehouse, a restaurant or cocktail bar, or a museum. Whatever space you choose, Harvard Business Review suggests that consumers/customers for example, might want to “feel a sense of belonging” and “feel a sense of freedom.” Since these are two different feelings that are being sought after at the same time, it takes careful consideration when planning for each specific event.

Surveying Your Attendees After An Event

Eventbrite suggests that by doing this, you can measure the impact of the event itself. It’s important not only to campaign and advertise for your event, and to put on a heck of a show, but to follow up with the consumer as well. This complements their experience so that it’s all inclusive one.

Special Venues For Events

For four years now, Upslope, a Rocky Mountain Brewing Company, has led an annual Backcountry trip. The brewing company heads up to Grand Park, Colorado (outside of Boulder) and invites its attendees to join them. The event is set in a tap room which must be hiked up to — through the woods — and upon your arrival, a report of gorgeous views.

Tinder hosted a marketing event located in an airport hangar in Santa Monica, California. The event, as seen on Vimeo, was complete with stewardess’ dressed, airline seats to sit in complete with iPads to connect to Tinder itself, a ‘red carpet’ locale for photo ops, and performances by famous artists Jason Derulo and Zedd. Talk about a complete experience for the senses!

Volkswagen created a piano staircase in Germany — that’s right, a staircase made of piano notes that you can walk on. The Bizzabo Blog points out how this is an interesting choice for Volkswagen, since we know it to be an automobile company. So why the choice of creating a staircase in a public space? The goal, as the blog refers to, was to elicit a concept that all humans share: having fun. To elicit this emotion was a way to create an association of a positive experience (fun) with the brand itself.

Another clever concept for a venue was created by HBO, who made escape rooms at the popular music festival South by Southwest in Austin, Texas. The escape rooms promoted some of the fans’ favorite shows (such as well-known Game of Thrones), where fans had to follow clues in order to ‘escape’ from the room; just as the ever-so-popular escape rooms themselves.

An airport hangar, maybe even an airplane in flight, an outdoor escape, a sporting event, or public place (such as local transit) can all be unique locations for experiential events. Using your creativity, an intention that matches what the brand intends to bring to its customers, and the suggestions above, you can create a successful experiential marketing event for your brand!

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Post 6 :


Title :How to Connect With Millennials At B2B Experiential Events
Description :

Millennials are often talked about as if they’re young and naïve, but the truth is that Millennials are no longer children. In fact, more than one in three adults in the workforce are Millennials, which makes them the largest generation in the modern workforce. Because there are so many Millennials in the workforce, it’s important to tailor B2B experiential marketing events to their needs. Here’s how to successfully connect with Millennials at your next B2B experiential marketing event:

Make it Fun

Millennials are hardworking adults now, but they are still young at heart. This generation is always looking for ways to have fun—even when they are at work. Because of this, you will need to keep them entertained at your B2B experiential marketing event. Millennials are tech-savvy, so consider incorporating an interesting new technology such as virtual or augmented reality into your event. Millennials will be eager to test out these technologies, so it will be hard for them to resist your event. Once they’re engaged with the fun activity, brand ambassadors will have a chance to connect with them on a personal level.

Use Technology

Speaking of tech-savvy Millennials, they love when brands incorporate technology into their events in new and interesting ways. Let Millennials check in to the event on touchscreen tablets to make the process as easy as possible. Millennials can also watch product demos and learn more about the brand directly on these tablets. Brands can also build apps for the event so Millennials can easily access information regarding the agenda, parking, tickets, and more. Using technology in this manner makes attending the event more convenient for Millennials—and it also makes the experience more enjoyable, too. Keeping Millennials happy and engaged is the key to connecting with them at B2B experiential marketing events.

Let Them Mix and Mingle

Millennials will not want to sit in silence in an auditorium and listen to speakers all day. This generation is incredibly social, so it’s important for brands to give them an opportunity to mix and mingle with other attendees at the event. Encourage Millennial guests to travel freely throughout the event so they can meet new people and make new connections. If you keep them in the social spirit, they will end up connecting with at least one of your brand ambassadors by the end of the event.

Talk About Corporate Social Responsibility

In their personal lives, Millennials often consider how a company is giving back to the community or doing good in the world before making a purchase decision. Many Millennials will take this factor into consider when making purchase decisions in the business world, too. As a result, it’s important to address the topic of corporate social responsibility when attempting to connect with Millennials at B2B experiential marketing events. At the event, promote your partnerships with non-profit organizations and explain how your brand is making a difference in the world. It’s also wise to discuss your company’s efforts to go green. These talking points will grab your guests’ attention and make it easier for you to build a relationship with them at your event.

Personalize the Event

Millennials crave personalized experiences. According to a recent survey, 85% of Millennials are more likely to make a purchase when an item is tailored to their personal needs. This survey also revealed that 52% of Millennials believe personalization drives loyalty in their generation. Based on this data, it’s clear that Millennials respond well to experiences and products that are personalized to their wants and needs.

Keep this in mind when planning your next B2B experiential marketing event. How can you personalize the event so that it meets the demands of every Millennial guest? Consider giving personalized promotional gifts or letting guests choose how they want to explore the event and what activities they want to engage in. If a Millennial makes a purchase at your event, let them decide which charity should receive a portion of the proceeds. Details like these may seem insignificant, but they will make Millennial attendees feel as if the event was designed especially for them.

Include Millennials in the Planning Process

Don’t make the mistake of planning an event for Millennials without input from members of this generation. If you want to know how to connect with Millennials, it’s best to include them in the planning process. If you fail to include Millennials in the planning process, you may miss the mark completely. Millennial attendees may feel that whoever planned the event is out-of-touch with their B2B consumers. Avoid this problem by getting their feedback on everything from the location of the venue to the activities planned during the event. After all, no one knows what Millennials want better than a Millennial.

Emphasize Authenticity in Interactions

Millennials favor authentic interactions over traditional sales pitches. For this reason, brands must focus on training their brand ambassadors to avoid overselling themselves or the products. Brand ambassadors must be able to relate to Millennials and form genuine connections with them while still representing your brand. For example, a brand ambassador should talk to a Millennial about how a product can solve their specific needs instead of rambling on and on about the amazing features of the product. Show Millennials that your brand understands their needs and wants to solve their problems through these authentic interactions between brand ambassadors and attendees.

Are you ready to plan a B2B experiential marketing event that will resonate with Millennials? If so, contact the marketing professionals at Factory 360 as soon as possible. Let our experienced team assist with every aspect of the planning and hosting process so we can help your brand connect with Millennial decision makers in your industry.

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Post 7 :


Title :Should You Host An Experiential Marketing Event At A First-Year Music Festival?
Description :

It’s been reported that there are over 800 annual music festivals in the U.S., but this number continues to grow every year. According to Billboard, approximately 32 million people go to at least one of these music festivals, and many of them travel hundreds of miles in order to make the event. Based on these statistics, it’s clear that music festivals are incredibly popular, so it’s not surprising that many marketers want to host experiential marketing activations at these events.

Hosting an experiential marketing event at an established, well-known music festival can cost tens of thousands of dollars. Brands that are working with smaller budgets may wonder whether it’s worth it to host an event at a first-year festival, which is bound to be more affordable. Here’s what you should consider before making this decision:

Lack of Audience Information

Established festivals can offer marketers a vast amount of information on the people that attend their event. Festival organizers know how old their audience is, where they live, what they do for a living, and how much they make. Nielsen and other data companies have even more detailed information, including how likely they are to purchase certain product categories and how much they’re willing to spend. For example, Nielsen data reveals that people who attend Bonnaroo are 59% more likely than the average consumer to purchase liquid coffee.

This kind of data helps brands determine whether or not the festivalgoers are part of the brand’s target audience. However, first-year music festivals will not have this type of information to share with marketers. Brands must decide if they want to host an event within the festival without knowing with certainty if the festival will draw the brand’s target audience.

Marketing Plans

Before making this decision, it’s important to ask the festival organizers about their marketing plans. How are they planning on marketing the festival? What channels will they use to reach their target audience? How much money are they willing to spend on marketing? If the marketing plan seems incomplete or ineffective, the festival organizers may not draw in the huge crowds they are anticipating.

Musical Acts Scheduled to Perform

Marketers can learn a lot about a festival—even a first-year event—by looking at the musical acts that are scheduled to perform. It’s a good sign if the festival organizers have managed to book household names that will draw in a lot of people. But, if the names are not recognizable, this could indicate it’s a smaller event.

Be sure to research each of the musical acts online—especially on social media. This is a great way for marketers to learn who listens to these musical acts, how popular they are, and whether or not fans are within the brand’s target audience. If you’re trying to reach high school and college students, for example, it’s not wise to host an experiential marketing event at a festival with musical acts from the 70s and 80s.

Research the Venue and City

It’s best to research both the venue and the city where the festival will take place. Start by looking at the venue to determine how many people it can hold. Remember, only a fraction of the people who attend the event will interact with your brand. If the venue holds 50,000 people, there’s no way that all 50,000 will see your branding or stop by your event. Keep this in mind when figuring out if hosting an event at the festival is worth it for your brand.

You should also ask festival organizers where your event will be set up within the venue. The event should be located in an area with a lot of foot traffic, preferably near an entrance or exit. If there’s not a good spot for your event, it’s probably not worth the investment.

Next, research the city where the venue is located. It’s true that people are willing to travel to attend music festivals, however they may not want to travel very far for a first-year festival that is not well known. For this reason, it’s best if the venue is located in a populous city. Cities with large public universities are ideal since many festivalgoers are college-aged adults. These adults will not have to travel very far to attend the event if it’s in the same city as their school, so this is a good sign that the festival will be a success.

Be sure to also look at local calendars to see if there are other events scheduled for the same date and time as the music festival. First-year festivals are not established enough to have a loyal following of festivalgoers, so many people may choose to attend other events taking place in the city instead.

Other Sponsors and Brand Partnerships

Ask the festival organizers if other brands are involved in any way with the event. You will need to know about other experiential marketing events, sponsorships, and brand partnerships related to the event. If your competitor is planning a huge event at the same festival, this is something you should know before hosting a small-sized event just a few dozen feet away from them. Analyze the list of other brands that are involved with the festival to determine if this is a good fit for your company.

Are you interested in hosting an experiential marketing event at a music festival? If so, contact the experiential marketing experts at Factory 360. We will research a wide range of music festivals to figure out which ones are right for your brand. Then, we will assist you with every step of the process from planning the event to hosting it and measuring its success. Call us now to learn more about our marketing services.

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Post 8 :


Title :The Best Experiential Marketing Activations From Comic Con 2018
Description :

Comic Con is one of the best opportunities to spread the news about new products and services. This past year, over 130,000 people attended San Francisco’s biggest, nerdiest event in order to share their love of television shows, online media, and good, contagious fun. In the midst of all of that enjoyment – not to mention the summer heat – several companies took advantage of the gathering crowds and debuted exciting news about their products in new and unique ways, catching the attention of potential audiences through their content and through their delivery.

Facebook’s Escape Room

Escape rooms have become big in the entertainment industry over the past several years. Groups of friends, coworkers, or even complete strangers can go into one of these escape rooms and look around for clues in order to find their way out again. Facebook took advantage of this trend in order to advertise their new Facebook watch. Visitors to Comic Con had the opportunity to enter into Facebook’s Escape Room and try out this new technology for themselves, using it in order to find the clues marketing representatives had scattered throughout the room and, in turn, escape. In this fun and exciting activation, Facebook ensured that folks who came in and out of the escape room saw how Facebook Watch could be used on a day to day basis – as well as in highly unique situations.

Marvel’s “Cloak & Dagger”

Marvel’s “Cloak & Dagger” wanted to make something of a splash at Comic Con, too. The new series follows two young superheroes whose powers mirror one another’s and is said to be full of thrills and tension. As such, Marvel wanted potential audiences to feel like superheroes of their own. Comic Con visitors who participated in the “Cloak & Dagger” activation got strapped into a bungee harness that made use of the participant’s own strength. How far the participants propelled themselves depended on their ability to work within the forces of the bungee, mirroring the pull between its new series’ two characters.

AMC’s “The Walking Dead” and “Fear the Walking Dead”

One of television’s most popular series, “The Walking Dead,” just saw a striking conclusion to one of its major storylines, which now leads into its follow up, “Fear the Walking Dead.” While some fans are still reeling from the emotional blow, AMC is wasting no time in advertising the original series’ follow up. As such, AMC debuted a 22-foot zombie slide at 2018 Comic Con. Anyone interested in learning more about the new series and its compelling cast of characters could take a trip down the slide and avoid outstretched zombie hands, an admittedly mixed feeling of excitement and fear that’ll no doubt get folks excited for the start of a new, hoard-filled adventure.

NBC’s “The Good Place”

NBC wasn’t interested in missing out on the opportunity to advertise one of their most popular television shows, either. If you haven’t heard about “The Good Place” already, then attending Comic Con 2018 would almost guarantee that you had the opportunity. NBC’s “The Good Place” follows four humans stuck in Hell – or “The Bad Place” – as they try to understand why they got sent there in the first place and how it would be possible for them to get out. At Comic Con, attendees had the opportunity to follow in “Team Cockroach”’s footsteps and take a tour of a replica of the series’ set while also receiving a digital greeting from one of the show’s stars, Ted Danson. Once the tour was completed, visitors were abruptly sent on a trip through the Infinite Tunnel of Light, on the far end of which existed the characters’ “Bad Place,” – or, as it’s also known, reality.

Taco Bell 2032

Alongside all of the television promotion, there was also ample opportunity to eat well at Comic Con 2018, and for certain restaurants to make a name for themselves as more than just creators of cheap fast food. Taco Bell, known for its greasy eats and affordable food, got a notable upgrade in its activation, called Taco Bell 2032. Inspired by Demolition Man, Taco Bell was toted as a survivor of the “franchise wars.” Instead of the familiar interior, visitors to Taco Bell 2032 got to sit in an upscale restaurant and listen to classical music while eating a four-course meal. Taco Bell has been working for years to brand itself as more than just a place to eat delicious and quick food, and it seems, through this activation, that they’re making strides towards ensuring that they become one of the better fast food places to eat.

Dell Gaming

Finally, Dell decided to give Comic Con’s visiting gamers a seriously exciting opportunity. The company brought a larger-than-life Dell G5 15 Gaming Laptop to the convention center along with a copy of Crypt of the Necrodancer. In order to play the game, visitors had to step on the oversized keyboard and work together to beat each of the available levels. Those who played had the opportunity to win a normal-sized version of the same laptop, which Dell has recently released.

These are just some of the unique marketing activations that were seen at 2018’s Comic Con, but they went far to stand out from the rest. Their brand engagement makes use of the emotional connection a product or service can build between an audience and that content in order to make that product or service all the more fun to enjoy. These forms of engagement can establish long-term relationships between the content and the consumer, or they can focus on immediate sales. Either way, the people in charge of marketing a particular form of content must make use of their product, price, promotion, and place in order to ensure that word gets out about the product or service they’re trying to sell. What better place to make moves like this than Comic Con, where the audience is diverse and excitement is the name of the game?

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Post 9 :


Title :Unique Experiences to Incorporate Into Experiential Marketing Events
Description :

Some brands are eager to venture into the world of experiential marketing, however they aren’t willing to step outside of their comfort zone and plan an event with unique experiences. As a result, many of the experiential marketing events consist of the same tried and true experiences. Your guests may enjoy these experiences, but not nearly as much as they would enjoy something more original. Set yourself apart from competitors and create a memorable event for your audience with one of these unique experiences:

Classes

Don’t just introduce your guests to your products—show them the best ways to use your products during free classes hosted at your experiential marketing event. For instance, a company that sells spices could host cooking classes to teach people how to incorporate the spices into popular recipes.

Some brands may have a harder time coming up with ideas for classes if their products are fairly self-explanatory. But, there are still ways to host events even if you are promoting a product that fits this description. For example, a brand selling athletic apparel could host an experiential marketing event with free yoga classes. During the class, the brand could teach guests how wearing their clothing increases flexibility and improves their yoga practice. This class isn’t centered on how to use the product, but rather why you should use it. Avid yogis will walk away with a better understanding of why they should wear the brand’s apparel.

Behind the Scenes Tours

Hosting a behind the scenes tour for your guests is another unique activity to incorporate into your next experiential marketing event. But, the brand must make sure that their target audience would be interested in taking a peek behind the curtain before planning this event. A look at how beer in a brewery is made would probably attract more people than a behind the scenes tour of a paper factory, for example. If you have something interesting to share with your target audience, an experiential marketing event is the perfect time to make your big reveal.

Guests who sign up for the behind the scenes tour should hear about the history of the company, get opportunities to take photos, and receive product samples, if applicable. The tour should also show guests how the brand’s products are made. Brands can even turn it into a hands-on experience by asking guests to participate in certain steps of the manufacturing process. For example, a wine company could invite tour guests to stomp grapes so they can experience this important step in the wine-making process. At the end of the tour, guests will feel a genuine connection with your brand thanks to this memorable experience.

Competitions

A lot of people are driven by the desire to win, so hosting a competition within your experiential marketing event is a great way to generate buzz and draw crowds. The competition can range from something as simple as a trivia game with buzzers to a flying contest such as Red Bull’s Flugtag. At this event, guests are encouraged to compete by building home-made flying machines and launching them off of a pier to see who can travel the furthest. This is a large-scale event, so most brands won’t have the budget to pull something of this size off. However, there are plenty of ways to incorporate a little friendly competition into your event on a smaller budget.

Make sure to promote the competitive experience in the weeks leading up to your event. The people who are interested in competing will most likely share the details of the experience with their followers, which is free publicity for your brand.

Simulations

Sometimes, the nature of a product makes it impossible for a brand to let guests at an event sample or test the product. Consider a raincoat, for example. Guests at an event can try on the coat to see how it fits or touch it to see how the material feels. But, they will not know how well it works in rainy conditions based on how it looks, feels, and fits. In situations like these, brands should consider allowing guests to test their products in simulated conditions. The brand can build a rain chamber, for instance, that gives guests the opportunity to see how the raincoat holds up in a simulated rainstorm.

This is a unique experience that guests will likely remember for the rest of their lives. Plus, it will help guests understand the benefits your product has to offer. Now, they’ve been given an opportunity to truly test your product, so they may be more likely to buy it in the future.

Adventures

Millennials are known for loving adventures, so brands that want to connect with men and women in this demographic should focus on creating an adventure that they’ll never forget. This generation will flock to experiential marketing events with obstacle course, scavenger hunt, and escape room activities. Adventurous experiences like these allow Millennials to work together to solve puzzles, test their endurance and physical strength, and think outside of the box. During the planning stages, make sure you think about how you can incorporate your brand or specific products from your product line into the activity. Millennials will never forget fun experiences like this, but if your brand is not connected to the activity in some way, they may forget that you were the company that hosted the event.

Are you interested in incorporating one of these unique experiences into your next experiential marketing event? If so, contact the team of skilled marketing professionals at Factory 360 as soon as possible. Let our experiential marketing experts get to know your brand so we can design and implement the perfect event for your target audience.

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Post 10 :


Title :The Post-Event Experience: How to Continue Engaging With Your Audience
Description :

It takes a lot of time and effort to promote and host a branded event. Many marketers breathe a sign of relief once the event is over because they assume that their work is finally done. But, the truth is that a marketer’s work is just beginning once the event concludes. Marketers must continue to engage with the brand’s audience following an event to ensure this connection stays strong. Here’s how to continue the conversation once an event is over:

Post Photos and Videos From the Event

The easiest way to continue the conversation with your audience after the event is over is to post photos and videos of it. At the very least, share this content with your followers on social media so they can relive the event or see what they missed out on. It’s also a good idea to create a blog post or photo gallery on your website so you can share all of the photos and videos in one location.

Be sure to also look for photos and videos from the event that were posted by other users. If you used a unique hashtag to advertise the event, conduct a search using this hashtag to pull up relevant content. If you want to repost a photo or video taken by someone else, make sure that you get their permission first.

Film A Short Video to Say Thanks

Another way to engage with your audience after the event is over is by saying thank you with a short video. You don’t need to hire a crew of cameramen or invest thousands of dollars in creating this video. Instead, simply use your smartphone to create a short video. Send a heartfelt thank you to everyone who attended the event and supported your brand. You should also tell them how to find photos and videos from the event and how to stay connected with your brand. It only takes a few minutes to film a thank you video, but it can keep the conversation going with your audience for days or weeks after the event is over.

Send A Short Summary of the Event

Some attendees may arrive at your event late or leave early, so they won’t get to see and experience everything that is on the agenda. For this reason, it’s best to send a short summary of the event to everyone who has subscribed to your e-mail list. The people who came to your event late or left early will finally get to find out what happened when they were not there, while the people who didn’t come at all will get to see what they missed out on by staying home.

Don’t forget to make the summary of the event more interesting by incorporating photos and videos into it. You should also include a call-to-action at the end of your summary. Invite your audience to attend your next event, follow you on social media, or visit your online store. Tell them how to take the next step in your brand-customer relationship instead of assuming that they’ll know what to do.

Offer Attendees Something of Value

Brands should consider offering event attendees something of value after the event is over to keep the lines of communication open. For example, give attendees the exclusive opportunity to download a free e-book on your website. You can also offer attendees discounts on products or services, free shipping, or branded promotional items. Giving your attendees a small gift will show them how thankful you are that they took the time to your event. It will also give them a reason to visit your website so you can interact with them once more.

Ask For Feedback

Even if the event was a huge success, it’s important to look for ways to improve so you know what to do differently next time. Asking event attendees for feedback is the perfect way to identify ways to improve and to keep the conversation going after the event is over.

Many brands ask attendees for feedback by sending them a short survey via email several days after the event. This is the preferred method of collecting feedback since it is easy to gather and analyze responses to an email survey. Plus, it only takes a few minutes to create an email survey using tools such as Survey Monkey.

Make sure the survey is short and sweet. Attendees will not want to spend a lot of time writing out responses to your questions, so use multiple choice or scale questions.

Many of the questions will focus on what happened at the actual event, but it’s important to also ask how the attendees heard about the event and whether or not they registered beforehand. These questions will help marketers identify the best channels to use to promote events in the future.

Host Q&A Sessions

It’s common for speakers and hosts to take questions from the audience at certain events. But, it’s possible that you may not have had enough time to answer all of the audience’s questions. If this happens, it’s wise to give the audience an opportunity to ask their questions after the event is over. Host a Q&A session on Facebook live so your followers can submit their questions and finally get the answers they’ve been waiting for. Not only does this keep the conversation going, it also shows your followers that you are truly interested in making sure they get the information they need.

Are you interested in increasing audience engagement at your next event? If so, contact Factory 360 today. Our team of skilled experiential marketing professionals focus on developing strategies that allow brands to engage with their audience before, during, and after the event. Let us help your brand continue the conversation long after the event is over!

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Post 11 :


Title :How to Measure the Effectiveness of Customer Touch Points
Description :

Marketers often use the term “touch point” when discussing interactions with customers. A customer touch point is defined as any interaction between your brand and a customer. Examples of touch points include website visits, face-to-face interactions, transactions, contact with customer service representatives, and even reading online reviews or ratings of a company.

Every customer touch point is important because each interaction can impact the customer’s opinion of the brand and purchase decision. Because each interaction matters, it’s crucial for brands to determine the effectiveness of their existing customer touch points. Here’s how:

Identify All Touch Points

Before you can begin measuring the effectiveness of each touch point, you must first identify all of the possible customer touch points. Make a list of every possible interaction between your brand and customers–no matter how insignificant it may seem. It helps to think of touch points in terms of these categories:

You should have a long list of possible touch points at the end of this exercise.

Give Each Touch Point An Impact Rating

The next step is assigning an impact rating to each touch point on your list. An impact rating is a measure of the importance of each touch point. For example, let’s say one of the touch points on your list is “sending and processing invoices.” If a customer has a negative experience when trying to pay an invoice, what kind of impact will this have on their relationship with your brand? Will a bad experience at this touch point prevent them from making another purchase? If so, then the impact rating of this touch point is high.

It’s important to put yourself in the customer’s shoes when assigning impact scores. Think about your own positive and negative interactions with brands when determining the impact of each touch point. You should also ask real consumers for their advice when assigning impact ratings. Don’t be afraid to send out surveys or conduct focus groups so you know that you have accurately measured the impact of each touch point.

Measure the Effectiveness

Analyzing the effectiveness of each touch point is not easy. It’s impossible for marketers to measure the effectiveness of each touch point on their own since they are biased. But fortunately, there are several ways to seek outside help with this task.

Marketers should consider using secret shoppers to measure the effectiveness of various customer touch points. A secret shopper is a professional who is trained to act as a customer. The shopper will go through the same process that regular customers follow when doing business with the brand. This can include researching the brand, asking the customer service department questions, making a purchase, paying the bill, and dealing with issues that arise along the way. Throughout the process, the shopper will take detailed notes on their experience. For example, let’s say the shopper found it difficult to get in touch with the customer service department before making a purchase. The shopper could note in their final report that this bad experience was unpleasant enough to cost the brand business. This type of information helps brands measure the effectiveness of each touch point in the sales process.

You can also listen to customers on social media to get specific information about certain touch points in the sales process. However, customers will usually only talk about touch points on social media if they had an unpleasant experience. Because of this, marketers shouldn’t be surprised if they only find negative data when looking on social media.

Focus groups are also helpful when measuring the effectiveness of touch points. But, conducting a focus group is not cheap, so this may be out of your brand’s budget for this specific exercise.

Marketers should also review data that is available to them. For instance, pull up the  customer service call center logs to determine the number of complaints and questions that are handled by these representatives. Then, figure out how the majority of conversations end. Are the representatives able to solve the callers’ problems? If not, this is not an effective touch point.

The effectiveness of certain advertisements can be measured using ad tracking tools. For example, if your brand is running pay-per-click ads, use the ad tracking tools to determine what percentage of customers that click through are actually making purchases.

Address Ineffective Touch Points

Now, it’s time to identify the areas that need to be improved upon. Start by looking at the touch points with the highest impact ratings. It’s important to improve these first since they have the most significant impact on the customer’s overall experience.

Assign someone to oversee the process of improving weak touch points. Then, work with this person to develop an action plan. Why is this touch point so ineffective? How can you improve the customer’s experience at this point in the sales process? Making a touch point more effective could involve redesigning the website, offering additional training, or empowering employees to do what it takes to make a customer happy.

It’s best to reassess the effectiveness of these touch points later on to determine if the changes addressed the underlying issues. When it’s time to complete the reassessment, follow the steps in this process once more so you can accurately measure the effectiveness of each touch point.

For more marketing advice and insights, contact the team of professionals at Factory 360. Let our marketing professionals develop a comprehensive marketing strategy that will help your brand connect with your audience, build brand awareness, and of course, generate sales.

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Post 12 :


Title :How to Host Successful Experiential Marketing Events At Music Festivals
Description :

Experiential marketing events are hosted in many different venues, but music festivals are one of the most popular choices. Music festivals typically attract thousands of people, so brands that plan activations at these events have the opportunity to engage with thousands of potential customers.

However, it’s important to note that choosing a music festival as your venue does not guarantee that the event will be a success. Marketers still need to put in the hard work in order to plan and host a memorable event for their target audience. Here’s how:

Research the Audience

There are usually countless music festivals planned for the summer, but some of them are better venue options for your brand’s event than others. Why? The audience. It’s important to ask the festival organizer for information about their audience so you can find an event that will attract your target audience.

For example, Nielsen data reveals people who attend Bonnaroo are 59% more likely to buy liquid coffee than the average person. On the other hand, people who attend Coachella are 32% more likely to purchase lipstick than the average person. Therefore, a coffee company should host their event at Bonnaroo, whereas a cosmetic company would find greater success at Coachella. Data like this can help brands determine which event their target audience is more likely to attend.

Create Insta-Worthy Moments

Festivalgoers are typically young and tech-savvy, so they usually document their experience at the festival by uploading photos and videos to Instagram. In fact, a recent survey revealed that 98% of consumers create digital or social content while attending memorable events. They will snap dozens of photos before the event is over, but some of these photos may not make it to their Instagram.

Make sure your event is featured in festivalgoers’ photos and videos by creating Insta-worthy moments within your activation. Invite guests at your event to pose on the red carpet or in front of a flower wall. You can also provide guests with fun props to encourage them to snap more photos with their friends. Creating photo opportunities like these will ensure that everyone who attends your event feels compelled to stop and take a picture so they can share the experience with their followers. Having guests create and share content featuring your brand is free publicity–so don’t miss this opportunity to take advantage of it.

Partner With A Non-Profit

Research has shown that today’s consumers are drawn to brands that take a strong stance on social issues. A recent survey showed that 53% of young consumers have purchased products from a brand simply to show their support for the social issues that are also supported by the brand. Furthermore, another 23% of young consumers said they have at least considered purchasing a product because of the brand’s position on important social issues. Based on this data, it’s clear that connecting to a social cause can help brands build meaningful relationships with the young consumers in their target audience.

There’s no better place to highlight your connection to a cause than a music festival attended by thousands of young people. Identify the cause that you would like to support, and then contact non-profit organizations that support this cause. It should not be hard to find a non-profit that is willing to partner with you at the event in order to draw attention to the cause. Even if the non-profit does not want to be heavily involved in the event, simply donating a portion of proceeds from the event to the non-profit is a powerful statement that young consumers will appreciate.

Give Guests the VIP Experience

Most music festivals sell VIP passes that give guests access to exclusive events and perks. However, these passes are not cheap, so the majority of festivalgoers cannot afford them. This is your chance to give festivalgoers without VIP passes the opportunity to feel like a VIP. Make your guests feel as if they are sneaking away from the festival and entering an exclusive event. You can also pamper them with tasty snacks, relaxing treatments, and other activities that are typically only found in VIP-only areas. Guests may not remember who was on stage that day, but they will remember the way that you made them feel while they were at your event.

Provide Guests With Useful Promotional Items

It’s common for brands to hand out promotional items at experiential marketing events. Many brands hand out traditional promotional items such as pens or stress balls, but instead of taking this route, marketers should make an effort to provide guests with useful promotional items.

For example, a hand soap brand recently hosted an experiential marketing event at Coachella. Since Coachella takes place in the middle of the desert, many festivalgoers end up covered in dirt, sweat, and debris. Instead of handing out useless promotional items, the hand soap company chose to provide festivalgoers with branded moist towelettes so they could clean themselves off.

Think about what the festivalgoers will want while they’re at the event, and then see if there’s a way to provide it in the form of a promotional item. For instance, branded water bottles or hats would be ideal for events scheduled in the middle of the summer. A useful item will be much more memorable than a traditional promotional item that will end up in the trash.

Hosting an experiential marketing event at a music festival is not easy–especially if you’ve never planned an event for this type of venue. If you’re interested in hosting an experiential marketing event at an upcoming music festival, contact Factory 360 today. Let our team of experiential marketing professionals plan the perfect event for your target audience.

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Post 13 :


Title :Uniqlo & Factory 360 Drive Foot Traffic By Hosting An Experiential Marketing Event
Description :

Uniqlo is an unparalleled apparel retailer that is known for selling high quality and affordably priced clothing throughout the world. Its slogan is “made for all,” which is why most items of clothing sold in Uniqlo stores come in a wide variety of colors and sizes.  Uniqlo teamed up with Factory 360 to work on a variety of initiatives, including experiential marketing events.

Uniqlo has experienced rapid growth since launching its first store in the U.S. over a decade ago. One of the reasons that Uniqlo has continued to grow in popularity over the years is their innovative marketing campaigns. The company’s creativity was on display at a recent experiential marketing activation that celebrated the annual launch of Uniqlo’s graphic t-shirt line, the UT collection.

What is the UT Collection?

The t-shirt is not seen as a basic clothing item at Uniqlo, but rather a tool of self-expression. Every year, the company celebrates this idea by working with different licensees and designers to create and sell a unique collection of t-shirts. The final designs are a reflection on modern art, culture, and identity. Together, these different designs make up the brand’s highly sought after UT collection.

The Plan For the 2018 UT Collection Launch

In the past, the brand chose to celebrate the launch of their latest UT collection at a single store in the U.S. But this year, the brand was determined to kick off the launch of their latest UT collection with a bang. To achieve this goal, the brand decided to target Uniqlo stores and consumers in a handful of major markets across the U.S., including New York City, Boston, Los Angeles, and San Francisco.

Events were typically held inside Uniqlo stores in the past. Instead of waiting for customers to come inside Uniqlo stores this year, the brand hosted block-party style events in the areas surrounding the Uniqlo stores in these major markets. This gave brand ambassadors the opportunity to initiate conversations with the target audience and drive this foot traffic back to the retail stores.

Generating Buzz Around the Event

The marketing team realized that they needed to build up their brand presence within these major markets prior to hosting the block party events in order to generate buzz and excitement in each city. To make this happen, the brand sent street teams to each of the target markets in the weeks leading up to the main event. Members of the street teams were responsible for passing out promotional materials and scratch-off game cards to anyone they encountered on the streets. All of the promotional materials encouraged consumers to spread the word about the upcoming #WearYourWorld block party event. Even if consumers weren’t familiar with the brand or the upcoming event, these promotional materials were more than enough to pique their interests.

The Activation: Uniqlo’s Block Parties

The activation itself was inspired by urban New York of the past, so images of clotheslines, connecting buildings, and iconic landmarks in the city were incorporated into the event’s design. The collection of t-shirts was also on display, including the designs made in collaboration with artists from Marvel and Disney. The colorful and memorable designs of these t-shirts were striking enough to grab the attention of anyone who happened to walk by.

After browsing the UT collection, guests had the opportunity to play a game of corn hole or pose for a photo inside a full-sized action figure box. There was even a professional portrait artist at the event who painted guests’ pictures in a style similar to Andy Warhol’s colorful creations. Guests could also enter a sweepstakes in the hopes of winning a free trip to Japan, which is where the Uniqlo brand was founded. Music spun by a DJ and famous Instagram influencer played in the background as guests moved from activity to activity, soaking up everything that the block party event had to offer.

Brand ambassadors working the block party event were able to engage with people who stopped by to enjoy themselves. Interacting with guests gave brand ambassadors the chance to teach them more about the Uniqlo brand and encourage them to visit the Uniqlo store located nearby. Many of the guests who left the block party event headed straight for the doors of the Uniqlo store to see the rest of the brand’s clothing.

Looking Back at the Block Party Event

The event was a huge success for the Uniqlo brand. Uniqlo brilliantly created block party events with authentic atmospheres, which allows them to connect with their target audience on a deeper level than ever before. By hosting the event outside, the brand was also able to attract guests that may not have seen or attended the event had it been hosted inside one of Uniqlo stores.

Building buzz using promotional materials in the weeks leading up to the event also contributed to the success of this activation. The target audiences in these markets were anticipating the event for weeks as a result of the promotional materials and hard work of the street teams.

Focusing on the UT collection was also a smart choice. Many Uniqlo customers are initially drawn to the brand through the UT collection, so highlighting these pieces was a great way to win over new customers and introduce them to the rest of Uniqlo’s product line.

Uniqlo took their brand to new levels of success with this event, so it will be exciting to see how they top themselves when the time comes to launch the next UT collection!

Are you interested in hosting an experiential marketing event to drive traffic to your business? If so, contact the experiential marketing professionals at Factory 360 today. Let our team plan and implement the perfect experiential marketing event to facilitate the connection between your brand and your target audience.

Photo Credit: https://www.eventmarketer.com/article/uniqlo-block-parties-engage-shoppers-drive-them-to-nearby-stores/ 

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Post 14 :


Title :How to Perfect the Timing of A Pop-Up Shop Launch
Description :

Timing is everything in the world of business and marketing. Brands must determine the perfect time to launch campaigns, make important announcements, offer discounts and promotions, and introduce new products. Brands that are planning on hosting a pop-up shop must also figure out the perfect timing for this event.

The timing of the event can make or break the entire pop-up shop. If the timing is wrong, the event will not attract the brand’s target audience or achieve any of the brand’s marketing goals. But, if the timing is right, a pop-up shop can help brands reach new levels of success. Here’s how to perfect the timing of a pop-up shop launch:

Consider the Seasonality of the Brand

It’s important to consider the seasonality of the brand when determining the right time for a pop-up shop. For example, it wouldn’t make sense to host a pop-up shop for a swimsuit brand in the middle of winter since swimsuits are worn in the summer. It will be hard to get guests excited about buying swimsuits when it’s freezing outside–even if they do fall in love with a certain style.

If your products are traditionally given as gifts, it’s probably best to host a pop-up shop around the holidays. This may seem obvious, but many brands forget to consider the seasonality of their products when perfecting the timing of their event.

Popular Events

Marketers should take the time to research big events that are happening in the community before finalizing the date for their pop-up shop. For example, let’s say you are trying to attract young fashion-forward women to your pop-up shop. In this case, it makes sense to host the pop-up shop around the same time as the city’s fashion week. You may even be able to partner with some of the local designers that are showing at fashion week to generate more buzz around your event.

If you want to introduce your products to people who work in a certain industry, research trade shows and conferences in the community. Pay attention to what’s going on in your community so you know when the time is right to launch your pop-up shop event.

Do Your Research

It’s also helpful to look at what competitors have done in the past. Have any of your competitors hosted pop-up shops or other experiential marketing events? If so, what time of year did these events take place? Were they successful or not? Learn from your competitors’ mistakes–this information may help you avoid hosting a pop-up shop during the wrong time of the year.

You will also need to know if your competitors are planning on hosting a similar pop-up event this year. If they are, it’s important to find out when the event is taking place. There’s nothing wrong with planning your event for the same time, but then you must make sure that your event is more memorable than theirs. This doesn’t necessarily mean spending more money–it simply means implementing more creative strategies and planning an event that your guests will never forget.  If you aren’t ready to go head-to-head, it’s better to plan your pop-up shop for a different time of the year.

The Location

Have you already chosen the venue for your pop-up shop? If so, then this should also be taken into consideration when choosing the timing. Many venues are located in areas that get a lot of foot traffic on a certain day of the week or time of day. Research the area so you know when the area gets the most foot traffic, then plan your event around this time.

For instance, let’s say you are renting a venue located in an outdoor shopping center. After researching the area, it is clear that there is more foot traffic at night on the weekends. The foot traffic is heaviest during the spring months when the weather is cool and the skies are clear. Therefore, the best time to host your pop-up shop is in the springtime either in the evening or at night on the weekend.

Budget

You should keep the budget for the event in mind when choosing the perfect time. Why? The cost of hosting a pop-up shop can vary depending on many factors, including the location and timing. For example, hosting a pop-up shop at fashion week may be ideal for your brand, but the cost of renting a venue during this busy time of the year may be out of your budget. In situations like these, it’s important to explore other times of the year in order to stay within your budget.

Leave Plenty of Time For Planning

Don’t forget to leave yourself plenty of time to actually plan the event. In fact, it’s best to think about how much time you need to put the event together before you choose a date. Create a rough timeline so you can visualize how long it will take to get everything done for the event.

If the perfect timing happens to be in a few weeks, it’s probably best to choose a less-than-perfect time instead of trying to put everything together at the last minute. The timing is one of many factors that affects the success of the event, so you shouldn’t sacrifice crucial planning time in order to perfect the timing.

At this point, you should know how to perfect the timing of your pop-up shop event. Even though this is out of the way, your work is far from over. Now, it’s time to put everything else together so your pop-up shop is ready in time. Let us help–contact the experiential marketing experts at Factory 360 to learn how we can assist with your pop-up shop plans.

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Post 15 :


Title :How to Make A Pop-Up Shop More Interactive
Description :

Dozens of brands have hosted pop-up shop events in order to boost sales, raise awareness, and build relationships with their target audience. But, the problem with many of these events is the brand focuses far too much on the product instead of the experience. By losing sight of the experience aspect of the event, these brands are unable to make meaningful connections with their guests. Although the events may lead to a short-term boost in revenue, they do not help the brand meet the ultimate goal of building genuine relationships with their target audience.

If you are planning on hosting a pop-up shop event, it’s important to make engagement with your guests one of your top priorities. Here’s how to make a pop-up shop event more interactive:

Take Advantage of Tablets

Tablet devices play an important role in an engaging and interactive pop-up shop event. Brands should use tablet devices to process payments and show customers more information about their products. But, do not simply place tablets throughout the event. Instead, give each brand ambassador a tablet so they can move freely throughout the event and interact with guests. This makes it easier for brand ambassadors to start up conversations with guests since they will not be confined to one specific area within the space.

Provide Samples

There’s no better way to strike up a conversation and build a connection with a guest than by offering a free sample. Even if a guest declines the sample, the brand ambassador can continue the conversation to learn more about why the guest attended the event. Then, the ambassador can use this information to introduce the guest to products or services that they may actually want to try. Giving out free samples will not only draw guests into your event, but it will also give you an opportunity to connect with them once they’ve arrived.

Plan Live Events and Workshops Within the Pop-Up Shop

Putting merchandise on display within a pop-up shop is not enough to encourage interaction between your guests and brand ambassadors. Make your event more interactive by hosting a live event or workshop within the pop-up shop. For example, Eastpak launched a pop-up shop to introduce their customers to a new line of backpacks. Inside the event, guests had the opportunity to watch a local artist create an art installation live while looking at the collection of Eastpak backpacks. This live performance made the entire event more interactive and helped guests understand Eastpak’s brand personality.

Make Guests Comfortable

A lot of brands don’t give much thought to the design of the pop-up shop. Many brands believe that simple designs are better because they are easier to set up and take down quickly, which is important when hosting a temporary pop-up shop. But, it’s harder for guests to have fun and engage with a brand if they’re anxious to leave an event. To prevent this problem, make your event as comfortable as possible for your guests. Create comfortable seating areas and use accessories and colors that add warmth to the space. If your guests are comfortable, they will stick around longer, which gives you plenty of time to engage with them.

Hire Enough People

Not hiring enough people to work the event can impact how customers are able to engage and interact with your brand. If a pop-up shop is understaffed, brand ambassadors may not have time to greet and connect with every person that enters the space. Guests may come and go without ever making contact with someone from your brand.

Being understaffed can also affect the guests’ ability to enjoy all of the planned activities within the pop-up shop. For example, let’s say there are interactive games that guests can play with the help of a brand ambassador. If the event is understaffed, the brand ambassadors may not have time to let every guest in line play the game.

In addition, the brand ambassadors may feel rushed to wrap up conversations with guests if they know the event is understaffed. This can make it harder for brand ambassadors to engage in informative and meaningful conversations with guests. Don’t let a staffing mistake affect your brand’s chances at connecting with guests–hire plenty of people to work your pop-up shop.

Be Creative

Thinking of ways to make your pop-up shop is difficult, but that doesn’t mean it’s impossible. It doesn’t matter what business you are in–you can make a pop-up shop interactive if you are creative. For example, Target and the Museum of Ice Cream recently hosted a co-branded pop-up shop event. The event gave guests the opportunity to sample and purchase several different flavors of ice cream. But, that’s not all. The brands also created an interactive tasting room where guests could learn more about the process of making ice cream and taste even more sweet treats. By thinking outside the box, these two brands were able to pull off an interactive and successful pop-up shop.

Find A Way to Follow Up

It’s important to continue the conversation with your guests after the event has come to an end. After all, a deep connection with a customer should last for more than a few hours. You will need to get your guests’ information at the event so you know how to contact them later. Ask them to provide their contact information when they make a purchase at your event. You can also require them to submit their contact information in order to sign up for a giveaway or contest that you’re hosting within the pop-up shop. Securing their information at the event ensures that you can continue to interact with them after the event is over.

Are you interested in hosting a pop-up shop? If so, the experiential marketing experts at Factory 360 can help. Let our team of skilled marketers plan and implement the perfect pop-up shop strategy so you can build stronger connections with your target audience. Call us today to start growing your business!

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Post 16 :


Title :Marketing in the #MeToo Era: The Do’s and Don’ts of “Femvertising”
Description :

The #MeToo movement launched late last year after allegations of sexual harassment and assault in the entertainment industry began to surface. The movement has empowered victims of harassment and assault to share their stories without fear of retaliation. It has also put a national spotlight on the challenges that many women face in their daily lives.

This powerful movement has impacted the marketing and advertising industry, too. Many brands are now attempting to engage with newly empowered female consumers by incorporating feminist themes into their campaigns. “Femvertising” as it is often called is an effective strategy that can help brands build relationships with strong and independent female consumers. But, this strategy must be implemented in the right way in order to generate the results your brand desires. Follow these do’s and don’ts of femvertising:

Do: Practice What You Preach

It’s imperative to practice what you preach when it comes to femvertising. Brands will not create an authentic connection with their female consumers if they are talking the talk but not walking the walk. For example, how many women are currently in leadership positions within your organization? If there aren’t any women at the top of your organization, it seems inauthentic to preach about gender equality and female empowerment. How is your company making a difference when it comes to these issues? If your company is not involved with women’s rights organizations, it doesn’t make sense to incorporate feminist themes into your campaign.

Today’s consumers are incredibly savvy, so they will quickly find out if a brand that is using femvertising is not practicing what they preach. If you’re not already practicing what you preach, it’s a good idea to start with a commitment to donate a percentage of proceeds to a well-known organization. Doing this communicates to consumers that you are aware you have not done enough in the past, but you are ready to put in the work now.

Don’t: Rush Into Femvertising Unprepared

It’s important for marketers to understand what they’re getting their brand into by taking a stand on this social issue. It doesn’t matter how well the campaign is executed–some consumers will not agree with your message. Some of the backlash could come from your target audience, but it’s likely that a lot of the negative feedback will come from people who wouldn’t buy your products or services anyways. Either way, brands must be prepared to handle the backlash. If you put out a message of female empowerment, stand by it even some people are not happy about your brand joining the conversation.

Marketers should also prepare to monitor social conversations mentioning their brand so they can see how their target audience is responding. Use the feedback from these consumers to improve upon your next femvertising campaign.

Do: Keep the Conversation Going After the Campaign is Over

Don’t let the conversation surrounding equality and female empowerment die off just because the campaign has run its course. Keep the conversation going so your female consumers know that you are actually committed to the cause and not trying to take advantage of the #MeToo movement. Figure out other ways to incorporate this theme into campaigns in the future. There are a lot of brands that are incorporating feminist themes into their marketing campaigns right now, so work with your team to come up with unique ways to empower and engage with female consumers.

If you don’t plan on launching another massive multi-channel campaign in the near future, try to keep the conversation going with female consumers solely on social media. If you truly want to be known as a brand that believes in gender equality, the conversation can’t stop once the campaign is over.

Don’t: Be Afraid to Take the Brand in a New Direction

Many marketers assume that femvertising is not right for their brand if the brand has never promoted this message in the past. However, that’s not necessarily the case. It’s true that brands can come off as disingenuous if they’ve never launched campaigns with similar messaging before. But, it is possible for marketers to take their brand in a new direction without coming off as insincere.

One example of a brand that seamlessly entered into femvertising is Special K. For years, Special K marketed itself as a healthy cereal that would help women lose weight and transform their bodies. One campaign even promised consumers that they would drop down at least one size after two weeks of eating Special K. But then, the brand decided to go in a different direction. Special K campaigns began to encourage women to accept and appreciate their bodies instead of fixating on perfecting them. Some people were confused by the sudden change in messaging, but eventually, female consumers began to embrace the new messaging.

Do: Get Women Involved in the Creative Process

Femvertising is about engaging with female consumers, and no one knows how to do this better than other females. Brands should not make the mistake of launching a femvertising campaign that was designed and implemented solely by men. It doesn’t matter how experienced or creative the men are–they can’t speak to women in the same way that other women can. Get women involved in every step of the creative process so you can ensure that the campaign speaks in a relatable voice, touches on important issues, and resonates with female consumers.

Are you interested in launching a unique femvertising campaign to engage with female consumers in your target audience? If so, contact the marketing experts at Factory 360 as soon as possible. Let our team of experienced marketing professionals plan and implement an effective and authentic marketing campaign to reach females in your target audience.

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Post 17 :


Title :The Importance of Content at Tech Experiential Marketing Events
Description :

The technology industry is incredibly competitive, which is one reason why many tech companies have turned to experiential marketing to set themselves apart from other brands. Tech brands know they need to stand out from their competitors to win over customers and increase their bottom line. To reach these goals, many tech brands attempt to host the biggest or flashiest experiential marketing event to impress their guests. But, this is not necessarily the best approach for tech brands to take. In fact, recent surveys suggest that the best way to win over tech buyers at experiential marketing events is with informative content.

How Tech Buyers Use Content to Make Purchase Decisions

Research has shown that the average tech buyer references five types of content prior to making a purchase decision. This can include content such as e-books, webinars, infographics, newsletters, articles, blogs, and even podcasts. Based on these statistics, it is clear that tech buyers crave information about products they are thinking of purchasing.

How Tech Buyers Use Content At Experiential Marketing Events

Tech buyers that attend experiential marketing events are searching for–you guessed it–content in all forms. These buyers frequently attend trade shows, conferences, and small-sized industry events hoping there will be content that will help them learn more about tech brands and products. In fact, surveys reveal that 88% of technology shoppers listed content as the number one contributor to an overall good experience at an event. Technology shoppers ranked content as more important than connecting with their colleagues or peers, which shows just how important content is to these consumers. If your IT brand does not offer guests the content they crave, it could affect their overall experience.

How to Create Content For Technology Shoppers

Since content is so important to technology shoppers, brands need to take the time to create the right content for these consumers. Experts recommend that IT brands prepare three types of content for their next event. First, every IT brand should focus on creating white papers that contain detailed information on why they are at the event. What products are you showcasing? What are you there to talk about? What issues are important to you? These questions should be answered within the white papers. Make it clear within the white paper that you understand the IT buyer’s problems and challenges. Then, explain how your products will help these buyers solve their problems and overcome their challenges. No IT buyer wants to read a sales pitch, so avoid this style of writing.

Many brands are eager to talk about themselves, but technology shoppers also want to be presented with industry-specific content at the event. Use this as an opportunity to establish your brand as a leader within the industry. If you are the one telling technology shoppers about the latest trends, challenges, and developments within the industry, they will assume you are an expert in this field.

Technology shoppers are also interested in seeing videos that break down complex topics and provide a general overview of what’s new with the brand. Think of this video as a summary of the white paper, but make sure it is a condensed and easy-to-understand version.

Having the right types of content available for technology shoppers does not necessarily mean the event will be a success. These buyers are also particular about who is presenting the content to them at events. Over three-quarters of technology shoppers would prefer interacting with product managers, who tend to know the most about the brand’s product line. About half of these buyers are also interested in hearing from the brand’s customers through testimonials or case studies. Surprisingly, only 12% of technology shoppers are interested in talking to marketing professionals and 11% say they would be interested in talking to sales. Based on these results, it is clear that technology shoppers do not want a sales pitch. Instead, they want to speak to individuals who have a deep understanding of the products.

It’s important for brands to keep this information in mind when planning an event. The people who work your event must know the ins and outs of your product or they will not be able to provide technology shoppers with the information they need to make a purchase decision. If the brand representative cannot answer detailed questions, the IT buyer will walk away with an unfavorable view of your brand.

Create Content Before and After the Event

Technology shoppers are always searching for new content. Because of this, brands can benefit from distributing content to buyers both before and after the experiential marketing event as well. About 80% of technology shoppers said they are more likely to engage with a brand at an event if they have heard of or connected with the brand before. Brands have an opportunity to make this connection by distributing content to these buyers prior to the event. Get your brand’s name out there so technology shoppers are more interested in interacting with your brand at the event.

After the event is over, send the buyers you connected with a short summary of what happened. This is a great way to follow up with technology shoppers that seemed interested in your products at the event. Technology shoppers will respond well to this type of follow-up since it is not an obvious sales pitch, but rather an informative summary of the event.

Are you interested in hosting an experiential marketing event to promote your tech brand? Learn more about how to make your next experiential marketing event a success by talking to our team of experts. Contact Factory 360 today to learn how we can assist with the planning and implementation of your next event!

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Post 18 :


Title :Experiential Marketing Trend Watch: Mansions As Event Venues
Description :

One of the hardest parts of planning an experiential marketing event is finding the right venue. The venue can make or break the event, which is why choosing the right one is so important. Recently, a number of luxury brands have chosen mansions as venues for their experiential marketing events. Here’s what you need to know about this trend:

The Pros and Cons of Having Too Much Space

Brands are often drawn to mansions because they offer a great deal of space for the event. This is certainly a benefit to choosing a mansion for your experiential marketing event venue, however the amount of space can be a drawback as well. Brands will need to fill all of the space within a mansion in order to make the event feel finished. Filling thousands of square feet of empty space can be a daunting–not to mention expensive–task. So, although it may seem as if having a lot of space benefits your brand, it’s important to keep this drawback in mind when deciding if this is the right venue for your event.

Gives Guests A Taste of Luxury

Every luxury brand wants to ensure their target audience knows their products are high-end. Hosting an experiential marketing event at a mansion allows the brand to introduce their products to their target audience while in a luxurious setting. The guests will then start to associate the brand with luxury as a result of the event. For this reason, a mansion is the perfect venue for brands that are trying to establish themselves as high-end. However, this is not a logical venue choice for brands that offer lower-priced products or services.

Offer Instagram-Worthy Photo Opportunities

If you are trying to create buzz on social media about your brand, a mansion may be the perfect venue for your experiential marketing event. Many mansions are designed with high ceilings, arched doorways, breathtaking entrances, and manicured landscaping. These features are beautiful on their own, but they look even better when accented with flowers or other decorative elements.

All of these design elements photograph well and scream luxury, so your guests will be eager to take photos to document the experience. Because there are so many Instagram-worthy photo opportunities in mansions, hosting an event in this type of venue is ideal for brands that are eager to get people talking on social media.

Access to Bathrooms and Kitchen

Having access to bathrooms and a kitchen is a huge benefit of choosing a mansion as your experiential marketing event venue. Having a kitchen makes it easier for the caterers of the event to serve guests promptly. Because there are bathrooms within the venue, the brand does not need to plan to bring in facilities for their guests to use. This simplifies the planning process for everyone involved.

Limited Changes

Many mansions are historical homes, which means there are a great deal of restrictions regarding what you can and cannot do on the property. It’s important to find out what is off limits prior to choosing a mansion for your event. For example, if you cannot incorporate branded décor or bring in your own furniture because of restrictions outlined in the contract, this may not be the best venue for your event. Review the fine print of the contract carefully so you know the rules.

Examples of Experiential Marketing Events in Mansions

Lancome is one of the many brands that have hosted an experiential marketing event inside a mansion. The beauty brand first hosted an event at the Academy Mansion in New York City. A year later, Lancome chose a spacious six-story townhome in Greenwich Village for its annual event.

Beauty bloggers, influencers and other guests had the opportunity to try Lancome’s new product lines at both of these events. Each room within the mansion focused on a different product line and offered a unique experience. Guests could travel freely throughout the mansion to experience everything that Lancome had to offer. This approach made the event more intimate since each room seemed as if it was a separate party.

Absolut Vodka went one step further by turning a historic mansion in the Hollywood Hills into a permanent home for their luxury brand, Absolut Elyx. The brand hosts numerous events at this mansion throughout the year, including luncheons, art shows, and even private martini-making classes. The goal of this approach is to convey a more authentic sense of the luxury lifestyle. Instead of simply hosting a single event at a local venue, the brand hosts multiple events at their own mansion. This impresses guests and sets the Absolut brand apart from other high-end vodka labels.

Harrods welcomed their guests to the James Burden mansion in New York City to celebrate the holidays. The brand decorated the mansion with sparkling holiday lights and festive décor to set the mood. Guests were also treated to British Christmas foods and given the opportunity to decorate gingerbread houses. The clients that were lucky enough to snag an invite to this event also had the chance to explore Harrod’s latest products and purchase their favorite pieces before they were made available to the public.

These events are quite different from one another, but they do share one thing in common. Each of these three brands went above and beyond to create a memorable event in a luxurious setting for their customers to enjoy. Use these events as inspiration when planning your next activation.

Are you interested in hosting an experiential marketing event at a mansion? If so, let the team of skilled experiential marketing experts at Factory 360 help. Take the first step towards hosting an engaging and effective experiential marketing event–call our office now!

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Post 19 :


Title :How Can Brands Make Waiting in Line At Experiential Marketing Events More Enjoyable?
Description :

No one actually likes waiting in line, regardless of whether they’re at the grocery store, movie theater, or post office. But unfortunately, many people end up waiting in long lines in order to get into experiential marketing events or participate in the fun activities the brand has planned. Because waiting in line is an unpleasant experience, long lines can irritate your guests before they’ve even walked into your event.

To avoid this problem, many marketers are coming up with creative ways to keep guests engaged and entertained while they wait in line at events. Here are some fun ways to keep your guests busy while they wait in line at your next experiential marketing event:

Provide Gaming Opportunities

A number of brands have offered guests the opportunity to play various games while they wait in line. For example, over 100 McDonald’s stores recently tested an interactive game that was projected right onto the tile flooring inside the restaurant. Although the game was designed to keep kids happy while they waited, adults ended up playing to pass the time as well.

If you don’t have the resources to implement such a high-tech strategy, you can always take a simpler route by providing tablets to guests who are in line. Allow the guests to play pre-loaded games on the tablet while they wait. You can either hand out the tablets to people who are waiting in line or direct them to gaming kiosks with built-in tablets located nearby. Either way, this strategy will keep your guests happy until they have made it inside your event. They will probably become so wrapped up in the game that they may not even realize how long they’ve been in line.

Let Them Lounge

Some brands can satisfy their guests without providing any entertainment at all. Instead, these brands create a luxurious lounge area and invite their guests to sit back and relax while they wait for their number to be called. If you choose this strategy, make sure there is enough comfortable seating for everyone who is waiting in line. Provide reading materials such as magazines and newspapers or board games to help guests pass the time while they wait. You can even add an extra special touch by serving food or drinks within the lounge area. If you want to take it one step further, offer some sort of small spa service to guests in the lounge area. Shoulder or neck massages work well in this setting since no tools are required and they can be performed out in the open. Guests who have the opportunity to lounge in one of these luxurious areas will feel pampered and appreciated before they even get into the event.

Live Entertainment

Brands also have the option of hiring live entertainment to keep their guests busy while they wait in line. If you’re interested in this strategy, think about what type of live entertainment would work well with your event. Brands that are hosting events for children may want to consider hiring a balloon artist or face painter to distract kids that are waiting in line. If your audience is older, consider hiring live musicians or even a comedian to keep guests happy until they’re inside.

Product Demonstrations

The purpose of hosting an experiential marketing event is to introduce more people to your brand and product line. So, why not introduce them to your brand while they wait in line? If you are hosting an informational event, consider setting up a product demonstration in the area where guests will be waiting in line. Hire a brand ambassador to work this area so they can walk guests through how to use the product and point out the product’s main benefits. The brand ambassador should also be prepared to answer any questions that may arise from the product demonstration. This is a great way to create buzz around the products so your guests are even more eager to get to the front of the line to see what else you have in store.

Give Away Prizes

Make guests look forward to standing in line at your event by giving away prizes to some of the people who have to wait. There are countless ways to host a giveaway, so consider all of your options before deciding how to implement this strategy. Some brands may want to give away prizes using old-fashioned raffle tickets, while others may want to take the more interactive approach by giving away prizes to guests who correctly answer trivia questions. If you want to spread the word about your event on social media, give prizes to the first 20 people who post a photo using your branded hashtag. Choose the strategy that fits your brand’s personality the best, and then select prizes that people will actually be excited to win. No one will complain about having to stand in line if they walk away from the experience with a prize!

For more advice on how to improve your next experiential marketing event, talk to the pros at Factory 360. Our skilled team can plan and implement an effective experiential marketing strategy that will have your guests talking about your brand for weeks after the event. Contact us today to learn how we can make your experiential marketing dreams a reality!

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Post 20 :


Title :How to Create Empathetic Content For Experiential Marketing Events
Description :

Last year, many marketing experts declared that content marketing was dead, but that’s not the case. The truth is that content marketing has not gone anywhere, but it has certainly evolved over the last several years. In the past, content marketing consisted mainly of creating lengthy blogs and promoting them to a brand’s followers online. But now, content marketing also involves the creation of podcasts, videos, live streams, and more.

Regardless of the form, the key to creating successful content is connecting with your audience. Communicate to your audience that you understand their pain points, wants, and needs. How? By creating empathetic content. Follow these tips:

Consider the Audience First

Marketers are trained to focus all of their energy on perfecting the brand’s message, but this should not be your first priority if you want to create empathetic content. Instead, it’s important for marketers to focus on getting to know the audience first before they start to think about messaging.

Marketers should take the time to speak to real consumers one-on-one. If this isn’t possible, marketers should listen to what consumers are saying online. Use social media sites to listen in on your target audience’s conversations. This is a great way to get to know your audience before you start planning how to deliver your message. If you fail to consider the audience first, there’s no way to know the appropriate way to empathize with them through your messaging.

Forget About Your Brand’s Problems

Marketers should also break out of the habit of fixating on the end result of their efforts. For example, it’s hard for marketers to stop thinking about how their decisions will affect the company’s sales, but it’s necessary to do so in order to create empathetic content. Forget about the problems that face your brand such as declining sales, low brand awareness, or new competitors. Direct your attention to the problems that face your audience instead. How can you products or services solve these problems? Communicate the answer to this question to your audience and you won’t have to worry about the problems that plague your brand anymore.

Explore All Emotions With Your Audience

The word empathy is often associated with sadness or sympathy. This is probably because people often empathize with someone who is going through a difficult time in their lives. But, it’s also possible to empathize with someone who is happy or excited. It’s just as easy for a brand to empathize with their audience with laughter and joy than it is to empathize with an audience that is anxious or sad. Marketers should keep this in mind when developing empathetic content. Don’t be afraid to explore all of these potential emotional connections with your audience. But, be sure that the emotional path you end up choosing fits well with your brand.

Help Your Audience Achieve Their Goals

Some brands focus on creating empathetic content that helps their audience reach their goals. For example, Home Depot realized that their target audience dreams of being able to complete DIY projects around their home. But unfortunately, many customers lacked the skills they needed to reach this goal. To connect with this audience, Home Depot began creating infographics with easy-to-follow step-by-step directions. Many of their customers found that following the directions on these infographics helped them achieve their goal of becoming pro-DIYers. This perfectly illustrates how brands can use empathy to help their target audience improve their lives and achieve their personal goals.

This example also illustrates how brands can empathize with customers’ desire to understand complex topics. In this example, Home Depot’s customers desperately wanted to master a new skill, but found that it was too hard because of its complexity. Home Depot made it easier for customers to understand by breaking down complex home improvement projects into short, easy-to-follow instructions. If you’re selling products or services that are difficult to understand or use, be sure to keep this example in mind when creating content.

Be Authentic

Your audience can senses inauthenticity from a mile away, so it’s important to be authentic when creating content. Inject your brand’s personality into the content so your audience can get a better understanding of who you are as a company. You should also avoid using content to make obvious sales pitches. This isn’t authentic or empathetic–it’s boring. If you truly want to empathize and connect with your audience, imagine that you are speaking directly to someone in your target market when creating content. Let your guard down and speak from your heart.

Practice What You Preach

Brands that create empathetic content should also empower their employees and brand ambassadors at experiential marketing events to act with empathy. One brand that does this well is Delta. This airline company consistently creates empathetic content that is engaging and relevant to their target audience. But, they also encourage their employees and brand ambassadors to be empathetic when engaging with customers.

Last year, dozens of Delta flights were canceled due to bad weather. Many customers were stranded on the tarmac with no choice but to sit and wait for the weather to pass. Delta empathized with these customers by understanding how irritated they were about the unexpected delays. Instead of simply apologizing, Delta ordered dozens of pizzas for the stranded passengers to brighten their moods and lift their spirits. Acts of kindness like these make Delta’s empathetic content more believable since the brand is demonstrating that they practice what they preach.

Are you interested in incorporating empathetic content into your next experiential marketing event? If so, contact the skilled team of marketing professionals at Factory 360. Let us plan and implement the perfect strategy that will resonate with your target audience.

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Post 21 :


Title :How to Incorporate Gamification into Experiential Marketing Events
Description :

The success of apps such as Angry Birds, Candy Crush, and Heads Up proves that people of all ages can enjoy–and become addicted to–games. Many marketers have paid close attention to the success of gaming apps and have started to incorporate gaming into their marketing strategies as a result.

Because playing a game is an interactive experience, incorporating gamification into an experiential marketing event makes perfect sense. Here’s how it can be done:

Consider the Event

Before you start brainstorming ways to incorporate gamification into your plans, it’s important to think about whether or not this idea is a good fit for your event. For example, if your guests will not have access to Wi-Fi at your venue, this could limit your gaming options. It’s also important to think about the guests’ expectations. Tech-savvy consumers who are expecting a high energy and entertaining event will probably be thrilled to play a branded game. However, it may not be appropriate for other events or audiences. The lesson here is that marketers should not assume that gamification should be incorporated into their event simply because it is a trendy tactic–it should only be used when it is a good fit.

Offer Exciting Rewards

Encourage guests at your event to play your game by offering rewards that excite them. Sometimes, all it takes to get guests to play is a little public recognition. For instance, if you have a large screen that displays the current leaders in the game, guests may want to play so they can see their name in lights.

Guests are motivated by exclusive experiences as well. If you have a VIP area at your event, let the winner go behind the velvet ropes and enjoy VIP perks for the rest of the event. Tangible rewards such as promotional items, discounts, or free products also work well.

Create A Sense of Urgency

Marketers often create a sense of urgency to motivate consumers to act fast before a deal or discount is no longer available. This same tactic can be applied in this situation. Create a sense of urgency by using a game timer or reminding guests there are only a few minutes left to beat the record held by someone else. Even if the guests are already playing the game, creating a sense of urgency is still useful because it keeps them engaged with your brand.

Encourage Social Shares

Make it easy for people who play your game to share their experience on their social media pages. Offer guests additional points or free lives if they post something about your brand on Facebook, Instagram, or Twitter. There are more subtle ways to ask for social shares as well. For instance, at the end of the game, give players the option of logging into their accounts and sharing their results directly with their followers.

Players are also more likely to share pictures and videos of the game if there are good photo opportunities. For example, if players are required to wear a certain headset to play the game, they may want to snap a silly selfie to post on social media. A leadership board can also be a good photo opportunity since players will be eager to share a photo of their ranking.

Keep it Simple

Marketers must remember to keep the game as simple as possible. No one wants to stop and read a thick book of instructions before playing a game at an event. The game should be so simple that it can be quickly explained by the brand ambassador working in that area. This way, people will understand how to play so they actually enjoy the experience. It also ensures that everyone gets a chance to play the game. If the game is confusing, it could take a long time for each player to figure out what to do. As a result, fewer people will get to play and interact with your brand.

Don’t Go Over Budget

Incorporating gamification into your experiential marketing event may sound expensive, but it doesn’t have to be. If you’re working with a small budget, there’s no need to spend more than you can afford in order to capitalize on this trend. Some gaming strategies, such as trivia games, cost almost nothing to implement. Ask guests to compete against each other to see who knows the most about a certain topic related to your brand. For example, a beauty brand could ask questions about hair and makeup trends and techniques. You can even throw in a few questions about your products to incorporate your brand into the game. This is one of many ways that small-sized brands can incorporate gaming into their events.

Tie the Game to Marketing Goals

The purpose of the game should be to entertain your guests, but it should also help you reach your marketing goals. Before you start planning your game, you must identify your marketing goals. If you want to teach consumers about a certain product or service, the game should be somewhat informational so guests learn about your brand while playing. If you want to raise awareness about your brand, offer rewards to guests who refer friends or promote your brand on social media. These are just a few of the ways that games can be connected to marketing goals. Keep your marketing goals in mind when planning the game so you can make sure you are creating an experience that helps you reach them.

If you’re interested in creating a unique gaming strategy for your next experiential marketing event, contact Factory 360 today. Let our team of experiential marketing experts plan and implement a unique strategy to help you reach your target audience.

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Post 22 :


Title :The Top Experiential Marketing Activations From Coachella 2018
Description :

The Coachella Valley Music and Arts Festival, which is often referred to as simply Coachella, is an annual event that takes place in the desert in southern California. Every year, more than 100,000 people travel from all corners of the Earth to attend this historic event. Music lovers and art aficionados aren’t the only ones who trek to the desert to Coachella–experiential marketers from some of the top brands in the world do, too. Countless brands see Coachella as the perfect opportunity to host experiential marketing events. Here’s a look at some of the best experiential marketing activations from this year’s festival:

W Hotels Glamping

Leave it to W Hotels to bring glamour and luxury to the desert. This year, the hotel chain planned a glamping, or glamorous camping, event for their guests. The brand set up four luxurious tents, each of which were designed to look like a specific W Hotel, right on the festival grounds. However, this event was not open to anyone with a Coachella ticket in hand. Members of the Marriott Rewards program were welcome to bid on this experience, which reportedly sold for around 800,000 loyalty points.

Guests were given free passes to the main event so they could spend their entire weekend listening to some of the best musical acts in the country. They also had access to many of the amenities available in every W Hotel, including turndown service, a mini fridge, private bathroom, security, and a personal concierge. This experience made the stay in the desert much more enjoyable for a lucky handful of Marriott reward members.

American Express Secret Garden

American Express hosts an experiential marketing event at Coachella every year, and 2018 was no exception. Coachella attendees could take a timeout and escape the crowds by entering the American Express Secret Garden. Inside the garden-themed event, guests could relax on comfortable lounge chairs, learn how to rock the latest beauty trends, and more.

McDonald’s Bootsy Bellows Party

McDonald’s was the sponsor of this year’s Bootsy Bellows party, which is always one of the most exclusive events during Coachella weekend. The most exciting part of this event was not the celebrity guest list or lively venue, but rather the Ice Cream Sundae Bar and Ice Cream Room.

Partygoers were invited to create their own sundae at the McDonald’s Ice Cream Sundae Bar before entering the Ice Cream Room. All four walls of this room were designed to look like an ice cream cone–in fact, the walls even felt exactly like the waffle cones served at McDonald’s. Hanging from the ceiling was a swing, which guests could jump on and strike a pose to create Boomerang to post on their social media pages. This is a brilliant example of how brands can design an Instagram-worthy event that guests will be eager to document and share with their followers.

Sephora Makeovers

Spending a few hours in the hot desert sun is enough to ruin anyone’s hair and makeup. Fortunately, this year’s festivalgoers could freshen up with a little help from the hair and beauty experts at Sephora. Inside the Sephora tent, festivalgoers had access to a number of free beauty services, including hair braiding, makeup touch-ups, temporary hair color, and hairstyling. Festivalgoers walked into the tent with sweat dripping down their faces, but emerged with beautifully styled hair and makeup. Everyone at Coachella was ready to snap the perfect selfie thanks to the experiential marketers at Sephora.

BMW Road to Coachella

BMW’s Road to Coachella activation was an unexpected success last year, so the brand decided to use a similar idea for this year’s event. The goal of this year’s event was to promote the newest BMW hybrid and electric vehicles. To meet this goal, the brand relied on a handful of influencers, including actor Kellan Lutz and reality star Dorothy Wang. The influencers were tasked with taking a road trip to Coachella and documenting their experiences along the way. Each influencer was responsible for creating and sharing their own content with their followers to build buzz around the BMW brand. This activation helped BMW reach millions of people and connect with an entirely new audience.

HP’s Three Activations

HP launched three separate experiential marketing events during this year’s Coachella: the HP Lounge, Antarctic, and Drone experience. All three activations shared the same Digital Eden theme, and HP technology was incorporated throughout each of the three different areas. For example, there were massive colored flowers and vines powered by LED lights floating above guests in the HP Lounge. The guests at this event could use one of HP’s products to change the coloring of the LED lights and create a custom LED show. Attendees at this event could also use HP products to design and print their own custom labels for their water bottles. At every turn, HP found a way to weave their products into the theme of the event.

Peet’s Coffee Better Energy Activation

Peet’s Coffee took a much simpler approach to promoting their coffee products at Coachella. Instead of hosting a huge party or designing an over-the-top event, the brand focused on handing out free samples to festivalgoers. The goal was to show festivalgoers that the best way to cool off and boost their energy was to grab a cold brew coffee from Peet’s Coffee. Although the idea was simple, it was an effective way of spreading this branded message to the masses at Coachella.

Take your brand to the next level by hosting a newsworthy experiential marketing event! If you’re ready to plan an event, contact Factory 360 right away. Let our team of experiential marketing experts create the perfect strategy to win over and connect with your target audience.

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Post 23 :


Title :How Millennials and Gen Z Are Transforming the Beauty Industry
Description :

Both Millennials and Gen Z are unlike any other generation. These two generations have completely changed the way the world communicates and works. Now, they are making an impact in other fields, including the beauty industry.

How Millennials and Gen Z Think of Beauty

People in other generations used beauty products to hide imperfections or make themselves look more attractive, but that’s not what draws younger consumers to these products. Younger consumers view beauty products as tools that can be used to help them express themselves in whatever manner they choose.

The freedom to express their individuality is very important to these two generations. In fact, nearly 80% of people in this generation believe that the way they present themselves is fundamental to who they are as people.

If marketers fail to recognize that this is how younger consumers think of beauty products, they will not be able to get through to them.

Dare to Be Different

The men and women within these generations are also not afraid to be different. On the contrary, they appreciate and take great pride in the things that set them apart from others. It is this desire to be an individual that drives the demand for beauty products that younger consumers can use to express themselves.

Millennial and Gen Z consumers are also willing to experiment with new looks in order to find new ways to stand out from the crowd. Over half of Millennial and Gen Z consumers admit to changing their look or style on a regular basis.

Beauty brands should tap into this desire to be different by embracing diversity in their marketing campaigns. Show Millennial and Gen Z consumers that your brand’s products are made for everyone, not a select group of consumers. This will speak to younger consumers who will want to work brands that celebrate diversity.

One brand that has succeeded with this strategy is Fenty Beauty, which is a new line of beauty products created by Rihanna. The Fenty Beauty line offers a foundation in over 40 different shades so people of all colors can find the perfect match. When the line was first released, younger consumers applauded Rihanna’s commitment to creating products for all women. Consumers weren’t the only ones who took notice of Fenty Beauty–the product line was also named one of Time Magazine’s 25 Best Innovations of the Year.

Conscious Consumers

Younger consumers are interested in learning about a beauty brand’s values and mission prior to making a purchase. These consumers are more willing to purchase products from brands with strong values. In the beauty industry, this means younger consumers are drawn to eco-friendly, vegan, or cruelty-free products. If your brand has strong values, don’t be afraid to promote them in  order to win these conscious consumers over.

Influenced By Social Media

For years, beauty brands have used social media to reach their consumers, and research shows that this is an effective communication strategy for this industry. However, it’s important for beauty brands to understand how younger consumers want them to use social media.

Over 90% of Millennial and Gen Z consumers currently follow at least one influencer on social media. These influencers have the power to persuade consumers to try new products, brands, and techniques. Nearly three-quarters of Millennial and Gen Z consumers would trust the recommendations of an influencer over those of a traditional celebrity. But, Millennial and Gen Z consumers are still more likely to trust family and friends than celebrities and influencers.

Lights, Camera, Action

Millennial and Gen Z consumers have grown up with the internet and social media. Although this makes them more tech-savvy than other generations, it has also made them more image-conscious. Younger consumers know that a picture could be taken of them and posted on social media at any moment. For this reason, many Millennial and Gen Z consumers feel the need to always be ready for the camera. Over 60% of the younger consumers surveyed admit they consider the fact that their image could end up on social media when putting on clothing, accessories, and makeup.

An astounding 82% of younger consumers believe their online and offline personas are one and the same. Since these consumers believe their online and offline worlds have merged into one, it makes sense that they always feel the need to be ready for the camera. In their minds, the image they present of themselves online will reflect who they are offline, so they always want to look their best for every photo opportunity.

Be A Part of the Change

Millennial and Gen Z consumers believe that they can influence a brand’s culture simply by posting on social media. This confirms studies conducted by other researchers, which found that younger consumers are eager to be a part of the conversation with their favorite brands. By posting on social media, younger consumers can start trends, initiate conversations on important social issues, and influence pop culture as a whole.

Some marketers have already started to capitalize on the fact that younger consumers are interested in being a part of the conversation. These brands have encouraged their customers to post user-generated content, which is then used to promote the brand. Data reveals that user-generated content receives more clicks, influences more purchases, and is more memorable and authentic than brand-created content. For these reasons, every beauty brand should be willing to embrace this strategy.

Beauty brands that are willing to listen to the wants and needs of these consumers can experience massive growth. Learn the best ways to reach these consumers by working with the team of marketing experts at Factory 360. Contact us today to learn how we can help transform your marketing plan to target these consumers!

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Post 24 :


Title :Marketers, Meet the Modern Day Woman
Description :

The first rule of marketing is to know your audience. But unfortunately, many marketers are not aware of how the average female consumer has evolved over the decades. Marketers who want to reach female consumers need to take the time to meet the modern day woman. Here’s what you should know about her:

Financial Power

According to Nielsen, today’s women control over $39 trillion, which means they manage about 30% of the world’s wealth. Both single and married women are active in the workforce. In fact, another survey found that 22% of women who live with a significant other earn more money than their partner. Another 17% said of these women said they earn just as much as their partner does.

Based on these statistics, it is clear that today’s women have just as much financial power–if not more–than men. However, many women feel unappreciated by the financial industry. Women reported feeling as if financial representatives were talking down to them or uninterested in their business. These reps may not understand the huge financial opportunity they are missing by treating modern women so poorly.

Decision Makers

Women are not only making more money than ever before, they are also in charge of how it is spent. It’s estimated that women make purchase decisions for 94% of home décor, 92% of vacations, 91% of homes, 60% of cars, and 51% of technological devices. It is important for marketers to keep these numbers in mind when they are planning campaigns designed to influence decision makers. Even if marketers are targeting married couples or families, it is likely that the woman in the household is responsible for making major purchase decisions.

Conscious Consumers

A number of studies have shown that modern women are conscious consumers that put a lot of thought into the products and services they purchase. Some segments of the female population are more conscious than others about purchase decisions. For example, women within the Millennial generation consider many factors when making a purchase decision, including the brand’s values, commitment to diversity, sustainability initiatives, and stance on social issues.

Women of color are also classified as conscious consumers. Nielsen found that multicultural women typically support companies that make an effort to give back to the community and invest in sustainability. These factors are so important to multicultural women that they will even spend more on a product or service if it means doing business with a brand that they respect. For instance, 58% of African American women would buy products that are environmentally safe even if they cost more than other similar products on the market.

Health Conscious

Today’s women are incredibly health conscious, so they are drawn to products that will improve or maintain their health. This is especially true when it comes to grocery or fitness products.

The Harvard Business Review recently surveyed women and found that their favorite grocery store was Whole Foods. This retailer offers a wide selection of healthy food products, however it is known for being more expensive than other grocery stores. The higher price is not an issue for most women, who are willing to spend more to protect their health.

Asian-American women are especially committed to their health. Eighty-six percent of Asian-American women who participated in Nielsen’s research said they are actively looking for new ways to live a healthier lifestyle.

Media Matters

Nielsen’s research also touches on the types of media that modern women consume on a regular basis. Some marketers may be surprised to learn that women are still listening to the radio regularly–in fact, it is estimated that the average modern woman tunes in for up to two hours per day. Radio is often thought of as an ineffective and outdated media channel, but this research proves that this is not the case.

Radio is popular among women, but not as popular as TV. The average modern woman spends up to four hours per day watching TV, and a total of 11 hours consuming all types of media.

Marketers who want to reach these women need to understand when they are tuning into watch their favorite shows. As it turns out, the answer to this question depends on whether the woman is working or not. If the woman works, she is more likely to watch TV in the morning and evenings, whereas women who stay at home are more likely to watch TV during the day.

Beauty Expectations

Most modern women enjoy purchasing beauty products because these products make them feel confident, successful, and powerful. In fact, women who wear beauty products often report lower levels of stress at work than women who don’t use these products. Despite their love for beauty products, a growing number of women have expressed dissatisfaction with the beauty industry as a whole. Today’s women feel the industry is dominated by men who do not understand the wants and needs of the modern woman.

Research has also shown that women are unhappy with the inconsistent sizing used in the apparel industry. A size 6 at one store can be very different than a size 6 at another store. Sometimes, two size 6 garments from the same retailer vary drastically in size. This inconsistency in sizing can make it difficult for women to shop online since they are unsure of which size to purchase. Harvard Business Review’s study found that women are willing to spend more on clothing that works for their body type, so this is a major opportunity for marketers who are willing to listen.

Stay up-to-date with the latest marketing trends with a little help from Factory 360. Contact our team today to learn how we can transform your business with fresh, exciting marketing ideas.

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Post 25 :


Title :Experiences Will Drive 54% of Purchases Made By Millennial Women
Description :

It’s estimated that the population of the Millennial generation, which consists of people born between 1980 and the early 2000s, will surpass the population of the Baby Boomer generation in the next year. This generation isn’t just large in size–Millennials also have a lot of buying power. In fact, it’s been reported that this generation spends around $200 billion every year, and that number is expected to rapidly grow over the next several years.

Based on these statistics, it’s not hard to see why so many marketers are eager to win Millennial consumers over. Marketers are especially interested in targeting Millennial women, who tend to spend more and make the majority of purchase decisions. If you’re targeting Millennial women, it’s important to understand how to drive them to try your brand. According to a new report, memorable experiences are the driving factor behind the majority of purchase decisions made by Millennial women.

Why Millennial Women Buy

Merkle and Levo recently released a new report entitled “Why Millennial Women Buy.” According to this research, nearly three-quarters of Millennial women say that spending their money on experiences makes them happier than buying new products. These women are putting their money where their mouth is, too. Nearly half of Millennial women said the biggest purchases they made within the last year were on experiences. Furthermore, these women do not expect their buying habits to change in the near future. Fifty-four percent of Millennial women surveyed said that they believe experiences will continue to account for their biggest purchases in the next year.

Based on the information within this report, it is clear that Millennial women value experiences over tangible products. This is in line with the results of other studies that have shown that Millennials are more interested in spending money on experiences than on “things.”

What Factors Do Millennial Women Consider When Making A Purchase?

The report also revealed important information regarding the many factors that Millennial women consider when making purchase decisions. About 60% of Millennial women admit that their purchase decisions are influenced by a brand’s values and stance on important social issues. That’s not the only factor that can persuade Millennial women to try your brand. The women studied in this report revealed that they are also heavily influenced by a brand’s sustainability and their representation of a diverse population.

These women take learning about their favorite brands rather seriously. Almost half of the survey respondents claimed to know the story of how their favorite brand was founded. Impressively, about 40% of Millennial women can name the founder of their favorite brands as well.

Millennial women work hard for their money–in fact, 40% of the women surveyed said they work full-time and do additional work on the side to earn more money. The last thing Millennial women want is for their money to go to waste, which is why they also consider the value and price of a product or experience before purchasing it. Three-quarters of Millennial women will consider the value of their purchase before making a decision, while 87% of Millennial women check the price prior to whipping out their credit card.

Millennials known for being tech-savvy, so it’s not surprising to learn that many women in this generation rely on online reviews and influencers to help them make purchase decisions. Influencers still have the power to persuade consumers, but this specific audience would rather turn to family and friends for recommendations.

The final factor that affects the average Millennial woman’s purchase decisions is nostalgia. Forty-seven percent of the women surveyed for this report admitted that they enjoy doing business with brands that were a part of their childhood.

How Marketers Should Use This Research

This research is incredibly valuable to marketers–that is, if they know how to use it. Millennial women are obviously drawn to experiences, which is why it’s so important for marketers to focus on experiential marketing events when targeting this audience. Millennial women are always looking for new experiences, so an exciting event will certainly appeal to them. Since most Millennial women are also price-conscious, a branded event with free entertainment should be a major hit with this audience.

But, marketers must make an effort to plan an event that will relate to Millennial women on a personal level. After all, this audience wants to get to know the brands they do business with inside and out. Marketers can earn their loyalty by using experiential marketing events to connect with Millennial women on a deeper level.

Marketers should also take note of how Millennial women appreciate a brand’s story, values, sustainability, and stance on social issues. Since these factors are important to Millennial women, marketers need to highlight them in their campaigns.

Brands can also reach this audience by launching campaigns designed to make Millennial women feel nostalgic. This tactic was recently used by Limited Too, which launched a pop-up shop in New York City to remind Millennial women of their childhood experiences shopping at the retailer. Countless Millennial women–many of whom brought their own children–visited the pop-up shop to relive their childhood and reminisce about their favorite products. If a brand can recreate the magic of a Millennial woman’s childhood, they can create a lasting connection with her on an emotional level.

There are a lot of stereotypes about the Millennial generation, specifically that they are lazy, entitled, and financially irresponsible. But, it’s important for marketers to understand who Millennials really are, especially Millennial women.  If you’re interested in targeting Millennial women with an experiential marketing event, contact Factory 360 today. Let our team plan the perfect event to reach your target audience.

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Post 26 :


Title :Tips For Storytelling at Experiential Marketing Events
Description :

Storytelling has been around for centuries. Stories have been told throughout history via cave paintings, theatrical plays, poems, songs, and more recently, blogs and social media posts. Marketers often use storytelling to establish brand identity, connect with their audience, and raise brand awareness. It’s also used to create memorable brand experiences for guests of experiential marketing events. But, this tactic is only effective when the story is told in a way that captivates the audience. Follow these tips for storytelling at experiential marketing events:

Create An “Aha” Moment

An aha moment occurs when the audience realizes how your product or service can benefit them. In other words, this is the point in your story where you share your value proposition with your audience. An aha moment should inspire your audience to choose your brand over the others. It should be clear to the audience how your products or services are different from your competitors, whether it is because of price, quality, or availability.

Be sure to present the value proposition in a way that taps into the emotions of the audience. For example, an online dating service would want to tap into their audience’s frustration with not being able to find a partner. In this example, focusing on how the online dating service makes it easier to meet people will resonate with the audience and illustrate the brand’s value. Incorporating the value proposition into an interesting story is a much more effective way of connecting with the audience than simply explaining the advantages of your brand.

Tell the Truth

Many marketers tell the story of how their brand was founded or who came up with the idea for a certain product or service. Regardless of which story you choose to tell, it’s important to always tell the truth. The audience may not be able to immediately identify factual errors or exaggerations in your story, but sooner or later the truth will be revealed. As soon as the truth comes out, the audience that was once captivated by your story will no longer think positively of your brand. It can be hard to bounce back if customers brand you as dishonest, which is why it’s best to always speak the truth.

Display Your Brand’s Personality

Some marketers stick to a professional tone when storytelling, however there’s no need to be afraid to inject a bit of personality into your story. Remember, storytelling is supposed to draw your audience in and show them who you are as a brand. Whatever tone you choose when telling your story will forever be associated with your brand. Because of this, it’s important to think about how you want customers to remember your brand after the event is over. Answering this question is the first step in the storytelling process.

Think Outside the Box

Most people associate storytelling with books or movies, but the truth is that storytelling is an art that can take on many different forms. If you’re planning an experiential marketing event, it’s important to think outside the box when determining how to tell your story. Think about which medium will work the best with your story. For example, if there are visuals to accompany your words, a video may be the best way to tell your story. If you would like the story to be more personal, consider doing a live presentation instead. Don’t be afraid to go out of your comfort zone and try something that your brand has never done before.

Grab Their Attention

The opening of the story should be compelling so it grabs your audience’s attention and piques their curiosity. Many marketers get their audience’s attention by starting off with a question. If the question is relevant to the audience, they will want to stick around to hear how you are going to answer it. But, this isn’t the only way to open a story. Depending on the medium, starting off with a loud noise or a bright flash of color could be an appropriate way to begin. If you fail to get your audience’s attention in the very beginning, it can be hard to get them to pay attention at any point in the story.

Reread Your Favorite Stories

If you’re incorporating storytelling into your event, it’s a good idea to reread some of your favorite stories. It doesn’t matter what the story is or which age group it is targeted at–reread it so you can remind yourself what it is that you love about it. Is it the suspense that the author builds throughout the story? Is it how the story taps into your emotions? Do you relate to the characters? Take notes so you can remember to incorporate your favorite elements into your brand’s story.

Ask everyone on your team to participate in this exercise. Then, bring the group together so everyone can share their favorite parts of the stories they chose.

Remember the Audience

Throughout every step of the storytelling process, remember your audience. It’s easy to get off track and accidentally plan your storytelling event around what you would enjoy, however if you’re not part of the target audience, the event will not be effective. Create a profile of your target audience early on in the process so you can identify their likes and dislikes. Let this profile guide you as you plan not only the story, but the event as a whole.

If you’re planning on hosting an experiential marketing event, turn to the experts at Factory 360 for help. Our marketing professionals are skilled storytellers who know how to create a memorable event that your audience will enjoy. Call us today to learn more about how we can help!

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Post 27 :


Title :How to Merge Influencer and Experiential Marketing Efforts
Description :

Today’s consumers rely heavily on word-of-mouth when making purchase decisions. Consumers don’t just turn to their closest friends and family members for recommendations—they also trust influencers. In fact, a recent survey revealed that 92% of consumers trust recommendations from others more than brands, even if they don’t personally know the person giving the recommendation.

The fact that consumers are turning to influencers for recommendations is not news to marketers. Countless companies are already partnering with influencers to promote their products. Last year, it was estimated that brands spend around $570 million per year on influencer marketing. But, instead of simply asking an influencer to post a photo of one of your products on Instagram, brands should be using influencers to enhance their experiential marketing events. Here’s how:

Choose the Right Influencers

Be selective when choosing influencers to work with. Start your search by looking for influencers who are already using your products. If an influencer is already a customer, they will be able to speak about your brand more naturally, so it won’t seem as if the influencer is being paid to read a script.

Some brands won’t be able to find influencers that are already customers, so it’s perfectly fine to reach out to other influencers about a partnership. However, be sure to research their audience prior to reaching out. If their audience does not match the audience you are trying to target, it won’t make sense to partner with them.

There are a number of tools that brands can use to identify influencers in their industry and analyze their followers. For example, the Deep Social tool will tell brands about the interests, location, gender, and age of an influencer’s followers. This is an easy way to analyze an influencer’s followers to determine if the influencer is a good match with the brand.

It’s also important to note that an influencer should not be crossed off the list simply because they do not have millions of followers. Sometimes, micro-influencers, which are influencers with under 100,000 followers, are more effective than celebrity influencers. Plus, it is much more affordable to work with a micro-influencer than it is to hire a celebrity influencer.

Collaborate With the Influencer

The partnership between the influencer and your brand should be a collaboration. This means you should not tell the influencer exactly what to do and say about your event. Instead, you should work with the influencer to determine the best approach. Influencers know what types of content their followers want to see, so trust their advice.

For example, an influencer may suggest letting them host a live stream of your event instead of simply posting photos and videos from the event. This suggestion could be based off of the fact that the influencer’s followers respond better to live streams than they do to traditional posts.

Don’t miss out on an incredible opportunity because you think your way is best. Your influencer should be empowered to share their ideas. Let the influencer be a part of the process so you can make the most out of this partnership.

Use Influencers Before, During, and After the Event

Marketers often make the mistake of only using an influencer during the event. But, the best strategy is to incorporate influencers before, during, and after experiential marketing events. Before the event, influencers should be using social media to generate buzz. This could mean tweeting about how many days are left to the event or even posting behind-the-scenes videos of the planning of the event. During the event, influencers should be creating content that can be shared with all of their followers. They could also take over the hosting of the event, depending on your budget.

After the event is over, it’s up to the influencers to keep the conversation going. For example, a blogger could post a recap of the event that includes photos, videos, and a detailed description of what happened.

Host an Influencer-Only Event

In most cases, brands partner with influencers to promote events for the general public or a specific group of consumers. However, a lot of brands also host influencer-only events. The goal of this type of event is to introduce your brand to a group of influencers. If the event is memorable enough or if the influencers fall in love with your products, they will then introduce their followers to your brand.

This may be the right approach for brands that are fairly new or trying to rapidly build brand awareness. By investing heavily in this type of event, these brands may be able to quickly spread the word about their products.

Quid Pro Quo

Influencers are paid to partner with brands to promote their events. But, many brands cannot afford the steep prices that a lot of influencers charge. If you’re working on a limited budget, there’s no need to give up on influencer marketing. Instead, ask influencers if they would be willing to accept another form of payment. For example, some influencers are willing to work with brands in exchange for free products.

Influencers may also be willing to work with a brand that offers to promote the influencer’s accounts as part of the partnership. Encouraging your brand’s followers to check out an influencer’s page could help the influencer gain new followers. In turn, this could help them attract new partnership opportunities. Don’t be afraid to ask some of the smaller influencers you reach out to if they would be willing to consider one of these arrangements.

If you are interested in incorporating influencers into your next experiential marketing event, contact Factory 360 today. Let our team of skilled experiential marketing experts plan an event that your guests will remember forever.

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Post 28 :


Title :How to Build Brand Awareness With Experiential Marketing
Description :

Before consumers purchase your products or services, they must be made aware of your brand. For this reason, building brand awareness is often thought of as the first step in the process of converting consumers into customers.

There are countless ways to let customers know that your brand exists, however one of the most effective ways involves experiential marketing. Here’s how to build brand awareness with experiential marketing:

Tell a Story

People would much rather be told a story than be bored with basic facts about your brand. Plus, consumers are much more likely to remember details of a story than facts about a brand. Because of this, it’s crucial for marketers to make their brand more memorable by telling a story about it at their experiential marketing event.

The story can involve how the brand was created, an important moment in the brand’s history, or a specific interaction with a customer. When writing the story, try to incorporate the five C’s of brand storytelling: circumstance, curiosity, characters, conversations, and conflict. Incorporating each of these elements will create a more compelling story that guests will want to hear.

After the story has been written, marketers must decide how to tell it. For brands, storytelling does not mean gathering guests together to read them a story. Many marketers tell their brand’s story through videos or interactive experiences at the event, but it’s up to you to determine the appropriate way to share the story.

Storytelling makes it easier for brands to connect with their audience on a deeper level. After the event is over, guests will remember the people and places mentioned in your story, and thus remember your brand.

Partner With Other Brands

Another effective way to build brand awareness through experiential marketing is to host the event with other brands. Be sure to choose brands that target a similar audience, but do not sell similar products or services. For example, a hair care company could partner with a skin care or cosmetic company since these companies target the same audience, but with different products.

How does this increase brand awareness? Let’s say a hair care company and skin care company partner together to host an experiential marketing event. Both companies will promote the event to their customers. This means the skin care company’s customers will be introduced to the hair care company, and vice versa. Hosting an event with other companies is a great way to expand your reach to a new segment of your target audience.

Encourage Guests to Share on Social Media

Generate free publicity by encouraging guests to share videos and photos of the event with their followers on social media. How? Start by creating a unique hashtag for your event. Every time you promote the event on social media, be sure to include this hashtag. The hashtag should also be included on marketing materials distributed prior to and during the event. Spreading the word about the hashtag will remind guests to post on social media and ensure they use the hashtag when they do.

You can also host a contest or giveaway during the event that encourages guests to post on social media. For example, guests could be required to post about the event on social media in order to enter the contest or giveaway.

The design of the event can also be used to motivate guests to share photos and videos on social media. If there are beautiful backdrops or impressive product displays, social media users will want to take photos or videos to share with their followers. Keep this in mind when designing the event.

Go Over-the-Top

A lot of companies decide to build brand awareness by making a splash with an over-the-top stunt. In 2012, Red Bull sponsored Felix Baumgartner’s free fall from 24 miles above the Earth. Over 52 million viewers tuned in to see Baumgartner fall towards the Earth decked out in a suit covered in Red Bull branding. This wasn’t a traditional experiential marketing event, but it allowed Red Bull to interact with a massive audience. Anyone who didn’t know about Red Bull before definitely knew what the brand stood for after watching this event.

Red Bull isn’t the only brand that has used an over-the-top experiential marketing campaign to generate brand awareness. This is tried-and-true tactic that can get a brand’s name out there fast.

Tap Into Consumers’ Emotions

Consumers are exposed to countless advertisements everyday, so it’s important for your brand to be so unique that it is able to cut through this clutter. One way to separate your brand from competitors is to create an emotional connection with the consumer. Consumers that are emotionally connected to a brand are not only more likely to remember the brand, but they also often become loyal customers.

Lean Cuisine’s #WeighThis event was an emotionally charged experiential marketing activation that resonated with consumers. This campaign tapped into women’s insecurities about their weight, but in a positive way. The goal of the event was to help women realize their worth is not measured by the numbers on the scale. Women who attended this event left feeling more positive about their bodies. As a result, they will probably always associate that positive feeling with the Lean Cuisine brand. Think of how you can follow in Lean Cuisine’s footsteps and tap into your audience’s emotion in a similar manner.

Building brand awareness can be challenging, which is why so many companies turn to the experts at Factory 360 for help. Let our team of skilled experiential marketers plan an event that will introduce your brand to countless consumers!

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Post 29 :


Title :How to Launch New Products With Experiential Marketing
Description :

The success of a product launch could make or break the company, which is why so many companies invest heavily in launching new products with a bang. There are many ways to introduce a new product to the market, but an increasing number of companies are using experiential marketing to do so. Because the product launch is so important, the experiential marketing event must go off without a hitch. Here are some tips to nail a product launch with experiential marketing:

Get to Know the Target Audience

Before the planning process begins, marketers should take the time to get to know their target audience. Who is the product designed for? What benefits does it offer to this group of consumers? Are consumers currently using another product on the market to experience these benefits? How will consumers use it? The answers to these questions will guide marketers as they begin planning the event. If you don’t take the time to become familiar with your target audience, the event may not be tailored to fit the right consumers’ wants and needs.

Get the Timing Right

Choosing the date for the event may seem like a simple task, but marketers should put a lot of thought into this decision. Hosting the event on the product’s release date could distract consumers from going out and actually buying the product. For this reason, most brands choose to host the event prior to the product’s launch. But, it’s important to choose a date that is only a few days before the product’s release date. If the event takes place too far in advance of the release date, the buzz created at the event will die down before the product is available for purchase. Hosting the event a few days before the release date ensures that consumers will still be excited about the product when they are finally able to buy it.

Use Social Media to Create Buzz

Brands that are launching a new product should use social media in the weeks leading up to their event to create buzz and build excitement. First, announce that a new product is coming and reveal the date of the product launch event. Then, start posting teasers that can be used to keep people engaged with your product launch.  For example, post a behind-the-scenes video that shows people preparing for the event or manufacturing the new products. Don’t reveal too much about the product—the goal is to release little tidbits of information in the weeks leading up to the event to keep people guessing. This is a great way to start a conversation about your brand on social media and create buzz around your product launch event.

Invite Influencers

Social media also gives brands the opportunity to connect with influencers in their field. Marketers should identify some of the most influential social media personalities and reach out to them in advance of the event. Either invite influencers to attend the actual product launch, or host a smaller event prior to the launch that is solely for influencers. The influencers will most likely take photos and videos to share with their followers, which will generate free press for your products.

If influencers cannot attend the event, get them involved in any way possible so you can amplify your reach and promote your products to a large audience.

Develop Key Talking Points

Before the event, make sure your brand ambassadors know the key talking points of your new product. Teaching brand ambassadors the key talking points will make it easier for them to discuss your new product with guests at the event. Even if a brand ambassador only has a few minutes to interact with a guest, they will know which points they need to get across.

Developing key talking points is also important so brand ambassadors do not make misleading or false statements to the press. If a journalist or blogger approaches a brand ambassador at the event, they can rely on the key talking points to guide the conversation.

It’s important to note that there is a difference between developing a script and developing key talking points. The key talking points are facts about the product that the brand feels are important. For example, if a new product is priced much lower than its main competitor, the affordability would be a key talking point. Brand ambassadors should engage in authentic conversations with guests, so they should never read lines off of a script. Instead, they should naturally incorporate key talking points into their conversations with guests at the event.

Plan Entertainment

Marketers often get so wrapped up in promoting the launch of a new product that they forget about the entertainment. An event must be both informational and entertaining, so planning the entertainment is crucial. The entertainment at your event should be connected to your new product in some way. For example, let’s say a car manufacturer is hosting an event to introduce a new model of a vehicle. One of the activities at this type of event could be taking a virtual reality test drive of the vehicle. This is an example of an entertaining activity that is directly related to the product—guests are having fun while also learning about the new car. Since guests are enjoying themselves while taking the test drive, they won’t feel as if the brand is trying to aggressively sell them a new car.

If you are planning on launching a new product, let the marketing experts at Factory 360 help. Our team of skilled experiential marketers can plan a unique and memorable event so consumers remember your product and more importantly, your brand. Get in touch with us today to learn more about how we can help!

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Post 30 :


Title :Mistakes to Avoid When Planning Experiential Marketing Events
Description :

Experiential marketing is effective, which is why so many businesses have finally gotten on board with this strategy. But, this does not mean that every experiential marketing activation will be a success. Some marketers make costly mistakes when planning an event—especially if this is their first experiential marketing activation. Here’s a look at some of the common mistakes that could affect the outcome of your event:

Trying to Make Everyone Happy

Every experiential marketing event should be tailored to fit the needs of a specific audience. Sometimes, this means brands must tailor the event to fit a segment of their target audience instead of trying to target the entire audience at once. For example, let’s say a brand’s audience consists of both college students and middle-aged adults. If the event is being held on a college campus, the brand should only target their college student audience. Targeting one demographic allows the brand to refine their campaign and perfect the event since they can focus solely on the wants and needs of this segment of their audience. If the brand attempted to target their entire audience with one event, neither group of customers would have a memorable experience since they do not have the same wants or needs.

It’s perfectly fine to plan an event for a segment of your market instead of trying to include everyone. There’s no need to feel as if you are prioritizing or ignoring one segment of the market simply because you are creating a campaign designed for a specific group of customers.

Failing to Train the Brand Ambassadors

The brand ambassadors you hire for your event will be the face of your brand. These are the people who will determine whether or not guests leave the event with a favorable impression of your brand. For these reasons, it’s incredibly important to thoroughly train brand ambassadors prior to the event.

The brand ambassadors should know how to draw guests in, relate to them, and teach them about your company’s products or services. They should understand the mission of your company, who you are trying to sell to, and the goals of the event. Be sure to quiz all of the brand ambassadors before the event to ensure they retained the information presented to them during training.

If you don’t make the effort to train brand ambassadors, the event will not be a success. All it takes is one bad interaction with a brand ambassador to lose a customer’s business.

Underestimating How Long it Takes to Plan an Event

A lot of marketers underestimate how long it takes to plan an experiential marketing event. As a result, they end up rushing through the planning process and hosting a lackluster event that does not meet their guests’ expectations. When working on a tight schedule, marketers may not have the time to thoroughly train brand ambassadors, create buzz about the event on social media, or brainstorm creative ways to make the event more interesting. It doesn’t matter whether this is the first or five hundredth experiential marketing event you’ve planned—give yourself plenty of time to put it together.

Forgetting to Plan For the Worst Case Scenario

In a perfect world, everything will run smoothly at your event. But unfortunately, this is not a perfect world, so marketers need to plan for the worst case scenario. Are you hosting the event at an outdoor venue? If so, you will need to figure out what you will do in the event of a rainstorm. Will you need to connect to the Wi-Fi at the venue? If so, you need to have a back-up plan in case the Wi-Fi is not working.

No one wants to think that everything will go wrong on the day of the event, but it’s smart to plan ahead just in case it does. If you don’t prepare, a minor issue could disrupt the entire event and create an unpleasant experience for guests.

Not Incorporating Social Media

Experiential marketing and social media go hand-in-hand, so don’t make the mistake of forgetting about social media when planning your event. Social media can be used prior to the event to promote the event, answer guests’ questions about the event, and connect with influencers.

Social media can be used during the event as well. Guests should be encouraged to share photos and videos taken at the event with their followers. In fact, the experience you have created for your guests should be so memorable that they want to share it with their followers.

After the event, marketers should use social media to share their own content from the event and thank everyone for attending. Follow-up surveys can also be distributed through social media to gauge how guests felt about the experience. Without this channel, it would be much more difficult to communicate to everyone at once.

Using social media before, during, and after an event can amplify a brand’s reach. Don’t make the mistake of forgetting to incorporate it into your next experiential marketing event.

Misunderstanding How Experiential Marketing Works

Some marketers make the mistake of thinking that experiential marketing is a tactic that should be implemented several times a year. But, this is not the right way to think of experiential marketing. The goal of experiential marketing is to create memorable interactions between brands and consumers. This is what consumers want and it’s what drives sales and loyalty. Therefore, marketers should strive to create these interactions every time they launch a marketing campaign, not just when they are planning a large experiential marketing event. Don’t think of experiential marketing as another marketing tactic—think of it as the foundation of your entire marketing strategy.

These are just a handful of the many mistakes that inexperienced marketers can make when planning an experiential marketing event. To avoid making costly mistakes, trust the experts at Factory 360. Call today to discuss your marketing needs!

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Post 31 :


Title :Experiential Marketing Trend Watch: Hospitality Experiences
Description :

Marketers are always looking for new and exciting ways to create unique experiences at experiential marketing events. But sometimes, brands can “wow” their guests simply by going back to the basics of hospitality. Recently, a number of brands have hosted experiential marketing events with memorable hospitality experiences. Here’s what you need to know about this experiential marketing trend:

Examples of Hospitality Experiences At Experiential Marketing Activations

Brands across various industries have hosted successful experiential marketing events that involved unique hospitality experiences. One of these brands is Audi, which set up a “Dome of Quattro” for 16 weeks at the Denver International Airport. Guests inside the 30-foot dome could visit the bar, watch sports documentaries on one of the many flat-screened TVs, or simply lounge on the sleek and sophisticated furniture. There were no Audi cars within the dome—in fact, there were not even salespeople pressuring guests to buy a car. However, guests could take a short trip to another dome located a few dozen feet away in order to sit behind the wheel of an Audi and take a virtual test drive.

Pepsi recently incorporated a unique hospitality experience into an experiential marketing event that took place in the days leading up to the Super Bowl. The brand invited guests to attend the event to celebrate the launch of the new Pepsi Generations campaign. At the event, guests were able to mix and mingle with various celebrities, including Cindy Crawford and Jeff Gordon. Guests were also offered passed hors d’oeuvres and cocktails as they moved throughout the event to look at the different exhibits featuring some of the biggest moments in Pepsi’s history.

Multiple companies often partner together to create the ultimate hospitality experience. This was the case when Tesla, the Standard Hotel, and Casper mattresses joined forces to host an experiential marketing event at the SXSW conference last year. SXSW guests were able to book a hotel room in the area using the Standard’s One Night app. Guests were welcomed into their rooms with a plate of warm cookies and a glass of milk to help them kick back and relax. They were even given the opportunity to request an “on-site mom” that would visit their room and read them bedtime stories. If guests did not want to book a room for the entire night, they had the option of reserving a “refresh” room where they could unwind for a few hours before heading back to the SXSW conference. These brands went above and beyond to make guests feel right at home.

How to Make This Trend Work

Every brand can successfully incorporate this trend into their experiential marketing event as they follow a few basic rules.

First, keep in mind that creating hospitality experiences can be expensive, so it’s best to take advantage of your brand’s assets to cut costs. For example, Grant Thornton, an accounting firm, wanted to plan a luxurious hospitality experience for a few of their top clients. Since the firm provides accounting services to the Tony Awards, they contacted the organizers of this annual award show and asked for a favor. The marketers at Grant Thornton were able to offer their top customers an unforgettable evening at the Tony Awards because they took advantage of their connections, which are company assets. Your company may not have connections at the Tony Awards, but it’s very likely that your company has other assets that can be used in a similar manner. Think about how you can use these assets to your advantage.

Although the main goal of a hospitality experience is to entertain guests, marketers also need to use these events as opportunities to teach guests about the brand. Guests should be fairly relaxed in this setting, so keep the conversation light and informal so they don’t feel as if they’re in a seminar or being bombarded with a sales pitch. Hiring the right brand ambassadors that can pull this off is key.

Since planning hospitality experiences is becoming increasingly popular, marketers need to conduct research when planning an event to see what other brands are doing. If you want guests to remember the event, it shouldn’t be like other hospitality experiences hosted by your competitors. Read industry blogs and check social media on a regular basis to see what competitors are doing. If you find yourself planning something that is similar to what a competitor recently did, make adjustments so it doesn’t seem as if you’re copying their ideas. No one wants to attend the same event—with different branding—thousands of times.

Some marketers are used to planning large events for hundreds of guests. But, it’s important for marketers to realize that a hospitality experience may be more intimate. Inviting too many guests could affect the relaxed and exclusive atmosphere of a hospitality experience. Plus, this type of event can be expensive, so businesses with limited budgets may have no other choice but to only invite small groups of customers.

Finally, marketers need to remember that service is key at these events. The purpose of creating a hospitality experience is to make guests feel welcome and cater to their needs. However, this is hard to do if guests are offered poor service. For example, if the event is understaffed, guests’ needs will not be met promptly. To avoid this problem, brands need to invest a great deal of resources in hiring experienced brand ambassadors that know how to give guests a warm welcome.

Do you want to incorporate this trend into your next experiential marketing event? If so, let the professionals at Factory 360 help! Our experiential marketing experts take great pride in creating unique and memorable events for our clients. Contact us today to discuss your marketing needs!

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Post 32 :


Title :Experiential Marketing Design Trends of 2018
Description :

There are many factors that brands must keep in mind in order to make an experiential marketing event a success. However, one factor that is often overlooked is the design of the event. Design is often undervalued as an effective way to communicate a message. The design that goes into a brand experience can bring the different elements of your event to life, so this is one area that should not be ignored. How can you ensure the design of you event makes an impact on guests? Be aware of some of the design trends of 2018:

Gradient and Bright Colors

Brands are not expected to play it safe by choosing neutral colors for their décor and promotional materials. This year, the two color trends that are expected to take over the design world and bright colors and gradient colors.

A color gradient refers to a gradual transition from one color to another. For example, a color gradient design could show the color purple slowly transitioning into the color red or blue. Expect brands to use color gradient designs—especially with bright colors—to grab guests’ attention and make their event more memorable.

Artistic Photography

Brands shouldn’t play it safe when it comes to their photography, either. This year, experts predict that brands will step outside of their comfort zone and use bolder and edgier photos to convey their messaging and promote their events. Brands will use these images to show their commitment to their values and to differentiate themselves from competitors. Although artful photographs are often controversial, they are always memorable.

Responsive Logos

Several years ago, marketers scrambled to ensure their company’s website was responsible so customers would have no problem viewing it from various devices. Since most websites are responsive now, the focus has shifted to responsive logos. It is no longer enough to simply create one logo and adjust its size to fit the screen of the device that someone is using. Brands must go even further and create multiple versions for each device. For example, someone who accessing a website from an Apple iPhone X may see a slighter different version of a logo than someone who is accessing the website from an older smartphone model with a smaller screen. This may not seem important when planning an experiential marketing event, but marketers should remember that it’s the smallest details that often make the biggest impact on guests.

3D Web Design

Another trend that could bring changes to your brand’s website is 3D web design. A growing number of brands are starting to incorporate 3D design elements on their website, and many of them are doing so to promote upcoming experiential marketing events.

For instance, let’s say a clothing company is planning a pop-up shop in the near future. To promote the event, the website could add a 3D dressing room feature that allows visitors to see some of their favorite pieces on a 3D figurine.

Adding 3D design elements to your website is a great way to make it appear more fresh and innovative. Even after the event is over, this feature can be used to make the browsing experience more enjoyable for visitors.

Lines

Event designers are starting to use lines to visually alter the appearance of venues. A venue with high ceilings may be problematic for brands that don’t want the space to appear too over-the-top or empty. To solve this problem, designers can use strings of lights that fall from the ceiling and hang low to the floor to draw the ceiling in closer to the guests. Small spaces can also be opened up by using horizontal and vertical lines on carpets or decorative wall art. This is a great trick to keep in mind in order to make the venue perfect for your event.

A Mix of Modern & Retro Designs

Experts predict that many experiential marketing events will feature a mix of both modern and retro design elements in 2018. For example, event designers could combine retro-inspired furniture with modern lighting and innovative technology.

The retro elements of these events may be inspired by the past, but they won’t make the event look outdated. If you choose to incorporate this trend into your design plans, be sure to research different decades to determine where to pull inspiration from. Marketers can incorporate retro elements into their design to infuse certain qualities, such as the drama of the 1980s or the decadence of the 1920s, into their events.

Digital Handmade Art

Brands often work closely with graphic designers that are trained to use various sophisticated programs to create eye-catching designs. However, graphic designers may not need to use complex programs to create graphics for events that take place in 2018. Experts predict that marketers will shift towards “digital handmade art” that looks as if it is hand-drawn as opposed to made by a computer program.

The art may look hand-drawn, but graphic designers will still be needed to perfect it. This look, which is often achieved with a tablet and a stylus, can make the brand come off as more authentic and effortless.

3D Typography

Another trend that is expected to take the experiential marketing design world by storm is 3D typography. This year, printed words will no longer look flat and two-dimensional on plain sheets of paper. Instead, marketers can use 3D typography to make the words appear as if they are coming to life and jumping off of the page. Marketers can use 3D typography to make a stronger impact with their branding messaging throughout the event.

For more marketing insights, talk to the professionals at Factory 360. Let our team of skilled marketers plan and execute your brand’s next experiential marketing event. Call us now to learn more about how we can help!

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Post 33 :


Title :Tips For Kid-Friendly Experiential Marketing Events
Description :

Experiential marketing is an effective strategy that can be used to reach many different types of audiences, including children. However, planning an experiential marketing event aimed at children is very different than planning an event for adults. Follow these tips for kid-friendly experiential marketing events:

Make it Informative and Entertaining

Parents are the ones who will decide whether or not their kids attend a branded event. Ideally, parents would like to bring their kids to events that are not only entertaining, but also educational or beneficial to their child’s growth in some way. Brands should make an effort to emphasize the educational opportunities that kids will have at their event so parents know exactly how their kids will benefit from attending.

If your event is not educational, it’s important to emphasize other ways in which kids will benefit from the activities. For example, painting and sculpting may not be seen as educational opportunities, but these two activities can help kids tap into their creative sides and explore their talents. So, even though kids won’t necessarily be learning anything from painting and playing with clay, parents should still be able to see how attending this event could be beneficial to their children.

Entertain Mom and Dad

Marketers who are planning an event for kids often forget that kids will not be the only ones in attendance. Parents or guardians usually attend events with their children, so marketers will need to figure out a way to keep them engaged throughout the event.

Many brands set up separate areas within the event so parents and kids can each partake in different activities. However, some experts believe that this is not the right approach to take when planning an event for kids. These experts cite research that states many parents have a “Velcro mentality,” which means they want to stick by their kids’ sides and experience things together. Marketers can make parents with this mentality happy by planning events that allow parents and kids to engage in different activities together. Don’t expect parents to stand on the sidelines and watch their kids have all of the fun—parents want to be involved, too.

Choose the Right Brand Ambassadors

Brand ambassadors can make or break your event—especially if it’s a kid-friendly activation. The ambassadors that you choose must be able to relate to both parents and children so they can engage with every guest at the event. Some children can be shy, especially when talking to adults, so the brand ambassadors must have a knack for drawing kids out of their shell. A lot of kids are also incredibly intuitive when it comes to reading people. These children will be able to tell right away if something is not being authentic, which is why it’s so important to choose the right ambassadors.

Brand ambassadors should also be trained to encourage parents and kids to try activities together. Parents may be hesitant to participate in certain activities, so they may need a bit of encouragement from friendly brand representatives.

Technology is Not Necessary

Technology is almost always incorporated into events that are targeting adult consumers. However, experts say that technology is not always a must-have for kid-friendly events. The younger the targeted audience is for the event, the less necessary technology may become.

If technology seamlessly fits into the plans for the event, then it’s perfectly fine for marketers to incorporate it into scheduled activities. But if it doesn’t, then there’s no reason to try to make it work. In fact, experts suggest that parents may prefer a technology-free event because it forces everyone to put their phones away and focus on spending time with one another.

If you want to encourage guests to share photos and videos on social media, set up a photo booth with branded props. Parents will love the idea of taking family photos, especially if there are props that kids can have fun with, so they will be eager to share these images on their social media pages. This is a simple way to incorporate technology into kid-friendly events without going overboard.

Design With Durability in Mind

There’s a reason playground equipment is made out of heavy plastics instead of glass—plastic is a durable and safe material that kids can play on without getting hurt. Keep this in mind when designing the details of your event. Kids are not careful—especially when they are having fun and running around with friends and family—so make sure everything is designed with their safety in mind. Avoid sharp edges and slippery surfaces, and be sure to keep the aisles wide so parents pushing strollers can easily make it through. If there are potential hazards at your event, be sure to post adequate warnings and hire people to watch over the guests. For example, if your event’s venue has a swimming pool, hire lifeguards to stand by to ensure that everyone is safe and abiding by the rules.

Encourage Friendly Competition

Kids love a little friendly competition, so find a way to incorporate this into your event. Give kids the opportunity to challenge their friends, siblings, and parents to compete against them in various activities. For instance, let’s say you are planning an event with a fun obstacle course for kids. Instead of simply letting kids complete the obstacle course on their own, turn it into a competition where kids can challenge each other to see who makes it through the course the fastest. Kids love to compete, so adding a competitive element to the activities at your event can keep guests engaged.

If you’re interested in planning a kid-friendly experiential marketing event, contact the experts at Factory 360 today. Let our team of marketing professionals handle every aspect of the planning and execution of your experiential marketing event!

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Post 34 :


Title :Surprising Experiential Marketing Statistics
Description :

Experiential marketing has been around for decades, but its popularity has grown exponentially over the last few years. Despite this growth, some brands are still unsure of whether or not to incorporate it into their marketing strategies. It can be nerve wracking to try a new marketing idea—not to mention difficult to convince senior level management to get on board. If you’re still debating whether or not to budget for experiential marketing this year, here are the surprising statistics you need to see:

Acquiring New Customers With Experiential Marketing

Many marketers question whether an experiential marketing event is an effective way to acquire new customers. Thanks to the most recent EventTrack survey, marketers no longer have to question this tactic’s effectiveness. The survey revealed that nearly three-quarters of event attendees leave the event with a more favorable view of the brand. Furthermore, 70% of attendees turn into regular customers after having a memorable experience at a branded event. The survey also revealed that 98% of people who attend these events feel more inclined to purchase the brand’s products after the event. This means even though 30% of attendees are not converted into regular customers, a portion of these attendees could still be making a one-time purchase.

How can you convince guests to purchase your products? Eighty percent of consumers who were surveyed by EventTrack admit that watching a live product demonstration or getting a free sample of a product often impact their purchase decisions.

Building Buzz on Social Media

Brands often encourage their guests to take photos or videos while at the event that they can share with their followers. By encouraging guests to do this, brands can reach even more people without lifting a finger. According to the results of this survey, this strategy seems to be working. A little over one-third of all consumers say they would probably post something on their social media pages if they were to attend a branded event. One-third of consumers surveyed said that their posts would probably contain photos and videos that were taken at the event.

How can brands encourage their guests to create and share content with their followers? Most marketers believe exclusive experiences generate the most social shares in addition to contests and photo walls.

More Brands Are Committing to Experiential Marketing

Brands that are not ready to host experiential marketing events may be left behind since the majority of their competitors are probably heavily investing in this tactic. The survey reveals that nearly 80% of brands are planning on executing a greater number of experiential marketing events in 2018 than ever before. This means hosting experiential marketing events may be necessary in order to stay competitive in your industry.

Over three-quarter of marketers surveyed said their experiential marketing events are integrated with other marketing tactics. For example, a brand that is hosting an experiential marketing event may rely on social media to promote the event. In fact, the survey showed that only 11% of brands are not using social media to complement their experiential marketing efforts. If you plan on incorporating social media into your event, it’s important to note that consumers said they prefer Facebook, Instagram, and Twitter.

Face-to-Face Interaction is Important to Consumers

Today’s consumers want to be able to interact directly with brands, and the results of another industry survey prove this to be true. The Center for Exhibition Industry Research surveyed event attendees and found that nearly half of them believe face-to-face interactions between consumers and brands is more important today than it was several years ago. Hosting an experiential marketing event allows brands to make this type of interaction possible.

Experiential vs. Digital vs. Traditional Marketing

Marketers are often hesitant to allocate funds to experiential marketing if it means cutting back in other areas such as digital or traditional marketing. But, the results of this survey show that marketers should not be so afraid of this change. Sixty-five percent of consumers surveyed said attending a live event helps them get a better understanding of a product or service. Furthermore, the results reveal that consumers are able to learn more about a product or service at a live event than they are by being exposed to digital or traditional marketing efforts. This indicates that the best way to introduce consumers to a product or service may be at a live event as opposed to other marketing channels.

Word of Mouth Marketing

People who attend experiential marketing events aren’t just sharing their experiences on social media. Many attendees are also discussing their experience at the event and their interactions with the brand with their close friends and family members. This means brands can amplify their reach simply by making sure their guests have a great time at the event. Even if these guests aren’t sharing photos and videos on social media, they could be discussing your brand offline with other potential customers.

Technology Plays an Important Role

Marketers should make an effort to incorporate technology into their events in some way. According to the survey, using technology during the event can increase attendance, make the event more successful, and lower the costs of hosting it by between 20-30%. Brands don’t need to break the bank on using cutting-edge technology in order to reap these rewards. For example, live streaming the event on Facebook is a great way to create more buzz and it’s completely free to use.

Now that you know the facts, it’s time to start planning your first—or next—experiential marketing event. Let the experiential marketing professionals at Factory 360 help every step of the way. Contact us today to find out how we can help you exceed your marketing goals!

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Post 35 :


Title :A Look Back at the Best Super Bowl Experiential Marketing Events
Description :

The Super Bowl is one of the most popular events of the year, attracting football fans from all over the world. Fans that aren’t lucky enough to snag tickets to the game often travel to the city hosting the event anyways so they can participate in the fun activities leading up to the game. Because this game attracts so many people, it’s not surprising that brands often host experiential marketing events in the days before the event. Here’s a look back at some of the best Super Bowl experiential marketing events:

Sleep Number’s Virtual Reality Event

Earlier this year, Sleep Number inked a deal with the NFL to become the league’s official sleep and wellness partner. To celebrate this partnership, Sleep Number hosted a massive experiential marketing event at the Super Bowl Live Fan Festival days before the game.

At the event, guests had the opportunity to wear a virtual reality headset to play virtual football. First, guests were asked to stand at the 50-yard line and throw virtual football in order to hit moving targets. Then, Sleep Number adjusted the experience to show participants what it would be like to complete this task while sleep deprived. Although each participant was wearing a virtual reality headset, bystanders could watch what was happening on large TV screens broadcasting the participant’s view of the virtual field. This entertaining event was not only fun for guests, but informative as well. Thanks to Sleep Number, guests learned the importance of getting a good night’s sleep.

Microsoft’s NFL Experience

Microsoft traveled to Houston in 2017 to host its NFL Experience event in the days leading up to last year’s game. The event took place inside a hard-to-miss dome that grabbed the attention of curious football fans passing by. Once inside, guests were able to use Microsoft Surface tablets to design custom gear, including jerseys, helmets, and footballs. Although Microsoft did not actually produce these customized items for guests, they did project the designs on the large screens inside the dome so everyone could admire the unique designs.

Courtyard By Marriott’s Super Bowl Sleepover

Courtyard by Marriott is the official hotel of the NFL, so of course they were one of the many brands to host an experiential marketing event during the Super Bowl weekend. For the third year, the brand hosted the Super Bowl Sleepover contest, which gives one lucky fan and a guest the chance to spend a night in the stadium where the game will be played. But, the winner was definitely not sleeping on artificial turf. To accommodate the winner, the brand transformed one of the luxurious ground-level suites into a Marriott hotel room.

Football fans could enter the contest months before the big game by posting photos on social media with the hashtag #CourtyardSuperBowlContest that demonstrated their passion for the sport. The brand gave the lucky winner exclusive access to Super Bowl events and tickets to the game in addition to allowing him and his guest stay in their converted stadium suite for the night.

NASA’s Future Flight

Much of NASA’s work is performed in the Lyndon B. Johnson Space Center in Houston, which is why the agency decided to host an event at last year’s Super Bowl in this city. The goal of the Future Flight event was to give attendees the chance to experience what it was like to shoot into space. To accomplish this goal, NASA asked guests to strap themselves in and put on a pair of virtual reality goggles. Once the guests were safely in place, their seats began ascending vertically into the air before dropping 64 feet to the ground to simulate landing back on Earth. The movement of the chairs combined with the imagery broadcasted through the goggles made the experience feel incredibly real. It’s safe to say that NASA achieved their goal of showing guests what it felt like to explore space!

Verizon Up Members Only Lounge

Many brands host experiential marketing events to raise brand awareness and win over new customers. But, Verizon took a different approach with its Verizon Up Members Only Lounge in Minneapolis this year. Instead of inviting the public to the event, Verizon only allowed members of its Up rewards service inside. The lounge area was heated, so people were eager to get inside to escape the freezing temperatures in Minnesota. Guests who made it in were able to kick back and relax, enter contests to win valuable prizes, including tickets to the game, and meet current and former NFL players. Since the lounge was built with glass walls, people who could not get inside were able to see exactly what they were missing out on. This event was designed to thank customers for their participating in the rewards program and entice others to join to sign up—and it was a success!

American Express Goes Into the Woods

Another event that was designed to reward current customers was the American Express Goes Into the Woods activation. This event, which was named after Justin Timberlake’s recently released album, had a rustic feel inspired by his music. Platinum and Centurion American Express members were able to listen to clips of Timberlake’s new music before anyone else. Timberlake—along with other artists featured on his record—also made an appearance at the event to discuss the meaning behind his new music and his songwriting process. As if an appearance by an A-lister were not enough, American Express also set up stations where guests could create custom scents, t-shirts, and vinyls.

Are you interested in hosting an experiential marketing event? If so, get in touch with the team of experts at Factory 360 today. Let us plan and execute the perfect experiential marketing event for your business needs.

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Post 36 :


Title :The Five Pillars of Experiential Marketing
Description :

The Experiential Marketing Summit is an annual conference that brings together leaders in the marketing world. At last year’s event, the Vice President of Experience Marketing at Adobe, Alex Amado, spoke about what he considers to be the five pillars of experiential marketing. Adobe is one brand that has embraced experiential marketing from the very beginning, so all eyes in the room were on him during this keynote address. Here’s a look at the five pillars of experiential marketing that make every event a success:

Design

The design of an experiential marketing event should be of the utmost importance to every brand. This doesn’t mean that the design of the event should just be visually appealing, but also that it should convey a strong message about your brand. Guests should immediately know who the brand is and what they stand for when they walk into an event.

The event should also be designed in a way that makes the experience easy to understand. For example, when GE wanted to host an event to show industry professionals how they were providing global healthcare solutions to impoverished countries around the world, they relied heavily on the event’s design. The company set up several “movie sets” designed to look like various parts of the world that they had helped, including rural African villages and emergency rooms. Then, doctors stood in front of each set to explain to guests how GE’s initiative was impacting these areas. During this event, the design was used to make an impact on guests and clearly illustrate the difference that GE was making around the world.

Community

An experiential marketing event should also embrace the community of the brand’s potential and existing customers. One brand that seamlessly incorporated their community into their experiential marketing event was Google.

Google announced plans to give away $5.5 million to nonprofit organizations in the San Francisco Bay area. Instead of letting executives decide where this money would go, the company enlisted the community’s help. Google set up interactive posters throughout the city in places such as bus shelters, restaurants, and shopping centers. The posters asked the community one simple question: where should the $5.5 million go? People in the community could then tap on the poster to vote for a specific cause such as helping parents and teachers connect, growing small businesses, or helping at-risk kids graduate.

This is a perfect example of how companies should embrace their communities. Google recognized that their donation could lead to significant change in the community, so they allowed the community to decide what needed to be changed. In this example, Google’s community was the actual community of San Francisco, but for many brands, the community is their target audience.

Engagement

Experiential marketing is all about engagement, so it’s no surprise that this is one of the five pillars of this strategy. In the past, brands engaged in one-way communication with their consumers. The brands sent messages via TV commercials, billboards, or print ads, and consumers did not have the ability to respond. But now, consumers demand that brands engage in two-way conversations with them. Consumers want to be able to provide feedback, share their concerns, and ask questions in order to gain a deeper understanding of the brand. Fortunately, this is all possible at experiential marketing events.

Guests should be able to test new products, speak with brand ambassadors, and participate in fun brand-related activities at an experiential marketing event. Even if guests are not actually purchasing the brand’s products, they are still engaging with the brand. Giving guests this type of positive experience is the first step to converting them into customers and building a lifelong relationship with them.

During the event planning process, marketers should constantly ask themselves how guests will engage with the brand. If there are not enough opportunities for guests to engage directly with the brand, changes need to be made in order for the event to be a success.

Data

Marketers should rely heavily on data both before and after an experiential marketing event. Before the event, marketers should use data to figure out where the event should be held, the best way to communicate to their target audience, and what results they should expect. After the event, marketers should analyze the data collected from the event to determine if the event was a success. This data should also be used to improve future events. For example, let’s say the data reveals that the vast majority of guests heard about the event on Instagram and none of the guests heard about the event on Twitter. When planning the next event, marketers should reference this data when determining the best way to invite members of their target audience.

Culture

Brands must have a customer-centric culture in order to plan successful experiential marketing events. If everyone in the company knows that the customer always comes first, this will help them make better decisions when it comes to planning and hosting an experiential marketing event. The event will truly be designed with the customer in mind, which makes it much more enjoyable for guests.

It’s important for brands to hire brand ambassadors that understand the idea of a customer-centric culture. The brand ambassadors will be the face of your brand during an experiential marketing event, so they must be trained to make sure every guest has a pleasant and memorable experience. If they don’t put the customers first, guests will assume that your company doesn’t either.

For the best results, brands should make an effort to incorporate these five pillars into every one of their experiential marketing events. For more marketing insights, speak to the experiential marketing experts at Factory 360. Contact us today to learn how we can help you achieve your marketing goals!

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Post 37 :


Title :Should Brands Host Experiential Marketing Events For Customers AND Employees?
Description :

Experiential marketing events are hosted by brands around the world who want to raise brand awareness, promote their products or services, acquire new customers, or build better relationships with their existing customers. These events are traditionally used to facilitate communication between the brand and the customer. But, some companies host experiential marketing events for their employees instead of their customers. Should more brands jump on this bandwagon? Or is hosting an experiential marketing event for employees a waste of time and resources?

Sharing Information During Experiential Marketing Events For Employees

A study conducted by Jack Morton Worldwide revealed that employees respond well to experiential marketing events hosted by their employers. Most employees believe employers should share important information with the rest of the company at this type of event. In fact, when asked how they preferred to receive important company information from their employers, employees ranked “live experiences” second behind “directly from a manager.”

These employees don’t just prefer hearing crucial information in a live setting, they also think they would be able to absorb the information better when it is presented in this environment. This could be because they have the opportunity to ask questions about what is being presented, which helps them gain a deeper understanding of the topic being discussed. Even if they don’t ask a question, other employees might, and the answers to these questions can clear up questions on everyone’s minds.

Experiential Marketing Events As Rewards For Employees

Employers should consider hosting experiential marketing events when they have important information to share with their employees. But, this is not the only time that an event is appropriate. Some employers host experiential marketing events for their employees when they want to reward them for their hard work. For example, if the company meets all of its annual goals, they may host an event with fun activities to thank their employees for exceeding all expectations.

Saying thank you to employees in this manner is a great way to show employees how valuable they are to the company. Employees are more motivated and engaged with their work when they feel appreciated, so this type of gesture can pay off in a major way.

Training Opportunities During Experiential Marketing Events

Companies that are launching a new product line should also consider hosting experiential marketing events for their employees. Employees should be trained on new products and services before they launch to ensure that they understand the direction the company is heading in and are able to communicate with customers about the new offerings. Instead of sending employees an email or showing them a boring PowerPoint presentation, host an experiential marketing event to train your employees.

For example, let’s say you are launching a new tablet device. Host an event for employees and let them test out the new product and ask questions about its capabilities before it hits the market. It’s much easier for employees to learn when they have this type of hands-on training—especially in a relaxed, event setting. Everyone from the sales team to the accountants will be able to confidently communicate with people outside of the organization about the new product after attending this type of event.

Although it’s not necessary to host an experiential marketing event every time a new product is launched, it is a good idea to consider training employees in this setting when a new product line or complex product is being released. This is also a great way to train new employees, but if you only onboard a few employees at a time, it may not be feasible to implement this strategy.

Tips For Hosting Experiential Marketing Events For Employees

As you can see, there are many reasons to consider hosting an experiential marketing event for your employees. If you decide to host an event for your employees, there are a few tips to keep in mind to ensure it is a success.

Since this for your employees, think of a way to incorporate them into the event. For example, if part of your company’s mission is to give back to the community, recognize a few employees who are fulfilling this mission. Talk about how these employees have contributed to the community and thank them for their efforts. This is a great way to make the employees the center of attention.

Many brands hire third party marketing agencies to help plan the experiential marketing event for their employees. This is recommended because planning an experiential marketing event requires a unique skillset, so it’s best to call upon the experts. But, even though you are working with a third party agency, let your employees participate in the planning process if they’re interested. Ask employees from various parts of the business if they would be interested in sharing ideas for the upcoming event. Even though the event is being hosted for the employees, there’s no reason why they can’t recommend ways to make it more fun or effective. In fact, they will appreciate that you are asking for input because you are so committed to hosting a successful event for them.

Whatever you do, make sure the event that you plan for your employees is inclusive. There’s nothing more demoralizing than finding out that you were not one of the employees invited to attend a company event. If the event is for all employees that were recently hired, make sure every new employee is invited. If it’s for the sales department, every salesperson should be on the list.

If you are interested in planning an experiential marketing event, regardless of whether it’s for employees or customers, contact Factory 360. Let our team of experiential marketing experts create a unique event that will help you engage with your guests!

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Post 38 :


Title :Experiential Marketing Events For Commuters
Description :

People often say “I don’t have time” to justify why they aren’t able to spend more time with loved ones or take care of themselves. Unfortunately, the fact that consumers have jam-packed schedules also makes it more difficult for marketers to attract guests to their experiential marketing events as well.

Many people spend a lot of their time commuting to and from work. According to the Census’s American Community Survey, workers spend an average of 26.4 minutes commuting to work. Furthermore, the percentage of workers with the longest commutes is growing rapidly. There was a 3.5% increase in workers with 45-minute commutes between 2014 and 2015, and an astounding 8% increase in workers with commutes of 90 minutes or more. To illustrate how time-consuming commuting is, consider that a worker with a 90-minute commute spends 15 hours of each week simply traveling to and from work.

Why should this information matter to marketers? Instead of asking consumers to take time out of their busy schedules to attend an event, marketers should consider planning the event around the average consumer’s day, which involves a lengthy commute. Here’s how to engage with commuters using experiential marketing tactics:

Set Up Product Sampling Events

People who are in a rush to get to work won’t have much time to stick around, so events that offer consumers brief experiences may be the most successful. One type of event that works well in this rushed atmosphere is a product sampling. It’s easy to set up a product sampling event near public transportation that commuters often rely on such as buses, trains, and commuter parking lots. Even if you’re only able to speak to each commuter for a few moments, this should be more than enough time to hand them a sample. While they enjoy the sample, give them a brief overview of the product. Be sure to hit all of the main points that you want to communicate to consumers since time is limited with these busy commuters.

Although brands typically use product sampling events to promote food or beverage products, these events can also be used to promote non-edible products. However, it’s best to stick to products that would be of some use to commuters. For instance, many commuters would get a lot of use out of a sanitizing hand lotion since they often use products like these to clean their hands after touching places that hundreds of other commuters have also made contact with.

Longer Experiential Marketing Events Should Take Place in the Evening

Some brands may be able to pull off a product sampling event, but others may find that this is not the right type of event for their products. The latter group may need to host an event where guests are expected to stick around a little longer than they are during a product sampling event. If this is the case, it’s best to host this type of event in the evening as opposed to the morning.

Commuters are always in a hurry, regardless of the time of day. However, commuters will often face consequences at work if they are late because they stopped to engage with your brand during their morning commute. Although commuters may be eager to get home after a long day of work, there aren’t any consequences for arriving a few minutes late. Therefore, commuters are more likely to sop and engage with brand ambassadors during their evening commute.

Create An Escape

Commuters often feel stuck in their routine of waking up, commuting to work, spending hours at work, commuting home, and starting all over the next day. This is an exhausting schedule that can wear someone down over time. Commuters will welcome the opportunity to escape—even if it’s just for a brief period of time—so marketers should give it to them.

Audi is one brand that successfully created an escape for people traveling to and from Denver International Airport. The brand created a hospitality lounge with a bar, comfortable seating, and large TV screens. While guests enjoyed their brief escape in the hospitality lounge, they also learned more about the Audi brand and engaged with friendly and hospitable brand ambassadors.

Think of a way to offer commuters some type of luxurious experience that they can enjoy for a few minutes on their way to or from work. Commuters will be forever grateful to brands that give them the opportunity to escape from the demands of their everyday lives.

Take Over Public Transportation

Instead of hosting the event close to public transportation that commuters use to get to and from work, some brands choose to temporarily take over one of these forms of transportation. For example, Uniqlo hosted an experiential marketing event on a Chicago transit train in 2015. Guests who were taking the train got to enjoy an event with live music and fun prizes, all while learning more about Uniqlo’s brand. Both the interior and exterior of the train featured Uniqlo’s branding so people on and off the truck were exposed to their messaging.

Uniqlo was only able to pull off this event because the Chicago Transit Authority allowed it. It may be difficult to host this type of event in other cities, depending on the rules of each city’s Transit Authority, but if the idea is approved, this is a great way to interact with commuters without interfering with their busy lives.

Are you interested in planning an experiential marketing event for commuters? If so, let us help. The skilled team of experiential marketing experts at Factory 360 can assist clients with every aspect of event planning and execution from the start to finish. Contact us today to learn more about our services!

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Post 39 :


Title :Which Social Media Platforms Should Brands Use to Reach Millennials?
Description :

It’s estimated that there are about 80 million Millennials in the United States alone. Each year, this demographic spends around $600 billion, a number that is expected to grow to $1.4 trillion by the year 2020. Given their purchasing power, it’s not surprising that many marketers view Millennials as one of the most valuable consumer groups. But, many marketers have found it difficult to reach and win over these savvy consumers.

Millennials tend to tune out traditional forms of advertising, so commercials, billboards, and magazine advertisements are not nearly as effective with this generation as they are with older consumers. Because of this, marketers have concluded that social media is the best way to reach Millennials. In fact, 49% of Millennials surveyed say they currently follow at least one brand on social media, compared to only 25% of Baby Boomers.

Social media is clearly the right channel for brands to use when trying to reach Millennials. But, with so many social platforms to choose from, it’s hard for brands to determine where to allocate their marketing resources. Fortunately, a number of studies have been conducted to identify the most popular social media platforms among Millennial consumers.

Which Social Media Platforms Do Millennials Use the Most?

Many people have claimed that Facebook is no longer as relevant as it once was, but according to a number of recent studies, that’s simply not the case. Facebook may not be as new or edgy as other social media platforms, but it is still used by the vast majority of Millennials. In fact, 88% of adults between the ages of 18 and 29 currently use Facebook. When asked to predict how they will use Facebook over the next 12 months, most Millennials predicted their usage will stay the same. Twelve percent of Millennials predicted that they will use Facebook even more in the year ahead. Based on these numbers, it’s clear that Facebook is not going anywhere in the near future.

Another social media platform that is popular among Millennials is Instagram. Fifty-nine percent of adults between the ages of 18 and 29 currently use Instagram, compared to only 13% of adults between 50-64 and 5% of adults over the age of 65. Nearly one-quarter of Millennials said they plan on spending more time on Instagram over the next year, too. Therefore, it would be wise to allocate resources to this platform in order to reach Millennials.

For awhile, many marketers were investing heavily in Pinterest since experts predicted that this would become one of the Millennials’ favorite social media platforms. But, it’s estimated that only 36% of Pinterest users are between the ages of 18 and 29. Plus, most of these Millennials only access Pinterest on a weekly or monthly basis, whereas they visit other social media platforms multiple times throughout the day.

Snapchat is another platform that marketers should consider when developing a marketing plan. This platform grew fast, so many experts predicted that it would quickly surpass Facebook as the most popular social media network. However, user growth has slowed. Even though Millennials are still active on Snapchat, many people believe that its popularity will die down in the next several years. This is because the app is not adding any new and exciting features, so many users are losing interest. Therefore, it may not be wise to focus solely on Snapchat if you want to reach Millennials.

How to Engage With Millennials on Social Media

Besides using the right platform, brands also have to know the right way to engage with Millennials on social media in order to actually reach this demographic.

Older generations are more likely to unfollow a brand on social media after seeing an offensive or vulgar post, but that’s not what irks Millennials. This generation taps the unfollow button when a brand becomes “annoying,” meaning they are posting too frequently or posting content that is too sales-focused. Basically, Millennials want to engage in authentic conversations with brands, but they don’t want one single brand to flood their news feeds with multiple posts.

Millennials are also the generation that is most likely to unfollow a brand due to an unpleasant experience with them. This shows how the offline and online worlds collide—if a Millennial has a bad experience offline, they may retaliate by unfollowing the brand online. Marketers can’t prevent every bad experience, but they should be ready to respond to complaints on social media in an appropriate manner. If you respond to Millennials and either apologize or resolve the issue they are facing, they may be more willing to stick with your brand. It’s important for brands to understand that Millennials treat brands the same way they treat people on social media. If they complain about something, they expect a response.

Many Millennials admit that they follow their favorite brands on social media in order to get more information about the brand or to gain access to special discounts and deals. Therefore, it’s important for brands to think of what they are offering in return for a Millennial’s like or follow. Do you give special discount codes to your followers? Do you release new information about upcoming products on one of your social media channels? Brands need to be offering something of value in order to keep their Millennial followers happy and engaged on social media.

Marketing to Millennials is no easy feat, but with these tips, marketers shouldn’t have any trouble getting through to this demographic. Are you ready to plan an experiential marketing event that targets Millennial consumers? If so, contact Factory 360 today. Let our team of experiential marketing experts guide you through the process of planning and hosting a successful event.

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Post 40 :


Title :How to Choose A Pop-Up Shop Location
Description :

A pop-up shop is an experiential space that is open for a short period of time. Pop-up shops give brands an opportunity to engage with their customers in a unique environment, which is why they are often incorporated into experiential marketing strategies.

There are many different factors that impact the success of a pop-up shop. But, one of the most important factors is the location of the shop. Choosing the wrong location can doom the event from the very beginning, so this decision should not be taken lightly. Here’s how to choose the perfect pop-up shop location:

Set A Budget

The first step to finding the perfect pop-up shop location is setting a budget. Many brands choose to host their event within an existing retail store, gallery, or vacant space. Some of these venues are far more expensive than others, so it’s important to know what is within your budget before you start searching. If you don’t know your budget, you could waste a lot of time looking at venues that are way out of your price range.

Browse Through Pop-Up Marketplaces

Marketers often don’t have a lot of time to get out in the city and find the perfect spot. If your schedule is packed, browse through potential pop-up locations using one of the many pop-up marketplace websites. This Open Space features various venues in major North American cities. Marketers can see photos, square footage, and pricing for local venues so they can find the perfect pop-up location without ever leaving their office. Although it’s possible to book these venues from the convenience of your computer chair, it’s best to make appointments to see your top picks in person before signing a contract.

If you don’t want to use one of these websites, consider working with a real estate agent instead. Real estate agents are familiar with the area and may even have personal relationships with property owners in the community.

Explore the Neighborhood

Even if a space seems perfect for your event, it’s important to explore the area around it before making a commitment. Find out what other stores are located nearby so you can get a better idea of what kind of customers frequent the area. Ideally, you should look for a venue that is located by stores that target the same customers you do.

You should also research whether there are any upcoming events in the area. There will be a lot more foot traffic on days where there are other events going on in the neighborhood. Therefore, it would be wise to host a pop-up shop when something else is happening nearby. However, this would only be effective if the event is marketed towards people in your brand’s target demographic. If the event is catered towards older adults, but you are targeting college students, hosting the pop-up shop at the same time as the event is not a good idea.

Finally, take a look around the area to determine if parking will be an issue. Customers should not have to spend a lot of time finding parking. They also shouldn’t have to walk miles to get to the pop-up shop. To avoid these common frustrations, choose a location with plenty of parking conveniently located nearby. If this isn’t an option, look for a location that is easily accessible using public transportation.

Consider How the Interior Can Be Modified

It’s rare for a brand to find a venue that does not need to be modified in some way prior to the event. For this reason, every marketer should consider how the interior can be modified when choosing a location for a pop-up shop. At this stage in the planning process, you may not have many details of the event planned out. But, you should have a general idea of what kind of space you will need to pull off the event. Be sure to go over what can and cannot be done to the interior with the property manager prior to making a commitment.

Think of the Visual Impact

Marketers should also consider the way a venue looks before signing any paperwork. Some aspects of the venue’s visual appearance can be changed, but others cannot. If one of the permanent features does not match your brand’s aesthetic, this may not be the best place to host an event. For example, a brand with a modern and sleek aesthetic should choose a venue that is designed with clean lines and large windows. Choosing an older, stuffier venue would not match the brand’s aesthetic and would confuse loyal customers who are familiar with the branding.

Check For Necessities

Make a list of must-haves prior to starting your search for a pop-up location. This list should include necessities such as public bathrooms, storage space, Wi-Fi, and decent lighting. Some brands may also want to add security cameras to this list if they are worried about products being stolen while the pop-up shop is being constructed. Keep these must-haves in mind whenever you look at a venue and don’t settle for one that doesn’t contain every item on the list. It can be very hard to pull off a successful event without all of these necessities, so this is an important step in the process of finding the perfect venue.

Are you interested in hosting a pop-up shop event? If so, let our experiential marketing experts help so we can ensure the event goes off without a hitch. Contact our skilled team today to discuss your experiential marketing needs and plan your next event!

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Post 41 :


Title :How to Create A Modern Brand Identity
Description :

In the past, a brand’s identity was often closely tied to its logo, slogan, and catchy jingles. Logos, slogans, and musical jingles can still be an important part of branding, but these are far from the only elements that brands need in order to establish themselves in their industry and create a modern brand identity. In today’s world, a brand’s identity should not describe the company, but rather the customers that the company serves. Here’s everything that marketers need to know about creating a modern brand identity:

Brand Identity vs. Modern Brand Identity

A brand’s identity used to be defined by the products or services it sold, its target audience, its price, and many other factors. But, creating a modern brand identity is about creating an identity network, which is a social network of customers who share similar passions, likes, dislikes, and lifestyles. The members of this identity network, over time, will begin to define who your brand is so you don’t have to do so with catchy jingles and memorable slogans.

One brand that has been able to build a strong brand identity through an identity network is Goop, which was created by actress Gwyneth Paltrow. The lifestyle company is targeted at people who are willing to spend a significant amount of money on natural or homeopathic products and services that will improve their lives. In addition to selling high-end products, the website also produces a great deal of content that is valuable to their community. Members can find healthy recipes, blogs written by Gwyneth and other health and wellness experts, and detailed gift recommendations. While outsiders may not understand the point of purchasing a jade egg for nearly $70, members of the Goop community would. By bringing together like-minded individuals—people who are willing to try alternative products and all-natural remedies—Goop has created its own brand identity that was defined entirely by its customers.

Another brand that has managed to build an identity network of loyal customers is Lululemon. Even though Lululemon is a retailer that sells high-end yoga clothes, its community of customers has created a much deeper identity for the brand. Lululemon is not just an athletic apparel retailer, but rather a retailer that represents everything about the yogi lifestyle. Loyal Lululemon customers believe in living a life of health, wellness, and mindfulness, and they’ve attached this belief to the brand. For this reason, Lululemon has managed to remain at the top in an industry saturated with other brands, even though their prices are higher than many of their competitors.

How to Create A Modern Brand Identity Using Identity Networks

Many marketers understand the importance of building an identity network, but they just don’t know how to do it. Instead of obsessing over how to launch an identity network of loyal followers, it’s best to let it happen on its own. The brands that are the most successful in creating identity networks are those that clearly state who their company is and then let customers take control of the narrative from there. If you try to control the brand narrative, it may come off as inauthentic or forced.

As customers start to form an identity network and define who your brand is, it’s important to pay attention to what they are saying. No brand—no matter how successful—should ever ignore feedback coming from their identity network. If you don’t pay attention to the feedback from the identity network, it’s possible that you will upset the customers in your network by moving the brand in an undesirable direction. For instance, if Goop started selling products with artificial ingredients and harmful chemicals, their network of loyal, health-conscious customers may start to dissipate and their brand identity would suffer tremendously as a result.

Marketers also need to recognize the importance of fostering an intimate relationship with their identity networks. Embrace their likes and dislikes—even if they are not directly related to the products or services that you sell. Goop, for example, recognized that their customers were not only interested in purchasing unique wellness products, but they were also passionate about eating healthy. Even though Goop does not sell food products, the company still invests heavily in producing recipes that their community can use to live the healthier lifestyle they desire. If your identity network is passionate about something, then your brand should be passionate about it as well as long as it doesn’t go against your brand’s values.

The customers that make up your identity network should have a lot in common with one another, but marketers should be careful not to make a community too exclusive. Although the only people who used to purchase Lululemon clothing were dedicated yogis, the increasingly popular athleisure trend has completely changed that. Now, many people who shop at Lululemon are not as dedicated to the yogi lifestyle as others. Some may even appreciate the lifestyle without actually practicing yoga. Instead of shutting these customers out, Lululemon started to offer new products that were designed for everyday wear. The company remained true to its core values while embracing a new group of customers who wanted to join the identity network. If they had turned their backs on this growing group of customers, there’s no telling whether or not Lululemon would still be considered one of the top athletic apparel brands.

It doesn’t matter how long your brand has been in business—there’s still time to create a modern brand identity by building an identity network of loyal customers. For more marketing insights, talk to the experiential marketing experts at Factory 360. Contact us today to discuss your marketing needs and plan your next event!

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Post 42 :


Title :How to Market to Consumers in a Post-Screen World
Description :

It seems like just yesterday that marketers were wondering how their brands would survive once consumers started paying more attention to their mobile devices than they did to the TV, radio, or newspaper. Marketers were forced to forget much of what they knew about marketing and advertising in order to rapidly adjust to the new digital world. But now, even the digital and mobile world is changing, and marketers must quickly adjust once more in order to stay relevant.

Changes in the Digital and Mobile World

Although the iPhone X made a lot of headlines this year, it was another new Apple product that should have caught marketers’ attention. The Apple Watch Series 3 was also introduced in 2017, and it was the first watch to come with LTE cellular connectivity. With this new technology, consumers with an Apple Watch will be able to put on a pair of headphones and do many of the same things with their watch that they can do on their phone. This includes making phone calls, getting directions, playing music, sending text messages, and even asking Siri to look up movie times online.

The Apple Watch isn’t the only device that consumers can use to perform many of these tasks. Many consumers have turned to digital home assistants such as Amazon’s Alexa when they want to complete many of the tasks that they relied on their smartphones for in the past. Using a smart speaker, consumers don’t have to pick up their smartphones to place phone calls, set reminders, play music, or even search for affordable plane tickets for an upcoming trip.

The Problems Marketers Must Face

Why do these changes to how consumers use their devices matter to marketers? Now that consumers can rely on a hands-free device to do all of these tasks, there’s no need for them to look at their smartphone screens. As a result, marketers may find that communicating with consumers via digital ads, social media, and mobile apps may not be as effective. Since the vast majority of brands rely on reaching consumers through these channels, marketers may find the need to drastically adjust their strategies to align with consumer behavior in a post-screen world.

Of course, devices such as Apple Watches have screens, too. But, the size of the Apple Watch’s screen is significantly smaller than the size of a standard smartphone screen. Marketers who attempt to get their message across to someone who is wearing an Apple Watch must remember that small fonts or details may not be visible on such a tiny screen.

Another challenge that marketers will face is the fact that many consumers will rely on voice commands and digital assistants to make important purchase decisions. In the past, a consumer who is looking for a local pizza restaurant typically used Google to search for the best pizza places nearby. Brands who wanted to target these consumers could invest in SEO or bid on pay-per-click ads in order to increase their chances of appearing in the search results. Then, the brand would have an opportunity to sell to the person looking for pizza with a catchy headline or enticing pay-per-click ad. But now, consumers who have Apple Watches or smart speakers may simple use voice commands to ask for this information instead. Consumers will no longer be presented with a list of options—instead they may rely on whatever their digital assistant suggests.

How Marketers Can Adjust to the Post-Screen World

It’s estimated that about 30% of interactions that take place between a human and a computer will be voice or location activated by the end of the decade. What does this mean for marketers? It’s not time to completely abandon all digital and mobile marketing efforts, but it is an appropriate time to start making adjustments.

Some industry experts believe that brands need to invest heavily in “anticipatory” services that can predict what consumers want with such accuracy that consumers place their complete trust in the service. For example, in an ideal world, a woman who is shopping for a red lipstick could use voice commands to order a lipstick without ever looking at the screen to check the color. In this example, the anticipatory service built by the cosmetic brand would use the consumer’s past purchases to determine which shade of red lipstick would look best on her.

Building anticipatory services may be effective, but it is also incredibly costly, which means it’s not an option for the vast majority of brands. One inexpensive way for marketers to start adjusting to the post-screen world is to implement a voice-friendly SEO strategy.

Researchers have found that search queries vary greatly depending on whether the consumer is searching by text or voice. For instance, someone who is searching for a red lipstick by text may type in “best red lipstick” or “dark red lipstick” whereas someone who is searching by voice may ask “What is the best red lipstick?” or “Where can I buy dark red lipstick?” A brand that only uses “best red lipstick” and “dark red lipstick” as keywords may not have a chance with the customers who are searching by voice. To ensure that both groups of customers are targeted, marketers must adjust their SEO keyword strategy.

Smartphones are still very much a part of consumers’ lives, but it’s important for marketers to recognize that looking at the smartphone’s screen is not nearly as essential as it once was. Gain more valuable marketing insights and predictions from the team of marketing professionals at Factory 360. Let our skilled and creative team help you strategize, plan, and oversee your next experiential marketing activation. Contact us today to discuss your marketing needs!

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Post 43 :


Title :Hosting An Experiential Marketing Event During A Conference
Description :

Many experiential marketing activations take place at festivals, shopping malls, and college campuses, but these are far from the only appropriate venues. Brands who are thinking of attending an upcoming conference should consider hosting an experiential marketing event at the same time.

The Benefits of Hosting An Experiential Marketing Event During A Conference

The main benefit of hosting an event during a conference is the fact that the organizers of the conference have done much of the heavy lifting for you. The organizers have booked the venue, promoted the event, and invited people who are interested in what your business is selling. This takes a huge burden off of marketers who don’t have to worry about whether or not people will show up to the event. Even if you’re hosting the event near the conference instead of within the same venue, the conference will still generate a significant amount of foot traffic that you will not have to pay for.

Now that all of this is already taken care of, you can spend more time on making sure the event that you plan is memorable. You can also allocate more financial resources to making the event unforgettable since you don’t have to spend as much of your total budget on promotion.

Tips For Successful Experiential Marketing Events

Hosting an experiential marketing event during a conference is very different from hosting an event in another setting. Therefore, don’t assume that you know how to make the event a success simply because you’ve hosted an experiential marketing event in the past.

First, it’s important to keep in mind that there will be two groups of attendees at the conference: potential customers and existing customers. Some brands choose to only target potential customers with their experiential marketing event, but don’t make this mistake. There’s no reason to ignore existing customers simply because you don’t need to win them over. In fact, you should be doing the exact opposite by interacting with existing customers during the event in order to introduce them to new products or services. Some brands even use conferences as an opportunity to host “Customer Appreciation” experiential marketing events where they can build deeper relationships with their existing customers.

Most industry conferences will have unique hashtags that they encourage attendees to use when posting about the event on social media. If you plan on hosting an experiential marketing event during a conference, it’s important to identify this hashtag as soon as possible. Why? You will need to stay on top of who is using this hashtag so you can determine if any influencers are at the event. If they are, reach out to them via social media to invite them to your experiential marketing event. You should also go to any seminars or panel discussions where influencers will be appearing. If there’s an opportunity to meet the influencers after the event, don’t be afraid to tell them about your event. Since they’re already attending the conference, stopping by your booth isn’t a big inconvenience.

You also need to know about the conference’s hashtag so you can incorporate it into your social media posts. If you are hosting an event during the conference, come up with a unique hashtag that combines the conference’s hashtag with your brand. For example, the television show Mr. Robot hosted an event during the South by Southwest festival in 2016. The festival’s hashtag was #SXSW, so Mr. Robot created the hashtag #MrRobotSXSW to promote the event.

Finally, brands should also consider posting live updates from the conference, not just during their event, but throughout the entire conference. Why? People on social media will realize that you’re posting a lot of information about the conference, so they’ll know that you’re the go-to source for everything they need to know about the conference. Then, they’ll visit your social media pages for highlights throughout the duration of the conference. In addition to seeing important takeaways from the conference, these new followers will also be exposed to videos and photos from your event. Even though they couldn’t be at the event in person, they’ll still get to connect with your brand. Because they’ve relied on you for updates from the conference, they may also start to look at your brand as an industry leader.

Examples of Experiential Marketing Events During Conferences

Many of the best examples of experiential marketing events hosted during conferences come from the annual SXSW conference. Earlier this year, people who were attending the music portion of the SXSW conference could visit an activation hosted by Showtime to announce the return of the TV show, Twin Peaks. In between listening to different guest speakers or attending workshops, guests could visit the Double R Diner, where they could buy Twin Peaks merchandise, take photos next to the memorabilia from the show, or buy doughnuts and coffee to refuel before the next event.

Attendees at SXSW could also visit HBO’s experiential marketing event. To capitalize on the “escape room” trend, HBO set up three different escape rooms designed to look exactly like sets from Game of Thrones, Veep, and Silicon Valley. This event appealed to both viewers and non-viewers of the shows. Viewers loved the fact that they felt as if they were on set of one of their favorite TV shows, whereas non-viewers loved the thrill of being in an escape room. As a result, HBO managed to target both existing customers and potential customers with this brilliant experiential marketing strategy that took place during the SXSW conference.

Are you interested in hosting an experiential marketing event at an upcoming conference? If so, contact our team of experts at Factory 360. Let our team come up with a unique experiential marketing strategy and oversee every aspect of the planning and execution. Call us today to learn more about how we can help!

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Post 44 :


Title :Experiential Marketing Predictions for 2018
Description :

Experiential marketing strategies must constantly evolve in order to meet consumers’ changing needs and wants. What can marketers—and consumers—expect in 2018? Here are some of our experiential marketing predictions for the next year:

Experiential Marketing in Retail

Many industry insiders have predicted that experiential marketing will become a tactic that marketers in retail cannot avoid in 2018. Getting customers to visit a store in person as opposed to shopping online is difficult. To get customers through the door, brands need to offer them a unique in-person shopping experience that they can’t get online. For this reason, many retailers have turned to experiential marketing. In 2018, retailers will begin to integrate experiential marketing into their shopping experience in order to gain a competitive advantage and keep customers engaged. Customers will no longer be left to search for items or make purchase decisions on their own when they enter a retail store. Instead, retailers will have brand ambassadors to guide customers through the experience of shopping in the store.

Letting Consumers Dictate the Brand’s Path

In the past, brands that have hosted experiential marketing events have led the conversation with consumers, but now, the roles are reversing. Brands are starting to recognize the importance of letting their customers dictate the brand’s path.

One brand that does this brilliantly is Sephora. Customers can open the Sephora app or visit the Sephora website to join groups dedicated to different cosmetic, hair, and skincare topics. In these communities, customers can swap beauty tips, ask each other questions, or share looks they’ve created with Sephora products. Sephora can then listen to what customers are talking about to determine gaps in the products and services they offer. By creating this unique platform, Sephora has given its customers a voice in the direction of their company. Without having to step in and lead the conversation, Sephora can now use customers’ comments to improve their brand and shopping experience.

Letting customers talk to you instead of talking to the customers is an important concept that can be applied to many different marketing tactics, including experiential marketing.

Open-Minded Consumers

In the early days of experiential marketing, consumers may not have understood what was happening when they attended branded events and interacted face-to-face with brand ambassadors. But now, consumers are starting to understand that brands want to connect with them in new and exciting ways. Because consumers are becoming more open-minded, brands may feel they have more freedom when it comes to planning their experiential marketing events.

For example, in the past, brands may have worried about how an in-store event would disturb customers that did not want to take part in an experiential marketing activation. Now that consumers are more open-minded about these events, brands don’t have to hold back when they plan these engaging activations. Now, they can assume that customers who come in the store will recognize that there is a branded event going on and will appreciate the effort that the brand is making to keep customers engaged.

Open-minded customers may be more willing to interact with brand ambassadors at events as well, whereas in the past they may have brushed off an ambassador’s attempt to engage. This means brands may be able to get more valuable feedback from customers and build deeper relationships with them.

Unique Venues for Experiential Marketing Events

In the past, brands hosted experiential marketing events at traditional venues such as standalone stores, music festivals, and conferences. But, as experiential marketing becomes increasingly popular, brands have to find a way to make their event stand out from a sea of others. One way that they succeed in doing this is by hosting their event in unique venue that guests will certainly remember.

Some brands have hosted experiential marketing events in compact-sized shipping containers with custom interiors and branded exteriors. These shipping containers are easy to move, eye-catching, and versatile, which is why they’re ideal for experiential events. Other brands, such as Marie Claire magazine, have taken to the skies to host their event in the middle of a flight. Hosting an event in a unique venue is one way to ensure that guests have a memorable experience. After all, would you be more likely to remember an event that you attended in the sky or in a booth at a conference? As competition becomes more intense, brands will need to get more creative when deciding where to host their events.

Brand Partnerships

Brands are starting to realize the value in teaming up with one another to host experiential marketing events together. Sometimes, the partnership between two brands is a natural fit. For example, GoPro and Red Bull have partnered on a number of different events together. Both of these brands are marketed towards people who are vibrant, full of life, and active, so this partnership makes sense.

But, other brand partnerships may not seem like such an obvious fit. Casper, which is a company that sells mattresses, teamed up with both The Standard and Tesla to host an experiential marketing event at SXSW earlier this year. Although these three brands are not necessarily perfect matches for one another, the event was still a success. Casper found that they were able to introduce their brand to a whole new group of consumers that had never heard of Casper mattresses before. Therefore, even if the partnership isn’t a natural fit, it can still open doors for all of the brands involved.

Are you interested in planning an experiential marketing event in 2018? If so, let Factory 360 help you strategize, plan, and oversee the event. Contact the experienced team of experiential marketing experts at Factory 360 today to discuss your needs in the New Year!

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Post 45 :


Title :Experiential Marketing Trend Watch: In-Flight Entertainment
Description :

Airlines have always struggled with coming up with ways to entertain people who are flying from point A to point B. Until recently, most airlines simply offered in-flight movies, snacks, and Wi-Fi so passengers could entertain themselves online. But, in-flight entertainment is slowly changing thanks to pioneers such as Southwest Airlines and JetBlue. Here’s what you need to know about this exciting new experiential marketing trend:

Examples of In-Flight Entertainment

There are several airlines that are beginning to dabble in new forms of in-flight entertainment for their passengers. One of the airlines leading the way is Air France, which recently launched Joon, an airline designed solely for Millennial travelers. One of the ways that Joon plans to differentiate itself from other airlines is by offering high-end in-flight entertainment, including the opportunity to use virtual reality headsets. The headsets, which will only be offered to passengers on long flights who are sitting in business class, will transform the experience of watching movies and TV shows while in flight. It will also allow passengers who are not sitting next to one another to share the viewing experience with each other, thus making the flight more enjoyable.

Air France isn’t the only airline that is trying to offer more enjoyable experiences for passengers. Several months ago, Southwest Airlines announced that they had partnered with Warner Music Nashville to revamp their in-flight entertainment options. Passengers on select Southwest Airlines flights will now be able to enjoy live music while traveling 30,000 feet in the air. The airline only plans on hosting about 20 live in-flight concerts per year, so only a select group of passengers will be able to enjoy this experience.

However, some customers did not respond well to the news that Southwest was planning in-flight concerts. These customers felt that live music in a confined space would not only be disruptive, but also irritating to people who were trying to work or relax during the flight. Despite the backlash, Southwest has decided to move forward with their plans. The company stated that in a limited test run of the idea, they found that customers were more appreciative of the live music once they were in flight than they thought they would be before takeoff.

JetBlue is another airline that is no stranger to experiential marketing events in the sky. Last year, the airline surprised 150 passengers by announcing that they would all win a free round-trip ticket to one destination, but only if every passenger on the flight could agree on a single destination by the time the plane landed. Each passenger received a brochure with a list of all of the possibilities, and then passengers were invited to use the P.A. system to voice their opinions and make compelling arguments in favor of a certain destination. By the end of the flight, the 150 passengers on the plane had agreed upon a trip to Costa Rica.

How to Make In-Flight Experiential Marketing Work

Some airlines may want to plan an isolated event similar to JetBlue’s campaign, while others may want to create a more entertaining experience for all of their flights, similar to what Air France is doing with the virtual reality headsets. Regardless of the airline’s goal, there are certain things that they should keep in mind when executing their ideas.

First, it’s best to let customers know ahead of time if they will be on a flight with some sort of unique entertainment. For example, Southwest should tell customers before they purchase tickets if there will be live music on the flight they have selected. If you don’t give customers advanced notice, this could lead to an unpleasant flight experience.

If in-flight entertainment is only offered in certain seats, airlines should let customers know this as well. For example, Air France is only offering virtual reality headsets to passengers who are in business class. Knowing that virtual reality headsets are available in business class may convince some passengers to spend more and upgrade their tickets. But, if this information isn’t widely available to anyone who is considering buying a ticket, there’s no way for them to know what they’re missing out on.

It’s also important for airlines to choose the right flight. When JetBlue planned their experiential marketing event, they chose to host it on a six-hour flight so passengers had plenty of time to agree upon a final destination. If this event had been hosted on a short flight, it might not have been as successful since everything would have been rushed and chaotic. Airlines should also consider the amount of turbulence that is expected during the flight. If the flight is going to be rather bumpy, it’s best to keep passengers in their seats instead of hosting an event that requires them to get up and move around.

Forget about the days where watching movies on a small TV screen was the only form of entertainment available during a flight. Now, domestic and international airlines are finding new and exciting ways to keep passengers entertained until they have reached their final destination. For more marketing insights, talk to the experiential marketing experts at Factory 360. Contact our team today to discuss your experiential marketing needs and plan your next brand experience!

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Post 46 :


Title :Is Experiential Marketing An Effective Way to Reach Gen Z?
Description :

There’s been plenty of talk about how marketers should adjust their marketing strategies in order to reach Millennial consumers, but what about the next generation? Generation Z, which consists of people who were born between 1996 and 2010, currently influence about $44 billion of family spending every year. Although many marketers see Millennials as the dominant generation now, Generation Z is expected to account for 40% of the world’s consumers by the year 2020. For this reason, it’s important for marketers to understand how they can market to this generation as well.

One way to engage with this audience is through an experiential marketing event. Here’s why this marketing tactic is so effective with this generation of consumers:

Authenticity

Generation Z responds well to brands that are authentic, and there’s no better way to establish a genuine connection with consumers than by hosting an experiential marketing event. At this type of event, Generation Z will have an opportunity to speak one-on-one with brand ambassadors that represent your company. A well-trained team of brand ambassadors will know how to connect with guests at the event and create a genuine relationship with them, which is why this marketing tactic is so effective.

Make sure you choose brand ambassadors that Generation Z can relate to if you want to build an authentic relationship with them. Choose younger men and women with approachable and friendly personalities that will instantly click with people from this generation.

Shareable Content

The consumers that make up Generation Z have never known a life without the Internet, which means they are more attached to it than any other generation. Other generations may use the web to find information or entertain themselves, but many people in Generation Z are more concerned with building their personal brands. This is a generation that has witnessed people on YouTube and Instagram become rich and famous simply by posting photos and videos of themselves. Even if they don’t want to be a social media star, they still feel the need to brand themselves on their social media pages.

At an experiential marketing event, guests have the opportunity to take photos and videos that can be shared on social media. These photos and videos can be used to help Generation Z build their personal brands on social media, which is another reason why these events are an effective way to reach this generation.

But, this isn’t the only reason why the opportunity to create shareable content at an experiential marketing event is appealing to Generation Z consumers. People in this generation also love attending experiential marketing events because it gives them the opportunity to brag about their experience on social media. For example, if they had the opportunity to attend an exclusive product launch or fashion show, they will want to share this experience with their followers so they can brag about being there. They do this by taking photos and videos at the event and posting them on social media.

Tech Savvy

As previously mentioned, many people consider Generation Z to be the most tech-savvy generation because they have lived with advanced technology for their entire lives. As a result, they are more open to trying new technologies. Brands that incorporate innovative technologies into their experiential marketing event are able to grab Generation Z’s attention and get them through the door. For example, most people don’t have access to a virtual reality or augmented reality headset, so this is something that would draw younger guests into your event. Being able to use this technology would be a memorable experience for them, which means your event would be a success.

If you want to appeal to tech-savvy Generation Z consumers, be sure to incorporate new and exciting technologies. Research what other events have taken place in the area before you plan yours. If there were three other recent events that all had virtual reality demonstrations, the Generation Z consumers in that area are probably no longer intrigued by the idea of getting to try this technology. Remember, this generation has a short attention span, so they will get bored and move on quickly.

Live Events

Because Generation Z consumers grew up fully immersed in the digital world, they did not have as much face-to-face interaction with their peers as other generations did. For this reason, many Generation Z consumers love experiential marketing events because it gives them the opportunity to mix and mingle with other people just like them. Traditional advertising does not give Generation Z the opportunity to have face-to-face interactions with their peers, so this is why experiential marketing is typically more effective.

Instant Gratification

In the past, brands were able to launch giveaways or sweepstakes that ran for several weeks or months before a winner was finally announced. But, this type of marketing will not work with Generation Z consumers since they demand instant gratification. Don’t expect these consumers to wait for a prize to come in the mail or to save up loyalty points in order to earn rewards—they want the reward now.

Fortunately, brands can give them what they want right away at an experiential marketing event. Contests, giveaways, and other promotions can all take place right then and there so Generation Z does not have to wait to be rewarded if they win. Keep this need for instant gratification in mind when planning your next experiential marketing event.

Are you interested in planning an experiential marketing event targeted at Generation Z consumers? If so, contact the team of creative experts at Factory 360 today. Schedule a free consultation so we can learn what you hope to accomplish with your next experiential marketing event—and how we can help!

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Post 47 :


Title :Experiential Marketing in the Travel Industry
Description :

 People travel to different cities and countries around the world for the experience of seeing new places, meeting new people, and learning about different cultures. Because traveling is rooted in the desire to create memorable experiences, it’s not surprising that the travel industry has successfully used experiential marketing campaigns to promote their products and services. If you’re in the travel industry, here are a few ideas for your next experiential marketing event:

Cultural Experiences

A lot of people don’t know much about the cultures in other countries, so businesses in the travel industry may want to focus on educating consumers on other cultures during their experiential marketing event.

For example, Colombia wanted people in the U.S. to know that the country was reinventing itself into a luxurious vacation destination. Instead of rebranding themselves using traditional ads, Colombia threw an experiential marketing event right in the middle of Times Square in New York. The event featured a Grammy award-winning singer from Colombia, traditional Colombian foods, and other carnival-style entertainment so people could see what Colombia had to offer. By creating this unforgettable experience, Colombia was successful in their efforts to give New Yorkers a taste of the Colombian culture. This was a great way to entice people to consider Colombia as a travel destination the next time they plan an exotic vacation.

Give Away Free Items

Consumers always respond well to free items—and many businesses in the travel industry have caught onto this fact. However, if you want to get consumers’ attention, you can’t just hand out standard branded swag at an event. You have to give them something of value—and you have to make them work for it.

The Greater Palm Springs Convention & Visitors Bureau wanted to promote the fact that JetBlue had recently launched a non-stop flight from New York City to Palm Springs. Instead of setting up a booth in New York City to hand out swag branded with “Palm Springs,” the visitors bureau thought outside the box. They set up two giant blocks of ice in the middle of New York City and asked residents of the city to “break out of the chill” of winter. This slogan alludes to the idea that Palm Springs is more desirable than New York during the winter because of California’s warm and sunny weather. It also referred to the fact that there were prizes frozen inside the ice blocks that were up for grabs. The people of New York crowded around the ice blocks in order to chip away at the prizes, one of which was a free trip to Palm Springs.

Think of non-traditional ways to give away free items so you aren’t just handing out t-shirts and reusable water bottles at a branded booth. Making people work for the free items is a much more memorable experience.

Focus on the Five Senses

People experience a new city or country with all five of their senses, so keep this in mind as you are planning your next experiential marketing event. There’s no better way to convince someone to book a trip to the beach than letting them hear the sound of the waves crash against the shore and allowing them to feel the sand between their toes. Figure out a way to activate all five of guests’ senses at your next event so they can essentially “try before they buy,” meaning they can experience a new destination before committing to taking a trip there.

Break Stereotypes

Many people don’t travel to certain cities, states, or countries because they believe unflattering stereotypes about the area. To increase tourism to these areas, businesses in the travel industry have to focus on breaking the stereotypes that are making the destinations seem unappealing.

Texas recently discovered that people outside of the state viewed it as a cultureless state full of cowboys and guns. The state rightly assumed that these stereotypes could be hurting their tourism industry, so they set out to break them with a Texas on Tour experiential marketing event. The tour traveled from coast to coast and introduced people across the country to the real Texas. People were invited to wear virtual reality headsets to travel the rapids of Big Bend Country canyons. They could also walk into a room with wall-to-wall green screens that displayed images of the beautiful shorelines of Texas. This event showed people that there is so much more to Texas than what they may think. As a result of the event, 50,000 people requested Texas travel guides and registered for more information on traveling to the state.

Pop-Ups

Before choosing a hotel, people visit the hotel’s website, look at photos on social media, and read online customer reviews. But, there’s no way to know what a hotel is really like until you see it in person.

Hotels have the unique opportunity to introduce consumers to their brand with pop-up shop experiences. For example, Cambria Suites designed a pop-up space that was an exact replica of their hotel suite. The pop-up was displayed at malls and airports throughout the country, and it gave potential customers an opportunity to see things they probably would have missed just by looking at photos online. People who visited the pop-up space could feel the softness of the pillows and soak up the relaxing atmosphere of the luxurious hotel suite. By bringing their hotel suite to life, Cambria Suites was able to win over new customers who may have never considered the hotel before the event.

Are you interested in planning an experiential marketing event for your company in the travel industry? If so, contact our team of experts today. Schedule a free consultation so we can learn more about your goals and how we can help you accomplish them with an experiential marketing event!

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Post 48 :


Title :The Four P’s of Experiential Marketing
Description :

Marketers that have been in the business long enough can recite the “Four Ps” of marketing off of the top of their heads: product, price, place, and promotion. These Four Ps refer to a marketer’s responsibility to create the right product, price it correctly, distribute it to the consumer, and promote it to the target audience. But according to Scott Schenker, a senior-level executive at Microsoft, there are four other Ps that marketers need to consider when planning an experiential marketing event. Here are the four P’s of experiential marketing:

Place

Anyone who attends your events should know that your brand is sponsoring the event the moment that they walk through the door. This is true of all guests, even those that are not extremely loyal customers or very familiar with your brand. But, this doesn’t necessarily mean that the space should be filled to the brim with logos and branding. Of course, every event should have branding, but guests should still be able to tell it’s your event even if the logos and slogans were all removed.

For example, imagine walking into an Apple store. If the products were no longer on display, would you still be able to tell you were in an Apple store? Most people would immediately recognize the clean, all-white aesthetic and associate it with the Apple brand. Try to do this at your event so guests feel as if they are immersing themselves completely into the brand experience that you have created for them. If you can pull this off, then you will have mastered the first P of experiential marketing.

Purpose

The second P of experiential marketing according to Schenker is purpose. A successful experiential marketing event serves some sort of purpose. Many brands make the mistake of assuming the purpose of an event is to reach a goal that will benefit the company. For instance, they may define the purpose of an event as “raising brand awareness” or “generating leads.” But, the purpose of an event should be defined with the consumer in mind. What is the purpose of them being at the event? What are they getting out of attending the event? They don’t care whether you are successful in raising brand awareness or generating new leads, so define their purpose instead of focusing on yours.

Schenker suggests that it doesn’t take much to give guests a sense of purpose once they arrive at the event. In fact, he mentions that even displaying the brand’s tagline throughout the event is enough to help guests understand their purpose. For instance, the international cosmetic company L’Oreal has a tagline that states “Because you’re worth it.” Posting this tagline throughout an event would make it clear that guests are there to explore ways they can pamper themselves with L’Oreal’s products. This isn’t the only way to create a sense of purpose, but it may be the simplest way for brands to master this “P” of experiential marketing.

Pride

Everyone who represents your brand, from your employees to your brand ambassadors, should show pride in what they are doing at the event. Guests will be able to tell when someone who is representing your brand doesn’t truly care about the event or its purpose. This indifference will rub off on anyone who this person encounters, which could affect the atmosphere of the event.

Make sure the brand ambassadors that are working your event know how to greet guests, engage in friendly conversations, and give off positive vibes. Brand ambassadors should also be warned that they are always “on” even when they are not talking face-to-face with a customer. This means they should know it’s never acceptable to roll their eyes or give off a bad attitude when they think no one is watching. In today’s world, someone is always watching, and if it’s a guest, they will pick up on the brand ambassador’s lack of pride for your company. If you want guests to be excited about your brand, then the people that are working for you should be excited, too.

Promote

You may think that this “P” has to do with promoting the event to ensure that people attend, but that’s not the case. When Schenker refers to promotion, he means the opportunity to cross-promote. As you are planning an experiential marketing event, look for opportunities to cross-promote other products or services that you offer.

However, make sure you keep the audience in mind when deciding how or if you should cross-promote other products or services. In order to master this “P” of experiential marketing, the cross-promotion must feel natural. You should only choose products or services that the guests at your event will benefit from, otherwise they’re not worth cross-promoting.

For example, let’s say a company that has a line of vitamins and supplements is planning an experiential marketing event. If the target audience of the event is older adults, it doesn’t make sense to cross-promote the prenatal vitamins since no one who attends the event has any use for this product. Instead, focus on cross-promoting other vitamins or supplements that older adults can benefit from, such as fiber supplements or vitamins with extra calcium.

The next time you plan an experiential marketing event, keep these “Ps” in mind. For more industry insights, talk to the experiential marketing experts at Factory 360. By staying on top of industry trends, we are able to offer our clients sound advice on the most effective ways to plan and host an experiential marketing event for their target audience. Learn more about our services—or tell us a little bit about what type of event you are interested in planning—by scheduling a free consultation with our team today.

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Post 49 :


Title :How to Prepare Brand Ambassadors For An Experiential Marketing Event
Description :

The brand ambassadors that you choose can make or break your experiential marketing event. Brand ambassadors are essentially the face of your brand. At an event, they are responsible for warmly greeting attendees, ensuring they get the most out of the experience, and building a relationship with them.

Attendees that speak to these brand ambassadors feel as if they are talking directly to your brand. For this reason, it’s important to thoroughly train brand ambassadors before allowing them to represent who you are as a brand. Here’s how you can prepare a team of ambassadors for an upcoming event:

Start With Etiquette

Start off slow by going over basic etiquette rules with the team of brand ambassadors that are going to be working at your event. Every good brand ambassador will know they shouldn’t roll their eyes at guests, slouch, or cross their arms so they seem unapproachable. But, there are other etiquette rules that need to be discussed, especially when it comes to social media.

Do you want your brand ambassadors to post about the event on their social media accounts? If so, make sure you establish guidelines on what can and cannot be posted. For example, posting a selfie at the event with the brand’s hashtag is harmless. In fact, it’s free promotion. But, brand ambassadors shouldn’t post photos of themselves drinking alcohol at the event or tweet about how bored they are. You can’t control what they do or say while they’re not representing your brand, but there should be rules put in place over what they are allowed to post while they are on the clock.

Introduction to the Brand

A brand ambassador will not be able to represent your brand if they don’t know who you are, what you stand for, and what you are selling. Therefore, an important part of the training process is introducing brand ambassadors to your brand. Help them understand who you are selling to, what you are selling, and why your target audience will want to become customers. A brand ambassador doesn’t need to be able to rattle off all of the ingredients in every single one of your products. But, they should be informed enough to answer guests’ questions and speak confidently about the products or services that you are offering.

You should also make sure the brand ambassadors know what kind of personality your brand has so they know how they should communicate with guests at the event. Should they be bubbly and outgoing when approaching customers? Or would you rather them be serious and professional? These are the questions that need to be answered during training so brand ambassadors know how to conduct themselves during the event.

Media Relations

Another topic that may need to be covered as you prepare brand ambassadors for the event is media relations. If you are planning a small and intimate event, there may not be a need for media relations training. But, if you are inviting influencers and journalists to cover the event in order to increases brand awareness; this is an important part of the training process.

Go over some of the key points that you want brand ambassadors to mention when talking to members of the press. For instance, let’s say you are launching a new food product that is organic, gluten-free, and non-GMO certified. In this case, the three main points that should be mentioned in every media interview are:

Don’t give brand ambassadors scripts to memorize. Even the best brand ambassadors will sound rehearsed when they have to read from a script when speaking to the media. Instead, focus on making sure they understand the key points that you want to get across. Ask them to answer the questions as naturally as possible while still incorporating these key points.

Responsibilities During the Event

Every brand ambassador should show up to the event knowing exactly what they are going to be doing that day. Make this happen by going over everyone’s responsibilities before the event. For example, assign a few brand ambassadors to the entrance of the event so they can greet customers and help them find what they’re looking for when they arrive. These brand ambassadors should be very familiar with the layout of the event and the different activities that are going on. They should also know about parking, restrooms, and other general information that people tend to ask whoever is standing by the entrance. The responsibilities of this type of brand ambassador are different than those of a brand ambassador who is stationed around the product demo area. That’s why it’s so important to go over roles and responsibilities ahead of time.

Role Playing

A strong brand ambassador knows how to communicate with guests at the event and keep them engaged in conversation. At the end of the training program, test your brand ambassadors’ skills by doing role playing exercises where you pretend to be a guest or member of the media at the event. Doing this exercise will allow you to see how much of the information the brand ambassadors absorbed during their training. Do they remember the key talking points for the media? Are they asking guests to fill out a contact form so you can capture leads at the event? Take mental notes during the exercise—or have someone else stand back and watch—so you can help your team improve before the event.

Work with Factory 360 on your next experiential marketing event so you don’t have to take on the task of recruiting, hiring, and training brand ambassadors. We work with a highly trained and professional team of brand ambassadors that are eager to represent your brand and connect with guests at events. To learn more about our services, contact us today to schedule a free consultation.

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Post 50 :


Title :Why Do Millennials Attend Experiential Marketing Events?
Description :

Brands know that they have create a memorable experience in order to connect with Millennials and build brand loyalty. In fact, this is why many brands turn to experiential marketing events. But, instead of planning an experiential marketing event simply because you know Millennials enjoy experiences, it’s important to find out why they respond so well to this marketing tactic.

Earlier this year, Adweek published research conducted by Splash that dug deep into why Millennials are so drawn to experiential marketing events. Here’s a look at what they identified as the top reasons why Millennials attend these events:

The Schedule of Events

Nearly two-thirds of Millennials said they attended a brand-sponsored event because the entertainment that was being provided was appealing. In addition, 49% of Millennials said one of the reasons they attend these events is because it’s something fun to do when they’re free. Millennials may be drawn to a musical act that is performing at an event, or a speaker who is a well-known influencer in the industry. The fact that so many Millennials indicated that this is one of the main reasons why these attend events proves that this generation is eager to be entertained, experience new things, and create lasting memories.

Networking Opportunities

Next on the list is networking opportunities, which is one of the reasons why 56% of Millennials attend experiential marketing events. Although the term “networking” is often used in a professional setting, in this case Millennials are not necessarily looking to meet people who help them with their careers. Millennials who attend experiential marketing events to network are interested in meeting new friends who share the same interests.

Free Stuff

Everyone loves free stuff—apparently, even Millennials. According to this research, 53% of Millennials go to experiential marketing events sponsored by brands in order to get their hands on giveaways. Offering free food and alcohol is a great way to get Millennials’ attention—especially if you are serving food from popular food trucks and craft beers brewed locally.

The free food and alcohol might get Millennials in the door, but the free swag is what keeps them happy throughout the event. Nineteen percent of Millennials said the coolest thing a brand has ever done at an experiential marketing event is give away free swag items. Millennials who participated in this study were asked to list the best swag items they’ve ever received at a brand-sponsored experiential marketing event. The most common responses are surprisingly traditional. Reusable water bottles are at the top of the list, followed by t-shirts, hats, bags, and glasses. These are all fairly standard swag items, so you may want to consider setting yourself apart from other brands by offering something more unconventional.

Connection to the Brand

Forty-seven percent of Millennials admitted to attending an experiential marketing event simply because they loved the brand that was hosting it. This is great news for marketers—it means Millennials often feel such a deep connection to a brand that they are willing to attend an event solely because the brand’s name is attached to it.

Make sure you market to these customers so your most loyal followers are at the event to show their support. Promote the event on all of your social media channels and send an e-mail with information about the event, too. Loyal Millennial customers will most likely be following you on social media or subscribed to your e-mail list, so these are great ways to reach them.

Recognition For Attending

Millennials who participated in this study were asked if they expected some type of recognition from the brand if they attended two or more of the brand’s experiential marketing events. Sixty-four percent of Millennials said the thought had never crossed their minds before, but they would appreciate some kind of recognition. Another 29% said that they did expect recognition, and only 7% said they did not.

Even though this is not something the majority of Millennials think about, it’s clear that they would welcome some kind of incentive for their loyalty to the brand. If you are planning multiple events, you may want to consider how you can track guests’ attendance so you can make sure to recognize loyal Millennials that are coming to more than one of your events. Repeat attendees can be offered something as small as a discount on their next purchase or a personalized swag item to let them know that you appreciate them taking the time to come to your events.

Social Media Bragging Rights

Just under a quarter of Millennials admitted that they tend to go to brand-sponsored experiential marketing events because they want social media bragging rights. These Millennials will show up at the event, take photos and videos, and then post them to all of their followers. For this reason, it’s a good idea to market to these social media savvy Millennials so you can take advantage of the free promotion.

In order to get this group of Millennials to come, the event has to be interesting enough to make them think that they can brag about it if they go. Think about what you can do to grab their attention, whether it is partnering with a popular influencer, giving away high-value items, or launching an exclusive new product.

Do you want Millennials to attend your next event? If so, it’s important to plan with this key demographic in mind. Let our experiential marketing experts devise a unique strategy to attract Millennials to your event. We will incorporate the findings from this study—and our own research on this generation—to plan the perfect event for Millennials. Contact Factory 360 today to schedule a free consultation to discuss your needs.

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Post 51 :


Title :Traditional Marketing on Life Support
Description :

For decades, brands have relied on traditional marketing methods such as advertisements on TV, radio, and billboards. But, many brands are now turning to more innovative promotional methods, such as social media advertising and experiential marketing. As brands start to shift more of their marketing dollars to these non-traditional methods, many industry experts are wondering if traditional marketing has finally reached the end of the road. It’s too early to declare traditional marketing dead, but there’s no denying that it is definitely struggling to keep up. Here are some of the many reasons why traditional marketing is losing its appeal:

Slow Turnaround

It can take weeks or even months to film a TV commercial or design the layout of a print campaign. Even after the commercial or advertisement is complete, getting the campaign up and running will take even longer. This slow turnaround time is one of the reasons why marketers are pulling away from traditional marketing methods. Marketers want to be able to immediately launch new campaigns to respond to what’s going on in the world, which they cannot do with traditional marketing. However, marketers can quickly launch campaigns with new marketing methods, especially pay-per-click or social media ads.

Mid-Campaign Adjustments

Marketers are able to monitor their social media or pay-per-click campaigns to see how well they are performing in real time. If something isn’t performing as expected, marketers can make adjustments to ensure they are spending their marketing dollars wisely. For example, marketers can adjust the keywords they are targeting or broaden their target audience if they are not seeing good results. Unfortunately, they are not able to make adjustments in the middle of a traditional marketing campaign. Marketers cannot change a billboard design or tweak the wording used in a print campaign without investing a great deal of money and time. The flexibility of non-traditional marketing methods has convinced many marketers to start allocating more of their marketing budget to these new tactics.

Two-Way Engagement

Customers want to be able to engage with the brands that they love, but this is not possible when brands use traditional forms of marketing. There’s no way for a customer to engage with a commercial that he sees on TV or a billboard that he passes on the road. However, he can easily engage with other forms of marketing. For example, he can click on pay-per-click ads, comment on social media ads, or speak with brand ambassadors at an experiential marketing event. This gives him the opportunity to give feedback on products or services, learn more about the company, and form an authentic relationship with the brand. Consumers love having two-way conversations with brands, so this is a much more effective way to connect with your audience.

Analytics

At the end of a campaign, marketers want to know how it performed so they know what they should do differently in the future. But, it can be incredibly challenging to calculate a return on investment for traditional marketing methods. There is no way for you to know exactly how many people were reached by a billboard, for example. Even if you were somehow able to figure out how many cars drove by the billboard, there’s no way of knowing how many people actually looked up and paid attention to the ad. This leaves marketers in the dark. How do they know if the ad was effective? Should they make any adjustments to the design of the billboard if they want to run the same campaign again? These questions may never be answered—unless marketers turn to non-traditional forms of marketing. Marketers have access to a lot of information about social media or pay-per-click ads, for instance. This allows them to calculate the return on investment and determine if it was a good decision to run the campaign.

Small Budgets

Small businesses do not have large marketing budgets, which means they cannot afford to film commercials or pay the fees associated with other types of traditional marketing methods. However, businesses of all size can use non-traditional marketing methods such as experiential marketing, social media, and pay-per-click ads. You can spend as much or as little as you want on these marketing tactics, so there’s no pressure to break the bank in order to promote your business. In fact, a social media campaign can be launched with as little as just a few dollars, which means it’s affordable for all businesses.

But, that’s not the only benefit of being able to launch a campaign with a small budget. Because businesses do not have to invest a lot of money in order to launch a campaign, there is little risk involved with trying a non-traditional marketing method. Businesses don’t have to worry about making a bad decision and losing a lot of money since there isn’t much to lose.

Distractions

Do consumers even pay attention to traditional marketing methods? This question has been on the mind of marketers everywhere. Consumers may fast forward through commercials or pull out their cell phones to scroll through social media to pass the time. A consumer that is flipping through a magazine may get distracted by something she sees on another page, so she may not even notice your ad. But, non-traditional marketing campaigns are often able to cut through the clutter in order to grab the consumer’s attention.

It’s not hard to see why non-traditional marketing methods such as social media, pay-per-click ads, and experiential marketing are getting more attention. For more information on the latest trends in the marketing industry, get in touch with the team of experts at Factory 360. We can help your brand plan and execute an experiential marketing event to grow your business!

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Post 52 :


Title :How Experiential Marketing Has Evolved Over the Last Several Years
Description :

Experiential marketing has been in the headlines for the last few years, which has led many people to assume that this is a new marketing strategy. Contrary to popular belief, experiential marketing has actually been around for decades. The core of experiential marketing—building a solid relationship with a targeted audience by engaging directly with them—has remained the same throughout the years. However, experiential marketing has evolved in other ways over the years.

Accessibility

In the past, the only brands that were able to host experiential marketing events were large, established brands that had massive marketing budgets. But, this is no longer the case. Businesses of all sizes can host experiential marketing events in today’s world, which is why more and more brands are choosing to do so. An experiential marketing firm should be able to plan an event for you regardless of your budget. For instance, a product sampling event is a great way to introduce customers to your products and it can be planned with a very small budget. Small businesses may not be able to afford the same type of experiential event that a large brand can, but they can still reap the many rewards of this effective marketing tactic.

Introduction of New Technology

Now that more companies are planning experiential marketing events, brands must find new ways to stay competitive and differentiate themselves. One way that many brands do this is by incorporating new and innovative technologies into their events. For example, some brands have incorporated virtual or augmented reality into their events in order to create unforgettable experiences for their guests. Other brands use live streaming technology to enhance the experience their guests have at the event. Introducing new technology at experiential marketing events has really taken off in the last several years as these innovative technologies become more accessible.

Social Media

Social media didn’t exist when experiential marketing first began, but now it has become an important part of these events. Brands encourage guests at their events to capture content and share it on social media for their followers to see. Because of social media sharing, brands can now reach members of their target audience that cannot make the actual event. Even though these people aren’t physically present, they can still feel as if they are there in person thanks to the power of social media.

Social media also makes it easier for brands to get the word out about an upcoming experiential marketing event. In the weeks leading up to the event, brands can engage with their followers on social media to create buzz and inform them of the details of the event.

Social media is involved in almost every aspect of experiential marketing. For example, brands even have to consider social media when designing the layout of the event to ensure that guests will have plenty of opportunities to take photos and videos that they will want to share with their followers.

Influencers

Brands didn’t have to consider the role that an influencer may play when planning experiential marketing events in the past. However, now this is a conversation that marketers must have in the early stages of planning. Many marketers choose to partner with influencers to promote and execute the event in order to reach a larger audience and associate their brand with a trusted figure in the industry. An influencer may be asked to host the event, show up and mingle with guests, or simply post about the event on social media. Some brands will even host events that are only open to influencers instead of their end consumers. These events are designed to educate powerful social influencers about a brand in the hopes that they connect with the messaging and feel compelled to start talking about the brand’s products or services. The goal is to convert some of the influencer’s audience into loyal customers.

Some influencers are more than happy to be a part of your experiential marketing event in order to gain exposure if they think it is a mutually beneficial relationship. However, influencers with a lot of followers will most likely require compensation for their work, so keep this in mind when planning your budget for the event.

Multiple Locations

Today, businesses have to cater to a global audience, but that’s not how it’s always been. A business that was located in Chicago may have only had to target consumers in Chicago and the surrounding areas in the past. But today, a business in Chicago may have customers throughout the United States and in other countries, too. For this reason, many brands are hosting experiential marketing events in multiple locations in order to get in front of as many consumers as possible.

For example, a brand that is targeting college-aged students may host experiential marketing events on multiple college campuses throughout the country. This means that brands have a lot more to consider when planning their strategy. How much of the budget should be allocated to each event? How can they transport everything they need to host the event to each location? How can they make each event unique in order to generate buzz in each city? These are tough questions to answer, but today’s businesses often have to address them.

Are you interested in learning more about the current state of experiential marketing and its future? If so, get in touch with the team of marketing experts at Factory 360. Experiential marketing will continue to evolve, but we will always be on top of the latest trends. We will help you understand how experiential marketing can benefit your business. Then, we can handle the planning and execution of your first (or next) experiential marketing event!

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Post 53 :


Title :How to Incorporate Snapchat Spectacles Into An Experiential Marketing Event
Description :

In order to stay competitive, brands must look for new ways to incorporate innovative technology into their experiential marketing events. One interesting technology that has been used during several events is Spectacles from Snapchat, which are smart glasses that were released late last year.

An Introduction to Snapchat Spectacles

Many tech bloggers have described Spectacles as a device that is similar in nature to a GoPro camera, only the glasses are worn on a user’s face. The glasses are designed to record short videos while you’re on the go, similar to a GoPro camera. However, each of the videos can be transferred to the user’s Snapchat Memories, which means they can easily share the snippets with their followers. The videos can be transferred via Wi-Fi or Bluetooth, depending on the type of smartphone that is receiving the videos. Users can either send a Snapchat Story that features all of the videos that were recorded or pick which videos they would like to send. The glasses feature a 115-degree lens, so the videos will record everything that your eyes see.

To start recording, the user simply has to tap a button that is located on one side of the glasses. The glasses will automatically stop recording after 10 seconds, since that is the time limit for all Snapchat videos. However, users can easily record an additional 10-second video by tapping on the button again. Each device will hold up to 10 videos before it stops recording. At this point, the videos can either be transferred to a device or deleted to make room for additional videos. A small light will turn on when the glasses are recording so both users and other people know that a recording is taking place.

How Brands Can Use Spectacles

There are a number of ways that brands can incorporate Spectacles into their next experiential marketing event. One way is to ask guests to wear the glasses as they play games that you have set up at the event. For example, Trolli hosted an experiential marketing event where guests could shoot hoops while wearing Spectacles. At the end of the event, Trolli had dozens of videos taken from various guests’ perspectives while they played the game. If you are planning to have games at your event, consider using Snap Spectacles to encourage more guests to participate.

Are influencers going to be at your event? If so, then contact them ahead of time and ask if they would be interested in wearing Snap Spectacles to record their experiences at the event. People are more likely to watch your videos if they know a popular influencer is the one that recorded them, so this is a great way to increase Snapchat engagement after the event. Brands also have the option of allowing the influencer to share the videos to her own Snapchat instead of your brand’s Snapchat. This way, the video will reach a large audience of people that may not be familiar with your brand.

If influencers won’t be at your event, feel free to let other attendees wear Snapchat Spectacles. Encourage them to record their experiences and share the videos with their followers so you can reach people that aren’t at the event. But, be sure to keep track of the people that are wearing the glasses so they don’t damage or steal them.

Brands should also use Snapchat Spectacles to promote the event before it even begins. The marketing team that is setting up the event can wear these glasses as they work to give followers a sneak peek at what’s to come. This will create buzz and generate excitement as the event inches closer and closer.

The Benefits of Using Snapchat Spectacles At Experiential Marketing Events

Unlike other types of innovative technological devices, Snap Spectacles are fairly affordable. Brands can buy a pair of these glasses for only $130, so incorporating this into your event won’t break the budget. Even though these glasses have been out for about a year, many consumers don’t know about them. Therefore, people at your event may be excited to see them and eager to try them out. Guests will appreciate the fact that you are introducing them to a new technology, and may even start to view your brand more favorably as a result.

Another benefit of using these glasses is brands get access to a lot of user-generated content that they can share with other followers. This takes the pressure off of brands to create their own content while they are at the event since their guests are doing all of the work.

Because these glasses are so easy to use, brand ambassadors will not have to spend a lot of time instructing guests. You do not need to know anything about Snapchat to use these glasses, so don’t worry about alienating older guests that don’t use Snapchat. Even if the guests aren’t familiar with how Snapchat works, they will still be able to quickly figure out how to use the Snapchat Spectacles. This means brand ambassadors will have more time to focus on relaying the brand’s message to guests, which is the purpose of the event.

As you can see, there are many creative ways to use Snapchat Spectacles at your next event. Using these glasses at your experiential marketing event can help your brand connect with young, tech-savvy consumers and get people talking on social media. Are you ready to plan an experiential marketing event using Snapchat Spectacles? If so, get in touch with the team of marketing experts at Factory 360. We can help you determine the best way to incorporate these innovative glasses into your experiential marketing event.

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Post 54 :


Title :Trend Watch: Using Shipping Containers at Experiential Marketing Events
Description :

A few years ago, shipping containers made headlines when they were used to build unique and environmentally friendly homes. Some people may still use shipping containers for this purpose, but in the marketing industry, shipping containers are known for being perfect venues for experiential marketing events. How are shipping containers used in the world of experiential marketing? What are the benefits of using them? Here’s everything that you need to know:

Why Experiential Marketers Love Shipping Containers

Shipping containers are easy to transport and reuse, which makes them perfect for brands that are hosting multiple events in different locations. This gives brands the power to bring the event to areas where their target audience will be, such as music festivals, shopping malls, or college campuses. Even if you need multiple shipping containers in order to pull off the event, they can be stacked on top of each other during the move. They are also very customizable, so brands tend to see them as blank canvases that can be transformed into anything they desire. Shipping containers also provide protection against bad weather, which is beneficial to clients that do not want to be forced to cancel an event if it starts to pour rain.

When a brand rents out a venue for an experiential marketing event, they have to follow certain rules established by the property owner. But, they do not have as many restrictions when they choose to host the event in a shipping container, which means they can be more creative. Many brands love the look of shipping containers, too. The industrial look is a major trend right now, and using a shipping container allows brands to tap into it.

You may be hesitant to use a shipping container at your experiential marketing event because of its small size, however in some cases, the size can actually work to your advantage. The small size of the shipping container limits the number of people that can come into your event at once. This gives the brand ambassadors working at your event the opportunity to spend more face time with each of the guests. Even though the size of the shipping container may limit the number of people who visit your event, it will guarantee that the guests actively engage with your brand, which is more important.

How Brands Are Using Shipping Containers During Experiential Marketing Events

Countless brands have already started to incorporate shipping containers into their experiential marketing events. Adidas recently took advantage of the versatility of shipping containers to create an unforgettable experience for their customers at Lollapalooza, which is a popular music festival. The brand displayed all of their latest shoes inside the shipping container, which was designed to look like a retro diner. The inside was cleverly designed, but it was the outside of the shipping container that really caught people’s attention. Adidas designed the outside of the shipping container to look exactly like an Adidas branded shoebox. Festivalgoers couldn’t help but wander over to see what the giant Adidas shoebox was, so the event was a huge success.

Coca-Cola was another big brand that used shipping containers at one of their experiential marketing events. The event was planned around the launch of the “Personalize Your Coke” campaign, which introduced Coke bottles that were printed with common first names. Coke installed multiple vending machines inside a shipping container and invited guests inside to personalize their sodas. Guests had the opportunity to type out what they wanted to print on their bottle of Coke, and then have it created right in front of them. In this case, the small size of the shipping container worked in Coke’s favor. The brand ambassadors were not overwhelmed by the number of guests, so they had plenty of time to explain how to use the machines and the purpose of the campaign.

PNC Bank used a shipping container to host a 7-day experiential marketing event that introduced guests to the bank’s various financial services. Guests that came inside the shipping container were greeted by a brand ambassador who then walked them through each area to discuss different services. There were iPads set up that guests could interact with so they could experience some of the online services themselves. This was a great way to show how easy it is to use PNC Bank online services in an entertaining way.

Gillette also used shipping containers to host an experiential marketing event, however their event was aimed at retail buyers as opposed to end consumers. The event was designed to educate buyers about the brand’s new product, a men’s razor with innovative technology. Buyers were invited to come inside the shipping container and try the new razor at shaving stations or learn about the history of the brand with a little help from brand ambassadors. But, the reason why this event was so successful is because Gillette allowed their target audience to engage in a dialogue about the product with brand representatives. The buyers were encouraged to sit down for a brainstorming session with representatives from Gillette in order to provide feedback and discuss ways to market the product. By doing this, Gillette proved that they value their relationship with buyers and that they view it their relationship as a partnership.

These are just a few of the brands that have capitalized on the shipping container trend. As you can see, each of these events is unique, which proves just how versatile shipping containers can be. For more information on the latest trends or to discuss how you can plan an experiential marketing event using shipping containers, get in touch with the experts at Factory 360. We can help with every aspect of experiential marketing event planning and execution.

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Post 55 :


Title :Tips For Making Your Event More “Instagrammable”
Description :

Social media—especially popular platforms like Instagram—allows brands to amplify the reach of their experiential marketing events. A single photo taken at your event could reach hundreds or even thousands of people if it is shared on Instagram. If you don’t know how to encourage event attendees to share pictures and videos of the event with their Instagram followers, you might miss out on a valuable opportunity. If this sounds familiar, follow these tips to make your next experiential marketing event more instagrammable:

Create a unique hashtag

A unique hashtag should be created in the early stages of marketing the event. This hashtag should be used every time you post about the event so others see that they should be using it, too. It should even be included on promotional print materials to ensure that every guest knows which hashtag they should be using to join the conversation. Not only will this help you track how much buzz your event is generating on Instagram, but it will also help other users learn more about your event. For example, if someone sees a friend post a selfie with the hashtag from your event, she can tap on the hashtag to see other public posts that may give her a better idea of what’s going on at the event.

Pay attention to the lighting

Instagrammers are not going to share unflattering photos, so make sure that you think about the lighting when planning your event. Natural lighting is best, but many events take place at night. If it’s necessary to have dark lighting throughout the event, consider creating spaces that are well lit so Instagrammers have a place to go to take high quality photos. Ideally, the light should be shone on guests from above, since this will create the most flattering photos.

Think of the design

As you plan the layout of your event, make sure that you are incorporating one or two design elements that will wow your guests. For example, people will love posing in front of a beautiful wall of flowers and posting the images on Instagram. At events with seated dinners, many people also post photos of unique placecards that show their name and seating assignment. Try to incorporate a few of eye-catching design elements like these so guests take more photos while they are at your event.

Another thing to remember when designing an event is that photos can be taken anywhere, which is a good and bad thing. This is good for brands that want guests to post as many pictures from the event as possible. But, it also means that brands need to be mindful of how every inch of the venue looks during the event.

Pull up a live feed of Instagram posts

Find a blank, white wall within your event space that you can use to display a live feed of Instagram photos featuring your hashtag. This will motivate other guests to post on Instagram so they can be recognized on the wall, too. Be sure that you have someone standing by to check the posts before they are projected onto the wall. This person should be responsible for ensuring that nothing inappropriate is displayed for all of your guests to see.

Offer an incentive

Offer event attendees an incentive for posting about your event on Instagram. For example, offer a branded tote bag, reusable water bottle, or discount off of a purchase to anyone that can posts on Instagram using your event hashtag. You may even want to limit this promotion to Instagrammers that have public profiles so more people are able to see their posts.

Surprise guests

All of the attendees will immediately reach for their phones if you surprise them with a special guest, announcement, or contest that they want to document with a photo or video. Instagrammers will be eager to be the first ones to break the news on social media, so they will instantly post the photo or video so their followers see it before anyone else.

Use FactorySnap!

Many brands use traditional photo booths at their events, but photo booths can be expensive and difficult to transport. Photo booths also remain in one spot throughout the event, so unless attendees are told to visit the photo booth, they may not even know it’s there.

A better way to capture photos at your event is FactorySnap, which is a unique mobile application developed by Factory 360. How does it work? Brand ambassadors can carry an iPhone or iPad that can be used to access FactorySnap and take photos of guests at the event. In order to receive a link to the photos that were taken, guests simply have to fill out a short data form on the mobile device. The link that is emailed to guests will take them to a website where they can view their photos and share their favorites on social media.

Not only does this mean guests will get immediate access to the photos, but it also gives brands the opportunity to collect data from their guests. In addition, all photos taken with FactorySnap can be customized to ensure they match the look and feel of the brand. Images can even be customized with a banner running across the bottom that features your logo and other information branding information.

By following these tips, brands can reach many people that weren’t able to come to the event for one reason or another. For more tips on how to make your event more instagrammable, talk to the experiential marketing experts at Factory 360. We can help you strategize, plan, and host the perfect experiential marketing event that will be buzzed about on every social media channel, not just Instagram.

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Post 56 :


Title :How Limited Too Used Nostalgia to Market to Millennials
Description :

Every Millennial probably has memories of shopping at Limited Too or passing by their brightly colored storefront in the mall. Limited Too is a retail store that sold young girls’ apparel and accessories at malls across the country. The retailer peaked in popularity in the 1990s and early 2000s, right around the time Millennials were old enough to enjoy their products. The brand then hit a rough patch and closed their stores in 2008, only to be bought and rebranded by the management company Bluestar alliance in 2015. For many Millennials, Limited Too was the first store that they fell in love with, and at a recent experiential marketing event, Millennials were given the opportunity to walk down memory lane to relive these memories.

In early August, Limited Too launched a one-week pop-up shop in various locations in New York City, including Union Square, Herald Square, the Flatiron District, and Third Avenue. The pop-up shop was designed to look just like the store that Millennials remembered from their childhoods. The walls on the inside of the pop-up shop were lined with the signature blue and pink flowers that used to be featured inside Limited Too stores. Music from the 1990s and early 2000s, including Backstreet Boys, Britney Spears, and Mandy Moore, was blasted from the speakers, much to the delight of Millennial customers who sang along to every word of their favorite childhood songs. The products were covered in colorful glitter just like those that lined the shelves in the original Limited Too stores. Those who are old enough to remember Limited Too are too old to wear their clothing or use their products, but that didn’t stop them from coming out in droves to see the pop-up shop. Why? According to some marketing experts, Millennials love nostalgic experiences.

Nostalgia Marketing

Millennials have packed schedules, responsibilities, and families that cause a great deal of stress in their day-to-day lives. As a result, this generation loves looking back at times when life was simpler, meaning when they were children and had less responsibility and more freedom. Brands that tap into Millennials’ childhood memories can quickly become associated with the positive feelings Millennials experience when looking back at the past. This may explain why so many brands are looking back in order to move forward with their marketing.

How effective is nostalgia marketing? Just last year, Pokemon Go tapped into Millennials’ memories of having fun with their Pokemon cards in order to launch one of the most popular apps of the past few years. Before Pokemon Go launched, many people thought Pokemon was a thing of the past, but this app made it relevant again by tapping into Millennials’ nostalgia.

Modernizing Memories

In order for brands to succeed at nostalgia marketing, they must be able to make the old new again. For example, if Pokemon had simply launched new Pokemon cards, they would not have seen the same level of success because Millennials aren’t interested in trading playing cards anymore. Instead, they took the concept of Pokemon and made it relevant in today’s world by turning it into an app and incorporating advanced technology into the game. The key to succeeding at nostalgia marketing is tapping into the memories of Millennials while also offering something new at the same time. Brands that fail to do this risk being seen as irrelevant or out of touch with the modern world.

How Limited Too Succeeded

Limited Too’s recent pop-up shop is a perfect example of effective nostalgia marketing. The brand recognized that the customers that used to shop at their stores are now parents themselves. Although their old customers cannot purchase the products for themselves, they can decide to purchase them for their children, instead.

An article on Business Insider highlighted this event and spoke to one of the many Millennials who visited the pop-up shop. The woman was excited to see one of her favorite childhood stores come back to life, so she brought a friend with her so they could both shop for items for their daughters. Another Millennial that was interviewed traveled a great distance to bring her little sister, who was not familiar with Limited Too, to the pop-up shop. The Millennial did not buy anything for herself, but she did help her little sister pick out a number of different items. These two examples show that with this pop-up shop, Limited Too brilliantly used nostalgia marketing to target their old customers and introduce their products to a new generation of young consumers.

The pop-up shop was also perfectly timed to coincide with the back-to-school shopping season, when parents are typically planning on spending more money on apparel and accessories for their children. Limited Too took advantage of the season by offering wide variety of back-to-school accessories, including glitter notebooks, sparkly pink backpacks, and of course, back-to-school clothing.

Besides Business Insider, other press outlets including Buzzfeed, Allure, Retail Dive, New York Post, and Elite Daily covered this experiential marketing event. Clearly, Limited Too was incredibly successful at tapping into their childhood memories in order to generate buzz for their business. In fact, the event was such a success that the marketing director of Limited Too stated that the brand is now considering launching pop-up shops in other cities across the country, including Los Angeles and Chicago.

If you are interested in hosting a successful experiential marketing event like Limited Too, let us help! Factory 360 consists of a team of experiential marketing experts that are ready to strategize, plan, and host your event from start to finish. Contact us today to discuss your marketing needs with a member of our team.

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Post 57 :


Title :How Experiential Marketing Helps Brands Reach Millennials
Description :

The purchasing power of the Millennial generation is increasing year after year, which is why marketers are so eager to reach these consumers. However, Millennials are incredibly savvy consumers, and they aren’t affected by traditional forms of marketing. In fact, Millennials are so used to seeing TV commercials, print advertisements, and billboards that they hardly even pay attention to them. This leaves marketers with a problem. How can they tap into this market if none of the traditional marketing methods seem to be effective? By turning to experiential marketing. Why has experiential marketing become the key to reaching Millennials? Here are some of the reasons why this generation responds to this marketing strategy:

Millennials Prefer Experiences

Numerous studies have shown that Millennials are always looking for new experiences. In fact, one recent study found that 72% of Millennials would rather spend their money on an experience than on a tangible product. Therefore, in order to make your product more appealing to Millennials, you need to be able to incorporate it into a memorable experience. Millennials are known to enjoy festivals, concerts, outdoor shopping malls, and sporting events, so these are the perfect venues to host your experiential marketing event. Then, you will have the opportunity to interact face-to-face with this valuable audience so you can introduce them to your products in a memorable way.

Transparency & Authenticity

Millennials tend to gravitate towards brands that are seen as authentic and transparent. As a matter of fact, one study found that Millennials value authenticity more than product uniqueness, product utility, and popularity. But unfortunately, it’s very difficult for a brand to give off this image when they are using traditional forms of advertising. In order to appear authentic and transparent, brands have to make an effort to engage in two-way conversations with customers, which is impossible to do with a TV commercial or billboard. Luckily, communicating directly with Millennials is much easier at experiential marketing events.

Hire brand ambassadors that won’t be afraid to engage with Millennial attendees at your event. Having one-on-one conversations with Millennials will help your brand come off as genuine and transparent. This strategy has worked for a number of brands, including Adidas, which hosted an experiential marketing event to promote their newest athletic shoe designs. Instead of announcing the new designs using a social media ad or e-mail campaign, Adidas launched an event where Millennials could talk to brand ambassadors about the new products. The brand ambassadors at this event spoke with Millennial attendees about the thought process behind each new design and how the design changes impacted the performance of the shoes. Millennials responded well to this approach because it was seen as less of a sales pitch and more of a one-on-one conversation. Adidas’s event was a success, and you can see the same results by focusing on creating a genuine connection with Millennial consumers.

Networking

Millennials are known for their social media addiction, but they still appreciate face-to-face networking with other people in their communities. Don’t believe it? According to a recent study conducted by AdWeek, 56% of Millennials attend brand-sponsored events in order to network and meet new, interesting people. Other marketing methods do not give Millennials the opportunity to get off their smartphones or computers and get out into the community.

How can you take advantage of Millennials’ desire to network? Make sure that you choose friendly brand ambassadors that know how to speak and relate to this generation. Then, these brand ambassadors can initiate conversations with Millennial attendees and teach them about your brand. This is a much more effective way to reach Millennials than advertising on TV or in magazines. It’s also more effective than ads on social media, since it satisfies Millennials’ desire to network.

Social Sharing

It’s no secret that Millennials love social media, but did you know that they also love talking about their favorite brands on social media? The AdWeek study mentioned above also found that 71% of Millennials that attended a brand-sponsored event used the event’s hashtag on social media, and 81% of Millennials shared a photo of the event on social media. These numbers prove that if you create a memorable experience for Millennials, they will return the favor and promote you on their social media channels.

Why does this matter to brands? If a Millennial shares a photo or a hashtag on social media, he is helping you promote your brand to other Millennials in his network. This is one of the reasons why experiential marketing is so effective in reaching this generation—even if you don’t have a large Millennial turnout at your event, they will continue to spread the word about your products to others who didn’t attend.

FOMO

FOMO is an acronym that stands for “fear of missing out.” Many Millennials suffer from FOMO when they see that some of their peers are at an event or talking about an event that they are missing out on. For example, if a Millennial sees a friend post about an upcoming pop-up shop, she will want to go to this pop-up shop so she doesn’t miss out on anything exciting. This is another reason why the social aspect of experiential marketing is so effective—if you can get Millennials talking prior to an event, you can create buzz around your brand that could lead to a larger Millennial turnout.

If you’re trying to reach Millennials, make sure that you incorporate experiential marketing into your plans. When you’re ready to launch an experiential marketing event to reach your Millennial customers, give us a call so we can help. Contact our experienced team of experiential marketing experts today to discuss your needs. We can help you strategize, plan, and host the perfect event to reach your Millennial audience!

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Post 58 :


Title :Experiential Marketing For Grocery Stores
Description :

When you think of innovative and creative advertising, a grocery store probably isn’t the first thing to come to mind. Grocery stores are known for using traditional marketing methods such as TV advertisements and promotional coupons in the weekly paper. But, these methods aren’t nearly as effective as they used to be, which is why some grocery stores have started to venture into the world of experiential marketing. Grocery stores aren’t the first retailers to try experiential marketing. Many other retailers, including Reebok, Samsung, and even Staples have already launched successful in-store experiential marketing events to create buzz around their businesses.

How can grocery stores incorporate experiential strategies into their marketing plans? Here are some of the best experiential marketing ideas to draw more customers into your store:

Cooking Classes

Grocery stores can host in-store events with cooking classes. Invite people from the community to spend an evening in your grocery store learning how to cook seasonal recipes using ingredients found in your store. These cooking classes could even be promoted as a “couples’ cooking class” to draw more people in on date night. This is a great way to connect with people in the community, bring them back into your store, and show them how to use products that you sell to create meals at home.

Recipe Tablets

Many grocery stores have small stands located throughout the store with recipe cards that customers can pick up bring home with them. But, it’s time to modernize the process of finding recipes while shopping for groceries. To encourage your customers to spend more money once they’re in store, set up a station with tablets displaying recipes that consumers can email to themselves. This allows customers to discover new recipes and new ingredients. Similar to the previous example, this encourages customers to try to make more meals at home instead of relying on restaurants so they spend more money in your store.

Food & Wine Bars

To turn grocery shopping into a more enjoyable experience, stores should consider adding food and wine bars. Obviously, adding a permanent food and wine bar would require a complete renovation of the store. But, you don’t have to completely transform your store in order to serve guests food and wine as part of an experience. Customers love the idea of being able to enjoy food and wine at a grocery store because it makes grocery shopping seem like more of a fun experience than a tedious chore. Instead of having to race up and down the aisles looking for the items they need, customers can order a snack, sit and catch up with a friend, and then go browse through the store.

If you decide to host an event with a food or wine bar, connect with the community by serving locally sourced foods. This will show your commitment to the community that you’re in, and it will also attract more eco-conscious customers that only want to shop local.

All of these experiential marketing ideas are designed to inspire people to try new foods, attempt more recipes, and think of shopping and eating food as an enjoyable experience. Are you ready to launch an experiential marketing activation in your grocery store? Let us help you plan and oversee the event. Contact our experienced team of experiential marketing experts today to discuss your needs!

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Post 59 :


Title :Experiential Marketing & Mobile Tours
Description :

Brands must continue to come up with creative ways to market their business and generate interest in their products and services. All of your competitors are probably already using digital marketing, billboards, TV, and radio advertisements, so think outside the box. One experiential marketing tactic that has been incredibly successful for brands is the mobile tour.

A mobile tour involves designing a branded vehicle, truck, or trailer and taking it on the road to reach consumers across the country. Brands can visit college campuses, music festivals, conferences, and many other types of events in these branded vehicles. But, it takes a lot of planning and strategizing in order to make this type of experiential marketing event a success. Here’s everything that you need to consider when planning this type of activation:

Design

It’s important to work with an experienced team of experiential marketing professionals when designing the vehicle that you will take on tour. Designing a mobile tour vehicle is much more than just slapping a logo on a trailer or semi-truck. Of course, the exterior of the vehicle should feature your logo, colors, and the name of your mobile tour so people see it as you drive across the country. But, be creative when designing the exterior. For example, Thomas’ Bagels launched a mobile tour in a 28-foot branded trailer that was designed to look like a toaster. The metallic silver trailer even featured four giant bagels popping out of the top of the toaster-like vehicle.

Designing the outside is not nearly as hard as designing the inside of the vehicle. People who arrive at the mobile trailer should be invited inside to participate in some type of branded activities. Thomas’ Bagels invited guests to step inside the trailer and play toaster-themed games for the chance to win prizes. As guests played games, a chef was busy preparing their custom order bagels. Once the bagels were done, guests could snack on them while playing the games or step outside to sit at one of the branded tables surrounding the trailer.

Space is one of the major issues that you will encounter when designing the inside of the vehicle. You have to create a design that is eye-catching enough to draw people in, but still simple so it doesn’t crowd the space and limit the number of people that can safely fit inside. For more space, consider utilizing the inside and the outside of the truck like Thomas’ Bagels did. This way, guests can enjoy themselves at your activation even if there is no room for them inside the vehicle.

Promotion

Brands can’t park their mobile tour vehicles and wait for people to show up. In order for the tour to be a success, brands must promote it extensively leading up to the launch. One of the best ways to do this is on social media. First, develop a unique hashtag that can be used across different platforms so users know how to find information on the event. Then, begin developing a strategy for each social media platform. Twitter and Facebook are ideal for releasing basic information on the event. Brands should consider hosting a Facebook live session where they can answer questions about the event or interview influencers who are involved with it.

Use Instagram and Snapchat to build buzz around the design of the vehicle and the activities that will take place on the tour. For example, send followers behind the scenes snaps of your design team finalizing the design of the vehicle or wrapping the vehicle with your logo. Don’t give away too much until right before the event. The snaps should only be used to create buzz and keep people guessing as to what the finished product will look like. Then, the big reveal can be made on Instagram right before the tour launches.

You should also update your website with information on the tour so visitors can easily find the information that they’re looking for. This is especially useful to people who spot your vehicle driving by and do a quick Google search to find out more. If you have room in your budget, turn the first stop on the itinerary into a major event to mark the official launch of the tour. Invite members of the media, bloggers, influencers, and the public to attend the event to get the word out to as many people as possible.

Brand Ambassadors

It’s imperative that you select the right brand ambassadors and train them properly. When your mobile tour hits the road, these brand ambassadors will be the face of your brand so they must be knowledgeable about the products and services that you offer. They also must be able to reflect the brand’s image. For example, when Milo’s Kitchen hit the road with their Treat Truck, they had to hire brand ambassadors who were passionate about animals, outgoing, and friendly to project the family-oriented, wholesome image of the company.

Choosing brand ambassadors who are great at initiating conversations is important for any type of experiential marketing event—especially mobile tours. Many times, the mobile tour vehicle will be parked in front of a shopping mall, music festival, or other popular attraction. Hopefully, you will have marketed the tour so people know where to find you. But even with a great deal of marketing, brands will still rely on their brand ambassadors to talk to people who are passing by and invite them to visit the mobile tour trailer. If you hire brand ambassadors who are unwilling to engage with people, the event will not be a success.

Once guests have arrived at the trailer, it is up to the brand ambassadors to walk them through the different activities, giveaways, and sampling opportunities. Guests may not realize they can step inside the trailer, so if a brand ambassador isn’t there to greet them, the guests may miss out on a lot of the fun.

Are you interested in learning more about how a mobile tour can help you grow your business? Contact the team of experiential marketing experts at Factory 360 today!

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Post 60 :


Title :A Guide on Marketing to Generation Z
Description :

Every major business publication has written dozens of articles on the Millennial generation over the last few years. Topics range from how Millennials are transforming the workplace to what they expect from their favorite brands. Marketers have spent countless hours trying to figure out how to appeal to this generation so they can earn their loyalty. But, these marketers have failed to acknowledge the importance of the next generation of consumers, Generation Z. By 2020, Generation Z will account for 40% of all consumers, yet marketers are still hung up on targeting Millennials. This unique generation will present just as many challenges and opportunities for marketers as their predecessors. Here’s what you need to know to market to Generation Z:

Make it Quick

It seems as if the average attention span is getting shorter and shorter with each generation. Industry experts estimate that Gen Zers have an average attention span of eight seconds, which means you have eight seconds to make a good first impression on these consumers. Whether a Gen Zer is reading your blog, watching your videos, or simply browsing your website, they need to know what your brand is about within eight seconds or they will lose interest.

Social Media Influencers

Generation Z does not respond as positively to celebrities as other generations, which means brands should think twice before paying for a big name to promote their products. However, Generation Z does respond well to social media influencers such as famous YouTube beauty bloggers or Instagram models. Generation Z views these influencers as more trustworthy and relatable than celebrities since they are real people. If you want an influencer associated with your brand, choose one of these social media stars instead of a traditional celebrity.

But if you don’t have enough in your budget for an influencer, don’t worry. A recent survey showed that 63% of Gen Zers actually prefer seeing real people in ads instead of celebrities and influencers. Using real people to promote your brand could help you come off as authentic to this generation.

Inclusive Messaging

Generation Z may be one of the most open-minded generations of all time. These consumers truly believe that everyone can get along if we all just accepted one another’s differences. They often look to their favorite companies to lead the way and promote this message of diversity and inclusivity. Consumers within this generation do not want to do business with a brand that doesn’t accept people of all different colors, ethnicities, faiths, and sexual orientations. They also aren’t interested in buying from brands that set unrealistic body or lifestyle expectations. If you want to appeal to this generation, make sure your brand messaging does not exclude certain groups of people.

Change the World

Over three-fourths of Gen Zers are concerned about how humans are destroying the planet. This generation is passionate about making a difference, and they want the brands they do business with to share this passion. For this reason, it’s important for brands to be vocal about what they’re doing to protect the planet. Are you switching to recyclable materials? Are you donating a percentage of your profits to a reputable charity? What are you doing to reduce your company’s carbon footprint? Generation Z will want to know the answers to these questions. To win Gen Z’s loyalty, show them how you are just as dedicated to changing the world as they are.

Virtual Reality

According to a recent survey, nearly 80% of Generation Z is interested in virtual reality. Brands who are planning experiential marketing events should keep this in mind, since virtual reality can easily be incorporated into experiential activations. For example, brands can use virtual reality to give Generation Z a behind the scenes tour of how products or made. Generation Z loves when brands pull back the curtain to let consumers in on a side that they typically don’t see, so this approach would be incredibly appealing to them.

Social Media Networks

It’s no surprise that brands need to be on social media in order to reach Gen Z, but do you know which platforms you should focus on? Contrary to many marketing experts who have declared that Facebook is dead, Gen Z is still active on this network. In fact, two-thirds of Gen Zers check their Facebook pages at least once per day. But, Gen Z’s favorite social media platform is Snapchat. Nearly 80% of Gen Zers who were surveyed said they use Snapchat at least once per day, and over half admitted to using this platform more than 11 times per day.

What are Gen Zers looking for on Snapchat? According to the Gen Zers who were surveyed, they enjoy seeing how-to videos, behind-the-scenes snaps, and a-day-in-the-life-of stories. Brands should keep this information in mind when planning an experiential marketing event. All of this content can easily be created and sent to Gen Z followers to build buzz around an upcoming event.

Of course, brands shouldn’t ignore all other social media platforms just because Gen Z’s favorite is Snapchat. Remember, this generation has a very short attention span. They often split their attention between their smartphones, TVs, laptops, and tablets, which means they may not see your 10-second Snapchat story. Make sure you get their attention by being everywhere that they are. The messaging across the different platforms should be consistent, but not identical.

Millennials still have the purchasing power to make or break your brand, but Gen Z is a powerful and opinionated generation that should not be ignored. Do you want to reach Generation Z? Let us plan an experiential marketing event targeted at these powerful consumers. Contact our experienced team of experiential marketing experts today to discuss your needs!

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Post 61 :


Title :Should Your Brand Take A Stance on Political and Social Issues?
Description :

In today’s political climate, brands are often forced to decide whether they should take a public stance on controversial issues or remain silent. By taking a stance, brands can win over customers who share their values, but they also risk alienating customers who have differing views. But unfortunately, when brands stay silent, they also risk losing customers who expect them to address the issue. So, what should brands do when they’re stuck between a rock and a hard place?

Forming Expectations

The relationship between a consumer and a brand is much deeper than it has ever been before. A study conducted by the Global Strategy Group found that 81% of U.S. consumers believe corporations should take a stance on important societal issues. When the Global Strategy Group first conducted this study just four years ago, only 9% of consumers agreed with this statement, which shows how consumers’ expectations have changed.

Consumers are not only interested in learning about a brand’s products or services, but also about the brand’s values. After researching the brand, they develop a set of expectations. For example, a consumer expects Apple to produce high quality, cutting edge products since they are known as a high-end, innovative technology company. Consumers also expect Toms to be a charitable, socially responsible brand since they are known for donating a pair of shoes for every pair that they sell.

Consumers demand that brands live up to their expectations. When a brand fails to meet a consumer’s expectation, the consumer may start to reevaluate his or her relationship with the brand, which is how brands lose customers.

Therefore, in order to determine if you should take a political or social stance, think about what your consumers expect of you. If you are known as a values-oriented company, then you will disappoint your customers by staying silent on controversial issues. If you choose not to speak out, customers may no longer see you as a brand with values. Your brand’s attempt to establish itself as value-oriented may even come off as inauthentic.

Example: Starbucks

After President Trump issued the controversial immigration ban earlier this year, Starbucks was one of many companies that took a stance against the executive order. Starbucks didn’t just speak up against the travel ban, the company took action by pledging to employ 10,000 refugees. This was certainly not the first issue that Starbucks has spoken out about—the company regularly addresses other issues including climate change, diversity in the workplace, positive supplier relationships, and hiring veterans. Due to their stance on these issues, Starbucks is known as a progressive company with a social conscience.

After announcing their plans to hire 10,000 refugees, a study found that Starbucks ranked #18 out of 150 brands among Democrats, but #103 among Republicans. Clearly, their decision to speak out against President Trump’s immigration ban cost them customers. But, was it worth the loss?

This study also found that Starbucks ranked high on the list of 150 brands among mothers, people who act upon their values, Millennials, and people with higher income levels. Even though Starbucks likely lost customers who didn’t agree with their stance on the immigration issue, they built a stronger relationship with these powerful consumers by reinforcing expectations.

Example: Uber

On the other hand, Uber was one company that failed to speak out against the executive order that banned travelers from certain countries. Then-CEO Travis Kalanick issued a statement on the executive order promising to bring up his concerns in person with President Trump, but he did not take a stance one way or the other. Uber’s main competitor, Lyft, went in the opposite direction by publicly opposing the executive order and donating $1 million to the American Civil Liberties Union (ACLU). Both Lyft and Uber are seen as innovative and progressive companies, so consumers expected both of them to take strong stances against the travel ban. Lyft exceeded consumers’ expectations, while Uber failed to meet them. As a result, many consumers deleted the Uber app from their smartphones and vowed to only use Lyft’s ride-sharing services. Uber eventually ended up addressing the executive order in an email to customers, but this was only sent after the boycott had begun. In the eyes of consumers, Uber waited far too long to pick a side, and their silence cost them dearly.

A Final Note

Companies shouldn’t be afraid to take a stance when it is in line with the values they have always stood for in the eyes of the public. In fact, not taking a stance in this situation or waiting too long to speak out may be detrimental to the business. But if you do take a stance, it’s important to understand that your actions speak louder than your words. Consumers will be closely watching you to make sure that your brand isn’t all talk. For instance, if your brand actively supports the fight against climate change, you must be able to show what your company is doing to reduce its carbon footprint. If you support LGBT rights, then swiftly take action when one of your managers discriminates against an employee due to his sexual orientation. If you don’t, then it may seem as if you are simply taking a stance in order to win over customers who are passionate about the issue.

Even though businesses that speak out do face backlash, they are also able to build stronger relationships with their most loyal and profitable customers by staying true to who they are and who these customers expect them to be.

For more marketing insights, talk to the team of professionals at Factory 360. Contact our experienced team today to learn how we can help you understand your target audience and plan a successful experiential marketing event.

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Post 62 :


Title :Key Takeaways From the 2017 Experiential Marketing Summit
Description :

Perhaps the biggest industry event of the year is the annual Experiential Marketing Summit, which is hosted by Event Marketer. This year’s event, which took place between May 3rd and 5th, brought nearly 2,000 marketing professionals together to discuss all things experiential. The information covered is valuable to both brands and agencies that are hoping to make a splash with experiential marketing events in the future. Did you miss out on this event? Don’t worry—we’ve rounded up some of the major themes that emerged during this year’s three-day conference:

Reinvention

A number of different speakers at the event discussed the importance of reinvention, including executives from IBM and American Express. These speakers stressed that brands will struggle to stay relevant if they don’t continue to reinvent themselves to adjust to changes in consumer demand. One brand that does this brilliantly is Adobe. This software company allows customers to redesign their logo and packaging in order to stay relevant.

Another brand that decided it was time for a change is AOL. The brand completely revamped their annual NewFronts event in 2016 in order to “inject some fun” back into the process of introducing industry professionals and consumers to new content. In the past, the event featured industry executives on a stage promoting new programming and introducing sizzle reels. But in 2016, AOL took the event to the streets and allowed consumers and professionals to “choose their own adventure” by moving freely throughout the event and choosing which brands they wanted to interact with.

You don’t have to completely reinvent your brand in order to get noticed, but you should think of changes that you can implement to make your brand appear more fresh and relevant.

Social Media

It would be hard to find a marketing event that doesn’t thoroughly discuss social media, so of course, this was a major theme at this year’s conference. One social media platform that was discussed at great lengths was Instagram. Stacy Mackler and Andrew Barlow, two executives at Lancome, spoke about the importance of planning events with Instagram in mind. If you want consumers to talk about your events on Instagram, create an experience that they will want to capture and share with their followers.

Seems simple, right? If it was, then every brand would be doing it. Mackler and Barlow showed the audience how every inch of a recent Lancome event was designed with Instagram in mind. Attendees could stop and pose in front of a breathtaking flower arch or snap a shot with some of the small decorative desserts. Most importantly, the products also got a lot of attention because they were placed under the perfect lighting and surrounded by small floral arrangements.

Guests were so impressed with the beauty of the event that they couldn’t wait to snap photos and take videos to share on Instagram. By designing with Instagram in mind, Lancome was able to generate a significant amount of buzz on social media.

Working With Influencers

Gone are the days where brands should simply ask influencers to promote their products on social media. According to the experts at the conference, brands must get influencers more involved in order to make an impact. One example of an experiential marketing event that successfully used influencers is SyFy’s college campus tour. SyFy hosted experiential marketing events on five different campuses to drum up interest around a new show, The Magicians. The events gave college students the opportunity to screen an episode of the show, but that wasn’t the only reason why college students showed up. Each event was hosted and promoted by a local social media influencer with a huge following. By attending the event, guests could mix and mingle with the influencer while also connecting with the SyFy brand.

The candy brand Trolli also saw success when it decided to pair with NBA star, James Harden. Instead of simply posting a Trolli ad on Instagram, Harden agreed to be a part of the company’s Beardsketball campaign. The Beardsketball game featured a basketball hoop that was designed to look similar to Harden’s signature beard. Attendees had the opportunity to try to shoot hoops through the basket, but if they missed, Harden’s image on the basketball board would begin smack talking them. While playing the game, guests were also asked to wear Snapchat Spectacles that delivered branded content directly to the targeted audience. The Beardsketball campaign was such a huge success that the brand took it on the road—and Harden was a frequent guest at the events. Both of these examples show the level of involvement that influencers must commit to in order to ensure the experiential marketing activation is a success.

Disconnect to Connect

Technology plays an important role in many experiential marketing events, but many brands have found that they need to disconnect from the digital world in order to connect with consumers. American Greetings pulled this off by giving event attendees the opportunity to choose a free greeting card, write a personalized message inside it, and drop it in a mailbox to ship it to a loved one. The brand could have gone a completely different route by incorporating cutting edge technologies that allowed consumers to design their own cards and send everything digitally, but they went a much more simplistic route and it paid off.

Of course, disconnecting completely won’t be right for every brand. But, if you do decide to pull back from technology, make sure that you pay close attention to detail during the planning process. You will need to create an environment that is exciting and encourages connectivity without relying so heavily on the “wow” factor of technology.

Are you ready to plan an experiential marketing event? Contact Factory 360 to connect with a team of experts who can guide you through every step of the experiential marketing process.

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Post 63 :


Title :Questions to Ask An Experiential Marketing Agency
Description :

Many companies do not have the resources to strategize for, plan, and implement an experiential marketing campaign. For this reason, companies often turn to an experiential marketing agency for assistance. But, there are many agencies that claim to be experiential marketing experts, so how do you know which is the right one for your brand? Ask these questions to narrow down your options and help you decide:

How do you select and train brand ambassadors?

Brand ambassadors will be the face of your brand at your experiential marketing event. They will be the ones who deliver your message, communicate with your audience, and create memorable experiences for your guests. To put it simply, they play an incredibly important role at events, which is why it’s so important that the agency you work with knows how to choose the right ambassadors and properly train them.

The experiential marketing agency should choose brand ambassadors that will be able to relate to your target audience. For instance, if your audience is older adults who are nearing retirement, hiring college-aged students is not the best idea. Likewise, choosing English-speaking brand ambassadors is not wise if the majority of your market solely speaks Spanish. What characteristics do they look for in a brand ambassador? How do they know when a brand ambassador is a good fit? Do they meet the brand ambassadors in person or conduct interviews over the phone? It’s crucial that you learn more about their process before trusting them to plan your experiential marketing event.

Once the right brand ambassadors are chosen, they must be trained. Experiential marketing agencies should have a plan in place to quickly and thoroughly train brand ambassadors before an event. Brand ambassadors need to learn about the brand’s products or services, their target audience, and the goals of the event. If they aren’t, the guests at your event may not connect with the ambassadors, get the information they need, or create memories tied to your brand.

How will we partner together?

We will handle the planning and execution of your event, however you may still want to be involved in the process so you can approve ideas. We will update you on the status of the event and make sure the plans are consistent with your brand’s message. You will have one main contact from our agency to ensure that your brand’s voice is heard during the planning process.

What type of clients have you worked with in the past?

It’s a good idea to learn more about the clients that an agency has worked with in the past to see if they have experience working with companies in your industry. This becomes even more important if you do business in an industry that is heavily regulated, such as healthcare. Healthcare companies should try to find a firm that has worked in the industry before so they understand the do’s and don’ts of marketing these products to consumers. For example, an inexperienced firm may not know that when promoting pharmaceuticals, they have to name all of the known risks and at least one approved use for the drug. If this information is not included on promotional handouts distributed at the event, this could become a major issue for your company later on.

How do you measure success?

If you’re allocating marketing dollars to an experiential marketing event, it’s important that you know the results once it’s over. If you are selling products or services at your event, it’s fairly simple to calculate the ROI. However, it’s much more difficult to do so when the goal of your event was to raise brand awareness or generate new leads. We will go over these different scenarios with you and discuss how we will measure success in each situation.

Are you really an experiential marketing agency?

This may seem obvious, but it’s important to find out whether the company you are interested in is truly an experiential marketing agency. Many marketing firms take on experiential marketing campaigns for their clients, but they also handle other types of marketing, such as print, digital, and TV. They may have the resources to plan and implement an experiential marketing event, but they won’t have the knowledge and experience that a true experiential marketing agency has. Look for an agency that only works with clients who are planning experiential marketing events instead of settling for one that dabbles in this type of marketing on the side.

Which of your events are you the most proud of?

Towards the end of your meeting with an experiential marketing agency, ask them what events they’ve enjoyed being a part of in the past. Then, find out what aspects of the event they enjoyed the most. Did they love generating buzz on social media leading up to the event? Or was their favorite part designing the graphics? The answer to this question will help you get a feel for how passionate the team is about experiential marketing. It will also help you learn about some of their previous work so you have a better idea of what they’re capable of pulling off for their clients.

If you’re in need of an experiential marketing agency, contact Factory 360 to ask us these questions and learn more about our company!

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Post 64 :


Title :Factory 360 Makes 2017 Event Marketer’s IT List For Sixth Consecutive Year
Description :

We are thrilled to announce that Factory 360 has been included on Event Marketer’s 2017 It List for the sixth consecutive year! For the last 15 years, the editors at Event Marketer have hand picked the 100 best experiential marketing agencies after reviewing hundreds of companies in the industry.

Being a part of the It List is always a cause for celebration—especially this year since the editors said it was the most competitive year to date! One thing that separates us from other agencies is our talented team that has rapidly expanded over the last several years. We are proud to be a minority-owned firm with a diverse staff that has a deep understanding of how to relate to consumers from all backgrounds. This unique quality has helped us become the fastest growing experiential marketing agency.

Since Factory 360 was founded in 2007, we’ve strived to be known as the best in the business, and we couldn’t be happier to be recognized by such a highly respected company within the event industry.

Over the next year, we plan to continue expanding our team and exceeding our clients’ expectations. Hopefully, next year we will be celebrating our 7th consecutive year on the prestigious It List!

To view Event Marketer’s 2017 It List, please click here.

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Post 65 :


Title :Purchasing Trends: Millennials and Alcohol
Description :

It’s estimated that the Millennial generation spends approximately $600 billion every year, with this number expected to grow to over $1.4 trillion by the year 2020. Because of Millennials’ incredible purchase power, brands that don’t make an effort to target this generation may be missing out on a huge opportunity to grow their business. Now that everyone in the Millennial generation is officially above the legal drinking age, it’s time for brands in the alcohol industry to start paying more attention to this demographic.

Flavor-Focused

Regardless of what type of alcohol Millennials are drinking, they want it to have a unique flavor. Although Millennials’ favorite alcoholic beverages are smoky, spicy, savory, or strong, this generation also has a sweet tooth, which has helped increase the sales of dessert-flavored vodka. However, this increase in sales will not be enough to top flavored whiskey, which is expected to be one of the Millennial drinks of choice in 2018. Experts suspect that the sudden interest in flavored whiskey was driven by the unexpected popularity of Fireball whiskey, which has a spicy cinnamon flavor.

Millennials love trying new drinks in order to discover different flavors. Alcoholic beverages that draw attention to their hints of flavor, such as vanilla or tobacco, may be able to draw these consumers in better than the competitors. This generation also responds well to exotic flavors that are inspired by food and drinks from other countries.

Craft vs. Big Name Beers

Millennials are looking for high quality beer, and they’re willing to spend more in order to get it. This could be bad news for big beer brands such as Budweiser or Michelob—especially because 44% of Millennials say they have never tried any big domestic brands. Instead, Millennials prefer to pay more for higher quality craft beer. As a matter of fact, this generation consumes more craft beer than any other group of consumers. This shift in demand explains the craft brewery boom that has taken over the nation over the last several years.

Some big brands are hoping to capitalize on this trend by including specific, craft language on their packaging, including words such as “artisanal,” “authentic,” and “hand-labeled.” But, this may not be enough to fool beer-drinking Millennials, who do their research before choosing a beer. Some of the factors that Millennials may consider when making this decision include where the beer was brewed and the brand’s story.

Wine Drinkers

People often associate wine with older adults, however research published in the Wine Spectator showed that Millennials may be the ones who drink the most wine. In 2015, Millennials drank nearly 160 million cases of wine, which accounted for 42% of all wine in the U.S. This generation isn’t necessarily drinking cheap wine, either. Although the average retail cost of a bottle of wine in 2015 was $7.81, nearly one-fifth of Millennial consumers spent over $20 per bottle. This is great news for all wine suppliers—especially because the research showed that wine preferences vary among Millennials. When asked for their favorite wines, Millennials rattled off names of wines from across the globe.

Millennials aren’t just drinking wine—they’re taking the time to learn about this category, too. This generation is using the Internet to learn as much as possible about wines so they can discover new brands and gain a deeper understanding of the category as a whole.

Spreading the Word

Millennials discover new drinks by listening to recommendations from trusted sources, and they aren’t afraid to share their opinions about certain drinks on social media with their followers. Recommendations from friends and family members are the most persuasive, but Millennials aren’t opposed to going online to read reviews written by complete strangers, either. Brands should be aware of this so they can put a greater focus on monitoring their online reputation to prevent a bad review from costing them business.

Health-Conscious

Research has shown that Millennials are much more health-conscious than older generations and tend to prioritize healthy eating and lifestyle choices. Based on this information, it’s not surprising that many Millennials gravitate towards low calorie spirits and wines.

Even if Millennials don’t choose a low calorie alcoholic beverage, they are still looking for other indicators that the drink is a somewhat healthy choice. For instance, they might look at organic alcohol as a healthier alternative to non-organic alcohol. In fact, research has shown that Millennials view organic alcoholic beverages as higher quality, healthier, fresher, and more authentic than nonorganic drinks.

Alcohol at Events

Millennials want to be able to enjoy their favorite alcoholic beverages at all times, including while they relax at music festivals and other large events. Vendors at these events have traditionally only sold beer and well drinks. But due to a shift in demand sparked by the Millennial generation, event attendees can now enjoy craft cocktails and high-end wines at these events. In fact, some wine brands have even started to feature their entire portfolio of wines at these events in order to please Millennial customers.

This trend shouldn’t come as a surprise since Millennials have always responded well to experiential situations. In fact, industry experts believe that Millennials prefer drinking spirits in a social setting so they can enjoy the experience of watching their craft cocktail being made and drinking an aesthetically pleasing alcoholic beverage. Alcohol suppliers should attempt to capitalize on this trend by planning an experiential marketing activation at a large scale event that attracts Millennials.

Winning over Millennial consumers can greatly benefit your brand, so keep these insights in mind as you plan your marketing strategies. For more consumer insights or for help planning your next experiential marketing activation, contact Factory 360. Schedule a free consultation to discuss your needs with our experienced team of marketers!

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Post 66 :


Title :How to Plan an Eco-Friendly Experiential Marketing Event
Description :

There have been a number of studies that show consumers want to do business with brands that are committed to going green. In fact, researchers found that many consumers list “sustainability” as a reason why they love their favorite brands. One-third of these consumers even admitted that they stopped purchasing a certain brand after learning that the brand was not doing its part to protect the environment. A Nielsen study even found that consumers are willing to pay more for sustainable products.

What does all of this mean for your brand? Consumers are becoming more eco-conscious, which means brands should be, too. There’s no better way to increase awareness of your brand’s eco-friendly business practices than by hosting an experiential marketing event that allows you to interact directly with consumers. But, if you really want to impress these eco-conscious consumers, you will need to make sure that your event is as eco-friendly as possible. Follow these tips:

Encourage guests to take alternate forms of transportation

One of the first decisions you will have to make when planning your event is the venue. Try to choose a venue that is centrally located so guests don’t necessarily have to drive in order to get there. Then, encourage them to take transportation in the days and weeks leading up to the event. Let the attendees know that you will be providing on-site and secure parking for their bicycles if they choose to bike to the event instead of driving. You should also figure out how guests can get to your event using the city bus, and let them know different routes they can take ahead of time.

If it’s not possible to take the bus or ride a bike to your event, consider rewarding attendees for carpooling with others to the event. Ask a few members of your team to stand by the entrance to your event and hand out gift bags or some other form of prize to anyone who shows up to the event with at least two other passengers in the car. Be sure to promote this incentive as you advertise the event so guests know that they should make an effort to get together.

Use digital marketing materials

Think of the last event that you hosted. How much paper went into creating promotional materials, brochures, signage, and sign-up sheets to capture leads? If you continue to use this much paper, your next event will definitely not very eco-friendly. Instead of relying on paper to get your marketing message across, go digital. Put more effort into your social media and email marketing before and after the event to ensure that guests receive the same information that they would have if you had paper copies of your promotional materials at the event. You should also swap out traditional signs for digital signage. Not only is this more eco-friendly, but it also gives you the opportunity to change your sign’s messaging throughout the event.

What about leads? Don’t ask guests to fill out a contact form with a pen and paper. Instead, invest in a few tablets and set up a table where guests can fill out a digital contact form instead. You can capture the same information, but you don’t have to harm the environment while doing so.

Of course, there may not be a way to completely eliminate paper from your event. For example, you may need guests to wear paper wristbands once inside your event. It’s fine to use paper sparingly, but if you can, try to make it recycled paper.

Design eco-friendly giveaways

What will guests be taking home with them after the event is over? Most experiential marketing events have a free giveaway item for their guests, so this is a great opportunity for you to show the community that your brand is eco-conscious. But, be sure that the giveaway is still relevant to who you are as a brand. For example, dog groomers or pet supply companies that are hosting experiential marketing events could give away biodegradable pet waste bags. If your event is targeted at kids, give away a strip of temporary tattoos that feature a mix of recycling symbols and your brand’s logo.

Don’t panic if you can’t think of an eco-friendly giveaway that is relevant to your brand. When in doubt, stick to reusable items that can be branded with your logo, such as reusable water bottles or tote bags.

Serve locally sourced food

Will you be serving event attendees food? If so, think local. Foods that are not grown locally usually have to travel a great distance to end up in restaurants and grocery stores within your community. This means they spend a lot of time on the back of trucks that release carbon emissions into the atmosphere as they move from Point A to Point B. However, locally sourced foods don’t have to travel as far to get from the farm to your plate. By choosing local foods, you can reduce your event’s carbon footprint.

Research restaurants in the area that only work with locally sourced foods and ask them to cater your event. Be sure that you promote both the restaurant and the fact that they serve locally sourced foods to make it clear that every part of this event will be eco-friendly.

In addition to reducing your carbon footprint, serving locally sourced food will also help you establish a connection with the community. It doesn’t matter whether your brand is headquartered in the community or not, serving locally sourced food will help you earn the respect of event attendees.

Are you ready to plan an eco-friendly event? Let our team of experiential marketing professionals bring your vision to life! Contact Factory 360 today to schedule a free consultation to discuss your event needs.

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Post 67 :


Title :Myths About Experiential Marketing
Description :

Experiential marketing is no longer considered a new tactic to marketing professionals. However, many people outside of the industry may still be unfamiliar with this unique type of marketing. Because of this, there is a lot of misinformation about experiential marketing, so anything that you have heard about it may not even be true. It’s time to set the record straight—here’s the truth behind these common myths about experiential marketing:

Myth #1: Smaller Brands Can’t Engage in Experiential Marketing

Many of the experiential marketing events that make headlines are hosted by larger, household name brands. As a result, you may be under the impression that larger brands with huge budgets are the only ones who can pull off experiential marketing activations, but that’s definitely not the case.

Small companies without big budgets can still engage in experiential marketing events. Of course, the type of event that you host will be different than the events hosted by larger companies. While a larger company may be able to afford hosting multiple events in different cities across the globe, a smaller company may need to think locally to stay within their budget. Remember, it’s not about the quantity of people that you reach, but rather the quality. Brands with a smaller budget can focus on targeting a very specific market instead of trying to reach everyone within their consumer base.

Besides narrowing the guest list, there are other ways that smaller brands can cut back in order to pull off an experiential marketing activation. For example, instead of renting a public space, host the event at your company’s headquarters so customers can take a peek at what happens behind the scenes. Smaller brands can also consider partnering with other local companies so they can share the costs with someone else.

If you have a small budget, don’t shy away from this marketing tactic. Consult with an experiential marketing firm to determine how you can plan an effective event within your price range.

Myth #2: Experiential Marketing Activations Are A Single Event

People often think that an experiential marketing activation is just a single event, but there’s much more to it than that. Some experiential marketing strategies are centered around a single event, but promoting the event to attract customers and create buzz begins long before the event is scheduled to take place. Afterwards, brands must continue to engage with customers in order to capitalize on the success of the event. So you see, even if the activation is just a one-day event, the entire experiential marketing campaign covers a much broader time period.

In addition, many experiential marketing activations are designed to be repeated. For example, a brand’s pop-up shop could be set up in different locations within the same state over a period of several weeks. In this case, the experiential marketing activation is certainly not just a single event, but rather a series of events that are each part of a larger strategy.

Myth #3: Experiential Marketing Is Just A Fad

Experiential marketing may have become more popular in the last several years, but some forms of it have actually been around for decades. In the 1920s, consumers were invited to flashy car shows where they could look at the latest vehicles and communicate one-on-one with brand ambassadors. Even the World Fairs that took place in the late 19th century could be considered experiential marketing since companies were invited to these events to introduce new, innovative products to consumers. Although the car shows and World Fairs of the past may not have been referred to as experiential marketing activations at the time, they meet all the requirements of one of these events.

Why has experiential marketing survived after all these years? Because it works. Companies wouldn’t keep relying on this type of marketing if history had shown that it was ineffective. No one should think of experiential marketing as a fad—this strategy is here to stay.

Myth #4: Any Agency Can Plan An Experiential Marketing Event

Your company’s marketing department may be full of incredibly talented individuals, but that doesn’t always mean they are qualified to plan an experiential marketing event. Implementing an experiential marketing strategy is very different from implementing print or digital marketing strategies. If you want your experiential marketing activation to go off without a hitch, it’s important to work with a team that has experience in this specific field. If you’re worried about letting a firm handle your event, feel free to involve your team in the planning process so they can ensure that the firm’s ideas are in line with your brand’s values.

If you are interested in hosting an experiential marketing event for your brand, let our team of experts help. Contact Factory 360 today to schedule a free consultation to discuss your needs.

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Post 68 :


Title :Why Face-to-Face Communication With Consumers is Important At Experiential Marketing Events
Description :

One of the ways that experiential marketing differentiates itself from other forms of marketing is it allows brands to engage in face-to-face communication with their target audience. Regardless of what type event you plan on hosting, it’s strongly recommended that you have brand ambassadors communicating with your guests in some way. Why is this so important? Here are some of the many benefits of engaging in face-to-face communication with consumers:

Ask and answer questions

Using traditional forms of marketing such as TV commercials, print, or radio advertisements, brands are only able to engage in one-way communication with consumers. Brands can speak to the consumer, but the consumer cannot respond to the message. Unfortunately, this means that consumers won’t be able to get their questions answered. At an experiential marketing event, consumers have the chance to speak directly to the face of the brand and ask as many questions as they’d like to learn more about the brand and its products or services.

Letting consumers ask your brand ambassadors questions also helps clear up any misconceptions that the consumer may have about your products. For example, let’s say a company that sells allergy medications is hosting an experiential marketing event. As a brand ambassador talks to a guest, he may realize that the guest is under the impression that the allergy medication is available by prescription only, when it is actually sold as an over-the-counter medication. By engaging in face-to-face communication and asking each other questions, the brand ambassador has the opportunity to identify and clear up misconceptions.

Interpret reactions

There are other ways for brands to engage in two-way communication with consumers, such as on social media channels, so what makes face-to-face communication so important? Using social media channels, brands only get to see what consumers say, but they don’t get to see their nonverbal cues, which are sometimes more important than the words that have been spoken. A brand ambassador who is engaging in face-to-face communication with a consumer has the opportunity to listen to what each consumer has to say while also picking up on nonverbal cues. For example, let’s say a brand ambassador is speaking with an event attendee who asks the ambassador about the retail price of a certain product. Upon hearing the price, the attendee responds politely, but the ambassador is able to pick up on nonverbal cues that indicate he is not happy. The brand ambassador now has the unique opportunity to tailor the

conversation based on how he has interpreted the guest’s reaction. Instead of continuing to talk about the features of the product, the ambassador could begin to discuss rebates or special discounts to draw the consumer back in.

By interpreting nonverbal reactions during face-to-face communication, brand ambassadors can adjust the conversation as needed to ensure that the consumer remains engaged.

Build relationships by establishing trust

In order to sell to a consumer, you must have some sort of relationship with him, and there’s no better way to build the foundation of a relationship than with face-to-face communication. Why? Researchers have found that face-to-face communication is essential for building authentic relationships with other people. More specifically, studies have shown that making eye contact while engaging in face-to-face communication is key to building trust. If a brand ambassador at your event gets the chance to speak and make eye contact with consumers, these consumers may begin to trust your brand as a result of the conversation. Although trust can be established with consumers in other ways, it is typically created much faster during face-to-face communication than it would be using other methods.

Opportunity to show the brand’s personality

It can be difficult to show your brand’s personality using traditional forms of marketing. After all, there’s only so much that you can say and do within a thirty second commercial or a one-page magazine advertisement. However, it’s much easier to help consumers understand who you are as a brand using face-to-face communication at an experiential marketing event.

In order to show your brand’s personality, it’s important that you take the time to thoroughly train brand ambassadors so they understand how they can best represent you. For example, if you want consumers to see that you are a fun and playful brand, brand ambassadors should be relaxed, talkative, and friendly when speaking to consumers. If you use words such as “wise” and “reliable” to describe your brand, then your brand ambassadors should be trained in a different way. In this case, brand ambassadors should be able to answer every question thrown their way and should remain professional and courteous at all times. Properly training your brand ambassadors can ensure that they are ready to communicate directly with consumers and convey your brand’s personality to your target audience.

Gather feedback

Companies often pay thousands of dollars to market research firms so they can gather feedback about their products, messaging, and brand in general. But, why waste thousands of dollars on this research when you can gather feedback from consumers at experiential marketing events? Brand ambassadors have the unique opportunity to speak one-on-one with guests at the event and hear what they have to say. As long as brand ambassadors are trained properly, they should be able to collect all of this feedback so you can thoroughly review it after the event.

As you can see, it’s important to incorporate face-to-face communication with your consumers at every experiential marketing event for a number of reasons. If you are interested in hosting an experiential marketing event for your brand so you can communicate directly with your target audience, let our team of experts help. Contact Factory 360 today to schedule a free consultation to discuss your event needs.

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Post 69 :


Title :Why the Healthcare Industry Can Benefit From Experiential Marketing
Description :

 Every industry can benefit from experiential marketing, but one that perhaps has the most to gain from this type of marketing is the healthcare industry. Why are traditional marketing methods no longer effective for healthcare brands? How can healthcare brands benefit from experiential marketing? Here’s what you need to know:

Industry Challenges

Every brand within the healthcare industry faces certain challenges that make marketing more difficult. First, many topics that brands must address in marketing are complex, so it can be difficult to come up with a strategy that simplifies the matter to make it easier for the average consumer to understand. For example, explaining how a new medication can lower blood pressure is challenging, especially when brands are only given 15-30 seconds to do so with television or radio ads. This isn’t nearly enough time to educate the consumer on the new product and convince them that they should talk to their doctor about trying it.

But, quickly educating consumers on complex topics is not the only challenge that marketers face in the healthcare industry. They also have the unenviable task of trying to make uninteresting information more entertaining. So, not only do they have to squeeze a lot of information into a short advertisement, but they also have to do it in a way that grabs consumers’ attention.

Experiential marketing can help the healthcare industry overcome these challenges, which is why every healthcare brand should consider incorporating this tactic into their marketing strategies. Here are some of the ways experiential marketing can help brands in the healthcare industry:

Direct Communication

As previously mentioned, one of the challenges that healthcare brands face is figuring out how to simplify complex information so consumers can understand it. This can be difficult when using traditional forms of marketing because the communication is only one-way. Brands can relay information through TV, print, and radio advertisements, but consumers don’t have the opportunity to respond. Experiential marketing gives consumers the chance to engage in two-way communication with healthcare brands, which leads to a better understanding of the information that is being relayed.

At an experiential marketing event, guests can communicate directly with brand ambassadors about the products or services. If they don’t understand something or need further clarification, they can simply ask for it and immediately get a response.

To reap the rewards of an experiential marketing event, healthcare brands need to invest in hiring and training knowledgeable brand ambassadors. Each brand ambassador should be able to answer guests’ questions with ease, otherwise the brand will miss out on this valuable opportunity to help consumers understand complex information.

Entertain Consumers

Experiential marketing gives healthcare brands the opportunity to relay information to consumers as part of an interactive, entertaining event. Sensodyne, a brand that sells toothpaste for sensitive teeth, used experiential marketing to talk to consumers about oral health in a new and exciting way. The brand hosted an event where guests could play games and experiment with new products before meeting privately with a dentist for a consultation. Guests learned more about their oral health in a fun environment, so Sensodyne was able to overcome the challenge of educating consumers without boring them.

More healthcare brands should take a cue from Sensodyne and host experiential marketing events that aim to inform and entertain. The information will be more appealing to consumers in this setting because it won’t be perceived as boring or bland when it’s presented in the middle of a fun event.

Stronger Social Media Presence

Healthcare brands often have trouble connecting with consumers in the digital world, but experiential marketing can help. A perfect example of how experiential marketing can create a strong social media presence for healthcare brands is the United Healthcare’s “We Dare You” campaign. United Healthcare dared people to make one small change everyday that would help them live healthier lives, and then encouraged them to share photos on social media of themselves doing it using the hashtag #WeDareYou. People began to share photos of themselves taking the stairs instead of the elevator, adding more fruits and vegetables to their plate, or hopping on the treadmill for a quick run. Because each post contained a hashtag that was unique to the campaign, all of these social shares helped increase awareness of United Healthcare.

This type of campaign allows healthcare brands to engage with a large audience and get them more involved with the brand.

Favorable Impressions

Some experiential marketing campaigns can evoke strong emotional responses, which can lead to consumers having a more favorable impression of the brand. For example, OhioHealth asked participants in a 5,000 meter race to stop by the brand’s booth to write and decorate a greeting card for new moms. Participants were encouraged to use a table full of arts and supplies to help them make creative cards. After the race, the greeting cards were then handed out at random to moms who had just given birth at an OhioHealth facility. Even though the words of encouragement came from complete strangers, the cards evoked a strong emotional response in the new moms, who were moved by OhioHealth’s efforts. New moms and their families left OhioHealth with a more favorable impression of the brand, all thanks to their emotionally moving experiential marketing campaign.

Because healthcare is so personal, there are plenty of ways for brands to follow in OhioHealth’s footsteps and plan a campaign that evokes a strong emotional response. As long as the emotional response is positive, this is a huge opportunity for brands to connect with consumers.

If you are in the healthcare industry and interested in learning more about how experiential marketing can help your brand, contact Factory 360 to schedule a free consultation

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Post 70 :


Title :How 3D Printing Can Transform Experiential Marketing Events
Description :

3D printing, which is also known as additive manufacturing, is the process of using digital files to create three dimensional, solid objects. A 3D printer reads digital files and then begins to create a solid object by laying down one layer of material after another until the object is complete. Although the technology is still fairly new, 3D printing has already been used to create customized products in the aviation, medical goods, consumer electronics, architecture, and various other industries.

But, that’s not the only way that 3D printing can be used. Experiential marketers are always looking for innovative technologies that they can incorporate in their next event, which is why so many are turning to 3D printing to impress and excite their event’s attendees. Here are some of the many ways that 3D printing can enhance your next experiential marketing event:

Personalization

Many people believe that 3D printing will completely revolutionize the manufacturing industry. Why? Because it gives brands the power to quickly and easily create custom, personalized items for consumers. One of the main goals of experiential marketing is to provide a unique, memorable experience for each guest, so it’s easy to see why 3D printing is a perfect match for these events.

For example, the athletic apparel brand Asics decided to incorporate 3D printing into their New York City marathon marketing campaign in 2014. The brand asked runners to submit front and side head shots of themselves prior to the event. Then, artists hired by Asics converted these images into files compatible with 3D printers. Asics was then able to use a 3D printer to create small statues of each runner that are incredibly life-like. Asics only asked for headshots of the runners, so the rest of the body was left up to their artists. Of course, the brand chose to use this as a branding opportunity and dress each figurine in Asics athletic apparel. Instead of leaving the event with just an aching body, runners got to take this unique souvenir home with them so they would always remember the day they participated in the marathon.

More brands should follow in this company’s lead to personalize events using 3D printing. The runners who went home with a small statute of themselves have a personalized, branded souvenir that probably made them feel more favorably towards Asics.

Exclusivity

Although 3D printers are becoming more well-known, they are still very expensive and therefore somewhat unattainable for most people. There are cheaper models available to consumers, but they don’t have the same capabilities as the higher priced industrial models. Because of this, people associate 3D printers with exclusivity, so having one at your event will make it seem more high-end and exclusive. If this is the image you want to create for your brand’s event, 3D printing should be a part of your strategy.

Interaction

Whereas traditional marketing is about one-way communication to the masses, experiential marketing is about two-way communication between a brand representative and a consumer. How can 3D printing help you interact with your customers at an event?

Coca Cola launched a campaign in Israel to announce the introduction of their new, smaller bottles. The company set up a 3D printing lab inside their main factory and invited consumers who won a contest to come and make a mini statue of themselves. Attendees stood inside a 360 degree scanning device that took pictures from different angles and converted the pictures into 3D files. Then, guests could watch as a 3D printer began to create a small figurine that looked just like them. This is similar to what Asics did, but with one major difference: guests were involved in every step of the process. As they stood in the 360 degree scanning booth and watched the 3D printer create the figurine, they were alongside Coca Cola brand ambassadors who had the unique opportunity to interact face-to-face with real customers.

If you’re struggling to figure out a way to get event attendees to stop and interact with your brand ambassadors, you may want to consider incorporating 3D printing into your event. Attendees won’t turn down the chance to make something with a 3D printer. If you do this at your event, attendees will be likely to stop by, and then your brand ambassadors can begin to connect with each attendee on a personal level.

Shareable Moments

When people go to events, they tend to share exciting moments with their followers on social media. One way to get people talking about your event online is to have a 3D printer set up so customers can watch it in action. Because many people are still unfamiliar with the concept of 3D printing, or are familiar with 3D printers but have never seen one in person, they will most likely be eager to take pictures and videos that they can share online. Attendees will be excited to share videos of the 3D printer as it creates a new object, or pictures of the personalized souvenir they just created using the printer. This is a great way to build buzz around your event and your brand to increase followers and awareness.

Be sure to take advantage of this online buzz by creating a custom hashtag for your event and promoting it in multiple places around the venue. This will help you track engagement after the event, and will also help other people who are reading the posts figure out what event everyone is talking about.

Are you interested in hosting an experiential marketing event that incorporates innovative ideas and technology? It can be difficult to plan this type of event without the help of seasoned marketing professionals. Contact Factory 360 for help planning and implementing your experiential marketing event strategy. Get started by scheduling a free consultation with our team!

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Post 71 :


Title :Factory 360 brings on New Leadership
Description :

NEW YORKJune 7, 2017 /PRNewswire/ — Factory 360, the nation’s fastest growing Experiential Marketing Agency, has hired industry veteran Tom Tromba to lead its growing Account Service department. Mr. Tromba joins the management team at Factory 360 as Executive Vice President of Accounts. Tom comes to Factory 360 from Dentsu’s MKTG in NYC where he led the Diageo and RJR business.

Experiential Industry Leadership 

Tom brings over 20 years of Agency account leadership to Factory360, having led integrated Marketing programs for some of the world’s most iconic brands, including DiageoNFLMasterCard, and AB-InBev. He spent the past 11 years leading the strategic development as well as Execution of Consumer / Trade Influencer platforms for Diageo and RJ Reynolds.

As the EVP of Account Services at Factory 360, Tom will be charged with providing strategic thought leadership across all agency client businesses, while leading the cross-functional agency team in consistently delivering innovative consumer engagement experiences from retail events & promotions to fully integrated, large-scale experiential platforms.

He brings a passion for the fast-paced events industry and a wealth of marketing experience having worked across multiple disciplines (Experiential, Sports Marketing & Sponsorships, Advertising, Shopper/Trade Marketing) over his career.

“We are thrilled to have somebody of Tom’s caliber and experience join our growing family and look forward to continued growth with Tom’s vision,” says Michael Fernandez Factory 360 Founder and CEO.

About Factory 360

Factory 360 Experiential Marketing was founded in 2007 by Marketing industry veteran Michael Fernandez after working client –side for many years and seeing the need for an experiential agency founded by classically trained brand marketers. Factory 360 specializes in Experiential Marketing for CPG, Auto, Wine/Spirits, Technology, Telecom, Travel, Fashion, Media, as well as many other industries. Factory 360 has made the Inc. 5000 list the past 5 years in a row and Crain’s Fast 50 growing companies in NYC 2015 and 2016.  Factory 360 is headquartered in NYC with a West Coast Office in San Francisco.  Factory 360 counts among its clients – Logic, Metro PCS, Aaron’s, ESPN, Consumer Reports, IDT, TVLAND, Square, The Limited 2, Amazon Prime, and Casper.

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Post 72 :


Title :How Brands Use Coachella For Experiential Marketing
Description :

Every year, music lovers from around the world flock to the desert for the Coachella music festival. This year, tickets were sold to people in every state within the U.S. and 17 countries outside of the States. But, music lovers aren’t the only ones who show up to the event. Brands also take a trip to the desert to host memorable experiential marketing events for the tens of thousands of Coachella attendees. Here’s a look back at some of the most successful events from the past:

Guess

Every year, the Viceroy hotel in Palm Springs is one of the hot spots for Coachella guests who want to continue the party long after the music festival is over for the day. Guess, a clothing retailer, recognized that this hotel was attracting a significant number of festival-goers and decided to use it as a venue for one of the brand’s first major experiential marketing events. In 2014, Guess took over the Viceroy hotel and rebranded everything from the room décor to the front gates that welcomed guests to the hotel. The hotel guests had no choice but to immerse themselves in the Guess brand since it had taken over every inch of the venue. Guests were treated to fashionable giveaways, poolside entertainment, and tasty food throughout their stay, all courtesy of Guess.

Guess made sure that the party did not stop for these festival-goers once they left Coachella. As a result, hotel guests probably left with a very favorable impression of Guess, regardless of how they felt about their products prior to the event. Guests also had the unique opportunity to learn more about the brand by living the Guess lifestyle during Coachella weekend.

Lacoste

Guess wasn’t the only brand to host a successful experiential marketing event during Coachella weekend in 2014. The event, which was called “Lacoste Live Desert Pool Party,” drew a number of celebrity guests, including Kendall Jenner, Katy Perry, Steven Tyler, and Joe Jonas, which helped it gain a lot of buzz on social media. All guests were invited to swim in the pool, enjoy the food and beverages provided by Lacoste, or participate in one of the many fun activities. You could either shop for Lacoste products in an outdoor pop-up shop, get a fake tattoo of the iconic Lacoste crocodile, design your own pair of Lacoste shoes at a DIY station, or shoot paint-covered tennis balls at a giant Lacoste polo t-shirt.

Branding was a key part of the strategy of this event. Every activity was heavily branded so guests would begin to associate the Lacoste brand with fun and excitement. The pop-up shop and DIY shoe design activity were used to expose guests to Lacoste’s products in a new setting. Guests were able to interact with brand ambassadors within the pop-up shop who helped them discover new Lacoste pieces and create custom looks. Plus, guests who chose to design their own shoes went home with a unique souvenir that will help them remember this one-of-a-kind event.

Heineken

In 2015, Heineken was the official malt beverage sponsor of Coachella. In honor of this title, the brand hosted a three-day event known as “Heineken House,” which was promoted as the ultimate house party for festival-goers. Upon walking into the house, guests were greeted with huge images of the musical acts that would be performing at Coachella over the weekend. Then, guests were led to the center of the action, the living room, where there was loud music and dancing. Heineken invited a number of well-known musicians to collaborate together and perform at the event, including Questlove, A-Trak, and Hot Dub Time Machine. Outside of the house, guests could play cornhole, enjoy a cold Heineken, and mix and mingle with other people.

But, the most exciting part of the event was the “Your Mix, Your Mash” activity, where guests could create their own musical mash-ups. Each guest would get to listen to and pick different loops and stems that would be put together to create an original track.

Heineken brilliantly used its role as a sponsor of Coachella to create an event that brought together music and beer. This was a perfect strategy to appeal to and connect with the guests of the event, who were all music lovers.

Popsugar

Popsugar is a media and lifestyle company that appeals to younger generations, so it makes perfect sense that they would host an experiential marketing event at Coachella. The “Popsugar Cabana Club” was a one-day event that took place at the Colony Palms Hotel during the 2017 Coachella event. Guests were invited to hang by the pool while enjoying musical performances from Grammy award-winning artists. Each of the poolside villas hosted different activities for guests, including DIY beauty stations, hair styling stations, and a video studio that reported on different fashion trends worn by guests.

Popsugar wanted to ensure that this event would be talked about, so they gave each guest the opportunity to work one-on-one with a social media video director. This brand representative was responsible for helping guests create share-worthy videos and pictures of the event that they could post on social media to draw more attention to the event.

This was a well-thought out and successful event for Popsugar. The brand used the different activities within the event—beauty booths, hair styling, and access to a social media director—to establish themselves as lifestyle and digital media experts.

Coachella may be over, but there are plenty of other opportunities to host experiential marketing activations at large-scale music festivals and other events. For more information and to discuss your experiential marketing needs, contact the team of experts at Factory 360 to schedule a free consultation!

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Post 73 :


Title :Experiential Marketing for Beauty Brands
Description :

The beauty industry is fiercely competitive, so brands have to continue to think of new ways to engage with and entertain their customers. One way is through the use of experiential marketing, which many beauty brands have already started to incorporate into their marketing strategies. Here are some of the ways—inspired by real examples—that beauty brands can use experiential marketing:

Pop-Up Shops

Customers rely on beauty experts and make-up artists to teach them about how to use and apply beauty products, which is why a pop-up shop makes perfect sense for beauty brands. Pop-up shops for beauty brands can bring customers together with beauty experts so they can learn about new products, determine what’s right for their unique needs, and then watch as beauty experts teach them how to use each product. Customers will walk away feeling connected to your brand and empowered with the knowledge to buy her own products now that she knows what works and what doesn’t. Beauty brands can even tie in contests or giveaways to make their pop-up shops more exciting. For example, brands can offer make-up makeovers to a few lucky winners.

Fashion brands can also benefit from experiential marketing pop-up shop events. Just last year, women’s clothing line Tibi chose to host a pop-up shop event before its runway show. The event was open to all Tibi fans, so they were able to experience a small part of Fashion Week that is usually only offered to people with influence in the industry.

As you can see, pop-up shop events are a great way to promote interaction between brand representatives and customers, and to make the customer feel more appreciated and valued.

Large Scale Sample Distribution

But, beauty brands don’t necessarily have to host a pop-up shop to get customers to try their products. For years, beauty brands have partnered with magazines to give out small samples of their products, which are usually attached to a cardboard insert inside the magazine. However, this traditional method only allows for the brand to communicate to the consumer, but not vice versa.

In 2016, Benefit Cosmetics took an innovative approach to this old technique by including a sample of their new Roller Lash mascara alongside a cardboard “selfie frame” inside Elle magazine. Readers were encouraged to try the new mascara and then take a picture of their lashes surrounded by the selfie frame, which was covered in Benefit’s branding and included a picture of the Roller Lash product. Over 7,000 selfies were shared on social media, and over 38,000 tweets were sent using the hashtag found on the selfie frame.

Benefit did not just ask customers to try its new product—instead the brand asked customers to try it and then send in their feedback online. By encouraging two way communication, Benefit found huge success with this large scale sample distribution. Many beauty brands rely on influencers to promote their products, especially if they are launching a new one, but this experiential marketing example shows the power of regular customers.

“Retail Theater”

Cosmetics are used to make women feel more beautiful, so it’s no surprise that many cosmetic brands design visually stunning events to draw attention to their products. For example, MAC promoted the launch of its “Alluring Aquatics” line by placing a 12-foot water tank with synchronized swimmers on Hollywood Boulevard in Los Angeles. The tank’s glass was bright teal and accented with water drops to look just like the packaging of the makeup. Glamorous synchronized swimmers performed for the many people who stopped to watch on the streets of Los Angeles. Anyone who stopped by was also invited to book an appointment with one of the professional MAC make-up artists who were on hand to consult with customers at the event.

This combination of retail sales and eye-catching theatrics is known as “retail theater,” and it’s perfect for beauty-related experiential marketing events. The theatrics at this event were so striking that many people stopped to take pictures that were shared on social media and effective in building buzz around the event. Not only did MAC successfully increase awareness of their new product line by using retail theater, but they also strengthened the association between the MAC brand and beauty.

Engage Customers’ Senses

Beauty brands have the unique opportunity to engage more than one of their guests’ senses during an experiential marketing event. Sephora did just that with its “Sensorium: An Immersive Journey Through Lucid Dreams From the Sensory World” experiential marketing campaign designed to promote the retailer’s fragrances. The Sensorium was launched in New York and open to anyone who was interested in entering and taking an “interactive journey” to experience fragrances like never before. Guests were taken into a sensory deprivation chamber where they listened to stories from people who had lost their sense of smell. Then, guests were taken into different rooms where they were surrounded by intense smells that reflected what was being shown on the video screens. For example, one room with wall-to-wall screens showing images of spring smelled like fresh flowers and other springtime scents. The last part of the exhibit invited guests to pick up and try different Sephora fragrances to find their perfect scent.

Consumers usually purchase a fragrance based on how it smells, but this event allowed Sephora to change the way people view fragrances. Throughout the event, Sephora engaged with each attendee’s sense of sight, sound, smell, and touch. People who attended the event may now have a newfound appreciation to fragrances and a deeper connection to Sephora.

Are you ready to plan an experiential marketing event for your beauty brand? In such a competitive industry, there’s no time to waste, which is why it’s important to work with a team of marketing professionals who have experience in this field. Contact Factory 360 today to schedule a free consultation to discuss your event needs!

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Post 74 :


Title :How to Incorporate Live Streaming Into Your Experiential Marketing Plans
Description :

Brands are constantly looking for new ways to include more people in their experiential marketing events, which has led many brands to turn to live streaming. In the past, it was much more difficult and expensive to film events and share the videos online. Brands would have had to rent equipment or hire someone to handle the filming to ensure it was done correctly. But, with the introduction of Facebook Live, it’s easier than ever for brands to start live streaming their own events. Now, all it takes is few taps on your smartphone to start broadcasting video coverage of your event directly to your fans at home. If you want to incorporate live streaming at your next experiential marketing activation, make sure you follow these tips for before, during, and after the event:

Before the Event

Live streaming should feel spontaneous and natural, but you still have do a bit of preparation to make sure everything goes off without a hitch. In the days leading up to the event, check all of your equipment to ensure everything is working properly. It’s best to go to the exact location of the event and do a test run of the filming. Why does it matter where you practice? If you’re live streaming through a tool such as Facebook Live, you will need a strong internet connection to keep the feed going without interruptions. Do a test video to check the strength of the internet connection, and also to identify any other potential issues. For example, how is the lighting in the venue? If there won’t be enough light to capture a clear image on film, find a new location within the venue where you can live stream or bring in additional lighting you can set up before the event.

Now, figure out what you’re going to cover during your live steam. Remember, it’s supposed to sound natural and unplanned, but you should still have a rough outline of what you want to talk about, who you want to interview, and where you want to go within the event. As you film, you should feel free to move around so viewers can see different parts of the event. For example, if you’re live streaming from a fashion show and want to go backstage, figure out what you’ll do once you’re behind the scenes. Is there a makeup artist or hair stylist who can say a few words? Can you stand by a rack of clothes and quickly show off a few pieces? Plan this out so you don’t aimlessly wander around and bore your viewers.

You should also promote the fact that you will be streaming live from the event to your fans and followers. Remind everyone that if they can’t make it to the event, they can still participate by tuning into your live feed. Encourage them to share the event with friends or leave comments about what they hope to see during the live stream. This will help you build buzz around the event and increase the number of viewers who watch you from home.

During the Event

Now, it’s time to start live streaming your event. Start off the live feed by introducing yourself, and giving a brief background on the event. You should repeat this short introduction a few times throughout the live stream. Why? Everyone in the audience isn’t necessarily watching the event from the very beginning. If they tune into your live stream late, you want to make sure they know what’s going on, so every five minutes or so, remind the viewers who you are and what event you’re broadcasting from.

People love live streaming because it allows them to communicate directly with their favorite brands. As people watch the live feed, they can send in questions or leave comments about the event. It’s up to you and your team to stay on top of the comments that are being submitted so you can address them and answer questions live from the event. Even if you don’t have time to get to every question, make sure you acknowledge that you are seeing the questions come in so viewers know you are listening to what they have to say.

After the Event

That’s a wrap! The camera may be off and you may not be live streaming, but the work is not over yet. If you used Facebook Live to stream your event, you will have the option of saving the video to your camera roll once you have finished filming. Make sure you select this option so you have a copy of the video on your phone. This makes it much easier to upload to other social media pages and embed it onto your website.

Even though you were reading viewers’ comments during the live stream, you probably didn’t have time to actually absorb what they were saying. Now that the event is over, go back and see what people were saying during your live stream. Were there any parts of the video that people found boring? Were they asking to see more of certain aspects? If you didn’t get a chance to answer all of your fans’ questions during the live stream, respond to them with a comment after the event.

You should also create a post on your social media pages to thank everyone who tuned in to watch. Use this as an opportunity to ask for feedback on the event itself and your live feed so you can improve before your next event.

If you’re interested in live streaming from your experiential marketing event, contact the experts at Factory 360. There’s no room for mistakes when you’re streaming live to your fans all over the world, so let us help so we can ensure everything runs smoothly. Contact us today to schedule a free consultation!

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Post 75 :


Title :A Look Back at How Brands Have Used Experiential Marketing at SXSW
Description :

The South by Southwest (SXSW) festival attracts thousands of guests who are eager to enjoy their favorite musical artists, see upcoming films, and of course, learn about new technologies. In the past, brands have used SXSW as a venue for their experiential marketing events, and many of them have found a great deal of success. Because this year’s festival is rapidly approaching, let’s take a look at some of the most popular SXSW experiential marketing activations from the past:

Anheuser Busch

In 2016, Anheuser Busch transformed Ironwood Hall into the Budweiser Beer Garage. Inside, guests were able to bounce back and forth between six different stations. One of the crowd’s favorites was the DraftServ, a new self-service machine that Anheuser Busch was testing out to gauge customer feedback. Customers were able to tap a pre-loaded card against a sensor on the machine to pay for a beer, and then pour their own beer into a glass. The company is considering using this machine in stadiums across the country, so introducing it at a fun experiential marketing event was the perfect way to get feedback from real customers.

Perhaps the most impressive part of the Budweiser Beer Garage was the 4-D Budweiser Brewery Tour. Using a virtual reality headset, guests were transported to the Anheuser Busch flagship brewery in St. Louis, Missouri, where they could see the brewing process and even say a quick hello to the Clydesdales. The brand managed to incorporate sounds and scents to make it a fully immersive experience for the guests. In fact, guests were even able to feel a slight breeze from the wind when they walked outside the virtual brewery.

Warner Bros.

Anheuser Busch wasn’t the only one to launch an experiential marketing event at the 2016 SXSW festival—Warner Bros. also got in on the action to promote the movie Suicide Squad. The entertainment company took over a local tattoo parlor and created Harley Quinn’s Tattoo Parlor, named after one of the main characters of the movie. Guests lined up around the block for a chance to get a free tattoo, and they could choose whether they wanted a real or fake one. Many diehard comic book fans left with a permanent tattoo of their favorite Suicide Squad character, while others chose to get a temporary tattoo that would wash off at the end of the day. The goal of every experiential marketing event is to create a memorable experience for guests, and because many guests chose to get permanently tattooed, there’s no doubt that this event succeeded in doing so.

Mondelez

In 2014, Mondelez partnered with Twitter and decided to take an ordinary shipping container and transform it into an experiential marketing event known as Oreo’s Trending Vending. Guests were invited to step up to a giant touch screen, where they could browse through topics that were trending on Twitter at the moment. Twitter used an algorithm to assign a unique Oreo flavor to each trending topic. Once customers chose a topic, they could further customize the Oreo cookie by changing the color, pattern, and flavor of the cream and type of wafer. For example, guests could create a cookie with one vanilla wafer, one chocolate wafer, and then three different colors of cream on the inside, placed on the wafer in a spiral pattern. When the choices were finalized, guests got to stand back and watch as a 3D printer created the one-of-a-kind cookie right in front of their eyes. The 3D printer then acted as vending machine, delivering the final product to each guest so they could taste their creation.

At the end of the experiential marketing event, guests had created over 16,000 different combinations of Oreo cookies. Many of them shared their unique creations on social media using the hashtag #EatTheTweet, which generated even more buzz around this popular event.

McDonald’s

Guests had the exciting opportunity to enter the McDonald’s Loft at the 2016 SXSW event. Only one guest was allowed in the loft at a time, where they would spend five minutes wearing a virtual reality headset and exploring the space, which was designed to look like the inside of a Happy Meal box. What could guests do inside the box? First, guests were handed plastic tools that they could use to virtually paint the inside of the Happy Meal box. Using a paintball gun, paint brush, and laser paint ray, guests could splash bright colors and fun designs all over the box, and then walk around to admire their work. As if the experience of being in the loft wasn’t magical enough, guests were also given a printout of the artwork they created, along with a GIF of what they looked like while painting inside the box. The GIFs were quickly shared on social media as guests laughed about how they looked fumbling with plastic tools and wearing the virtual reality headset.

PayPal

In 2014, Paypal set out to increase brand awareness and usage of its app by taking over a popular downtown music venue in Austin during SXSW. The venue was decorated with a combination of pieces inspired by Austin and PayPal’s signature bright blue color. MS MR, a popular musical duo, took the stage to kick off the event. PayPal promoted its easy-to-use app throughout the event, and even managed to integrate local merchants into the mix to make it more relevant to the crowd of Austin residents. The result of this event? Over 20,000 people RSVP’d, and engagement on the PayPal app increased during the event as well. PayPal was also able to generate 3,200 interactions with local merchants as a result of their branded experiences during SXSW.

Are you feeling inspired? If you want to bring your brand to life with an experiential marketing event, contact the team of experts at Factory 360 to get started. Call us today to schedule a free consultation!

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Post 76 :


Title :Event Marketing Metrics: What Should My Business Be Tracking?
Description :

After months of planning and strategizing, marketers often wonder how to determine if the event they just hosted was a success. There are a number of different ways to measure success in marketing depending on your specific goals and objectives. But, regardless of what you wanted to get out of an event, there are certain metrics every marketer should be tracking, including:

Social Media Engagement

Part of your marketing efforts should have revolved around creating and promoting a unique hashtag related to your event. This hashtag should have also been advertised on the day of your event to encourage guests to use it when posting anything relevant on social media. After the event, this hashtag will come in handy when it comes to time to measure your social media engagement. Search for the hashtag on Instagram and Twitter to see how many posts contain your hashtag and take note of this number.

No matter how much you promoted the hashtag, there will still be guests who posted about your event without using it or tagging your brand. How will you find these people so you can include them when measuring social media engagement? Use a tool such as Hootsuite that allows you to pull up any public tweets or posts that contain certain keywords. Type in your brand name or the name of your event and see if this tool returns any results. This is a quick and easy way to see how many people were talking about you leading up to, during, and after the event.

What you do with this information is up to you. Some brands simply count the number of posts or tweets with brand or hashtag mentions. If you have the resources to do so, you may want to go one step further by looking at the sentiment of the messages. Try to separate posts and tweets into positive, neutral, and negative depending on the content of the message, and track the number in each of these groups.

Attendance

The number of attendees at an event doesn’t always correlate to the event’s success, but it’s still important that you track this metric. This is especially important if you are trying to increase general brand awareness, since you will want as many people as possible to attend the event and get to know your brand.

Besides looking at how many people actually come to the event, you should also track how many people registered to attend. Is there a big difference between the two numbers? If so, you will want to figure out ways you can increase the number of registered guests at your next event. Perhaps you allowed people to register too far in advance and they forget about the event. In this case, sending an email reminder a few days before the event could have been helpful.

New Business Opportunities

Most brands throw events in order to find new business opportunities, so of course, this metric needs to be tracked. Business opportunities will come in one of two forms: new leads or sales. If you were selling products at your event, for example in a pop-up shop, you will need to track sales to help you measure the success of the event. However, if you didn’t have anything for sale, focus on how many new leads were generated. How many people signed up for your email newsletter? Did your on-site sales team exchange business cards with any potential new customers? Do you have the contact information for people who registered to attend the event? These are all leads that represent potentially valuable business opportunities, so they should be carefully tracked after every event.

Feedback

Every event should be better than the last. To ensure this happens, make sure you ask for feedback after each event. Send out a survey to attendees in the days following the event to ask for their opinion on how it went. Make sure the survey is mobile-friendly and quick. You should also use the Likert scale, which is a type of rating scale that allows people to choose how much they agree or disagree with a specific statement. Rating scales do not require as much effort as open-ended responses, so participants are more likely to complete the survey when they realize it won’t take long to do so.

Ask basic questions in the survey regarding the attendee’s experience at the event. Were the brand ambassadors friendly and knowledgeable? Was the entertainment enjoyable? Did they leave with a favorable impression of the brand? Answers to these questions will provide you with valuable information you can use to tweak the strategy for the next event. You should also ask attendees how they heard about the event and where they registered to attend. If none of your attendees heard about the event because of the radio advertisement you did, you may want to allocate more marketing dollars towards other forms of promotion for the next event.

Return on Investment (ROI)

If you have to present the results of an event to senior level management, one of the first questions they may ask is “What’s the ROI?” Of course, to calculate the ROI, you will first need to figure out how much you have gained as a result of the event, which can be done by looking at new business opportunities or sales. If the goal of the event was just to generate leads, you must determine what value you want to place on each of these leads in order to come up with an estimated ROI.

There are other forms of ROI that you should also calculate, including the cost of each attendee, which is calculated by dividing the total event cost by the number of attendees, and the cost per new lead, which is calculated by dividing the total event cost by the number of new leads. The former can help you identify whether you need to increase or decrease your target number of attendees for the next event. The latter can help you determine whether you are profiting off of each new lead you generated through the event.

All of this information is available to marketers after an event, but it’s up to you to remember to gather it together and use it to your advantage. If you need help planning an event, contact our team to discuss your needs. We can help you every step of the way, from the initial planning stages to the post-event evaluation. Get started today by contacting us for a free consultation regarding your next event!

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Post 77 :


Title :Tips for Planning and Launching a Pop-Up Shop
Description :

Pop-up shops have made headlines in the last few years as more brands have started to realize what a valuable opportunity they present. But, planning a pop-up shop is no small task. If you want to launch a pop-up shop this year, make sure you follow these tips:

Determine the type of event

Before you begin thinking of the details, you have to figure out what type of event you want to host. The term pop-up shop may bring to mind images of a temporary retail store, but that’s not the only form this type of event can take. Do you want to introduce a new product? Then your pop-up shop should be a launch party. Or, if you want to generate buzz about a new product or service before it hits the market, consider doing a press preview for local journalists and members of the blogging community only.

In the end, many brands do stick to the temporary retail store concept. This is a great way for e-commerce brands that don’t have a brick and mortar location to get their products in front of a new audience. It can also help brands test a new market before making the decision to add another brick and mortar location. Brands can find even more success if they tie a flash sale or special offer into the event to entice customers to shop.

Choose a location

Now that you know what type of event you want to host, it’s time to find the perfect location. You have several options when it comes to locations, including vacant retail spaces, indoor and outdoor shopping centers, and event spaces. You could also take the “store within a store” approach, which would require you to partner with a retailer and temporarily rent out a small section of their store to host the event.

When looking at the different options in your area, don’t forget to think about foot traffic. Your marketing plan for the event should bring in traffic, but you still need to pay attention to how much foot traffic a location gets on its own. For example, if you choose a vacant retail space that sits in a row of other vacant buildings, there won’t be much foot traffic in this area. However, if you choose the “store within a store” concept, you will instantly be exposed to the foot traffic that your retail partner normally gets. Keep in mind that not just any foot traffic will do—it’s important to learn more about the demographics of the people who are visiting the area. Either talk to the people who are renting out the space, or visit the location multiple times to do a little people watching on your own.

While you’re scouting out locations, take note of the number of parking spots in the area. If the location isn’t easily accessible, people may not be willing to make an effort to find a way in.

The location can make or break your event, so it’s best to make this decision with the help of an experienced marketing agency. The agency you work with should have extensive local knowledge and experience planning successful pop-up shop events.

Plan the layout

If this is your first pop-up shop, you may think designing a layout is just figuring out how to get all of your merchandise within the space, but that’s not the case. There are a few areas you should pay special attention to, including the decompression zone and the power wall.

The decompression zone is the first space a customer will step into when they enter your pop-up shop. Within these 5-15 feet, customers are still adjusting to the shift from the outside world to your store, so it’s likely they will miss any signage or displays in this area. Keep the merchandising in this space to a minimum since customers will probably not be influenced or enticed by anything they see here.

Science has shown that customers instinctively turn right when they enter a retail space, therefore the wall on the right side of the store is known as the power wall. The power wall should have all of your best merchandise since is the first thing your customers will truly pay attention to when entering your store. If you’re not selling a product, this should be where your signage or brand’s story goes so you can make a strong first impression on every customer.

Market the event

At this point, the basics of the pop-up shop have been finalized, so now you just have to figure out how to get people to your event. Start out by finding influencers in your industry that you would like to either attend or cover the event. If you don’t already have a list of influencers, use paid tools such as Moz’s Followerwonk or just try a few simple Google searches to pull up key industry players in your area. You may be able to find their email addresses, but sometimes it’s better to reach out to them via social media so they can click over to your brand’s page and see if they’re interested in your event.

But, don’t rely solely on influencers to market your event. Build buzz around your event by documenting every step of the planning process and showing your followers sneak peeks through Snapchat and Instagram stories. You could even host a Facebook live Q&A session and invite fans to ask questions about what they can expect from the event. Just be sure to keep some element of surprise so fans don’t know exactly what they will see. You still want them to enter your shop and experience that “wow” factor.

Remember, the marketing shouldn’t stop once the event begins. Incorporate social media into your event so you can continue to create buzz and draw people in after the event has already started. If you have space, create a small selfie booth where visitors can pose for photos with fun props. Make sure you advertise the unique hashtag you’ve created for the event all around your pop-up shop so guests know what they should use when talking about it on social media.

Another idea would be to host contests or giveaways during the event. Ask your visitors to check in on Facebook or take a photo of the pop-up shop and post it to Instagram with your unique hashtag. Then, choose a winner at random and give him or her a prize. The more people that participate, the more your event will be splashed across visitors’ Facebook and Instagram pages.

Are you thinking of launching a pop-up shop? Our team of experiential marketing experts can help you with every step of the process from concept creation to implementation. Contact us today to discuss how we can bring your vision for a pop-up shop to life!

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Post 78 :


Title :5 Event Marketing Tips You Might Be Overlooking
Description :

We tend to hear the same experiential marketing tips over and over: Plan an activation that’s creative and unlike anything your competition has ever done. Make sure the event engages several (if not all five) of the senses. Provide consumers with a quality experience that gives them something of value.

But there are also some key components of successful experiential marketing events that companies tend to overlook. We put our heads together and came up with five essential experiential marketing tips that your brand may be overlooking. They may be especially helpful if you’re struggling to plan activations that attract the consumers and media attention you want. Hopefully these tips will be enough to jar you out of your rut.

Start with the basics: goals, outcomes, audience and strategy
It’s tempting to jump right into the fun parts of planning an experiential marketing activation: what celebrities you’re going to invite; what high-tech activities you’ll arrange for guests; how amazing the food and beverage service is going to be. But any experiential marketing plan must begin at a much more basic level. Your first step should always be discussing your goals, desired outcomes, audience, and how the campaign fits with the rest of your marketing plan.

First, set out a series of measurable goals (both qualitative and quantitative) that you want to achieve. Is the goal of this campaign to communicate your brand’s values and mission to consumers in a memorable way? Is it to allow consumers to experience your company’s products or services with three, four or five senses? Is it to build your social media following or brand loyalty? What else do you hope to achieve?

Next, think about what you want to obtain from the experiential marketing campaign. Those things – which often come after an event has wrapped up – are your measurable outcomes. By the time the campaign is over, will you have 10,000 mentions on social media and 1000 new followers? Twenty hot leads to follow up on? Over $1000 in sales? Three earned media stories?

Closely examining your audience is a vital part of any experiential marketing campaign. If you don’t know who you’re targeting, you won’t understand what appeals to them. If you don’t know what appeals to them, you won’t be able to design an activation that makes sense to them. Who is your audience, and what do they like? What do they need? What do they value, and what drives their purchasing decisions? These are just a few of the questions you need to explore.

Experiential marketing activations should not exist in a vacuum. They should complement your existing marketing plan and include elements of all other marketing efforts (such as advertising campaigns and branding initiatives). Make sure all elements of your experiential marketing campaign clearly fit with your company’s marketing goals.

Consider partnerships

Brands tend to go it alone for most experiential marketing activations. After all, the goal is to promote yourself – your mission, your values, your products and services. Why would you want to share the limelight with anyone else?

There can be times when hosting an experiential marketing activation (or even a campaign) in partnership with another brand makes a lot of sense. For example, holding a joint event with a popular company or nonprofit can shift how consumers view your brand. If your brand has a reputation for being stodgy, hosting a youth-focused event with a trendy company can help change that image. Or perhaps your brand has a reputation as a polluter, but has made an authentic effort to clean up its act. Hosting a joint event with an environmental organization can show you’re serious about your commitment to being a good environmental steward.

If you’re a smaller organization, hosting an experiential marketing event with a larger company may give you greater access to capital, resources, influencers and earned media. It may also be an opportunity to get your name and message in front of a broader audience than you could reach on your own.

There are many more reasons two brands might join together for one experiential marketing campaign. The bottom line is that if you can find a partnership that aligns with your goals for your activation, give it serious consideration.

Save money by planning activations adjacent to big events

Let’s say your food, beverage or spirit companies has targeted March Madness attendees as the strongest audience for your products. If you don’t have a March Madness-sized marketing budget, an experiential marketing activation that targets them may seem out of the question.

There’s another way to target these consumers, however. Instead of paying to set up a booth at a big, expensive event, set up adjacent to it. Figure out which hotels people within your target demographic are more likely to stay in (are they budget or boutique type?) and set up your activation there. Go to restaurants where people are likely to eat. Hand out samples in the parking lot. There are lots of options for reaching consumers before or after major events rather than during them.

Focus on all aspects of event design

To many people, “event design” means figuring out what activities consumers will engage in at their activation. But to make your event really stand out from the competition (which is increasingly important), you need to think about all elements of event design.

Once you’ve come up with a stellar event idea, work to elevate every aspect of how it will be implemented. Can you find equipment and props that are different from what others in your community use? (Here’s a tip: Don’t use the same equipment vendor everyone in town is using.) How can you make the event layout easier, safer and more fun to navigate? What décor elements will add to the tone you’re trying to set – make it more elegant, more multicultural, or more high-tech than any event your target consumers have attended before?

For more details on the importance of considering all aspects of design when planning experiential marketing events, read this blog post.

Hire an experiential marketing agency

The staff at a good experiential marketing agency will make it their life’s mission to understand your goals, audience, budget, and everything else involved in planning a stellar activation. They’ll research what has and hasn’t been done in your industry (in some cases they may already know), and they’ll have the time to really sit down and think through what activation will work best for you – both things your company’s busy marketing staff may struggle to do.

Experiential marketing agencies also have access to resources your company may not have, including brand ambassadors in several cities and a network of contacts at hotels, festivals and other venues. A good agency will be full of tricks and tips of their own, all of which are geared at making your activation affordable and impactful.

It may seem like hiring an experiential marketing agency will cost more money. But just like hiring a wedding planner can save you money on your nuptials, hiring a good agency can save you money on your experiential marketing campaign. Your experiential marketing agency can also make your activation more effective and enjoyable.

If you’re ready to take the plunge, contact Factory 360 today. We’d love to talk to you about how our services can make your events even better.

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Post 79 :


Title :Experiential Marketing vs. Event Marketing: What’s the Difference?
Description :

Experiential marketing and event marketing are often used interchangeably by people inside and outside of the industry, but are they the same? The short answer? No, not quite. They may sound similar, but experiential and event marketing are two separate tactics that brands can use as part of a larger marketing plan. What exactly is the difference between the two? It has to do with engagement, experience, goals, and time.

Engagement

One of the most prominent differences between experiential and event marketing is how each of these tactics engages the audience. Event marketing uses one-way communication where the brand is speaking directly to the consumer, but the consumer does not have the opportunity to respond. Have you ever attended an event where you passed by multiple booths and were handed marketing brochures about a company? This is a form of one-way communication that is often used at events. The brand is passing along information to the attendee in the form of a promotional pamphlet, but the consumer is not an active participant in the conversation.

On the other hand, experiential marketing uses two-way communication. This allows a brand to interact with a customer to teach them more about the brand’s products and services, and then listen to what the customer has to say in response. Experiential marketers aim to create opportunities where the customer and the brand can come together to engage in conversation and form a strong relationship. For example, Sensodyne hosted an experiential marketing event that invited people with sensitive teeth to try new products, play games, and meet privately with a dentist. Each section of the event was staffed with knowledgeable professionals who were there to interact with guests on a personal level. Although Sensodyne did host an event, this is definitely an example of experiential marketing and not event marketing.

Experience

Guests also experience both event marketing and experiential marketing in different ways. Think of the last time you went to a concert. You and the thousands of other music fans that filled the arena simultaneously watched the same show and left after having the same experience. This is the typical experience people have when it comes to event marketing—all at once, all the same.

However, every guest at an experiential marketing event will walk away with a unique memory of the individual experience they had. To understand this concept, consider Delta’s experiential marketing event known as “Stillness in Motion.” To highlight how Delta promotes rest and relaxation for its travelers, Delta created a spa-like room where guests could come in and try to find stillness on their own. The room was equipped with various sensors that picked up the guest’s heartbeat and changed the surroundings based on its pace. As the heartbeat picked up, the room would flash different colors and create various noises, and as users finally found their stillness, the colors would begin to fade and gentle music would seep into the room. In this example, each user had a unique experience that was powered by his or her heartbeat. This is part of the magic of the experiential marketing.

Goals

Event marketing and experiential marketing are used to achieve different goals, which is one of the reasons why it’s so important to understand the difference between the two. Marketers turn to event marketing when they want to announce a new product, sell products, or get press coverage for the brand. It’s best to think of event marketing as a way to generate buzz around something happening with the brand.

Of course, experiential marketing can also be used to launch new products, sell merchandise, and get in the press, but those aren’t typically the goals of these events. Instead, marketers use experiential marketing to create positive brand associations and grow relationships with their audience. An increase in sales and awareness of a new product can certainly occur as a result of a experiential marketing event, but the focus during the planning process is usually on how to connect with consumers. Going back to the Sensodyne example, inviting guests to meet privately with a dentist will not necessarily lead to an increase in sales. After all, the dentist was not secretly a sales representative who was pitching Sensodyne products. But, when guests left the event, they probably had a more favorable impression of Sensodyne for creating such a memorable experience for them. As a result of this positive association and the knowledge about sensitive teeth that the dentist provided, more customers probably did purchase Sensodyne toothpaste.

Time

Event marketing typically has a start and end time so guests know when to arrive and when the event is over. Once the end time has passed, the event is officially done. Press may cover the event while it is happening or immediately after it is over, but besides this, the buzz tends to die down when the event comes to an end.

Experiential marketing tends to live on much longer than event marketing. Because each guest has a unique experience at an experiential marketing event, guests often feel compelled to share their stories on social media and blogs. The buzz around an experiential marketing can continue to grow as more guests swap stories and discuss the details of the event. Do you remember Coca Cola’s famous “Share A Coke” campaign? Part of the marketing plan for this campaign was hosting experiential marketing events and inviting guests to attend so they could create their own custom bottle of Coca Cola. After making their own bottles, many guests shared pictures of them online, which drew more attention to the campaign and the brand as a whole. If you want to keep the focus on your brand and really make your efforts pay off, choose experiential marketing.

Now that you understand the difference between the two—and the many benefits of experiential marketing—contact us if you’re ready to plan your first event. We can help you target, engage, and build a relationship with your ideal audience using proven experiential marketing tactics. Contact us today to schedule a free consultation!

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Post 80 :


Title :What Pokemon Go Has Taught Us About Experiential Marketing
Description :

In July 2016, Niantic and Nintendo partnered together to create a location-based augmented reality game known as Pokemon Go. In no time, Pokemon Go fever had taken over the nation as millions of people began to register to play. Now that the hype has died down somewhat, marketers are looking at the success of Pokemon Go as an indicator that augmented reality may be one of the next big trends for experiential marketing events. Here are some of the important lessons that this game can teach even the most seasoned marketing pro:

Universal Appeal

Pokemon Go’s creators launched the game in the hopes that diehard Pokemon fans would remember how much they loved the brand and begin to play the game. But, they soon found that it didn’t necessarily matter whether someone had a connection to the brand outside of the game—people would play as long as it was entertaining. Users with very little knowledge of Pokemon were becoming addicted to finding new characters and advancing through the different levels of the game.

Marketers can learn a very valuable lesson here. When it comes to experiential marketing, you can easily attract new people (and potential customers) to your brand if an activity is entertaining or intriguing enough to grab their attention.

Give People Something to Work Towards

The goal of Pokemon Go is to collect as many different Pokemon characters as possible by visiting different locations and keeping an eye on the game’s app. Some characters are fairly easy to find, while others, such as Ditto and Farfetch’d are more difficult to track down. Because some characters are so rare, it makes finding all 151 creatures to complete the game that much harder. Players quickly became obsessed with seeing what characters they would be able to capture, and started to log into the game every chance they got in order to search for new characters they could brag about to other players. In fact, it even broke into the “3-5 apps that people use the most daily”—a category that is usually reserved for popular social media sites such as Facebook, Snapchat, Instagram, and WhatsApp. Not only were people using the app on a daily basis, but they stay engaged with it much longer than the industry average for gaming apps. The three-day retention rate for a typical gaming app is around 15%, but Pokemon Go had an astonishing 60% retention rate after this three-day period.

What can this tell us about experiential marketing? It’s much easier to keep people engaged when they have some sort of reward or goal to work towards within the game. In this case, people continued to play the game because they wanted to catch new characters and advance to new levels. The more they play, the more they are rewarded for doing so with incenses, potions, and other tools that can help them succeed in the game. Keep this thought in mind as you plan your next experiential marketing event.

The Power of Appealing to Emotions

Marketers have always understand the importance of appealing to consumers’ emotions, but Pokemon Go demonstrated once again just how powerful it can be. The majority of users—especially the early adopters of the game—were Millennials. This generation grew up around Pokemon, specifically Pokemon cards, cartoons, and video games, so they were already familiar with the concept and different characters. Now that Millennials are at the age where they are settling into their careers, getting married, and having children, seeing these friendly faces made them feel nostalgic as it stirred up memories of their childhood. It’s possible that this emotional response could have been strong enough to convince them to try the game out, and after a few plays, they were hooked.

As you see, even something as silly as Pokemon can appeal to consumers’ emotions. Find a way to tap into your audience’s emotions as you plan your next event so they can feel a deeper connection to your brand.

Ease=Accessibility

Pokemon Go was designed for the young at heart, not just the young. Part of the reason why this game was so successful is because it managed to create a user-friendly experience that was designed for people of all ages and skill levels. Basically, you don’t have to be tech-savvy to figure out how to download and start playing Pokemon Go.

When the game first launched, 55% of its users were Millennials, but this number dropped to 45% by the end of July 2016. At this point, the other 55% of users were Gen Xers, Baby Boomers, and believe it or not, members of the Silent generation.

On paper, augmented reality may seem like a fancy tech term that only appeals to the younger generations, but Pokemon Go made it accessible for everyone by creating a game that was easy to use. Therefore, if you want to involve more members of older generations at your next experiential marketing event, make it easy for them to understand how to join the fun.

How Can Brands Use Augmented Reality?

Now that you know how Pokemon Go used augmented reality to revive their brand and win over millions of consumers, you may be wondering how you can use this technology to benefit your brand. There are plenty of opportunities for brands to be creative with location-based augmented reality. For example, a handful of local bars could team up together to create an augmented reality beer crawl. Or, a car company could create an augmented reality scavenger hunt where players would have to travel around town in order to collect points from different locations on the map.

Creating your own augmented reality game or event is definitely a commitment, but it will pay off if it’s done correctly. Do you want to plan an experiential marketing event that creatively incorporates augmented reality? Our team of marketing experts can help you create and implement a winning strategy to help you generate buzz around your next event. Contact us today to schedule a free consultation!

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Post 81 :


Title :How to Incorporate Virtual Reality at Your Next Event
Description :

Brands are always looking for new ways to engage their audience and incorporate innovative technology into their events. This year, it’s expected that virtual reality will be one of the biggest trends at experiential marketing events. How can you capitalize on this new trend and use it at your next event? Here are some ideas:

Event Access

Brands often host exclusive events that many of their fans only dream of being able to attend such as fashion shows or product launches. You can’t give everyone a VIP pass to attend your next big event, but you can help them feel like they’re right there with you using virtual reality.

TopShop held a contest and picked five winners to visit their flagship store on Oxford Street in the United Kingdom. These winners were invited to sit in the front windows with virtual reality headsets that transported them directly to the front row of the brand’s 2014 Autumn/Winter runway collection. Fashion shows are some of the most exclusive events, but with this unique use of virtual reality, TopShop gave some of their biggest fans a VIP ticket.

In the days following, TopShop made the virtual reality experience available to anyone who walked into the store. Customers were able to slip on a headset and experience the fashion show just as A-list celebrities and fashion editors did. Customers undoubtedly left TopShop with a memorable experience that all brands should learn from when planning their next event.

Product Testing

Retailers have always known that consumers prefer trying products before buying them, which is why food and beverage samples are handed out to customers in grocery stores across the world. However, it hasn’t always been so easy for brands outside of the food and beverage industries to figure out how customers could sample a product prior to buying it. Virtual reality has made this much easier for a wide variety of products, so why not let your customers test your product using this technology at your next event?

In 2014, Volvo used Google Cardboard, which converts Android devices into virtual reality headsets, to let customers virtually get behind the wheel of their new XC90 SUV. Volvo created multiple environments for people to test drive through so they could see how it felt at various times of the day in different terrains. Using the headset, you could get a full 360-degree view of what the vehicle looked like from the driver’s seat. Virtually driving a vehicle is a much more memorable experience than actually getting behind the wheel, so this idea was definitely a win for the brand.

This idea can even be used with clothing items. For example, if you’re selling t-shirts at your experiential marketing event, but don’t have enough space to set up fitting rooms, allow customers to virtually try on the shirts using a headset. Just the idea of getting to use this new technology may be enough to drive more customers to “try on” and buy your merchandise.

Behind the Scenes

Starting this year, it is estimated that Millennials will spend over $200 billion annually, which makes this generation incredibly valuable to marketers. One thing Millennials want from brands is authenticity, and virtual reality is the perfect way to give them exactly what they’re looking for.

At your next event, take attendees behind the scenes so they learn more about your company’s mission and values. Send them on a virtual tour of your offices or manufacturing plant so they see that you have nothing to hide.

One brand that was innovative enough to do this was Patron, which created a virtual reality experience they called “The Art of Patron.” This two-minute virtual experience takes you through the entire process of creating Patron. It begins right in the center of the breathtaking agave fields, and then shows you how agave is transformed into the product we see on store shelves. Although this experience was originally created for the Oculus Rift, a type of virtual reality headset, Patron has now made it compatible with smartphones, laptops, and desktop computers.

Not only is Patron’s foray into virtual reality visually beautiful, but it’s also a genius marketing tool. More and more consumers are becoming concerned with how things are made—especially in the food and beverage industry—so by pulling back the curtain with virtual reality, your brand can will appear honest and transparent.

Bring Products Home

Some products don’t necessarily need to be tested. For example, everyone knows what an oven or dishwasher does, so a virtual reality experience involving these products wouldn’t be that exciting. But, that doesn’t mean these brands can’t take advantage of the virtual reality trend.

If you’ve ever renovated a home, you know how tough it can be to make decisions in a furniture, cabinet, or flooring showroom. There are thousands of different colors, fabrics, sheens, and stains to choose from, so it can be challenging to visualize how all of your choices will come together in your home. But, not anymore. Lowe’s decided to do something about it by using virtual reality to help customers visualize how different products would look in their home. Customers were able to create a simple layout of their home, and then select products they wanted to visualize. Customers were then transported to a virtual replica of their homes with the new products using a virtual reality headset. Showing customers how a product fits into their lifestyle is a great sales tactic, and one that can enhance your next event.

Are you looking for new ways to incorporate virtual reality into your next event? Contact our team of experiential marketing event experts for fresh and exciting ideas that will help you stand out from your competitors. Call us today to schedule a free consultation regarding your event!

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Post 82 :


Title :Experiential Marketing Quotes To Live By
Description :

It’s amazing when someone’s words succinctly and beautifully sum up the way we feel. That’s one of the many reasons music and literature continue to be so beloved by people across the world.

Our work is deeply influenced by art and the world around us, and that got us thinking: What are the smartest and most meaningful pieces of prose professionals and artists have contributed to the experiential marketing field? After some research, we singled out the quotes that most resonated with us.

“Provide an experience that is both useful, usable, desirable, and differentiated and you will create demand for your brand and delight your customer.” –David Armano, Edelman Digital

This quote does a fantastic job of summing up how to create an experiential marketing campaign that will deliver outstanding results. No brand should plan an experiential marketing activation simply for the sake of doing one. Once you’ve set your desired goals, outcomes and audience for your campaign, you should move on to addressing the factors mentioned above.

All experiential marketing events should provide consumers with something of value. Consumers should constantly receive useful information about a brand’s mission, values, key messages, and products and services.

If consumers receive takeaways from the event, they should be usable items they’ll keep around their house or office. Again, to make the right impression, you only want to provide consumers with something of value. If someone throws away your cheap pen or flashlight, they aren’t looking at it every day, and they have no emotional attachment to it.

The best experiential marketing events are those consumers remember long after they’re over. Many factors can contribute to that, but one of the biggest things your brand must do is give consumers in your target audience something they desire. Do they want to meet celebrities? Attend the biggest and best parties in town? Give back to people in need with every purchase? Try out the latest and greatest technology? If you can deliver, they’ll develop very strong and positive feelings toward your brand.

Creating a campaign that differentiates you from your competitors is also vital. First of all, you want consumers to remember that it was YOUR brand that gave them that amazing experience, not just “that one beer company” or “some airline.” And keep in mind that consumers have lots of experiences competing for their attention these days. The best way to ensure they’ll select yours over another one is to create something they’ve never seen and can’t possibly skip.

“Marketing is no longer about the stuff you make, but about the stories you tell.” –Seth Godin

We’d add “and the experiences you provide” to this quote, but it’s outstanding as it is. Storytelling has always been a major part of human culture, and it’s a crucial part of today’s marketing mix.

You can tell your story through advertisements, social media and product labeling. But there’s nothing like allowing consumers to learn and experience your story first-hand. Use a mix of in-person interaction, digital media, tactile experiences, interactive displays or whatever feels most appropriate to convey key messages you want consumers to absorb.

“For companies to be competitive today, it’s no longer about lower cost, the best product, or the biggest brand. The basis now is: Who’s got the relationships?” –Sanjay Dhalakia

Getting ahead in life and work is as much about who you know as what you know. Relationships are key to people’s success, and today more than ever, they’re key to the success of businesses. That’s why the best businesses invest so heavily in things like social media, content marketing – and experiential marketing.

As we explored in a previous blog post, there are deep similarities between consumers’ relationships with brands and each other. When times get tough, people support the people and brands they have a relationship with. When people want to celebrate, they celebrate with the people and brands they care about. Use experiential marketing to forge relationships with consumers that are so deep, they’ll think of you and stick with you no matter what life throws at them.

“What we’re really trying to do is engage with the consumer community so deeply, that they begin to take on the task of evangelizing the brand themselves.” David Rich

This quote ties in nicely with the previous one, but it’s so important that we’re glad for a chance to take a look at it from a slightly different angle.

In a world where consumers expect two-way interaction and authenticity from their favorite brands, it’s no longer enough to talk at consumers. Companies must build relationships with consumers if they expect them to stay engaged with them and their products. This is especially important for businesses looking to create word-of-mouth marketers and brand ambassadors – types of allies that are infinitely valuable to brands.

Experiential marketing is a great way to build and engage these groups. Providing someone who already loves your brand with a once-in-a-lifetime experience may be enough to move them from being a fan to a die-hard supporter. Giving existing brand ambassadors and evangelists the same (or a similar experience) in the form of a thank you event will deepen their commitment to the company. Even allowing a lukewarm supporter a chance to immerse themselves in the company’s values and products may be enough to light a fire under them and turn them into the type of brand champion you need.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” –Maya Angelou

The most effective marketing campaigns appeal to people’s hearts rather than their heads. Because of their interactive and tactile nature, experiential marketing campaigns are powerful ways to reach consumers on an emotional level. There are ample opportunities to create a connection between their feelings and the brands they love. Do that, and what you say or do in the future won’t have nearly the same impact. That’s because they’ll never forget how you made them feel.

“The best experiences are authentic because they allow brand’s to speak to people when they feel like they are invisible to everyone else.” – Reinaldo Piloto, Factory 360

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Post 83 :


Title :Event Marketing: Cool Trends From CES 2017
Description :

People from around the globe flock to Las Vegas every year to attend the highly anticipated Consumers Electronic Show (CES), where thousands of companies exhibit their latest tech products. Over 175,000 people attended this year’s convention, which wrapped up on January 8th. But, if you weren’t one of the lucky people who had the chance to attend this show, take a look at these five trends that made headlines:

Digital Assistants

Since Apple introduced Siri, the digital assistant market has drastically grown. Over the last several years, both Amazon and Google have released their own versions of the digital assistant, Alexa and Google Assistant, respectively. Both of these digital assistants used to live solely inside smart speakers, with Alexa built into the Amazon Echo and Google Assistant built into Google Home. But at CES 2017, consumers saw them incorporated into other products for the first time in what is sure to be one of the biggest tech trends of the year. Alexa will now be built-in to a number of different products, including a Lenovo speaker, various 4K TVs, and even a GE lamp. Now, consumers can ask their lamp to set an alarm or their TV to record their favorite show with just their voices and a little help from the Alexa digital assistant. Because Alexa is built into these products, consumers won’t need an Amazon Echo in order to speak to their new digital assistant.

But, Amazon is penetrating the market even further by partnering with other brands to make their products compatible with Amazon Echo. For example, if you have an Amazon Echo, you will be able to control your Samsung vacuum or Whirlpool appliances with Alexa.

Google is also integrating its digital assistant into products, but for now, the only announced partnership is with Android TV, so it looks as if Amazon is currently winning this battle.

Augmented Reality

Virtual reality was everywhere at CES 2016, and although it still had a strong presence in 2017, augmented reality was also a huge trend among exhibitors. What’s the difference between the two? Virtual reality involves the creation of a completely virtual world, whereas augmented reality blends together pieces of a virtual world with real life.

Asus introduced a new smartphone, the Zenfone AR, which will incorporate Google’s Tango, an augmented reality system. What can consumers do on an augmented reality smart phone? The President of Gap introduced an app that lets customers put clothes on virtual models so they don’t have to try them on to see how they look. Hotwheels also has an app where consumers can play with toy cars on a virtual table. There are only 30 Tango apps available right now, but this number is expected to grow as augmented reality takes off this year.

Smart Products

From smart lights to smart door locks, you may think you’ve seen everything there is to offer in the world of smart products, but the exhibitors proved everyone wrong. A major trend at this year’s event was the transformation of mundane items into smart, innovative products. For example, Kerastase introduced what is being called “the world’s first smart hairbrush” at this year’s event. The brush contains an accelerometer, gyroscope, and conductivity sensors, which will all be used to analyze how the user brushes her hair. There’s also a microphone that will pick up the hair’s sound waves to identify issues with frizz, dryness, breakage, and split ends. Customers can download the accompanying mobile app to see their “hair quality score” along with personalized tips to improve their brushing technique.

Griffin also introduced a line of smart kitchen products, including a coffee maker and toaster. The coffee maker connects with an app that allows users to customize their morning cup of coffee without ever stepping foot into the kitchen, while the toaster is smart enough to remember how crispy you like your breakfast toast.

If the products at CES 2017 are any indication, consumers can expect to use more smart products in their everyday lives.

Start-Ups

Headlines after the annual CES event are usually filled with household names such as Microsoft, Google, and Samsung, but this year, these big players weren’t the only ones who made a splash in the press. The Consumer Technology Association reports that three out of five exhibiting companies were not in existence three years ago. This statistic shows that the tech industry is still alive and booming. Competition drives innovation, especially in the tech world, so the more companies that enter into this industry, the better for consumers who are eager to see what they will come up with next.

Wearables

Wearable technology is nothing new—in fact, last year Forbes estimated this industry would grow to be worth $34 billion by 2020. Although smart watches and fitness trackers did start to gain traction, they didn’t catch fire as quickly as industry experts had predicted. So, why were wearables back in the spotlight at CES 2017? Brands proved they were listening to consumers by introducing new wearables designed to meet customers’ needs.

Consumers have not been thrilled with the athletic-inspired look of fitness trackers and smart watches, which is why so many companies have introduced fashionable accessories designed to camouflage various trackers. However, this year at CES, Fossil went one step further by introducing a line of smart watches designed to look like regular watches. The watches pair with a smart phone app to track users’ activity and sleep, while also allowing them to receive notifications about new emails, texts, and phone calls through the watch. The best part? This smart watch doesn’t need to be charged, so consumers have one less device to remember to plug in. Another brand, Matrix, must have also become wise to consumers’ frustration with charging multiple devices. This year, they brought their PowerWatch to CES, an innovative smart watch that never needs charging because it is powered solely from your body heat.

If you’re looking for a way to incorporate some of these new tech trends into your next experiential marketing event, or if you want to create as much buzz as CES every year, contact us today.

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Post 84 :


Title :Understand Culture First; Plan Experiential Marketing Events Second
Description :

As marketers, we know one of the most powerful things we can do is appeal to people’s emotions. But consumers’ emotional responses to our products, services and marketing efforts can be very different depending on their culture.

That’s why it’s essential to understand your audience’s language, history, art, food – all those essential parts of culture – before you plan any type of marketing effort. Experiential marketing efforts in particular can fall flat if you don’t tailor them to the needs and interests of your audience.

To demonstrate why understanding culture is so important for marketers, we turned to the work of Dr. Gilbert Clotaire Rapaille, founder and CEO of Archetype Discoveries Worldwide. Rapaille is an author and highly sought-after speaker who pioneered a marketing methodology called the Culture Code (and wrote a very popular book by the same name).

In this article, Rapaille describes the Culture Code as a way to unearth hidden truths within a culture using psychoanalysis and a deep understanding of people’s norms and values. He works to identify what he calls “imprints,” or positive impressions made on people from a very young age. Once he’s discovered those deep-seated impressions that appeal to the most fundamental and simple parts of their brains, he helps brand understand how to use that information to create highly successful marketing campaigns.

One of the most fascinating examples Rapaille shares is from his work with Folgers coffee. After extensive study, he found that Americans develop a positive association (or imprint) with the smell of coffee from a very early age. “The whole culture imprint is of mother preparing breakfast in the kitchen and the feelings evoked: I am going to be fed, she loves me, I am home and I am safe,” he says in the article.

He told Folgers they needed to market the smell of their coffee rather than its taste. At first the company thought he was crazy. But the strategy worked so well that even today, you rarely see anyone sip Folgers coffee in commercials.

It’s important to note that this marketing strategy doesn’t work in other countries such as Italy and Japan. That’s because young children are less likely to develop this positive association with the smell of coffee early in life. The strategy for marketing coffee must be completely different – and based off local consumers’ cultural associations with coffee – for any strategy to be successful.

Another classic and simple example of the importance of understanding culture first and planning marketing campaigns second comes from Gerber. When they first started selling baby food in Africa, sales were almost non-existent.

They didn’t bother to learn about local customs and culture before they started marketing their products. As a result, they failed to realize that their packaging – the smiling, healthy-looking baby that was so appealing to American audiences – was going to drive African consumers away in droves.

Why? At the time, the majority of people in the areas Gerber was selling baby food were illiterate. As a result, companies typically put pictures of what was in the jars on the labels. Mothers were worried that Gerber’s jars contained ground-up humans rather than peas, carrots and chicken.

Is your brand looking to introduce products and services to audiences with different cultural backgrounds and values than your traditional audience? How can you make sure your marketing efforts will appeal to them? The simple answer is that you need to understand their culture first and organize your marketing efforts (including any experiential marketing activations) second. Here are a few tips for doing that.

Immerse yourself in the culture

The best way to learn about the norms and values of another culture is to immerse yourself in all aspects of it. Read books (fiction and non-fiction), newspapers and magazines written by people who are part of that culture. Watch popular TV shows, movies, videos and other visual media. Study the language and eat the food (that should be a fun one). Make sure you understand what appeals to people – and just as important, what offends them.

Enlist friends and employees

It can be hard to learn about the culture of Mexico or eastern Canada, for example, if you don’t live there and don’t speak Spanish or French. This is where friends and employees can be extremely valuable.

Tap into other people’s wisdom as much as you can without becoming annoying. Chances are your friends would love to teach you about their community and the places they came from. Talk to them about their neighborhood, country, identity or other key facets of who they are. Shares meals with them, ask questions and find ways to participate in cultural celebrations.

If you have employees who are bicultural and bilingual, make them central to your experiential marketing efforts. If you have international offices, make sure you give them a leadership role in planning your activations.

When it comes time to plan the experience, make sure your team helps you think through every aspect of your event. Props and activities that appeal to Americans may seem boring or offensive to people in other countries. Décor items and colors may have connotations you don’t realize. Staff members may need to greet and converse with people in ways they aren’t accustomed to. Leave no cultural stone unturned in your organizing efforts.

Hire the right experiential marketing agency

You’ll want to hire an experiential marketing agency to help with your activations regardless of your goal or audience. But if your campaign seeks to reach people who belong to a culture other than your own, it’s a great idea to work with an agency that has experience working with the populations you want to reach. Ideally, some of the staff members at that agency should be bilingual and bicultural. They’ll help you tailor your messaging and activities so they have the best chance of appealing to your intended audience.

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Post 85 :


Title :What Is The Experiential Marketing Summit 2017?
Description :

Conferences provide wonderful opportunities for professional development, networking and job seeking. In some industries, meetings and exhibitions abound. For those of us in experiential marketing, there’s only one large national conference: the Experiential Marketing Summit. The next one is scheduled for May 3-5, 2017 at McCormick Place in Chicago

The Experiential Marketing Summit is managed by Event Marketer, a print and digital publisher that covers the event and trade show industries (and writes extensively on experiential marketing). The three-day gathering offers a wealth of opportunities for education, networking, inspiration and fun. A few members of our staff attend every year, and they always find it very worthwhile.

Are you wondering if the Experiential Marketing Summit is right for you? Here is a summary of what takes place at the annual event. Since the folks at Event Marketer haven’t released this year’s schedule yet, we looked back at the 2016 schedule to help you anticipate what you’ll find at the 2017 gathering. We’ll post updates as they become available.

You can also follow Event Marketer on Facebook and Twitter for Experiential Marketing Summit updates (the event doesn’t have its own accounts).

Keynote speeches

The Experiential Marketing Summit always finds some big-name keynote speakers, and 2016 was no exception. Adam Harter, vice president of consumer engagement for Pepsi, and Peter McGuinness, chief marketing officer for Chobani, delivered the keynote speeches.

In his presentation, Harter shared the five concepts that are now driving Pepsi’s live marketing events. They include understanding and incorporating broad cultural touchpoints; utilizing outstanding design; empowering people to be creators rather than just consumers; and blending the fantastic and factual to create extremely memorable results.

“We are in this amazing time where creativity has just run rampant across the world,” he told attendees. “Look at the creator community right now. All you need is a smartphone and an idea. You don’t need any permission. You don’t need any money. And the brands that enable these creators, these are the brands that are going to win.”

The theme of McGuinness’s presentation was staying authentic and true to mission (which can be especially challenging for brands experiencing monumental growth). His tips for doing that included taking a stand on issues (from ingredient sourcing to political issues) and sticking to them; doing a few things well rather than taking on lots of tasks and doing them poorly; treating employees well; and being sensitive to cultural issues.

Here’s a comment from his presentation that’s quite relevant to experiential marketing (something the brand uses a lot): “Often events and brand experiences don’t capture the heart and soul and essence of the brand. That is the challenge, and therein lies the magic. Never market in the middle. It is boring, it is bland and no one wants to engage in an experience in the middle. You have to have a sharp point of view.”

Workshops and more

The Experiential Marketing Summit offers dozens of workshops, master classes and clinics. Many are taught by senior staff and consultants for brands that seen big successes with experiential marketing (including Red Bull, SAP, Paypal, Honda and Bacardi).

Here’s a sampling of last year’s well-received workshops:

Solutions Center/Expo

The Experiential Marketing Summit has an expo, but they don’t call it that. Instead, it’s a “Solution Center” where experiential marketing pros can meet companies that can help them improve their activations and advance their careers. Over 100 companies typically attend to showcase their products and services. Since this is an experiential marketing event, many of these companies allow conference attendees to experience their products with all their senses while they visited the booths.

Some of the bigger names among last year’s Solutions Center exhibitors were Cvent, EventBase and General Growth Properties (which owns 115 malls in 41 states). There are also various experiential marketing agencies, logistics management companies, technology solutions agencies, tent and equipment rental firms, visitor’s bureaus and photo booth companies.

Networking

Last year over 1,500 people attended the Experiential Marketing Summit. Having so many professionals in one place creates some amazing networking opportunities. Attendees could mix and mingle with leaders from their favorite brands at several informal events, including a Women in Events mixer, networking dinner, breakfast and lunch gatherings, and after-parties.

Registration information

Have we convinced you that the Experiential Marketing Summit is worth checking out? You can register for the event online now. If you have colleagues who are interested in attending, make sure you register together; you can get a discount for buying a three-pack of passes. Prices go up after January 12, so now is the time to register if you want the best deals.

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Post 86 :


Title :Exploring the Relationship Between Experiential Marketing and Consumer Satisfaction
Description :

In 2010 a group of researchers from Far East University in Taiwan conducted a scientific study that looked at the relationship between experiential marketing, consumer satisfaction and consumer loyalty. Their results came as no surprise to us. Experiential marketing, they found, has a significantly positive effect on both satisfaction and consumer loyalty. Even service quality didn’t correlate as closely as how people experienced a brand at a live event.

Studies in Malaysia, Turkey, Iran and other countries all garnered similar results. Why is the link between experiential marketing and consumer satisfaction so strong?

We’ve been helping top brands plan experiential marketing events for over 10 years now. Through our non-scientific observations and discussions, we’ve come up with our own set of reasons to explain the link. We also have a few recommendations for how to plan an activation or campaign that maximizes consumer satisfaction.

Why experiential marketing and consumer satisfaction are so closely linked

What creates satisfied consumers? According to several research studies, some of the top factors are the quality of the products and services a company is selling; how easy it is to find and buy those products and services; the quality of the service they receive from employees; and the efficacy with which companies respond to complaints and problems.

Knowing all of this, it isn’t hard to see why experiential marketing is effective. At an experiential marketing event, consumers can try out a company’s products (and in some cases, their services) to see how they like them. The ability to experience the product with their own eyes, ears, noses, skin and mouths is much more powerful than trying to sell products with print or digital ads. It makes an impression that lasts long after consumers have left your activation.

Though some experiential marketing events focus primarily on providing a quality, memorable experience for consumers, others are focused on sales. Those that are make it very easy for consumers to buy products right then and there. Sometimes they can walk away with the products they want; other times, they can quickly and easily order them online.

Regarding the quality of service consumers receive: There’s nothing quite like looking a person in the eye when you interact with them. When you can see the sincerity on their face, shake their hand or give them a hug, it appeals to an old-fashioned sensibility that tells us this person would not betray us. That kind of person-to-person interaction (not person-to-computer screen or person-to-phone tree) is a very powerful part of the consumer experience.

Hopefully you won’t have consumers returning to your activation to complain about the goods they’ve just purchased from you. But if people have complaints or problems they haven’t been able to resolve, they can attend an experiential marketing event and interact with a real person who may be able to address their issue. When problems can be solved quickly and by a real, live person, consumers are certain to be very impressed with the company.

As we discussed in a recent blog post, consumers are much more likely to feel loyal to a brand if both parties have shared values. Good experiential marketing events convey key messages for brands, but they also convey companies’ values. Those values may be related to business dealings – things like a 100 percent consumer satisfaction guarantee or always completing projects on time and under budget. Or they may be broader values such as honoring the service of veterans and reversing climate change. Either way, using experiential marketing to draw attention to those values can increase feelings of consumer satisfaction.

There are a few other reasons experiential marketing and consumer satisfaction are so closely connected. By their very nature, experiential marketing events allow consumers to do something fun, interesting, unusual and/or memorable. A high-quality activation is designed to offer them something of value and create an experience they won’t soon forget.

Good event marketing activations also generate a positive emotional response. By tying consumers’ thoughts about a brand to something that makes them happy, you generate a real feeling of satisfaction.

What should brands do to maximize consumer satisfaction at/after events?

So what can brands do to maximize consumer satisfaction during and after experiential marketing events? We have a few tips.

First of all, make sure you’re hitting the high points mentioned above. Experiential marketing events should always offer consumers something of value; provide outstanding consumer service; share a brand’s messages AND values; and provide a unique and memorable experience.

Make sure your experiential marketing activation is created with your target population in mind. Once you’ve identified a target market, research them closely to understand what appeals to them. Then design the event that’s mostly likely to draw their attention and keep them captivated.

Use well-trained brand ambassadors (instead of your own staff members) to provide outstanding customer service. There are several reasons for this. Your staff likely has plenty of other things to do. Planning and attending an experiential marketing event can be a big distraction.

If you’re planning a big activation, you might not have enough people to staff it. If it’s a multi-city event, you might not have any people in certain locations. The people you can pull from sales, marketing or production might not have the knowledge needed to answer questions, and they might not be part of (or able to appeal to) the population you’re trying to target. These are just a few of the reasons Factory 360 supplies and trains high-quality brand ambassadors to the vast majority of our clients.

Here’s our final tip for wringing the most consumer satisfaction possible out of experiential marketing events: Follow up with consumers. Whether it’s reaching out on social media, sending a thank you after the event, or seeing how they like products they purchased, do something that lets them know you haven’t forgotten them. This type of good consumer service means consumers won’t soon forget about you.

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Post 87 :


Title :Top 10 Benefits of Experiential Marketing
Description :

Why invest in experiential marketing? Because it has so many benefits. At least ten, which we’ve laid out neatly so you can share them with your boss, your colleagues, or whoever else you need to convince. What would you add to this list? We’d love to hear about your experience with event or live marketing.

Experiential marketing is effective

One of the reasons experiential marketing is so popular is that it’s quite effective. The 2015 EventTrack survey, the largest annual survey of the experiential marketing industry, shows that 79 percent of brands expected to increase their spending on experiential marketing. On average, those firms planned to bump spending by over six percent.

Why the big increase in investment in experiential marketing? Nearly 80 percent saw a return on investment of 3:1 or more for each event. Sixteen percent realized an ROI of 20:1 or more. Eighty-one percent of brands who used experiential marketing created brand awareness or saw their brand awareness increase; 62 percent said consumers gained greater product knowledge as a result of their event; and 57 percent developed deeper consumer involvement.

Brands see results from experiential marketing. That’s why so many of them are investing more money in it every year.

Experiential marketing generates sales and leads

EventTrack also shows that experiential marketing can lead directly to sales and leads. Seventy-nine percent of companies surveyed said experiential marketing events helped them increase sales. Seventy-four percent of consumers surveyed said they were more likely to purchase a company’s products or services after an experiential marketing event.

Experiential marketing events are great for generating leads as well. Fifty percent of companies said their goal for experiential marketing events was to gather leads, and 41 percent said they used the events to increase their prospect databases.

Experiential marketing allows consumers to experience products/services with their senses

Traditionally, one of the reasons to have an experiential marketing event was to allow consumers to feel, touch, taste, hear and smell a product. Shoppers are more likely to buy food and beverages if they can sample them before they make a purchase. Consumers who can smell candles and air fresheners can figure out which ones they like best before they buy. And the list goes on.

Note that service companies (not just those selling a product) can provide consumers with opportunities to sample products with their senses. DJs can play music to show off the quality of their equipment. Natural cleaning product companies can allow consumers to smell their products to demonstrate that they don’t contain chemicals that make the eyes or nose burn.

Experiential marketing allows brands to interact directly with consumers

So often these days, consumers interact with brands through email, a website or social media. When consumers interact with a brand by phone, they’re typically speaking with a person who is thousands of miles away (and perhaps in another country).

There’s something to be said from the convenience of being able to access brands through so many channels and at virtually any time of day. But these interactions can also be impersonal and frustrating.

Experiential marketing gives consumers the chance to directly interact with people at their favorite brands (either employees or, more likely, well-trained brand ambassadors). At events, consumers can look people in the eye, shake their hands, and do all of the things people used to do when they made sales and created relationships. A positive person-to-person interaction is much more likely to stick in consumers’ minds and keep them returning to the company.

Experiential marketing helps brands convey their values and mission

Research shows that consumers are more likely to feel loyal to a brand when they have shared values. But values, mission statements, goals and similar messages are hard to convey through traditional advertising methods. Social media, videos and other types of digital media make it easier to tell your brand’s story, but attracting consumers and holding their attention long enough to get them to consume that media can be challenging.

With experiential marketing, you have a captive audience waiting to absorb your brand’s message through a set of tactile experience. Conveying your values and other key beliefs through words and experiences makes them more memorable. Having people share your messages with consumers also lends some authenticity that’s hard to get through any other type of interaction.

Experiential marketing makes social media even more powerful

Social media is a powerful tool on its own. But when you combine it with experiential marketing, it becomes a more potent and effective way to share your message.

Consumers love to take and share pictures of themselves on social media. When you invite them to a fun and memorable experience, they’re highly likely to capture their favorite moments on film and share them with people they know. That gives your brand free grassroots advertising that’s hard to come by any other way.

Good experiential marketing events attract earned media, influencers, etc.

Television, newspaper, influencers and others who can share your message widely are unlikely to cover your new products or services if you hold a press conference. But if you build an engaging and meaningful experiential marketing activation… well, they will come. Use experiential marketing to gain attention from the people who can help you share your brand story.

Experiential marketing events provide useful analytics

Since experiential marketing allows you to interact with consumers at a live event, it’s fairly easy to track several key analytics. EventTrack respondents said their top measures for events were total attendance/participation, Facebook likes or other social media interactions, and product sales leads. Other common quantitative measures include how many samples were given away, e-newsletter signups, views of a website page or digital site set up specifically to support the event, and how many sales leads were generated.

Data keeps the bosses happy. It also provides you with the raw material you need to make future events and marketing campaigns even better. Get quality information without too much extra trouble from experiential marketing activations.

Experiential marketing allows you to micro-target specific audiences

Is your biggest marketing goal to educate millennials about your products? Go to the places they hang out and talk to them. Are you hoping to get retirees to buy your company’s services? Talk to them in the places they frequent.

Most event organizers – from people to put together music festivals to the folks who run the county fair – keep very detailed data about their attendees. Use that data to find the target populations you’d like to reach, and plan to go to them.

When people are attending events, they’re often much more receptive to marketing messages than they would be at home or in their everyday life. That’s another way experiential marketing presents you with a great opportunity to meet your marketing goals.

Experiential marketing is fun!

Everyone likes events – especially events where you get to have meaningful experiences or received substantial samples of products or services. Experiential marketing campaigns are fun for the companies that host them, and fun for the consumers who partake in them. Combine the fun factor with the high return on investment of experiential marketing campaigns, and it’s hard to see how anyone can lose.

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Post 88 :


Title :The importance of remarkable design
Description :

Consumers have plenty of opportunities to attend experiential marketing activations. To attract them to yours, it’s important to offer content that is different, exciting and creates a meaningful interaction with your brand.

For this blog post, we’d like to focus on an aspect of event marketing that we haven’t written about much in the past: the crucial role good design plays in executing outstanding experiential marketing activations. The truth is that consumers are much less likely to walk into a venue or booth with the same old décor or activities they’re used to seeing. It’s vital to consider the physical design and appearance of your event when you plan your company’s next experience.

It’s human nature to like beautiful things. Numerous studies have shown that men, women, even babies prefer to look at the faces of people they determine to be attractive. People also like to be in spaces they find pleasing and beautiful.

Our society has also become increasingly design-focused. When was the last time you went into a restaurant with a hand-printed sign; patronized a business that was dirty and unattractive; or hired a contractor with minimal branding or no marketing materials? It’s so easy and affordable to create professional-looking banners, logos, websites, business cards and more. When someone doesn’t take advantage of these tools, we’re suspect about why.

As consumers’ design literacy increases, it’s more important than ever to ensure experiential marketing event look and feel amazing. Your event’s physical presence communicates the first and perhaps only impression consumers will have of your brand. Make sure that impression is positive and powerful with these tips.

Activation design

When you start designing your experiential marketing campaign, make sure you aren’t doing the same thing everyone else is doing. That’s true for content – you don’t want to be one of five spirit companies offering run-of-the-barley-mill tastings at your local liquor store – but it’s also true for design.

Research what’s already been done in your industry (or better yet, hire an experiential marketing agency that makes a point of keeping up with what’s happening in your industry). Then look outside of your industry to see what else can influence the design of your activation. At Factory 360, we take a broad look at art, architecture and culture to draw inspiration for our clients’ events. This ensures we can offer consumers something that will resonate every time.

It’s smart to tie into current trends when considering the physical design of your activation. But think about ways to use colors, patterns, photographs and other visual elements in a new and exciting way. People are drawn to images that seem familiar, but they have a more vivid memory of them when they’re used in innovative ways.

We try to remind our clients that creating an engaging physical design is important, but creating a design that clearly conveys your brand’s message is absolutely critical. While planning a unique experience can draw consumers into your event and leave them with a favorable impression, their memories must be tied to your brand and what it’s trying to convey. Otherwise the campaign hasn’t accomplished the most important goal.

Physical design and footprint

Here’s one of our top pieces of advice if you want an exciting new look for your experiential marketing event: Don’t hire the same design firm or equipment vendor everyone else in town is using. Look for boutique firms or consultants from out of the area who can help you think outside the photo booth.

When you’re thinking about event décor, here’s what nearly every designer tells us: Take quality over quantity. Too much of a good thing can definitely be a bad thing. You want your event to look visually interesting. You don’t want it to feel overwhelming or like you’re trying too hard.

Make sure your event is easy to navigate, especially if it has a large footprint. You don’t want consumers to get lost or frustrated because they can’t find an important aspect of your activation. Do what you can to manage crowd control and flow so people don’t get overwhelmed. Consider safety at every aspect; there is such thing as bad publicity, and not taking into account people’s physical well-being is a quick way to end up on the negative end of a news story.

As consumers move through the activation, they should have multiple opportunities to view and interact with the brand’s key messages and values. Taking a journey with the brand will help them feel more connected to it. Use technology when appropriate, or low-tech and tactile experiences when the event calls for it.

One of the key ways to extend the reach of your experiential marketing activation is to encourage consumers to take photos and videos of themselves at your activation. If your branding is visible in locations where they’ll be taking photographs (or on people with whom they’ll be taking photographs), that gets your name in front of a much wider audience.

How can you ensure that the design of your activation communicates your brand’s purpose? That’s where we come in. Factory 360 has over 10 years of experience helping brands create well-thought-out events that are memorable and appropriate for your company’s goals. We have great attention to detail when it comes to designing the physical aspects of your campaign. Contact us today to learn more about how we can help you.

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Post 89 :


Title :The science and research behind brand-consumer relationships
Description :

Until the 1990s, lots of smart businesspeople laughed at the notion that consumers had relationships with brands. People had relationships with people. They didn’t have relationships with companies or inanimate objects.

Research by Susan Fournier changed all of that. Her groundbreaking paper, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, which was published in the Journal of Consumer Research in 1998, showed that people did have relationships with brands. Very close and intimate relationships that mirrored the intensity and range of emotions found in person-to-person relationships.

Today, this theory is such a given that most marketers don’t think about it much. But it’s worth revisiting the science and research behind brand-consumer relationships every now and then. It will help you do a better job of developing deeper and more meaningful connections with consumers.

Fournier is still considered a leading thinker on this subject, although newer studies have influenced the idea as well. She begins her article by stating that, from an anthropological point of view, it’s not that strange that consumers personalize brands. People have a tendency to anthropomorphize or humanize objects and institutions. It’s how we relate to everything around us, even brands.

Once a consumer has forged a relationship with a brand, it can be extremely influential. “At their core, relationships are purposive: they add and structure meanings in a person’s life,” Fournier says. “The development of personality depends in large part on relationships forged with others… Meaningful relationships can change self-concept through expansion into new domains or reinforce self-concept through mechanisms of self-worth and self-esteem.” Fournier presents three case studies that clearly show how people, to some extent, make purchasing decisions based on life experience and define themselves by what they buy.

So how does a brand establish and maintain a relationship with consumers? The most important thing to take into consideration, Fournier says, is the quality of that relationship. Things that make consumers feel like they have a quality relationship with a company (or anyone else, for that matter) include deep feelings of love or passion toward the brand; an inter-connectedness and dependence on a company; and intimate memories or knowledge of the brand.

An aspect of developing a quality relationship that’s increasingly important in today’s world is that consumers want to feel there’s some type of reciprocity in their bonds with brands. They don’t want to feel that their relationship or communication with a company is one-sided. When they give loyalty, they want to receive something back. When they speak, they want the company to hear them and respond. It’s no wonder that social media and experiential marketing are so popular in today’s marketplace.

More recent research published by the Harvard Business Review also shares some important insights into how and why consumers forge relationships with certain brands. One of their more interesting points is that the majority of consumers – 77 percent, to be exact – don’t really want to have relationships with brands. They want something from the brand, like a discount or an exclusive offer, but they don’t really want to build a long-term relationship. Instead, what they want to know is that a company shares their values. If it doesn’t, they may not patronize the firm at all.

“Of the consumers in our study who said they have a brand relationship, 64 percent cited shared values as the primary reason,” the study reports. “That’s far and away the largest driver. Meanwhile, only 13 percent cited frequent interactions with the brand as a reason for having a relationship.”

That’s another reason social media and experiential marketing are so important for companies today. It’s easier and more memorable to share values through these mediums than it is through, say, radio, television and print advertising.

We talked earlier about the importance of establishing quality relationships with consumers. According to the Harvard study, it’s important not to confuse quantity with quality. They link to a study with some nice statistics to argue their point, but since this is an article about relationships, we’d like to use a more personal example.

Say you just when on an amazing first date with someone. You might be excited to receive a text message or two from them the following day. But if they send you texts, emails, flowers and boxes of chocolate, you’re going to break up with them before the relationship even gets started.

The same is true of relationships between consumers and brands. Research and science prove that when it comes to communication, fewer quality interactions go much further than a lot of spammy interactions.

The two studies mentioned above are great resources if you’re interested in learning more about the science and research on relationships between brands and consumers. Another source worth checking out is the TED Radio Hour’s “Brand Over Brain” episode. It explores how brands influence people’s minds and hearts with the goal of getting them to buy their products. Presentations by Morgan Spurlock, a well-known documentary filmmaker, and Rory Sutherland, the vice chairman of Ogilvy & Mather, provide some great insights.

If relationships between consumers and brands are similar to relationships between people (and studies definitely show that they are), it stands to reason that many of the things that make marriages and friendships work apply to making brand-buyer connections work. An article called Here’s How a Happy Relationship Works, According to Science, has some good suggestions.

Happy couples have five times as many positive interactions as negative interactions. They regularly share complements, show their appreciation, do nice things for the other person and recall fond memories (now you know why Facebook is constantly sharing “memories” with you). They do things together and spend plenty of time talking.

Experiential marketing is a great way to personally connect with consumers and do many of these things. If your brand is looking to use the science behind relationships to strengthen your connection with consumers, event or live marketing is definitely a strategy worth investigating. If you need help figuring out how to get started, we’d love to speak with you. Give us a call or send us an email today. We promise we won’t inundate you with texts, calls, flowers and chocolates.

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Post 90 :


Title :Factory 360 Recognized as One of The Fastest-Growing Privately Held NYC Companies By Crain’s New York Business
Description :

Factory 360 has once again earned a spot on Crain’s New York Business’s Fast 50, which identifies the fastest-growing privately-held companies in the city. Other well-known businesses on the list include Blue Apron, FanDuel, Buzz Feed and Squarespace.

Our annual revenue has increased 418 percent between 2012 and 2015 as we’ve continued to carve a niche in the experiential marketing vertical. Experiential marketing, which helps consumers create stronger relationships with brands, is a growing trend in marketing. Consumers value the moments where they are able to experience a brand’s products first-hand and/or have a meaningful experience that helps them understand how the brand’s values and interests align with their own. Brands love experiential marketing because it helps them build stronger long-term relationships with consumers – a recipe for more visibility, higher sales and increased brand loyalty.

The Crain’s New York Business article notes that some of our growth is due to the desire of Silicon Valley firms and other companies to reach more ethnically diverse audiences. Factory 360 is a minority-owned firm, and several of our 86 staff members and many of our thousands of ambassadors are bilingual and bicultural. Not only can we communicate with diverse audiences, but we have a much better understanding of their values, interests and what will appeal to them.

Factory 360 has also done well in the experiential marketing space because of our highly beneficial FactorySnap app. It makes it quick and easy for consumers to post photos from their event marketing experience on social media. The added benefit for companies is that the app also captures customizable consumer data.

We see nothing but more growth in the coming year. We continue to plan successful activations for clients in the food, spirits/beverage, travel, fashion, financial services and other industries. We’ve built a strong network of brand ambassadors and permanent staff members who enjoy working for us. With offices in New York and San Francisco, we’re able to serve clients across the country. With any luck our name will once again land among the other prestigious companies on Crain’s New York Business’s Fast 50 list.

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Post 91 :


Title :Go Beyond Data: How to Push Your Company to Focus on Gaining Insight Into Customer Needs
Description :

We live in a world dominated by statistics, sound bites, images and short attention spans. Given this, it’s easy for brands to limit their attempts to understand consumers to a short meeting where they skim data, come up with a few recommendations and move on.

We want to encourage you to slow down on occasion and dedicate some time to gaining insights into customer needs. In our time-crunched business environment, there’s a lot to be said for taking a break and giving issues a more in-depth look (the TED Radio Hour recently did a great program on this topic; listen to it online or check out their podcast for more details). If your sales are slowing, or you feel you aren’t engaging with consumers at a meaningful level, it may be time to look for new insights that can help your company differentiate itself in the marketplace.

How can your brand gain insight into customer needs? First, take some time to understand what we mean by “insight.” Then study our tips to guide your staff toward getting a true understanding of what motivates and inspires customers.

Gaining insight into customer needs: What do we mean?

According to this article on Hubspot, gaining true insight means getting at the deep-seated emotions that drive consumer behavior. We all know that humans often make irrational decisions based on emotion. If you can tap into consumers’ emotions, you have a better chance of reaching them.

A true insight should be a truly new idea. It’s easy to get trapped in the corporate echo chamber and keep doing the same things over and over again. Gaining insight into consumer needs means breaking out of that echo chamber and coming up with something completely different.

Don’t expect a true insight to arrive overnight. While it may spring into your brain in an instant, it’s likely that insight will only arrive after contemplating a problem for a while (Adam Grant’s talk in the above-referenced TED presentation does a nice job of explaining why this happens). Give yourself time and don’t get frustrated if insights don’t come right away.

It’s important to understand that insight is different than data or ideas. A blog post on Insights in Marketing does a nice job of graphically laying out the differences between the two. The post also shows some examples of companies that have used insight to build a strong business model.

Gaining insight into customer needs: How do you do it?

Start with data

Data isn’t insight, but it’s a good stepping stone toward developing it. Before you start any marketing campaign, make sure you have a good mechanism for gathering data in place. If possible, collect qualitative data and not just quantitative. That will help you understand people thoughts, thought processes and emotions. (We should point out that experiential marketing is a great way to gather all of this information because it involves interacting with consumers on a very personal level.)

The Insights in Marketing post points out that if you have good data, you can look for patterns and trends. That can help you gather insight into cultural shifts or changes, or just get an idea of what your consumers value and identify with.

It’s also worth getting data from outside sources when available. You can get general industry data from a trade association, or data about general consumer trends from survey companies. If you’re utilizing data from an experiential marketing campaign, ask your brand ambassadors for feedback about the event. They may have interested insights into what consumers found most engaging and meaningful at your activations.

Set aside time

Taking a deep dive into consumers’ brains can’t happen in a one-hour marketing team meeting. Set aside time to really analyze the results of a major marketing push. You might even want to plan a retreat or other type of get-away.

To make your conversation more productive, make sure everyone who needs to be involved in your mission to attain insight can attend. Identify key players such as executive team members, but don’t just think about the usual suspects. Should someone from sales or production join in? Is there a consultant who specializes in helping companies gain insight into customer who can help? If you’ll be discussing the results of your experiential marketing campaign, should you include a few brand ambassadors?

Assign people homework ahead of your retreat or other session. Require them to set aside time in their schedules so the work actually gets done. Homework could include analyzing data for trends, viewing videos from your campaign, doing follow-up interviews with consumers or reading up on what others in your industry are doing well.

Ask yourself: Why?

Another thing you can do during that homework period is just spend some time pondering a vital question – why? Why do customers act the way they do? Why do they choose to buy (or not buy) your product? Why do they become loyal to your brand over others? What motivates them, frightens them, inspired them, makes them feel? Ruminating on this question will send you down the right road to gaining insight into consumers.

Make sure your insights are actionable

Great ideas are terrific – but if there’s no way to follow through on them, they won’t do you any good. When an insight finally bubbles up in your mind, make sure it’s actionable. Maybe not today or tomorrow, but over the long term.

Don’t wait to write down your insight or its associated actionable steps. Brainstorm a list of tasks, ideas and thoughts, and jot everything down. Once that’s done, feel free to let those ideas marinate for a few days or weeks. Chances are further ideas related to your insight will continue to come to you. Again, write them down as soon as you can. You don’t want any new insights related to that first one to go back to the deep parts of your brain where they first emerged. Do what you can to make sure they see the light of day – and bring consumers flocking to your brand.

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Post 92 :


Title :Experiential Marketing for Advertising Agencies
Description :

Advertising agencies need to market themselves just like any other company. And while advertising your company through traditional channels may seem like the safest bet – after all, it’s what you do for a living – we’d like to argue that experiential marketing may be a better investment.

Here are the three big-picture reasons we believe experiential marketing is an ideal way for your advertising agency to meet its marketing goals:

  1. Experiential marketing will allow you to put the skills you have in-house – creativity, access to traditional and new media, an ability to focus in on goal and outcomes – to good use.
  2. It will show you’re keyed into market trends, which is something your customers want to know
  3. Experiential marketing is still relatively rare among B2B and service-based companies. That puts you at an advantage over your competition.

We’ll explore each of these points in more depth below.

Experiential marketing lets you to advantage of your in-house assets

Experiential marketing requires creativity, connections and a laser focus on goals. Those are things your agencies has in spades, and that puts you in a powerful position to plan a better-than-average activation.

Live or participation marketing is so common today that consumers are much less likely to stop by a run-of-the-mill event (just as they’re much less likely to watch an ad that presents the same old thing). But they still love having interesting, meaningful experiences – perhaps even more so than in the past. If your creative team can dream up an event that’s unlike anything consumers have seen before, they won’t be able to resist you.

Consumers are the most drawn to activations that offer a meaningful experience, but they also like events that have some connection with current trends. The folks at your agency are likely up on the hot television shows, online games, movies, celebrities and books. Use that knowledge to connect your event with the people and entertainment choices your target market finds irresistible.

When consumers participate in your highly creative or timely activation, they’ll know your agency will bring those same attributes to the work you do for them. That sends an extremely powerful message to potential new customers.

We’ll add one note of caution here: Just because you have lots of creatives on your team doesn’t mean you can skip hiring an experiential marketing agency to help you with campaign. We’re willing to bet you cringe when your customers come up with their own ad ideas because they don’t really know what they’re doing. They understand their company and their business, which is vital, but they come up short when it comes time to execute their vision.

The same is true in this case (although we promise never to cringe at your ideas). A good experiential marketing agency knows the current trends and “do’s and don’ts” in their industry. Armed with that information, they’ll take your smart ideas and mold them into a successful event that’s consistent with industry best practices.

Experiential marketing lets you take advantage of MORE of your in-house assets

Experiential marketing works best when you can leverage it to secure traditional and new media stories. This spreads your message far beyond the event itself. As an advertising agency, we suspect you have great connections with traditional media sources. Use them to your advantage. You can also use your in-depth knowledge of social and new media channels to come up with interesting ways to share your story online.

Besides creativity and connections, successful experiential marketing campaigns require a strong focus on the company’s desired goals. You can put on the world’s greatest event, but if it doesn’t deliver what your brand needs (or you have no way of measuring the outcomes), it doesn’t do you much good.

Folks in advertising understand the importance of tracking ROI and other concrete measurements that demonstrate success. Your ability to stay focused on your goals gives you a much better chance of actually achieving them.

Experiential marketing demonstrates that you’re in touch with marketing trends

Experiential marketing plays a big role in the modern marketing mix. Data from the EventTrack survey, the only ongoing study that tracks information about experiential marketing, shows that companies have increased their spending on this tactic every single year. In 2014, that increase was 5.4 percent; in 2015, it was 6.1 percent.

Why are so many Fortune 1000 companies investing in experiential marketing? According to the EventTrack survey, they see it as a way to help them increase brand awareness (81 percent), increase sales (79 percent), and generate leads (50 percent). Nearly 50 percent said they saw an ROI of between 3:1 and 5:1 with recent experiential marketing events.

These are all good things for your company, but experiential marketing will have another benefit for you. Much like potential customers want to know you’re keeping up with consumer trends that can help them appeal to their customers, they want to know that you’re on the cutting edge of industry trends. This will demonstrate that you are.

Experiential marketing is still a new frontier for B2B and service-based companies

Experiential marketing is huge with B2C companies, but it still has a smaller footprint among B2B companies (and service-based companies, for that matter). Use that to your advantage! When you go to business networking events, conferences, trade shows or other events, employ an experiential marketing activation at your booth. You’ll draw way more visitors than your competitors. You’ll also create stronger ties with the consumers you interact with, which will help with lead generation and other goals.

Now that your advertising agency is sold on experiential marketing, one of your first steps toward planning your first activation is finding the perfect experiential marketing agency. Consider Factory 360 your first stop on that journey. We’ve been planning experiential marketing activations since before the trend really caught on. As a result, we have a deep knowledge of industry best practices. We also have a long track record of delivering results. Contact us today to learn why Factory 360 should be your experiential marketing partner.

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Post 93 :


Title :What Content And Marketing Methods Will Engage Different Audience Types?
Description :

Let’s say for a minute that content wants to be president rather than king. You, the content creator, need to create the type of content most likely to get elected by your target market. What type of content will they find most appealing – pieces that are the marketing equivalent of Hilary Clinton, Donald Trump, Jill Stein or Gary Johnson?

We don’t have a crystal ball that will predict exactly what type of content your audience will like (and let’s be honest: if we had a crystal ball, we’d be using it to predict the outcome of this crazy election). However, we can give you some guidelines about the types of content that appeal to consumers of varying ages.

The best marketing tools for different demographic groups may not be as clear-cut as you think. Just because a consumer is over 50 doesn’t mean they ignore videos; quite the opposite is true. And while young people are less likely to turn to printed materials for information, there may be opportunities to reach them through paper publications.

Below we summarize what content and marketing methods will engage different audience types. The information comes from several studies as well as our own observations.

General guide to popular kinds of content

According to this data published in Inc. (and collected by Fractl and BuzzStream), blogs are the most popular type of content among people of all ages. That makes sense; people turn to the internet for information, and blogs are a great way to get questions answered or learn new things.

The research data shows that images, comments on web pages and eBooks are quite popular with Millennials, Gen Xers and baby boomers. And we’d make the case that experiential marketing appeals to people of all ages. Who doesn’t like free samples of food and beverages; opportunities to play games in reality or virtual reality; attend exclusive events like concerts and parties with celebrities; and all of the other experiences event marketers offer?

After that, popular types of content begin to deviate along age lines. For more on the specific types of content most likely to engage people in different generations, see below.

One last note: The type of content that consistently fell near the bottom of everyone’s list was white papers. If you’re looking to establish yourself as a thought leader, or want to share content that’s longer than the typical blog post, we suggest publishing your content as an eBook instead.

Millennials

No big surprise here: Millennials love photos, videos and infographics. Memes are particularly popular with this group, so if you’re marketing to young people, consider generating your own snarky picture/word combinations.

Millennials trust advice from their peers over advertising from companies. As a result, user-generated and influencer content are among the types they’re most likely to listen to. Millennials are also big fans of podcasts. This report shows that half of all podcasts listeners are between the ages of 12 and 34.

The Millennial generation is also the smartphone generation. The best way to push content to them is through social media and mobile marketing. Signing them up for text message alerts can also be extremely effective.

And don’t be fooled into thinking print is dead to this generation. As this blog post points out, there are some advantages to print publications. Consumers tend to read printed articles rather than scanning them the way they do with articles online. In addition, consumers retaining information better if they get it from a piece of paper rather than a screen. Even Millennials know this and will pick up magazines, newsletters, fliers and other publications under the right circumstances.

Gen X

You can catch the attention of Gen Xers with photos, videos and infographics. Case studies are popular with this demographic group, which is very career-focused at this point in their lives.

Members of Gen X still use email rather than social media for the bulk of their communications, so your brand can definitely reach them using email marketing. Social media is also a good way to reach this population. In fact, most forms of digital marketing (text message alerts, mobile marketing) can reach the majority of them.

Baby boomers

Baby boomers are fans of photos and videos; in fact, they’re the most likely to share photos and videos on social media sites. However, they aren’t fond of video formats that move quickly, such as GIFs, or videos with lots of background noise. If you’re planning to target this group, stick to more traditional videos.

Print is still a good way to reach baby boomers. They’re used to receiving content this way, and they still enjoy it. Baby boomers are also big fans of product reviews – more so than other demographic groups.

To reach baby boomers with your content, try email, direct mail and social media marketing. This generation is still very accustomed to using coupons to save money (it was important for thrifty families when they were kids, and it’s still important now if they’re on a fixed income), so coupons can be a great way to get them to try your products and services.

Conclusion

Keep in mind that these guidelines are really just that. Trial and error is sometimes the best way to determine what type of content will most appeal to your audience.

Remember that no matter what kind of content you publish, consumers must find it engaging and authentic. They’re not going to interact with it if it doesn’t. If your content has some kind of call to action (or at least a way to find out more about your company’s products or services), all the better. And if it’s evergreen, you get extra bonus points.

If you can find a way to use content to capture consumers’ information, you have a marketing goldmine. You can collect this information by asking consumers to share their email address in exchange for a piece of content such as an eBook; by getting them to enter personal information into a picture-taking and posting app such as our popular FactorySnap program; or by asking them to turn over their cell phone numbers so you can send text alerts. Once you have that data, use it wisely to push content custom-made for them.

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Post 94 :


Title :5 Out Of This World Experiential Marketing Activiations
Description :

We encourage all of our clients to plan highly creative experiential marketing activations. Shoot for the stars, we tell them. Take consumers to the moon and back.

We mean the latter in a metaphorical sense, of course, but it got us thinking – are there some recent experiential marketing activations that have capitalized on the human fascination with outer space to draw consumers’ attention? We found five fantastic examples. Stop your stargazing, turn off that alien invasion movie, put down that article about space tourism. Let Factory 360 take you on a quick journey to outer space instead.

LG Helps Chilean Consumers Stargaze – Or Not

One of the downsides to living in the big city is that it’s hard to see stars and galaxies. LG offered consumers in a major Chilean urban center a rare chance to view the heavens by gazing through a high-powered telescope.

City-dwellers were delighted by the stunning view available by using the telescope. But they were in for a big shock when a shooting star started behaving in a very unusual manner. Some were quite startled when an alien suddenly appeared in their view.

LG quickly revealed the secret: Consumers weren’t really looking at the night sky. They were watching an image of the night sky on an LG HDTV. The view on the screen was so realistic that people through they really were staring at stars and planets.

We don’t typically recommend playing practical jokes on consumers. But this one seems so well-executed and low-stakes that we’re willing to bet consumers got a good laugh – and a favorable. lasting impression of LG’s televisions and other high-tech products.

The “Truth” About UFOs Revealed in Los Angeles

The return of the popular television show The X Files was a big news story in 2015 and early 2016. To help promote the show, FOX came up with a very memorable experiential marketing activation. They created a replica of a giant UFO and made it appear as if the flying saucer had crash-landed into the lawn of The Grove, a popular Los Angeles mall.

FOX installed the flying saucer overnight, so mall visitors were treated to the following scene when they arrived to go shopping the following morning: A 26-foot wide UFO perched at a angle on a scorched piece of lawn. Two men in hazmat suit walked around the object spraying fog to extinguish any remaining “flames” from the crash. It was surely an eerie sight – until consumers encountered signs promoting the show.

Anyone was welcome to walk around the display throughout the day. At the noon hour, show created Chris Carter made an appearance at the crash site and allowed fans to take photographs with him. FOX representatives gave several attendees tickets to attend a screening of the television show at a local cinema. And you can guess everyone who saw the activation looked twice when they saw something moving in the sky for the next few days.

Aliens “Steal” Your Beer in Turkey

Music festivals are famous for extremely interactive high-tech activations, and this offering from beer maker Miller didn’t disappoint. The brand gave consumers a chance to try their hand at conquering an alien invasion by playing a human-sized video game.

Miller called the activation “Aliens Stole My Beer,” and it was extremely popular with festival-goers. The video game was set up in a large booth with a tall, mono-colored screen (think those green monitors that came with Apple computers in the early days). Each player wore a special headset that allowed them to move a shuttle every time they moved their body. The shuttle shot bullets at alien spaceships overhead (if you ever played Breakout on an early video game systems, it’s a similar concept).

At the end of each game, consumers got this message: “Game over. It’s Miller time. Go grab a cold one.” It was a clear – but not overwhelming – reminder of who gave consumers this memorable experience and what they should do once it was over.

London Warehouse Becomes Mock Spaceship

You’ve heard of fans who show up at screenings of Harry Potter or The Hunger Games dressed as their favorite character, or consumers who go to The Rocky Horror Picture Show ready to act out the various scenes. What if you could do both?

That’s what happens at ultra-immersive screenings of popular films in London. Take this example: When the sci-fi movie Prometheus debuted in 2012, the group Secret Cinema recreated the spaceship from the movie inside a warehouse. Fans were told to show up dressed as particular characters for a chance to act out that character’s part on the set. The company was able to procure some props from the film to make the whole experience seem more realistic. Later on, fans were treated to screenings of the movie.

Who could forget the chance to “act” in a popular film before watching it? There’s no doubt sci-fi fans will remember this experience for years (if not decades) to come.

Kids Head to Space Camp

There’s a lot of talk about marketing to Generation Z, but let’s face it: It’s hard to reach young consumers. Today’s kids and their parents are extremely media savvy, and they’re not going to react to run-of-the-mill advertising or marketing schemes. The younger kids are, the harder it is to break past their parents.

That’s what makes this space-themed experiential marketing activation from Sprout, a television channel geared toward preschooler-aged youngsters, stand out. To promote a new television show called Astroblast!, the network provided fun and meaningful opportunities for kids and their parents to play together. The network’s Space Camp, which was held in seven major cities across the United States, included Astroblast!-themed activities such as a zero gravity bungee bounce, bounce castles and an arts and crafts area. Attendees also had plenty of opportunities to learn why they should check out the new television show.

Are you ready to shoot your experiential marketing events to a new and higher orbit? You need the experts at Factory 360. Our agency brings an outside perspective that’s similar to an astronaut gazing at the Earth from the moon. We look at the complete picture of your campaign and advise you on all aspects, from setting goals to providing details analytics after the event is over. Don’t wait until the next lunar eclipse. Reach out to Factory 360 today to learn more about how we can help.

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Post 95 :


Title :Experiential Marketing for Beverages
Description :

Experiential marketing is a powerful tool for beverage companies. You have a product that appeals to multiple senses, which means consumers love to sample it. Humans consume water, soda, sports drinks, beer, wine, spirits, tea, coffee and other beverages at every meal and throughout the day. Plain ol’ water is pretty far down on the list of what Americans are drinking, which means consumers are always looking for new and interesting beverages.

Now that we’ve told you why the glass is half full, here’s the reason the glass is half empty. Almost every beverage company engages in experiential marketing at some point. It’s likely your competitors are showcasing their products in the same places you’re planning to: grocery stores, bars, county fairs, music festivals, major sporting events, even trade shows and other B2B events. That means there’s stiff competition when it comes to grabbing and holding the attention of consumers.

To be successful with experiential marketing, you need to do something that makes your brand really stand out. Here are some things you should consider when planning your next campaign.

Know your market

There are four critical things you must consider at the start of every experiential marketing campaign: audience, goals, outcomes and analytics. We’re going to focus on that first one for now because it’s particularly important for beverage companies.

Before you get down to the nitty-gritty of buying tasting cups and renting tents, ask yourself who your audience is. Do middle-aged women go nuts for your sodas? Are recent immigrants looking for a taste of home flocking to your juices? Do you have a locally-brewed, organic spirit brand that’s popular with high-end consumers?

You should also think about who you want to target. Is your beverage company set on hooking men on the sweetened coffee drinks that have been so popular with women? Do you offer an affordable alternative to expensive microbrews that would be perfect for consumers in their early 20s? Are young moms the next health-conscious groups you want to tempt with your vitamin water?

Learn everything you can about your demographic groups. Find out what interests them, what they value, what they like to do, and what they expect from companies and products. Gather as much data and advice as you can, then use that to start thinking about an experiential marketing campaign they can’t resist.

Because you’re in such a competitive marketplace, your experiential marketing event needs to be extremely targeted to the group you’re trying to reach. Otherwise it will be easy for them to pass you over and go to the beverage company a few booths down from you.

Make your experiential marketing event very fun/educational/inspiring

When you start reading case studies about experiential marketing for beverage companies, it seems like they all have one thing in common: they’re very fun. There’s a good reason for that. You want consumers to develop a positive association with your brand as a result of your event, and showing them a great time is a way to do that.

In addition, many people associate beverages with fun events. They drink wine, beer and spirits at parties and celebrations. They drink coffee or tea when they’re sharing time with friends – or to recover from the previous night’s fun.

But your experiential marketing activation can also trigger other positive emotions for consumers. Given our current foodie culture, there are plenty of opportunities to capture consumers’ attention by hosting events that pair your beverages with delicious foods. Given our current health culture, the right beverage companies may be able to use their activations to show consumers that the brand cares about people’s bodies and minds (in addition to their money). People are also interested in learning more about things they care about, so you can make your experiential marketing event an educational event.

Factory 360 recently planned and executed an experiential marketing campaign for Not Your Father’s Root Beer that managed to be fun and educational at the same time. Our brand ambassadors visited bars in 14 different markets to interact directly with consumers. They handed out samples of this specialty ale (which is brewed with ingredients typically found in root beer, such as sarsaparilla and vanilla, to give it a unique taste) and educated bartenders and consumers about why the product is different from anything else on the market.

The brand ambassadors introduced an element of fun into each activation. They played games with consumers and gave out prizes such as branded beer mugs and bottle openers. The goal was to create a relaxed environment where consumers could both learn about something that interested them and have a good time with their friends. The activation was a big success; it resulted in over one million social media impression, onsite sales of the beverage increased during each activation.

Hand out samples, but do it in a fun way

Sampling is a natural and widely utilized experiential marketing technique for beverage and food companies. Who can pass up the chance to try a new juice, soda or spirit while they’re shopping, partying or attending a special event?

If you have a really great product, the taste may stand on its own. But why not doing something fun and creative with your product? Can you allow consumers to sample spirits in Jello shots or hollowed-out oranges? Can you put your iced mocha beverage in a cup made of chocolate, or serve it with ice cubes that have chocolate chips frozen inside them? Can you create a spa atmosphere for consumers sampling health drinks?

Don’t forget that the sampling cups you use offer another opportunity to engage with consumers. If your beverage is opaque, can you put symbols or words in the bottom of the cup that indicate people have won a prize? Can you put your hashtag on the cups to jog consumers’ memories and encourage them to use it? If you’re doing some kind of exclusive event, can you create a really nice glass or mug that people will want to take home with them – and that can serve as an ongoing reminder of your brand?

If your beverage company is looking for new and creative ideas for experiential marketing campaigns, Factory 360 would love to help. We’ve worked with several spirit companies and beverage-makers in the past, so we have expertise about the industry. We can help you with every aspect of your experiential marketing campaign, from planning to pouring. Contact us today to learn more about how we can take your brand’s experiential marketing campaigns to new heights.

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Post 96 :


Title :Factory 360 Named to Inc.’s Fastest Growing Companies List
Description :

For the fifth year in a row, Factory 360 has been named to Inc. magazine’s prestigious Top 5000 list of the fastest growing privately-held companies in the nation.

Our top-tier experiential marketing agency has seen a 168 percent growth rate and grossed over $7.5 million. This well-above-average growth rate puts us squarely in the top 50 percent of Inc.’s list.

In the past few years Factory 360 has also been named to Crain’s Fast 50 list of the fastest growing privately-held companies in New York, Symmetry50’s compendium of the fastest growing experiential marketing agencies in New York, and EventMarketer’s list of the top 100 experiential marketing agencies in the nation.

Since its founding in 2007, Factory 360 has grown from one employee and a single office to a nationwide company with over 50 employees spread between two offices in New York and San Francisco. The agency continues to see rapid growth due to our innovative approach to event marketing and our ability to deliver creative activations that resonate with consumers. The fact that Factory 360 can offer a wide range of services in-house, including hiring brand ambassadors and providing helpful social amplification apps like FactorySnap, is another thing that keeps companies returning to us for event marketing services.

Founder Michael Fernandez started Factory 360 during the Great Recession, a time when most companies were slashing their marketing budgets. But businesses could see that Michael’s highly authentic approach to engaging consumers could help them build brand awareness and loyalty, which would lead to increases in sales. We’ve never moved away from the values and products that have made us so successful. That’s why brands big and small continue to choose Factory 360 as their experiential marketing partner.

To learn more about Factory 360 and what differentiates us from other experiential marketing agencies, please visit our Services page.

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Post 97 :


Title :Bloomberg: How Factory 360 Thrived After the Financial Crisis
Description :

Factory 360’s Chief Executive Officer Michael Fernandez was recently featured on Bloomberg.com and explained how his experiential marketing firm weathered the 2008 financial crisis, gained a niche working with Silicon Valley companies, and has grown from a two-person startup into a business with $10 million in annual revenues.

 

Watch The Full Video Below

bloomberg

 

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Post 98 :


Title :How To Reach Your Target Demographics Through Experiential Marketing
Description :

One of the best way to reach your brand’s target demographic is to go to them rather than waiting for them to come to you. Experiential marketing can be an outstanding way to do that.

Think about it: Experiential marketing activations often happen in conjunction with larger gatherings such as music festivals, sporting events or trade shows. All of these events collect and publish demographic information on their attendees. It’s how they keep businesses coming and setting up booths.

You can access this demographic information to help you determine which events will do the best job of getting you in front of your target audience. But where do you begin? There are thousands of events you might consider attending. It can be hard to narrow the choices down to the few that are the best fit for your brand.

There’s no magic formula for this, but we thought we’d give you some initial ideas about where to look. Once you’ve done your brainstorm on the types of events you might attend, we highly recommend reaching out to them and asking them for any details they can provide attendees. We tend to think of music festivals as a place where all young people hang out, but some attract older audiences, while others are more popular with generation Z than millennials.

Gen Z (defined here as consumers between the ages of 11 and 21)

Millennials (defined here as consumers between the ages of 22 and 35)

Gen X (defined here as consumers between the ages of 35 and 55)

Baby boomers (defined here as consumers between the ages of 55 and 70)

Retirees (defined here as consumers 70 and older)

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Post 99 :


Title :Experiential Marketing For Retail Stores
Description :

Consumers are attracted to experiential marketing events for multiple reasons. Events give them a way to experience a brand’s products and services with all their senses, have meaningful interaction with brands, have fun, maybe even get free samples or swag.

Experiential marketing can also help retail stores meet multiple goals. Experiential or event marketing is a way for retail stores to educate consumers about new and existing products or services. They can use experiential marketing to bring in new consumers or thank current ones. Here is Factory 360’s top advice for how retail stores can utilize experiential marketing to appeal to consumers and meet their marketing outcomes.

Bring consumers into your retail stores

Experiential marketing events create excitement and provide an out-of-the-ordinary experience for consumers. They’re a perfect way to lure consumers to your retail stores.

You can also do an event nearby that draws consumers’ attention and encourages them to visit your store. The event can feature products you sell, or it can be indirectly related to your core business. If you’re hoping to market children’s products, provide (safe and properly installed) bounce houses or other equipment where parents can bring their kids to play. If you sell sporting equipment, arrange an extreme sports exhibition. If you sell clothing and accessories, put on a celebrity fashion show to raise money for charity. At the event, make sure consumers know your store is nearby if they feel inspired to do some shopping afterward.

Take your retail store to an off-site event with a pop-up store

Pop-up stores are a big trend right now. They’re a perfect example of experiential marketing in action. By setting up a place where consumers can interact with your products with all their senses and have one-on-one interactions with your staff, you provide an experience that’s sure to leave them with a positive impression of your brand.

Keep in mind that pop-up stores can be a great way to promote your brand’s online store. If you’re moving most of your sales online, consumers won’t always have an opportunity to try on shoes or experiment with electronic devices before they buy them. Pop-up stores allow consumers to interact with your products and services, while still reducing the number of permanent stores you have to open.

Pop-up stores can go at existing events, like music festivals or celebrations on college campuses. Or they can be stand-alone events in major gathering places like parks or town squares. They can be very simple, but you’ll get the best pop-up store results if you incorporate some fun or promotional events into your store.

For example, Factory 360 recently developed a pop-up store experience for Boohoo, the UK’s largest online retailer of fashionable clothing. In addition to looking at the company’s products in the store and online via tablet, event attendees partook in several fun activities. They could meet past stars of the popular television show “The Bachelor,” get free nail painting and hair braiding, listen to music at DJ competitions, and enjoy complementary food and beverages.

Do experiential marketing in partnership with brands that sell in your stores

Even if consumers’ hearts don’t race when they hear your retail store’s name, they might get excited about the brands you sell. If you can get some of your vendors to co-sponsor an experiential marketing event with you, you may have a much easier time getting consumers to attend your event.

Ask companies that sell in your stores to donate merchandise you can give away, or send a celebrity model or designer to meet consumers. See if they’ll agree to launch a new product line or make a big announcement at your event (this may help draw earned media as well as consumers). Make sure your partnering vendors publicize all experiential marketing events on their social media channels, emails newsletters and other communication tools.

The other nice thing about an experiential marketing event done in partnership with other brands is that you split the costs between several parties. That helps you see a higher return on your investment.

Offer an exclusive event for your best customers

Experiential marketing events can target a wide group of consumers, or they can target a select few. If your goal for the campaign is to build brand loyalty with existing customers rather than attracting new ones, consider putting on an exclusive event for a select few of them.

The event should make them feel spoiled and appreciated, and creates strong memories and positive associations with your brand. One way to do that is to treat them to an exclusive experience. Allow them to test and give feedback on a new video game system before it hits stores. Or invite a popular singer or comedian to give a performance.

Here’s another idea: Give them an impressive grab bag at the event. There’s an added bonus here if you’re a new retail store trying to gets its name out. If you give your guests branded items, you can turn your best consumers into walking billboards and spokespeople for you.

After the event, consider writing each attendee a personalized thank you note. Don’t type it; have someone write it. It’s so rare than anyone receives a hand-written note anymore that they’re sure to take notice.

Is your retail store interested in more ideas for increasing experiential marketing effectiveness? Whether you’re planning your first event, or preparing to kick off the latest in a long line of campaigns, Factory 360 can help. We’ve been planning large and small experiential marketing activations for over 10 years, so we’ve seen plenty of examples of what works and doesn’t work for retail stores. We’ll bring our litany of best practices and very best ideas to your company. Contact us today to learn more about our services.

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Post 100 :


Title :Photo and Video: Making The Most Of Your Experiential Marketing Event
Description :

Images (including photographs, videos and GIFs) are a very effective way to reach consumers. According to this article on Hubspot, 46 percent of marketers consider pictures critical to their marketing strategies. Fifty-two percent say video is the type of content with the highest ROI.

The also shares plenty of statistics that explain why marketers find photos and videos so effective. Content posted to social media with relevant visuals gets 94 percent more views that information posted without visuals. Researchers have found that when people hear information, there’s a 10 percent chance they’ll remember it three days later. If they hear the information and see a related image, there’s a 65 percent chance they’ll remember it when asked about it later.

Photos and videos are vital for content and digital marketing campaigns, but they can also make your experiential marketing campaigns much more effective. Here are some of our best practices for making the most of photo and video at your activations.

Provide must-photograph or must-record visuals

One of your goals with experiential marketing events is to get consumers to take photographs and videos of themselves and post them to their social media sites. The reason? It can spread your message and branding far beyond the people who attend your activation.

Here’s the catch: Everything consumers photograph and record needs to have your branding or your messaging visible. Otherwise, their friends and family may think they’re having fun with any old spirit brand, financial institution, electronics manufacturer or retail store – not yours.

At your experiential marketing event, make sure there are things for consumers to capture on their smartphones, and make sure those things have your messaging on them. Here are some examples of things you can do to make the most of photos and videos at your experiential marketing events.

Create an interesting, thematically-appropriate wall where consumers can take photographs or videos of themselves. Make sure your logo or message is displayed prominently on the wall. The more creative you can be with adding your branding, the better. Click here for a picture of a floral photo wall we did for retailer Boohoo. You’ll see their name is spelled out in white roses.
Use photo booths, costumes, cutout figures with spaces for consumers to put their faces, or other props that compel consumers to take pictures. Make sure your branding is printed on all items. If you have a little more to invest in your activation, a green screen can be a very effective way to generate must-post photographs. The International Olympic Committee recently did an outstanding activation where they put consumers in front of a green screen and produced images of them “carrying” the Olympic torch in various settings.

Utilize Factory 360’s model network to serve food, spirits, e-cigarettes or whatever else you’re sampling. Have models wear logo t-shirts and encourage them to pose for selfies with people.

Tell consumers that if they take photos or videos within your activation, and post them to social media with a hashtag, they can win prizes. You can hand out small branded items like t-shirts or sunglasses at your event, or you can give away one or two large prizes after the event.

Utilize new photo and video technology

New photo and video technology is coming out all the time. That’s especially true right now because of the rapid emergence of virtual reality technology. If you want to do something really different at your experiential marketing event, use one of the new spherical or 360 cameras. Instead of taking one framed photograph, they capture the world more or less as we see it: in three dimensions.

When combined with headsets or sensory details, images captured on 360 cameras can be used to develop 3D or 4D experiences. But even on their own, 360 videos are pretty impressive. Even if you can’t create a 3D or 4D experience yet, the technology is still new enough to capture consumers’ imaginations.

Take your own photos and videos and post them online

Ideally consumers will take event videos that go viral. But the truth is that most amateur recordings are pretty low quality. That means they’re unlikely to travel beyond a person’s network.

The best way to spread your messages via photo and video are to produce good-quality visuals and post them to your own social media sites. If they offer something of value, including good entertainment, they can still garner thousands or even millions of hits. You can also share them with bloggers, influencers and earned media channels and see if they’ll pass them on.

Outstanding photos and videos can continue to serve your brand well long after you’ve taken down your tables, tents and props. It can be expensive to produce good-quality content, but it’s easier to make that investment if you know it will extend the life of your successful experiential marketing event.

Consider using apps that make it easier for consumers to capture photos and videos

Factory 360 developed an app called FactorySnap that makes it very easy for you to take and post pictures during experiential marketing events. You take the pictures and videos using a smartphone or tablet, then use an easy-to-customize form to collect consumers’ names, email addresses and other information. With the touch of a few buttons, you can post those pictures to your social media sites and consumers’ social media sites.

Are you eager to increase your use of photos and videos at your experiential marketing events? Are you looking to increase the overall quality of your activations? Factory 360 can help. We stay up on all the latest technology and industry trends, so we’re well-positioned to help you with any aspect of your event – from increasing the meaningful experiences for consumers to introducing up-and-coming technology for the first time. Contact us today to learn why Factory 360 is the best experiential marketing agency for you.

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Post 101 :


Title :Experiential Marketing for Startups
Description :

If you own a startup or small business, you’ve probably heard of guerilla marketing. Guerilla marketing is a low-cost marketing strategy that uses unconventional techniques to garner maximum exposure for a brand. It’s a great tool for startups and small businesses because it doesn’t require a lot of money, and it can be quite effective if done correctly.

Experiential marketing is similar to guerilla marketing in that it can provide a big return for not much investment. That why we believe experiential marketing should be in every startup’s toolbox. Why does experiential marketing work, and what makes it so valuable for startups? What do startups need to know about experiential marketing to plan a winning event? And what are some examples of startups doing well with experiential marketing? We’ll explore these questions in depth below.

Why and how does experiential marketing work?

Experiential or event marketing allows brands to interact directly with consumers with the goal of educating them about the company’s products and service, and/or to create a positive impression of the brand in consumers’ minds.

At experiential marketing events, consumers often get to experience a company’s products or service with all of their senses. For example, they may get to try on a brand new pair of high heels or tennis shoes and see how they feel; taste a new Greek yogurt or spirit; see the amazing graphics in a video game or graphic design program; hear the sound quality in a new home theater system; or smell a new air freshening candle brand.

Consumers’ ability to experience things with their senses – rather than seeing them in print or digital form – makes them much more likely to purchase a company’s products or services. This is especially true for startups. You’re not Coca-Cola or Pepsi introducing a new version of a well-known product. Most people have never heard of your products or services and don’t understand what value you bring them. If you’re in a high tech field, it’s entirely possible no one’s heard of your type of product. Experiential marketing allows people to get a first-hand look at your goods, as well as an understanding of why they need them.

Experiential marketing can also be a slam-dunk marketing ploy because the best events evoke some kind of emotion. And that makes consumers feel more connected to your startup. Have you ever been to a holiday event that made you grateful for the people and things in your life? A family-focused event that made you think about your kids and how much you love them? A giant after-party that provided such a rollicking good time you couldn’t help but love everyone more? After you had that experience, it’s likely you had some pretty happy feelings toward whoever brought those positive emotions to the surface.

Experiential marketing events are a great place to show off your startup’s products and services, but one of the great things about experiential activations is that you don’t necessarily have to make your products or services the focus. As long as you plan an event that’s tied to your mission and values, and that leaves consumers with a positive impression of your brand, you’re doing your job. That means you don’t necessarily have to give out a million samples of your products (which may be outside your budget), or even have your products there (if you’re still in the prototype stage, say).

What you need to know about planning a winning experiential marketing activation

Here are some tips for startups looking to plan experiential marketing campaigns with a big impact on a small budget. We’ll start with a few ways you can get more value out of your efforts.

As you plan your experiential marketing campaign, get really creative. A unique activation is more likely to draw a high number of consumers. But it may also do a better job of attracting earned media. This is one great way to expand the reach of your experiential marketing event and get more bang for your buck.

The other way to keep your experiential marketing event working for you long after it’s over is to have a solid social media component. If you can convince consumers to post pictures, videos and comments from your activation, you reach their friends and family as well. Make sure you have interesting visuals inside your activation so consumers can’t help snapping pictures or taking videos. Use hashtags that will keep the conversation about your brand going for an extended period of time. Consider hosting contests to incentivize consumers to take to social media with your message.

VEEV Spirits, a startup that manufactures a vodka alternative, provides a great example of both of these. VEEV hosted an experiential marketing event at a popular cocktail celebration in New Orleans. Consumers could obtain samples of the spirit by texting #cheatonvodka to a vending machine that dispensed tiny bottles. A celebrity bartender mixed up cocktails using the spirit. Brand ambassadors handed out themed prizes, including underwear printed with the hashtag #cheatonvodka. Throughout the event and even afterward, consumers were encouraged to use the hashtag in social media posts. The campaign was catchy and edgy enough that people caught on and kept using the hashtag after the event was over.

Now we’ll talk about ways you can keep the cost of your experiential marketing activation low. Partnering can be a great way to put on an experiential marketing event. Is there a company with a big marketing budget with whom you can co-host an activation? If you find the right partner, you may be able to set up a mutually beneficial arrangement where they bring the majority of the bucks and you bring the high level of cache associated with startups.

If your startup can’t afford to attend a major event like the Coachella Music Festival, try this: See if you can host an activation outside a major event. Is there an out-of-the-way hotel where guests may be staying? An airport or hotel that many attendees will be passing through? A downtown area where the majority of event participants will go to eat and drink? Set up a booth there instead of inside the main event’s gates. It will be far less expensive.

Is your startup interested in more ways to make experiential marketing work for you? Contact us at Factory 360. We’ve new enough on the scene to understand what it means to be a lean, mean marketing machine. But we’re also experienced enough to help you plan a highly effective experiential campaign. Reach out to us today for a free consultation.

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Post 102 :


Title :5 Cool Summer Experiential Marketing Events to Jumpstart Your Brand
Description :

There’s no bad time to host an experiential marketing activation. That being said, summer may be one of the best times to focus in on event marketing experiences. People are flocking to music festivals, sporting events, county fairs and other outings. Young people with summer jobs have a little extra spending cash. Families are looking to enjoy themselves on vacation, and snowbirds have come back home to spend time with friends and family.

Is your brand trying to come up with a really creative summer experiential marketing event? Here are five great examples. Each is focused on something that immediately comes to mind when you think summer.

Grilling event gets BBQers thinking outside the beef

Grilling is many Americans’ favorite way to cook between 4th of July and Labor Day. Throwing a few steaks or burgers on the barbecue means less clean-up, less heat in the kitchen, and a delicious meal even if you aren’t a gourmet cook.

MorningStar Farms wanted to make sure their meatless products were top-of-mind when grillers visited the grocery store. They ran a three-month experiential marketing campaign called “Good Food for Good Times” that exposed people to their full line of products. They were particularly interested in getting their message out to consumers who were looking for healthy foods to cook on the grill.

The brand organized cooking demos with chefs made famous by Food Network shows. The chefs visited music festivals and other major events, where they worked some of the company’s more exotic products (such as roasted garlic and quinoa burgers and buffalo “chicken” patties) into dishes like quesadillas, salads and breakfast items. Consumers had opportunities to meet the chefs, sample the food, access recipes and win prizes.

Everyone smiles for ice cream

Grilling may be the go-to choice for summer main dishes, but ice cream is the ultimate summer dessert. The British/Dutch company Unilever found a creative way to expose European consumers to their ice cream products (including Good Humor and Selecta) during summer events.

Unilever built a vending machine that dispensed ice cream based on smiles. The machine enticed people over with the promise of a sweet treat, then encouraged them to smile. If their smile was big enough, the machine took their picture and posted it to Facebook, then gave them a free ice cream bar. This “ice cream truck for the modern age” showed up at the Cannes Film Festival and many other events throughout Europe.

Bring out your inner kid at music festivals

For millions of people, summer means music festivals. Besides providing a great opportunity to hear some of your favorite bands, music festivals give adults an excuse to act like kids again.

Adult Swim, the adult series on Cartoon Network, believed they could capitalize on this freewheeling and carefree mindset. That led to a whimsical experiential marketing activation at the Bonaroo Music and Arts Festival.

Adult Swim created a giant planetarium shaped like Meatwad, a popular character from the show Aqua Teen Hunger. Consumers could watch Adult Swim cartoons inside the planetarium, witness a fun celestial slide show, or just take a break from the blazing Tennessee sun.

Cartoon Network also built a game they called “Balloonicorns in Space.” Players put on unicorn hats with pins in the horns. They stood on a stage and jumped up at dozens of balloons inside a net. The people who popped a minimum number of balloons got formal prizes… everyone else got to wear a unicorn hat and take pictures of themselves, which is a prize in itself.

Take the family glamping

Camping is one of summer’s best ways to relax and get back to nature. When GMC launched the 2014 Sierra, they wanted to give journalists a memorable way to learn about the truck’s feature. They also wanted to convey that their pickup truck would help consumers get one step closer to the kind of lifestyle they wanted.

Instead of the typical live drive, when journalists drive the car and get a quick dinner at a restaurant, GMC arranged a two-day “glamping” (glamorous camping) trip. GMC rented out two campgrounds and set up relaxation areas with hammocks, lounge furniture and games. Attendees stayed in Airstream trailers attached to their sample trucks. GMC hosted extravagant farm-to-table dinners at the campground and built a custom bar in the back of one of the trucks.

The event was extremely well-received. And one journalist said GMC was smart to create such an enticing event. Since the truck itself hadn’t changed much, the company might not have drawn as many reviewers without the promise of summer fun and relaxation.

Take your ebook for a swim

When you think summer, you think about swimming… with your pals, your boyfriend/girlfriend/spouse, or your kids. You probably don’t think about swimming with your e-reader.

That’s what makes the Kobo’s pool party so unexpected. The electronics manufacturer wanted to prove that their waterproof e-reader really would keep working after it was submerged in water. So they invited publishers, authors, retails and other special guests to a very special pool party.

A synchronized swimming team dressed in the brand’s colors put on a show for everyone in attendance. While they danced in the water, each performer held a Kobo Aura H2O in her hand. After the performance, the company’s CEO gave a speech about the e-reader and the company’s high-tech prowess – all while sitting in an inflatable chair in the pool. Attendees saw that Kobo kept it promise of providing a truly waterproof e-reader, and enjoyed a party they wouldn’t soon forget.

Are you feeling inspired by these cool summer experiential marketing ideas? Let Factory 360 help you ratchet your creativity up a notch. We love putting on our brainstorming flip-flops and lathering up with sunscreen, then helping you plan and execute amazing experiential marketing events. As soon as you get back from the beach, the park or wherever you’re reading this, drop us a line. We’d love to talk to you.

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Post 103 :


Title :Experiential Marketing For Electronics Manufacturers
Description :

This is a great time to be in the electronics manufacturing business. Consumers wait with bated breath for the next smartphone, video game console and virtual reality system. In the B2B space, companies are eager to pounce on the newest advances in communication systems, medical technology and presentation equipment.

But if you’re still looking for new and exciting ways to market your products – or want to thank consumers for their loyalty to your brand – experiential marketing is a great option.

Company executives often think of experiential marketing as the domain of spirit brands, fashion lines and television shows. But experiential marketing can be a great tool for electronics manufacturers as well. Below are our best tips for electronics manufacturers interested in conducting outstanding experiential marketing campaigns.

Allow consumers to experience your products with their senses

The reason experiential marketing works so well is that it allows consumers to experience a company’s products with their hands, eyes, mouths, ears and noses. You already know that allowing consumers to try your technology is a better sales technique than magazine or video advertisement. That’s especially true when you’re marketing new technology like virtual reality and robots. So it shouldn’t be that much of a stretch to convince your bosses that experiential marketing is a good idea.

When you plan an experiential marketing event, make sure your consumers are sampling your products in the most conducive environment possible. Gamers will likely want to try a new console in a space where they can turn up the sound (and their own volume) as much as possible People looking at theater equipment will likely want to view the projector’s quality in a space that’s dark and set up similar to the way their theaters.

If you can, expand the experience beyond things people can see and touch. Can you serve great food and beverages at your event? Can you get very comfortable chairs made with soft fabrics for consumers to sit in while they sample your products? Can you pump appropriate smells into a virtual reality experience that involves walking in a forest or exploring an exotic city?

Think about creative ways to show off your products

Why limit yourself to showing off new computers in an office or classroom setting, or new televisions in a space set up to look like a living room? If you’re going to demonstrate the innovative features of your products, why not do it in an unusual or real-life setting?

When Sony made a big push to market their Action Cams, they could have set them on tables at festivals and let consumers play with them. Instead, they slipped the cameras into custom mounts and let people take them on crazy adventures. They stuck them on surfboards and dogs at the Surf City Surf Dog competition in Huntington Beach, base jumpers at the Bridge Day in the New River Gorge, and fans mingling with celebrities at the Napa Valley Film Festival.

Get software developers involved too

Your device may be exciting, but the software that’s loaded on it may be just as exciting to consumers. Consider planning an experiential marketing event with one of your software partners.

This type of cross-promotion is smart for several reasons. A consumer may not visit your event if all they get to do is pick up your new tablet. If they get to play a game or use an app on the tablet, they’re much more likely to stop.

If there are two or more brands involved in an experiential marketing activation, everyone can reach out to their audiences and promote the event. That’s likely to increase attendance and draw new customers for everyone. The event will get wider reach on social media and other new media channels – maybe even wide enough to draw the attention of earned media. Doing events in partnership also keeps costs down while still providing a high-quality experience.

Given all these benefits, it’s easy to see why doing special events in partnership with other companies is a big trend in the experiential marketing industry.

Don’t limit yourself to promoting the hell out of your products

Experiential marketing activations are highly effective when they link your brand with a positive emotion or memory. That means you don’t have to limit yourself to events where consumers simply try your products and learn about your company. Think creatively about what you can do that’s fun, different and memorable.

German audio equipment manufacturer Sennheiser created a wacky experiential marketing campaign to promote their Urbanite headphone brand. It started with a series of videos featuring a giant ear and a man dressed as a headphone earpiece. Ears take a beating over the course of a normal day, the videos explained. People need to show their ears more love to make up for that. Cue the guy dressed as a headphone massaging and otherwise pampering the giant ear.

When consumers shared the videos and the hashtag #EarLove on their social media accounts, they received clues for a scavenger hunt. The reward at the end of the hunt were golden ears mounted to posters. Each could be redeemed for a free set of headphones. Consumers could also win free headphones by posting “ear selfies” to Instagram.

It’s possible that many of the consumers who participated in this campaign had never even heard of Urbanite headphones before a giant ear popped up in their Facebook news feed. They just got caught up in the excitement of the campaign and the promise of free stuff. The company did a great job of catching people’s attention and creating an experience they’ll never forget.

Is your electronics manufacturing company interested in hosting its first experiential marketing event – or maybe its 100th? Let Factory 360 help you make that event even better. Our agency brings loads of creativity, tons of knowledge about the tech industry and over 10 years of experience planning experiential marketing events. No matter what you’re trying to accomplish, we can help get you there. Contact us today to learn more about how we can help you meet your goals.

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Post 104 :


Title :Experiential Marketing for Service Based Companies
Description :

Most articles on experiential marketing give advice for companies that sell products to consumers. This one is different. This article has recommendations for companies that market services to consumers.

Experiential marketing is an ideal strategy for service based companies. After all, service based companies have the same goals as product based companies. They want to increase sales and profits. And they recognize that one great way to do that is to build brand loyalty and create meaningful two-way relationships with consumers.

Experiential marketing can help any company accomplish these goals. It does it by creating a positive association with the brand in the consumer’s mind; allowing consumers to experience what the company has to offer with their senses and emotions; and offering meaningful rewards to people who are willing to give the brand a chance.

So how is experiential marketing different for service based and product based companies? In many ways, there’s no real difference. The same strategies and techniques that work for product based companies can be used by service based companies as well. Let’s take a look at several examples below.

Product sampling for service based companies

If you’re a food, beverage or spirit brand, it’s easy to give out product samples. The same is true if your company sells paint, e-cigarettes, office supplies, make-up and a number of other goods.

If you run a service based company, you can absolutely give out samples of your services. It may take the consumer longer to experience what you have to offer, but that just means you have more time to build a relationship with them. If you’re promoting a beauty parlor, offer free hair braiding or mini pedicures. If you’re a wellness center, have your masseuses do five minute chair massages. If you’re a carpet cleaning company, roam the parking lot at major events and ask people if you can clean their vehicles’ carpets for them.

Attending community events for service based companies

One of the nice things about attending community events such as county fairs, health-focused events or school information sessions is that people expect to walk from booth to booth gathering information. They don’t necessarily expect to have life-changing experiences or come away with bags full of swag.

If you’re a service based company, use this to your advantage. Attend these events and do what all the product based companies are doing. Hand out pens or balloons with your name on it. Give away a few raffle prizes. If you do offer an in-depth experiential marketing activation, it will be more memorable because fewer people will be doing it.

Factory 360 has a long-standing relationship with Chase Bank. They hired our agency to jazz up their experiential marketing events at community gatherings with the goal of generating more checking accounts. Over the past 12 years we’ve come up with a number of fun activities to engage consumers and get them talking to brand ambassadors about the benefits of banking with Chase. Thanks to our work, Chase nets an average of over 240 new checking accounts at every community event it attends.

Sponsoring and offering engaging opportunities at events

Many brands choose to plan experiential marketing activations at events that are already taking place. Music festivals, trade shows, fashion shows, conferences, major sporting contests and similar events draw huge crowds to popular venues. If someone else has done all the work of getting an audience to come to you, all you have to do is plan an unforgettable experience.

Service companies do just as well as product based companies in these settings. Many consumers attend B2B events looking for new business services as well as new products. We’re willing to bet an equal number of consumers are just as happy to discover an amazing or inexpensive new service at a B2C event.

Uber is one of the most talked-about service companies to open in the United States in recent years. Factory 360 partnered with the ride-sharing service and PayPal to create a memorable experiential marketing activation at the LeWeb Paris conference several years ago. The activation was called “Meet the Speakers, Mobile Office Hours.”

Conference attendees applied to take a 30 minute ride in an Uber car with the event’s various speakers and presenters. During their trip around town they could ask questions and make a personal connection with these high-level executives. Attendees didn’t walk away with a product in hand, but they certainly left the conference associating Uber with a very positive experience. That is likely to influence their view of the company for years to come.

Planning stand-alone experiential marketing events for service based companies

You see brands that sell products planning huge experiential marketing events all the time. Red Bull puts on extreme sports events on a regular basis. Bud Light’s House of Whatever events are the stuff of legends. But there’s no reason a service based company can’t plan stand-alone activations that create positive impressions in consumers’ minds.

Allstate is a major brand that offers services rather than physical products. They planned a very fun series of stand-alone experiential marketing events on the campuses of four Florida universities. All were centered around their slogan “Get to a Better State.” They hired yoga instructors to give short courses during breaks between classes so students could get to a more “relaxed” state. They brought green screens to the participating campuses, which allowed students to “transport” themselves to a relaxing place. During midterm and finals weeks, they brought hot coffee to campus first thing in the morning so students could get to a more “awake” state.

The campaign yielded great results for Allstate. They received 45,000 impressions and reached 21,000 students. Best of all, the campaign created 3,000 leads for Allstate agents.

For the rest of us, this campaign really showcases how successful experiential marketing can be for service based companies.

Whether you’re a service based company or product based company, Factory 360 is very interested in being your experiential marketing agency. We have ample experience working with both types of brands, and we deliver big results for everyone who partners with us. Give us a call today to learn more about what we can do for your business.

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Post 105 :


Title :Experiential Marketing for Restaurants
Description :

Whether you own a fast food restaurant, a fine dining establishment, or an eatery that falls somewhere in between, you have one thing in common with every other restaurant. You’re in a great position to use experiential marketing to increase customers, customer loyalty, name recognition and more.

Why? As foodie culture has taken off in the United States and beyond, diners are clamoring to attend interesting food-related events. You can deliver by offering experiential marketing events designed especially for them.

How do you do that? We have some ideas and examples for restaurants experimenting with experiential marketing for the first time, or those looking to increase their use of this popular marketing technique.

Take food sampling up a notch

We don’t always think of product sampling as experiential marketing, but it can be. One of the most valuable aspects of experiential marketing is that it allows consumers to experience products and services with multiple senses. It also allows them to try things before they buy them. If you make all your product sampling event memorable and positive experiences for consumers, they can become wildly successful experiential marketing activations.

In recent years we’ve seen many spirit brands offer semi-private, educationally-focused tastings for consumers. For example, Jim Beam create pop-up “bars” at liquor stores in 14 major markets. Each event featured a bartender who poured bourbon samples, talked consumers through what they tasted, and asking subtle questions to determine which they liked best and how they planned to use the spirits. If the bartender was able to glean information about each consumer’s intentions, he or she could share recipes and personal recommendations on what to buy. The bartenders also encouraged consumers to sign up for a rewards program.

The result? Jim Beam saw a 68 percent increase in event sales from 2013 to 2014.

Is there a way you can add value to your tasting events? Perhaps by providing more personal service, a more exclusive experience, a chance to compare products, or opportunities to share photos on social media?

Connect with foodies by offering unique food experiences

A growing number of consumers value experiences more than materials goods. That’s certainly true when it comes to food. Create a unique food experience for these consumers and you’ll have them eating out of your hand.

Arrange high-end barn dinners, wine pairing dinners or dinners with experimental dishes. Plan lectures, demos or classes where consumers can learn about the foods of a particular culture or cooking hacks from celebrity chefs. Offer consumers opportunities to tour farms, wineries, breweries or processing facilities where businesses mill local grains or shape pasta.

Just make sure all activations stick to the key elements that make experiential marketing successful. Events should allow consumers to experience products with all five senses. Taste and smell are easy for restaurants, but how can you allow consumers to experience memorable textures, sounds and sights?

Any event should offer consumers something of value – besides food. Give consumers knowledge; high-quality products that are branded or useful for cooking at home; a positive emotional experience; or a chance to meet celebrities or influencers. Help them have a positive emotional experience. You know how important customer service is in a restaurant; how can you up the customer service experience even more?

Also, make sure you incorporate social media into your experience. This will help you spread your message far beyond the event itself. People love to food porn. You, more than any business except those who feature kittens and puppies in their activations, should have no problem getting consumers to take photographs and share them with their friends on sites such as Twitter and Instagram. Make sure they’re all participating in the same conversation (and promoting you at the same time) by providing them with a hashtag or encouraging them to take photographs with your name/logo in the background.

Plan a pop-up dining experience

Eventbrite, the popular event registration and ticketing platform, did a study of food and beverage trends in 2014. They found that pop-up dining was one of the fastest-growing types of events organizers were planning.

“Pop-up dinners are one-time food events that offer guests a taste of something different,” Eventbrite shares. “Whether it’s an unexpected location, a personal interaction with the chef, or a unique menu or theme, these events cater to the ‘Experiential Diner’ – who craves not just an amazing meal, but a new and exciting dining experience.”

There you have it. Why not create a pop-up version of your restaurant at a music festival, fashion show, holiday festival or other community event? Sell what you normally sell, but give it a thematic twist: mango salsa on your burgers at a tropical event, or napkins stamped with U.S. history quiz questions at a political event (if you do that, why not have a number where people can text answers to the questions and win prizes?).

Alternatively, sell something you don’t normally sell. It will give your chef a chance to get creative, and show diners that you’re willing to get creative.

Create an experiential marketing event in partnership with another brand

One of the biggest trends we’re seeing in experiential marketing is companies doing events in partnership with one another. You have a great thing to offer any company that’s interested in pairing up to create an experiential marketing event. Everyone loves food! Look for like-minded brands that sell other products and services, and see if you can co-organize an activation that will be beneficial for everyone involved.

Factory 360 has a long-time partnership to plan experiential marketing campaigns for PayPal. One highly successful activation was a cross-promotional event between PayPal and Jamba Juice. Brand ambassadors visited Jamba Juice locations across the company to educate consumers about the PayPal Here service, which allows consumers to use PayPal to buy products at brick and mortar locations. Brand ambassadors helped consumers learn how to use PayPal Here and handed out samples of Jamba Juice products.

Create a positive association with your restaurant

Experiential marketing can be tangentially related to your restaurant and still be successful. The goal of some experiential marketing events is simply to create a positive association between your brand and a consumer. And if that’s what you’re trying to do, you don’t necessarily need to serve food and drinks.

McDonald’s has done dozens of great experiential marketing events over the years, but here’s one that illustrates this point really well. Several consumers that frequented the fast food chain’s locations in London won the chance to participate in a secret event. McDonald’s loaded them onto a double decker bus and told them it was bound for a concert venue.

Instead, pop star Jessie J boarded the bus and performed a private concert just for them. The concert was streamed live on McDonald’s social media channels, which widened the number of people who could “participate.” But the people on board the bus got a once in a lifetime experience that is likely to make them loyal to McDonald’s for a long time. And McDonald’s did it without handing out a single Big Mac or McCafé coffee.

Why not give experiential marketing a try? Factory 360 is happy to help. We’ve been in business for over 10 years, so we know what works and what doesn’t work when it comes to experiential marketing. We can help you plan an event that will reach the consumers you want to reach and help you meet your goals. Contact us today to learn more.

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Post 106 :


Title :A 360 Degree Look at How Experiential Marketing Plays Into a Brand Experience
Description :

What do experiential marketing and brand experience have to do with each other? A lot.

The authors of a paper in the American Marketing Association’s scholarly journal have this to say about brand experience: “Brand experience is conceptualized as sensations, feelings, cognitions and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications and environments.”

They go on to indicate that a good brand experience should include four dimensions: sensory, affective (having to do with moods or emotions), intellectual and behavioral.

If you use this description of brand experience, and look at the way a good experiential marketing event is described, you’ll see there’s a lot of overlap. We take a 360 degree look at experiential marketing to expose how closely it corresponds to a positive brand experience.

Appeal to the senses

The best brand experiences allow consumers to gain knowledge about a company’s products or services will their senses. That’s one of the reasons experience marketing is such an effective way to allow consumers interact with your brand. You can’t smell packaging (or at least you shouldn’t be able to). You can’t taste a television advertisements, and you can’t handle a product you see online.

When consumers go to experiential marketing events, they can smell, taste, touch, listen to and see products in real life. This tangible experience makes consumers more likely to remember your brand, and much more likely to buy your products or services at some point.

Evoke emotion

Facts are important. Videos and images are good. But experiences evoke emotion. Consumers will remember emotions far longer than they remember facts, figures and pictures.

Just as a good brand experience will evoke emotion, so will a good experiential marketing campaign. Think about the emotions you want associated with your brand, then think about how you can bring up those emotions at your activations.

Share information about your products

There’s definitely no harm in appealing to people’s heads too. Facts may not be as compelling as emotions, but they can still play a role in engaging consumers. Think of this as a one-two punch. Hit people with an emotional appeal, then win them over with good data that convinces them your brand offers what they need.

Brands have plenty of places to share information: social media channels, websites, packaging, advertisements and more. Depending on the type of event you’re doing, an experiential marketing activation can be a great place to fill consumers’ heads with good data.

Experiential marketing events sometimes offer one-on-one interactions between a consumer and brand ambassador, which can be a great time to share a company’s messages. When events are designed to entertain, you can hold consumers’ attention for a long time. Take advantage of that opportunity and slip in facts and figures every once in a while.

Make it easy to buy

Good brand experience make consumers feel compelled to buy your products and services. If making sales is a priority at your experiential marketing event, make it easy for consumers to buy.

Factory 360 recently organized an experiential marketing activation for Boohoo.com, the United Kingdom’s largest online retailer of trendy women’s clothing. The activation included several elements: visits by past participants on “The Bachelor,” a flower-laden photo wall where consumers could take pictures, DJ competitions, drinks and refreshments, and free activities like hair braiding and pedicures.

All of these activities were designed to draw people into the activation. Once we had them inside, we made it very easy for them to shop. A comfortable lounge was equipped with iPads that went straight to Boohoo’s website. People could browse their entire catalogs while enjoying refreshments and taking a break from the activities outside.

Offer consumers something of value

Your brand doesn’t just sell widgets; it sells the best widgets, or the best widgets for a particular demographic. Your whole brand experience shares that message, and every aspect of your experiential marketing events should do the same.

Make sure your experiential marketing activations offer something of value. If you’re sampling, make sure those samples are presented in an interesting container or by an interesting person. If you’re giving away prizes, make sure they give consumers an experience or product they’ll always remember. If you’re focused on a party or other event, make sure it’s the event of the year.

Connect to the brand’s identity

Brand experience is strongly connected to a brand’s physical manifestations, including logos, slogans, mascots, colors and images. It’s also strongly tied to intangible things like a brand’s mottos, values, vision and activities.

Just as you’d never print packaging without your name and logo, you should never attempt an experiential marketing event without strongly connecting it to all other aspects of your brand’s identity. Make sure the company’s physical identifiers show up everywhere at the event. Make sure all activities reflect the company’s values.

Tie in social media

Social media has become very important to brand identity. Consumers expect more two-way connection and interaction with brands. Social media is one big way they’re doing that.

Social media can also be an important part of spreading your brand identity during an experiential marketing event. When consumers post photographs of themselves or share messages using hashtags, they spread your brand’s message to their friends, family and colleagues. Pictures and enthusiastic posts will bring back good memories of your event after it has wrapped up. Having a good strategy for social media at an event can be just as important as having a good social media strategy for your brand.

Follow up

The brand experience shouldn’t conclude after consumers purchase your products for the first time. And it shouldn’t end after you shut the doors on your experiential marketing event. In both cases, good follow up can be key to continuing the brand experience in a positive way. How can you make sure consumers are happy with your products/services or the experience they just had with you? How can you turn them into loyal customers or even brand ambassadors?

Whether we’re talking brand experience or experiential marketing event, it’s good to have a plan to continue engaging with consumers far into the future.

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Post 107 :


Title :Factory 360, boohoo.com Event Featured on Event Marketer
Description :

Factory 360 was honored to plan a music festival-inspired pop-up store for online fashion company boohoo.com. The event was so successful that it was profiled on the widely-read website EventMarketer.com.

Music festivals are a prime place for brands to create meaningful connections with consumers. That’s why you see so many stories about experiential marketing at events such as Coachella, SXSW and Lollapalooza.

But boohoo.com, the UK’s largest online retailer of fashions for young women, didn’t want to wait for a summer music festival to reach its target population. The brand wanted to reach college students for its first west coast experiential marketing event. More specifically, it wanted to reach college students who were bound for major music festivals as soon as summer hit. To meet both goals, it needed to connect with college students during the school year.

Factory 360 and boohoo.com decided to create an event that would inspire the carefree, positive emotions people feel at music festivals. To link those emotions with boohoo.com, Factory 360 set up a pop-up store with a music festival atmosphere near the UCLA campus in Los Angeles.

At the heart of the activation was a lounge where consumers could view some of boohoo.com’s boho-style clothing and accessories. Consumers could also browse the brand’s full spring catalog on iPads. The tablets were set up to make ordering easy when consumers found something they liked.

The pop-up store had many features and activities to draw consumers in. A 12-foot by eight-foot wall covered in colorful flowers made a perfect backdrop for photographs, especially for people craving the excitement of Coachella. There was also an activation where consumers could make flower headbands.

People who attended the activation could have their hair braided or their nails painted – two activities they might engage in before or at music festivals. There were regular DJ battles in a tent similar to those set up at Coachella. And, of course, there were plenty of opportunities for consumers to imbibe at a digital bar within the pop-up store.

Factory 360 arranged for previous stars of “The Bachelor” to make appearances at the boohoo.com event. These good-looking gentleman handed out roses and took photographs with several lucky women. Having The Batchelors present did an amazing job drawing young women who were within the target demographic.

Attendees were encouraged to use the hashtag #BoohooStoreLA when they shared comments and photographs on social media. This extended the reach of the activation and got boohoo.com’s name out to many people who didn’t live in Los Angeles.

We’re thrilled that boohoo.com gave us the opportunity to work on this event. It was a fun and rewarding experience that will certainly stick in our minds! And we’re very grateful to Event Marketer for sharing details about this inspiring event with a larger audience.

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Post 108 :


Title :Selling Experiential: How To Explain To Upper Management Why Experiential Marketing Makes Sense
Description :

You know that experiential marketing is highly effective. You want to implement a smart, meaningful, goal-oriented experiential marketing campaign at your company.

Now you just have to convince upper management that it’s a good idea.

If that feels a bit like pushing a boulder the size of Kanye West’s ego up a hill the size of Kim Kardashian’s fortune, we’re here to help. We have seven points that can help you build an air-tight case for experiential marketing at your company.

Experiential marketing has good return on investment

Every year the Event Marketing Institute and Mosaic publish a forecast and best practices document for experiential marketing. The EventTrack study consistently shows that brands see a very high return on investment for experiential marketing events. Twenty-three percent of the companies surveyed said their ROI was 3-to-1. Sixteen percent said it was 5-to-1, and 12 percent said it was greater than 20-to-1. If upper management at your company is constantly focused on the bottom line, this will come as great news.

Experiential marketing has good return on engagement

That being said, the people in charge at your company are also be thinking about other things when it comes to the brand’s overall success. They want to build long-term relationships with customers, create consumer loyalty, be authentic, demonstrate corporate social responsibility, and engage in many of the current best practices around marketing and sales.

Experiential marketing can help with all of these things as well. Marketers are starting to talk more about return on engagement, which is the idea that companies shouldn’t just look at profits to determine if they’re meeting their marketing and sales goals. They also need to engage with consumers and build relationships with them.

Those relationships will bring in money, but they will also bring other benefits. They will turn consumers into brand ambassadors. They will give the public a better understanding of what the company does and why they should buy from the brand. They will build goodwill so that if the business does get a black eye, consumers are less likely to turn away from them permanently. Over the long run, return on engagement can be just as important as return on investment.

Experiential marketing creates a stronger brand impression and position

Traditional marketing techniques such as print and television ads are still effective, but they’re getting less effective as consumers increasingly turn to new media sources. And while things like Facebook ads and text message alerts can be highly effective, they still don’t give consumers a chance to try products or get to know a brand on a personal level.

Experiential marketing does. The majority of campaigns give consumers a chance to experience a brand’s products with one or more senses. Even the rare campaign that doesn’t allow consumers to interact with a brand’s products will create a strong overall impression of the company’s mission, values and attitudes.

That interaction is incredibly powerful. The EventTrack study shows that if people attend an experiential marketing thinking they may already be interested in a brand’s product, they were 98 percent more likely to make a purchase after the event. Sixty-five percent of people actually made a purchase at an experiential marketing event.

Tell members of your company’s management team: With experiential marketing, you’re getting more bang for the buck. It’s hard to argue with that.

Experiential marketing is a great way to reach new markets

Advertising may work with established target populations because they already know and trust your products. If your brand is trying to reach a new target audience – maybe Millennials, or retiring Baby Boomers, or recent immigrants – experiential marketing can be a great way to go.

Experiential marketing is the perfect way to introduce new people to your company and its products or services. You can let them handle and try out your products for the first time. If your company has a reputation as too stodgy for young people or too hip for older people, you can begin to change that perception with an activation that’s highly targeted to the needs, interests and values of your target population.

Many experiential marketing events are highly replicable

Once you do a successful experiential marketing event in one market, you can take it to many other markets without too much effort. That means experiential isn’t a one-and-done type of event.

Company executives always appreciate it when they can invest in one big idea that raises the profile of the company in multiple ways or places. Let them know that they can use experiential marketing to spread successful messages and events out across the country – even throughout the world – without recreating the wheel every time.

The work can be done by someone else

Monetary resources aren’t the only thing upper management has to weigh when thinking about an experiential marketing event. Human resources may also be a big factor. If the marketing team is feeling pressured to meet other priorities, their supervisors may worry that adding one more (very large) project will be too much for them.

The good news is that much of the work for your experiential marketing activation can – and should – be completed by an outside agency. An experiential marketing agency will know what’s new and what’s working in the space. Just as important, they’ll know what’s been done and feels tired. They have the infrastructure to do things like hire brand ambassadors in multiple markets, and the experience to know when you’re getting a good or bad price on venues. A good agency will save your staff time while still creating a one-of-a-kind event that accurately conveys your brands values and marketing messages.

Congratulations on convincing your upper management team to invest in an experiential marketing event! Are you ready to hire that outside agency to help you guide your activations to maximum success? Factory 360 has been creating experiential marketing events for small and large brands for over a decade. We have the experience, creativity and resources to make your campaign meet all its goals. Contact us now to learn how we can help.

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Post 109 :


Title :Experiential Marketing For Charities
Description :

Business blogs and magazines are full of stories about experiential marketing events run by major corporations. But just because for-profit companies plan the bulk of the event marketing activations doesn’t mean experiential marketing is out of reach for charities. Charities are being told to act more like businesses all the time. Why shouldn’t your nonprofit take a page from the big players?

Is your charity trying experiential marketing for the first time? Or working to shift some of its existing events so they’re more in line with the techniques that make experiential marketing so effective? We share several pieces of advice to help you convince your boss this is a good idea – and make your activations as high-quality as any planned by a Fortune 500 company.

You can have a small budget. Just make your event create big memories.

We tend to hear about big, flashy experiential marketing events because they’re the ones that make the biggest splash. But don’t feel like you have to spend your whole marketing budget on an experiential marketing event. Smaller gatherings can be just as impressive as bigger events as long as you stick to the core principles of experiential marketing.

Experiential marketing is so effective because it appeals to people’s emotions. You have a great story to tell, and you already know how to tug at people’s heart strings or make them feel compelled to join a cause. In that way you have a leg up on major corporations.

Event marketing events can give people an opportunity to experience a brand’s products and services with all five senses. But events can also be extremely effective when they have nothing to do with a product or service, and everything to do with creating a positive association between an individual and a brand.

Maya Angelou famously said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” When you give someone an experience that feels good, they’ll remember it for a long time. They’ll also remember the organization that made them feel that way. They’ll be more likely to support your organization with their time, money or goodwill.

Leverage your ability to solicit sponsorships

If you really want to do a huge, expensive experiential marketing event, you can. Maybe your charity has deep pockets and can fund it without support. If not, you can raise money to put on an expensive event.

If this is the route you take, leverage your talent for soliciting corporate sponsorships. Your charity likely already has relationships with companies that provide in-kind donations, event underwriting, mentors or volunteers, or another type of support. They may be eager to find a new and different way to support your company’s mission – and connect their name to an important cause.

In 2001, the Minnesota Housing Fund partnered with local unions to build and play the world’s largest Monopoly game. People served as game pieces and walked around the board, pondering whether to purchase certain properties, build houses and hotels, and bail themselves out of jail (or just wait until their “sentence” is up). Corporations sponsored the spaces on the board and contributed to the game in other ways.

The Minnesota Housing Fund used the game to draw attention to the fact that the state lacked housing that was affordable to working families. Over the 12 days the Monopoly board was set up the charity gathered over 100,000 signatures from people who wanted to see more affordable housing in Minnesota. This is a great example of an experiential marketing event that raised a lot of money through corporate sponsorships and met multiple other goals for the charity.

Let corporations put on events for you

Speaking of corporations being interested in connecting their name to your cause – it’s possible you don’t even have to plan an experiential marketing event to reap the benefits of one. As more companies get into experiential marketing, many of them are choosing to incorporate cause-related marketing into their strategy. That means they might want to plan an experiential event in partnership with your charity, and make your charity the recipient of any revenue they generate.

The hardest thing about this strategy is that you can’t put out a broad solicitation asking a corporation to plan an experiential marketing for you. But keep it in the back of your mind. Some day you might have a conversation with a corporate sponsor and discover they’re looking to do something different, and you could suggest this. Or if you know a corporation that does experiential marketing events and finds a new beneficiary every year. Talk to them and see if you can get into their rotation.

The other trick to letting a corporation use your good name is making sure they don’t drag it through the mud. It’s always hard to say “no” when someone offers you money, but it’s harder to get your reputation back if you “sell out” your charity’s mission and values by going into partnership with a company that works counter to those things.

Plan experiential marketing events for internal supporters

The experiential marketing events we read about are often outward-facing. But companies do plan inward-facing experiential marketing activations. For example, brands often plan experiential marketing events to educate vendors about new products, or to reward top members of their sales team.

A few years ago Factory 360 partnered with spirit company Moët Hennessy to plan an experiential marketing experience for leading sellers of Hennessy cognacs and other spirits. The company held an exclusive trade show that coincided with Super Bowl XLVIII. Besides learning about Moët Hennessy’s new products, attendees bowled alongside famous football players at the NFL Celebrity Bowling Classic, and attended the official NFL tailgating party before sitting down in prime seats at the big game.

Why not plan an experiential marketing event to reward your top volunteers, or better educate your donors and other stakeholders about your work? Providing consumers who are already committed to your charity with a memorable, meaningful experience may have a bigger return on investment than trying to attract new people to your cause.

If you typically host a plain vanilla thank you event for volunteers, why not turn it into a family-friendly carnival or exclusive food and beverage tasting event? If you typically thank major donors with a gala or dessert, why not give them an insider’s view of the organization, an opportunity to explore a beautiful natural area that’s typically closed to the public, or a chance to meet with community leaders or local celebrities?

If your charity wants more advice about planning a top-tier experiential marketing event, or is looking for a firm to help you execute a flawless event, please keep Factory 360 in mind. For over 10 years we’ve worked with nonprofits and for-profits to create high-quality experiential marketing events around the country. We’re happy to provide an initial consultation at no charge. Contact us today for more details.

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Post 110 :


Title :Experiential Marketing For Hotels
Description :

An overnight stay in a hotel is an experience in its own right. Whether a consumer is traveling for business, taking a vacation, getting a night away from the kids, or celebrating a special occasion like a wedding or anniversary, most people already associate hotels with things that are positive.

If you want to create a positive association between your hotel and consumers, experiential marketing is a great option for you. Your target audience already places a premium on experiences. If you offer them a fun, meaningful or materially rewarding experience, they’re sure to remember it for a long time. They’re also likely to tell their travel-loving friends about it.

Hotels interested in engaging in experiential marketing have several advantages over other types of businesses. We’ll explore how your company can take advantage of its existing assets to create incredible experiential marketing activations. We’ll also share some creative ideas for creating one-of-a-kind events.

Consider partnerships

We’re seeing a lot of brands partner with other companies to increase the reach and effectiveness of their experiential marketing activations. If you plan an event with a brand with a complementary mission and audience, you both do a better job of reaching your target consumers. It can also save both of you money.

Factory 360 planned a series of events for luxury spirit brand Moët & Chandon and hotels it identified as key accounts. Moët & Chandon wanted to promote their new Moët Mini, a product that places the company’s excellent champagne in smaller bottles. The partnering hotels were happy to loan out their facilities because they knew the events would attract young, high-wealth individuals.

Moët’s strategic positioning of “approachable indulgences” was brought to life with a series of events called “La Mini Fete Moët.” Factory 360 recreated a traditional carnival experience at six upscale hotels, including the Bagatelle New York, the Beverly Wilshire Hotel in Beverly Hills and the Virgin Hotel in Chicago.

Consumers played fun “midway” games in an upscale yet relaxing environment. There was also a “Mini Me Photo” activation that allowed consumers to snap a photo of themselves, “shrink” it to miniature size, and add a Moët Mini bottle. The resulting photo or GIF could be shared on Facebook, Twitter and other social media sites.

The tour was extremely successful. Over 35% of attendees shared a “Mini Me Photo,” and Factory 360 estimates Moët and its partnering hotels earned over 1.5 million impressions. The hotels that participated in the activations will share a fond place in consumers’ memories of the event, making it much more likely that consumers will think of them when they need a place to stay in the future.

Incorporate your rewards program

Most hotel chains have rewards programs, and people love them. According to statistics compiled by Access, more than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand.

See if there are ways to tie your experiential marketing campaign in with your rewards program. Can you do a scavenger hunt where the more items people find, the more reward points they get? Can you put together an obstacle course, and everyone who completes the course in a set time gets points? Can you do a daily drawing for points, and tell people to enter the contest by sharing a picture of themselves at your activation with a hashtag?

Do experiential marketing in conjunction with other big events

Sometimes people stay at hotels so they can share time with a special someone, or attend a small event like a class reunion or association meeting. But if your hotel is hosting people who are in town for a big event, you can build a very effective experiential marketing activation around that.

When people travel for an event like the Super Bowl, SXSW, New York Fashion Week, CMA Music Festival, or South Beach Food and Wine Festival, they come ripe for new experiences. Capitalize on that by making their time at your hotel an experience they won’t forget. Award tickets for stadium tours to guests at random. Give them custom swag. Create a photo booth where consumers can try on exclusive clothing and accessories and snap photos of themselves. Help your guests get front-row seats at big concerts. Leave a welcome basket full of local food and beverages in guests’ rooms when they arrive. You get the idea.

Create a campaign that relates to consumers’ reason for staying with you

Do you know what type of traveler is most attracted to your brand? (Business travelers, vacationers, families, affluent men and women, etc.) Plan an activation that’s targeted to their needs and interests.

For example, if you serve primarily people who travel for pleasure, think about an event related to travel. Marriott Hotels recently gave people the opportunity to take a virtual trip from the Washington, DC area to Hawaii and London. Using futuristic 4D booths, consumers could take a “tour” of well-known British tourist attractions or feel the sun’s warm rays while they sat on a “beach.”

Create a campaign that has nothing to do with why people stay with you

Perhaps the goal of your experiential marketing campaign is to attract consumers from a different target market than your primary customer base. Or maybe you just want to do something different from what everyone else is doing. It can be very beneficial to do an experiential marketing activation that seems a bit out of left field for your brand.

Experiential marketing is so common these days that it often takes a very creative activation to attract consumers’ attention. So give your experiential marketing some leeway in creating the best event for you. As long as it’s closely tied to your goals and objectives for the campaign, it might just surprise you with how effective it can be.

For example, this article on BizBash describes how a growing number of hotels are hosting concerts in their ballrooms. Some are open to the public, but some are exclusively for guests and reward program members. No matter why people are staying with you, they may enjoy the chance to listen to some live music at the end of the day.

Does your hotel need help putting together a successful experiential marketing campaign? Factory 360 is here to help! We have over 10 years of experience creating high-quality, high-result activations for a variety of brands. We can help you build your business and attract new consumers through fun and meaningful events. Contact us today to learn more about what we can do for you.

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Post 111 :


Title :5 Qualities To Look For In A Brand Ambassador
Description :

When you create an experiential marketing event, chances are you don’t want your own staff working your event. They have other important tasks to accomplish for your company; they may not live in the community where your activation is taking place; and they may not have the skill set to sit around and talk with consumers all day long. In the case of a very large activation, you may not have enough employees to staff your event.

That means you need brand ambassadors. These are temporary employees who sole goal is to do an outstanding job of representing your company during your experiential marketing activation.

If you need brand ambassadors, you best bet is to hire them through an experiential marketing agency. An agency like Factory 360 has years of experience interviewing, recruiting and training these specialized employees. They have a pool of talent people who have proven they can do a great job representing companies. An agency will also have the infrastructure to handle the human resources end of hiring brand ambassadors.

What do experiential marketing agencies look for when they hire brand ambassadors? What should you look for if you decide to hire them yourself? Here are five qualities to look for in a brand ambassador.

Great personality

Experiential marketing is all about providing consumers with a high quality, positive experience so they create a positive association with your brand. Your activities are a big part of creating that good memory, but your people are a big part of that too. Make sure your brand ambassadors are memorable in a good way.

Brand ambassadors should be friendly and outgoing so they naturally draw people into your activation. They should welcome everyone with a smile and friendly word, and they should continue to make consumers feel welcome and engaged the entire time they’re attending your activation.

Brand ambassadors should also appeal to the demographic group you’re trying to target. If you’re trying to attract college students, your ambassadors should be cool and educated on topics that might be of interest to college students. If your activation seeks to appeal to mothers with young children, it’s a good idea to have ambassadors who like children (or are at least willing to put up with toddlers and teenagers running around the activation).

Quick learner

Brand ambassadors may or may not be familiar with your brand when they first start working with you. Even if they have a good working knowledge of your products and services, they likely don’t know the internal messaging they need to convey to consumers. Yet by the time they’re out interacting with the public, they need to be experts on your company.

It’s important to hire brand ambassadors who learn quickly. You want them to be able to pick up your key messages and run with them soon after you hire them. They should be able to answer questions about your activation, your products and services, and more in-depth questions about your company’s mission and values.

These traits are especially important if your experiential marketing event is educational – for example, where the ambassadors will be sampling or demoing your products. But they’re also important if you’re doing an entertaining event, such as a concert or festival. You never know when the person entering the event may ask the ambassador an important question about your company and its mission, products or services.

Adaptable

Sometimes experiential marketing events go exactly according to plan. Sometimes they don’t. Brand ambassadors must be able to adapt to changing situations quickly. Can each person you hire keep their cool if a problem arises? Can they deal with consumers who are less than friendly? If something happens with the technology at the center of your activation, can they keep consumers entertained until it’s back up and running – or do they become a part of the problem?

Sometimes you may assign a brand ambassador to one role, but need them to switch to a different role over the course of the day. All your brand ambassadors should be able to take on new tasks without objection, and perform well after a reasonable amount of instruction.

Hard worker

Experiential marketing events can mean long days and repetitive tasks. Make sure your brand ambassadors are up to the task. They should be willing to work as hard as it takes and as long as it takes to help your activation reach the maximum number of people.

With any brand ambassador you think about hiring, explore questions like whether the person showed up for work consistently, was on time, and always dressed appropriately. Ask them, or ask their previous employers, if they stayed until all their work was done or always insisted in leaving at 5:00 p.m. You need people who will work hard for you and your brand, no matter what the circumstances.

Specialized traits

There might be circumstances where your brand ambassadors need specialized traits. If your hope to reach a community that doesn’t have English as a first language during your activation, it’s a really good idea to hire brand ambassadors who are bilingual and bicultural. If your company’s goal is to reach out to people who are very young or in their retirement years, it a good idea to hire brand ambassadors who fit within those demographic groups.

If your company is focused on affluent marketing, or simply wants to make a very lasting impact with your brand ambassadors, you might want to avail yourself to a model network to recruit your brand ambassadors. A model network will have a list of very attractive men and women who can promote your brand at experiential marketing events.

No matter what traits you seek in a brand ambassador, Factory 360 can help you find, train and activate the right people. We’ve worked with thousands of brand ambassadors over our many years in business. We still have thousands of outstanding ambassadors on a list of people in cities across the country who are ready to help make your brand’s experiential marketing events a huge success. Contact us today for more information about how Factory 360 can provide you with brand ambassadors for your upcoming events.

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Post 112 :


Title :The Sky’s the Limit for Experiential Marketing – But There are a Few Pitfalls to Avoid
Description :

A new report from the Association of National Advertisers and PQ Media proves once again that experiential marketing shows no signs of slowing down.

According to their study, brands spent more than $560 billion on activation marketing in 2015. That figure represents 59.8 percent of their total advertising budgets and is a 5.5 percent increase over spending over 2014. Brand activations are expected to grow by six percent in 2016, putting the total spend on experiential close to $600 billion.

This information reflects consistent data from the EventTrack survey, the longest-running survey examining the experiential marketing industry. Data from that study shows experiential marketing increased by 4.7 percent in 2013, 5.4 percent in 2014 and 6.1 percent in 2015. Part of the reason for this growth is that brands find experiential marketing so valuable their funding it out of their corporate budgets, not just their marketing budgets. One reason survey participants said they liked experiential marketing was that the return on investment was so high. Twenty-three percent of brands said their ROI was 3-to-1; 16 percent said it was 5-to-1; and 12 percent said it was greater than 20-to-1.

“Experiential Marketing is arguably the most exciting discipline in the entire marketing mix today,” says Michael Fernandez, founder of the widely-respected experiential marketing agency Factory 360. “It’s the only high quality brand connection that you know for sure is connecting to an actual consumer vs. a bot, an empty living room or an otherwise disengaged audience. The future is experiential marketing bringing new consumers to your brand in the most personalized way.”

Do an online search of “experiential marketing” and you see that new brands – even whole new fields – are getting into experiential marketing all the time. Hotels have been slow to adopt event marketing but are starting to use it to engage with consumers more. Cell phone companies are moving beyond event sponsorships and planning really fun events. Banks are breaking out of their conservative shells and finding new ways to interact with consumes in a meaningful way.

You also see that brands are doing incredibly creative things with experiential marketing. Over the past three years Kraft eschewed the product sampling that’s so popular with food companies (and rightfully so, we should add) and ran a more in-depth experiential marketing campaign that increased sales and provided a meaningful reward to consumers. Entertainment companies such as MGM and TNT have used movie action and special effects to create highly memorable events that later received millions of YouTube hits. And then there are companies like Red Bull and Bud Light, where experiential marketing has become an integral part of their whole business model.

Why are so many brands turning to experiential marketing? Because it works. Experiential marketing does a great job of capitalizing on the things that make any marketing campaign successful. It appeals to people’s emotions. It allows consumers to experience products with some or all of their senses. It creates a positive association between consumers and brands.

Experiential marketing also works well with changing values, demographics and resources available to brands. Many people (especially Millennials) place more value on having experiences than buying things. More people are attending things like music festivals, fashion shows, community fairs and trade shows, which means there are more opportunities to engage with people when they’re ripe for new experiences. Social media can greatly expand the reach of even a single experiential marketing event, which makes them more worth the investment.

So what do we expect to see from experiential marketing in the next few years?

As far as we’re concerned, the sky’s the limit for what can be done at experiential marketing events. But that doesn’t mean brands should throw together any old event and expect people to flock to it. Here are some common pitfalls we see brands encounter, and our advice for how to avoid them.

Pitfall: Market saturation

It seems unlikely that people will get tired of events anytime soon. But at some point there may be so many experiential marketing events that another trend – the one toward a “staycation” rather than a vacation or day out – will take hold more than it already has.

What’s more likely is that at some point, there will be so many music festivals, sporting events, sampling events and fairs in one weekend that consumers will have to choose which to attend and which to skip.

Solution: Make your experiential marketing event unmissable

Experiential marketing is popular enough that some consumers have a certain “been there, done that” attitude about it. Most people have been to enough rubber chicken dinners, community festivals, huge concerts and wine/beer/spirit tasting events to feel a bit blasé about going to another.

But what if instead of a dinner, you host a food truck festival that features cooking lessons from celebrity chefs and “Iron Chef”-like cooking contests? What if instead of a standard community festival or fair, you create several interactive experiences that allow people to explore the world (and your brand) in a whole new way? What if instead of a stadium concert, you invite some of your best clients to an intimate concert with a popular musical act? Consumers won’t be able to pass up the promise of your once-in-a-lifetime event.

Pitfall: Doing experiential marketing poorly

Sometimes when brands hear about new trends, they jump on them without putting much thought into them. Just look at all the poor companies that started incorporating the term “Netflix and Chill” into their campaigns without knowing what it meant.

Solution: Don’t do experiential marketing because you have to, and don’t do it at the last minute. Sit down with your marketing team (perhaps even your executive team) and think about your goals, desired outcomes, what audiences you want to reach, and how you’ll measure your success.

Then put together an event that’s high quality, authentic and provides consumers with a meaningful experience. Experiential marketing isn’t just about putting on an event. It’s about putting on an event that represents every aspect of your company’s culture and values. If your event is light-hearted and fun, consumers will remember your brand as light-hearted and fun. If your event demonstrates your commitment to environmentally sustainability or helping children, consumers will remember that your brand’s values align with theirs.

Pitfall: Trying to plan an experiential marketing campaign by yourself

Everyone is trying to save money. And no one knows your brand as well as you and your marketing team. So it makes sense to plan all aspects of your experiential marketing event yourself, right?

Wrong. Experiential marketing events can be extremely time consumers and complex, especially if you’re planning a multi-city campaign. Your staff likely doesn’t have the time to put a high-quality event together. It’s unlikely that they’re familiar with things such as hiring brand ambassadors and utilizing the latest technology to create highly memorable events. They aren’t experts in the field, so they don’t know what’s already been done, and what types of campaigns have succeeded or failed.

Solution: Hire an experiential marketing agency

The great thing about the growth in the experiential marketing field is that there are now hundreds of agencies that specialize in it. A good agency will have tricks and relationships that can save you money on your event. They can give you a fresh perspective on the best ways to portray your brand’s mission, values and products or services.

The bad thing about the recent boom in experiential marketing is that many of the agencies don’t have a lot of experience. Make sure you hire an experiential marketing agency that’s been around for several years and has plenty of good references to share with you. You should also make sure they offer the range of services you need (for example, a brand ambassador program, social media expertise and experience with sponsorship activations). An agency, just like a good plan, can make or break your experience with event marketing.

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Post 113 :


Title :Factory 360 on the 2016 Event Marketer’s “It List”
Description :

We are proud to announce that we have made it onto Event Marketer’s “It List” for the fifth year in a row. In an effort to list the top 100 event agencies in the industry to help make event departments’ search easier, this list was created thirteen years ago and continues to analyze the event industry to forge an accurate list of the top agencies.

It is great to see our hard work pay off as we make it onto the It List once again. Here at Factory360 we think it’s very important to remember, as stated by our founder, that “every member of the team is critical to our success as an agency and it’s because of our commitment and passion that we continue to be recognized as one of the most innovative experiential agencies in the nation.”

Not only have we been delivering great results, but we’ve also been experiencing positive growth. Factory 360 has been growing at an incredible rate, one of the fastest in the industry. We are bringing more and more passionate individuals on board to join the Factory family. The agency also plans to expand by opening new offices in the United States this year.

We are extremely excited to see what the future holds for our agency as we keep dedicating ourselves to excellent work through the fostering of relationships, the maintenance of brand truths, and the creation of forward thinking ideas.

We hope that you’ll join us as we keep the good times rolling!

To view Event Marketer’s 2015 It List please click here; To view Event Marketer’s 2016 It List please click here.

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Post 114 :


Title :How Often Should My Company Use Experiential Marketing?
Description :

Clients often ask us how often they should plan experiential marketing activations. The answer is, not surprisingly, it depends.

Sometimes brands limit their experiential marketing activations to one or two a year and focus on making a big splash. Others do events on a weekly basis. It all depends on factors such as a company’s goals, budget and audiences.

Is your company trying to decide whether you’re too involved or not involved enough in experiential marketing? Here are some things to consider.

Goals

Experiential marketing is part of the overall marketing mix, of course, so it makes sense to look at it within that context. What are your marketing goals for the year and what does evidence show are the best ways to reach your audiences? Are you trying to shift your marketing efforts away from traditional advertising and more to engaging with and building relationships with consumers? Your goals can influence how often your company should use experiential marketing.

If you’re trying to push your company toward doing more experiential marketing, there are small steps you can take. If one of the company’s goals is to do more marketing at trade shows, figure out how to incorporate experiential marketing there. If the brand already does multiple demoing or sampling events throughout the year, see if you can bump up the oomph at these events with the goal of providing more value to consumers and attracting more attention for your company.

Budget

Huge, multi-day activations at large festivals can be expensive. On the other hand, simpler activations such as staffing booths at community events can be done dozens of times a year without costing an enormous amount of money.

Your marketing budget will give you a pretty clear idea how many time a year you can afford to do experiential marketing events and how big they can be. If you’d like to do more with experiential marketing but don’t have the budget for it, here’s a tip: See if corporate will fund it from the overall budget rather than the marketing budget. The 2015 EventTrack survey shows that 58 percent of companies pay for some experiential marketing activities from the corporate budget instead of the marketing budget (a big increase from last year, when the number was 35 percent).

Type of experiential marketing

There are many different kinds of experiential marketing events. How often you engage in experiential marketing may depend on what your company is doing.

Product sampling can be experiential marketing. Since that’s relatively low investment and high impact for certain types of products, it’s something most companies can afford to do on a regular basis.

Event sponsorships can be considered event marketing under the right circumstances. If you’re sponsoring someone else’s event, there may be a large investment of capital but a smaller investment of human resources. That may make it feasible to get involved in more events.

If your brand believes every experiential marketing production should take multiple days, involve huge parties with lots of activities and celebrities, reach tens of thousands of consumers, and attract the attention of dozens of media outlets and influencers, you’re probably going to use experiential marketing less often.

Impact

The no-holds-barred type of event described in the previous paragraph is probably going to have a huge impact for your brand. If that’s your goal, that’s great. However, you won’t want to plan that type of activation every week. It will take away from the spectacle of it, and make it harder to attract the attention of consumers and the media.

Smaller events can still make a big impact, but you’ll need to do them more often. Staffing a booth at a community fair gives your brand ambassadors plenty of opportunities to reach out to people and engage with them – but it’s not likely to earn you thousands of social media posts or YouTube views. That being said, it’s still worth doing these events as long as their impact is in line with your goals.

Audience

Is your brand trying to reach multiple audiences? If the answer is yes, you might need several experiential marketing events to reach those different target demographics.

You market differently to college students and retirees; middle-class and affluent consumers; and people who have spent the majority of their life living in Boston, Boca Raton or Bogota. Say you have a product or service that appeals to all those people, but for different reasons. You’ll need to employ different techniques and messages to catch their attention. A pop-up concert that catches the attention of millennial men will probably have zero appeal to women in their 40s and 50s. Think about how a variety of events can share a positive message about your brand with the people who need to hear it.

Past experience with experiential marketing

It’s also worth looking at past attempts at experiential marketing. Did previous events engage a lot of consumers, increase sales, lead to a big bump in social media followers and/or raise awareness of new products or ad campaigns? Or have past experiential marketing events failed to meet their goals and outcomes?

If the latter is true, the solution may be as simple as engaging a new experiential marketing agency. If your experience is more in line with the former, you may want to come up with ways to plan more event marketing experiences. Either way, it’s worth taking a hard look at your history with experiential marketing to determine how often you want to use it.

Factory 360 is happy to walk you through frequently asked questions such as “How often should my company use experiential marketing?” and “Can experiential marketing really impact my bottom line?” We have more than ten years of experience and hundreds of activations under our belts, and we’ve developed deep expertise in all components of experiential marketing (as well as marketing as a whole).

Please contact us today with all your questions and concerns about experiential marketing. We’re also happy to tell you how our package of services can help your brand succeed with experiential marketing – no matter how often you use it.

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Post 115 :


Title :Using Your Senses: 5 Experiential Marketing Campaigns Using All 5 Senses
Description :

One of the reasons experiential marketing is such as a powerful tool is that it allows consumers to experience your company’s products and services with multiple senses. Often events include just one or two sensory experiences… consumers can taste new foods or spirits and hear information about them, or handle products while watching a video about them.

Imagine if you could allow consumers to experience your products with all five senses. What a lasting impression it would make in their minds! Here are five examples of amazing experiential marketing campaigns allow consumers to smell, hear, touch, taste and see information about a company’s products, services or brand culture.

Eat your brain

There’s nothing that impresses a zombie more than being presented with a bunch of tasty brains. So what can a company do when they need to impress a bunch of zombie enthusiasts? Give them a taste of a brain… their own brain, that is.

To promote their new television show “iZombie,” CW and BuzzFeed showed up at SXSW in 2015 with technology that allowed consumers to taste their brain. Each participant donned an Emotiv headset, which scanned their brain waves and used a 3D printer to create a customized piece of candy for them. As Adweek explains, “[I]f your brain was mostly alert with beta waves, you got to take home a sweet tasting treat. Those that had more sluggish delta waves munched down on a chicken-flavored delight.”

Consumers got to taste and smell the candy, feel the headset on their head, hear scientists describe how the technology works, and watch the machine as it recorded and printed an edible version of their brain. It stands to reason they also learned a lot about the upcoming television show – and had the premier date firmly etched in their minds.

Get the VIP treatment at the Bates Motel (which is not necessarily a good thing)

SXSW was the place for highly sensory experiential marketing activations in 2015. A&E was nearby to promote “Bates Motel,” a television show that’s a prequel to the movie “Psycho.” They built a replica of the Bates Motel right outside one of SXSW’s main venues. People could explore the sights in the hotel with their eyes and hands, hear promos for the new television show, and enter for the chance to stay at the hotel for the duration of the festival.

The contest winners got the best sensory experience. During their overnight stay they had plenty of time to feel things like the hot water in the shower (if they dared… one of the “benefits” of winning was a “Psycho”-style surprise in the bathroom). They had access to a minibar stocked with spirits from sponsor Tito’s Vodka and brownies from a local bakery. We’re willing to bet the hotel’s maids (provided by Handy, an online service where people can get home cleaning and repair services) used some strong-smelling cleaners to cover up any nefarious odors that might have been present.

Have your cake and eat it too

British author Carole Matthews gave fans of her romance novels a truly unforgettable experience to celebrate the release of her book “The Cake Shop in the Garden.” She partnered with several companies to build a garden made entirely out of confections. The garden was defined by a giant wall constructed from 15 different kinds of cake (it took a London bakery 450 hours to make them). The pieces were attached to each other with Nutella chocolate hazelnut spread. The garden had frosting flowers and butterflies, a bird bath made of sweet treats, edible ivy and chocolate cookie crumbs for “soil.”

Besides taking in the spectacle, visitors could eat cookies from the border of the wall and smell the entire divine creation. It stands to reason that they heard plenty of “oohs,” “ahhs” and happy eating noises while they picked up copies of Matthews’ new book.

Taste the rainbow

Ribena is a European company that makes a line of popular beverages. To promote their sweet drinks, they sponsored a Crazy Golf Roadshow and brought a highly sensory miniature golf course to 14 cities around the United Kingdom.

Players could take in colorful sights on the three-hole golf course, including a forest of blackcurrant plants, a rainbow bridge anchored by strawberries and a mango maze. A corresponding fruity scent was sprayed at each hole, and players could drink Ribena beverages throughout the course. Although articles such as this one don’t describe any sounds at the activation, we imagine off-beat pop, hyper techno or maybe even children’s songs about rainbows and colors playing in the background.

Find adventure in the Swiss Alps

Most of the time people will look at you weird if you started talking to a billboard. In this case, it’s a really smart idea. The tourism agency for the Graubanden region of Switzerland (most famous for being home to the annual World Economic Forum in Davos) placed an interactive billboard in a Zurich train station. Once a day, the static billboard comes alive and a man in the Swiss Alps starts talking to consumers. He gives one lucky passerby free tickets to visit him at his home in Graubanden.

The tickets are printed right next to the billboard so consumers can grab their tickets and hop the next train. They have a totally immersive experience that includes seeing beautiful scenery, smelling the fresh air, petting the man’s animals, hearing the silence of the countryside and eating a meal with him. The whole experience is recorded and played for other train station visitors later in the day – giving those consumers a taste of what they can experience if they decide to visit Graubanden.

Do you need help thinking about how to provide more sensory experiences for consumers during your experiential marketing activations? Let Factory 360 help. We have plenty of great ideas for events that engage consumers’ eyes, noses, ears, hands and taste buds. We can also help your brand meet its other experiential marketing goals, including expanding social reach and doing a better job of tracking analytics. Contact us now to find out more about wide range of services.

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Post 116 :


Title :Follow Up: What To Do After An Experiential Marketing Campaign Is Over
Description :

Congratulations! You and your team have just completed a major experiential marketing campaign. Give yourself and your colleagues a pat on the back. Buy them a beer… or a case of beer, depending on how things went. Close down the office or department for a day so everyone can rest, relax and pamper themselves a little. Whatever it is, do something else to reward yourself for a job well done.

Then get right back to work. Just because your campaign is over doesn’t mean the hard work has ended. What happens after a campaign can be almost as important as what happens during a campaign. The close of your experiential marketing extravaganza may be when you take the next tentative step in your relationship with your new fans and followers; finalize deals with new customers; heap praise on all the people who made your campaign possible (which strengthens your relationship with them); and pitch an increase in your budget to your boss.

Here are six things you should do after your company’s experiential marketing campaign is over.

Do any necessary follow-up

Add consumers to your email list and send them a welcome message. Call all the people who dropped off business cards and see if they’re interested in learning more about your company’s products or services. Write a blog post for your company website so consumers can relive how much fun they had at your experiential marketing activations. Gather links to all the influencer blog posts and earned media clips that resulted from the campaign.

There’s always a ton of follow-up that needs to happen after any event. Make sure it gets done, and gets done quickly.

Here’s a tip for ensuring your follow-up is thorough and timely: Before your campaign even kicks off, make a list of any follow-up activities that will need to happen after it’s over. Then create a plan for how everything will get done and who will do it. People are tired and less motivated to work on a big campaign after it ends. Having a plan for post-event wrap-up means these important tasks are more likely to be completed.

Review your goals and outcomes to see if your brand met them

Any good experiential marketing campaign starts with a list of goals and outcomes, and plan for measuring those goals and outcomes. Once your campaign is over, it’s time to look back and see if you accomplished what you set out to do.

If the campaign met its goals, make a list of the things you did well. Was the activation creative enough that it garnered plenty of attention? Were your brand ambassadors particularly effective at drawing consumers into the event? Did all the time you put into influencer outreach pay off? Did a hashtag or video start trending or go viral on social media?

If your campaign didn’t meet its goals, think about why it didn’t do well. Were the goals too ambitious? Did the activation not do a suitable job of meeting the needs of the target audience? Does the next activation need to be more inventive or provide more value to consumers? Don’t point fingers. Determine what you can learn from the experience and how you can do better next time.

Evaluate any feedback you receive from outside stakeholders

Some events draw little feedback other than what you can pick out on social media. For other events, it may be appropriate to send out evaluations or questionnaires to consumers. Participants in your experiential marketing event may also send in comments by email, social media or text message.

If you get any feedback from consumers, record it and review it with your team. These outside observers may provide ideas and suggestions that prove invaluable for your next activation – especially if they’re part of your target market. See if there are ways you can turn consumers with positive feedback into advocates for your next campaign.

Gather feedback from staff or other internal stakeholders

It’s equally important to gather feedback from the people inside the campaign. Ask your staff, brand ambassadors and other stakeholders for their thoughts about your experiential marketing activations. What went well? What could have been better? What ideas do they have for next time?

Even if you don’t use any of these ideas, people appreciate it when you ask their opinion. If they feel valued they’re more likely to be supportive of future experiential marketing campaigns.

Report the information to your superiors

Once you’ve gathered ever shred of information about the experiential marketing campaign, make a report to your boss (and anyone else he/she recommends). Report on everything discussed so far. Did you meet or exceed your goals? If you didn’t, why and what can you do better next time? What type of feedback did you receive? How is the company already benefitting from the event, and how will it benefit in the future?

A report should include a calculation of the company’s return on investment or return on engagement for the event. It should also include some action items. Make a recommendation on whether the company should continue to engage in experiential marketing, and if it should do more or less. Suggest ways the company can improve its advertising, social media presence or other marketing efforts based on what you learned.

This final report to your supervisor may also be the time to ask for an increase in your budget for experiential marketing or to issue an RFP for a new experiential marketing agency.

Create a plan to make future experiential marketing campaigns even better

The goal of all these exercises (except the first one) is to determine how to make your next experiential marketing campaign even better. Don’t rest on your success or wallow in any setbacks. Move on to how you can make future event marketing events bigger, more effective, more fun and more meaningful.

Does your company need help with its experiential marketing campaigns? Whether you’re just beginning to think about experiential marketing; in the middle of a campaign that’s not meeting its goals; or in that space where you want to make the next campaign bigger and better, Factory 360 can help. We have experience with every step in the experiential marketing timeline. Contact us today to learn how we can help.

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Post 117 :


Title :Marketing Options: How Experiential Stacks Up Against Other Marketing Mediums
Description :

Has your boss ever said to you, “Why should we consider experiential marketing? How effective is it, anyway?” There are a lot of ways to answer that questions. For this blog post, we’d like to offer this idea: Give your boss a run-down of how experiential marketing compares to other marketing mediums in terms of effectiveness.

When you look at studies that compare marketing mediums, experiential marketing often falls in the upper-middle on the effectiveness scale. That means it’s probably more impactful than many of the things you’re already doing. You can also make the case that experiential marketing is more beneficial in certain situations – for example, when you’re introducing a new food and beverage product and want to do sampling.

Here are five common marketing mediums and how they stack up against experiential marketing.

Email marketing

Email marketing is considered the most effective strategies by this and many other studies. Consumers increasingly appreciate being marketed to through email as opposed to phone or television advertising. It’s a consistent and non-obtrusive way to reach out to consumers, direct them to your website, and offer coupons and other deals.

The thing email doesn’t offer is person-to-person attention or the ability to experience a product. Even the most customized email doesn’t come with eye contact or the ability to shake hands. That personal connection is very helpful when you’re trying to sell products. An email also doesn’t give users the ability to touch, see, taste, smell or listen to a product. Experiential marketing is much more effective at providing human interaction and sensory experience.

Content marketing

Content marketing consistently comes in second or third behind email marketing (this study is one example). Online search is extremely important in today’s world, and content marketing is one of the best ways to boost SEO. A good content marketing strategy is similar to experiential marketing in that it offers consumers something of value as a way to build trust with them. It can also do a great job of communicating a brand’s personality and values.

However, no content marketing strategy can offer an experience as memorable as, say, attending a concert with your favorite band or having a meeting with a top business influencer. Another truth about today’s world is that people value experiences as much as (sometimes more than) they value stuff. They may get information about products and services through high-quality content, but they’re more likely to remember a product or service if they have experience with it.

Social media marketing

Social media or digital marketing is another fast-growing part of the marketing mix. Research shows that consumers want brands to be on social media; 95 percent of millennials, 87 percent of Gen Xers and 70 percent of baby boomers say brands should have a Facebook page and participate on at least two other social channels.

The interesting thing is that social media doesn’t necessarily influence consumers’ purchasing decisions. A study mentioned in this article states that only 47 percent of millennials and 19 percent of people in other age groups say sites like Facebook influence their purchasing decisions. Consumers see social media more as a way to interact with, learn from and make their voices heard by brands.

If you want to actually make sales, experiential marketing is much more effective. Ninety-eight percent of people who responded to an experiential marketing survey by EventTrack that if they were thinking about purchasing a product anyway, seeing it or trying it at an experiential marketing event made them more likely to buy it.

Television advertising

Despite the decline in live television viewing, this study from Turner Broadcasting and Horizon Media says that television is still the most effective advertising medium available. TV commercials do a better job of meeting key performance indicators than print, radio and online display ads. Although their effectiveness has gone down slightly (1.5 percent), it’s decreased at a much slower rate than other types of advertising (some of which have seen a 10 percent drop).

However, television doesn’t win in every category. The 2014 version of the EventTrack survey, which monitors opinions and data about experiential marketing, reports that 93 percent of consumers says live events are more effective than television advertising. The vast majority of those respondents said event marketing gives them a better understanding of a brand’s products or services.

That makes a lot of sense. During an experiential marketing event, consumers can try products for themselves to see if they like them. They can put on a new pair of running shoes to see how they feel, listen to the quality of music coming from a new set of speakers, or taste a new flavor of hard alcohol. That ability to “try before you buy” makes consumers much more likely to make a purchase.

Print advertising

When ebooks first entered the market, people worried it meant the end of print books. Similarly, when digital marketing became the Next Big Thing, some claimed that print advertising was dead.

It turns out both print books and print advertising are still thriving today. Research cited in this article shows that many businesses (especially small and local businesses) consider print advertising an important part of their marketing mix. Studies done by the US Postal Service found that 73 percent of consumers prefer direct mail advertising over other methods, and that 40 percent try new businesses after they receive some type of mailer from them.

Print advertising, like television advertising, suffers from its inability to connect with consumers on a personal level. Most mailers aren’t engaging enough to make a lasting impression in people’s minds, and they communicate little about a brand’s values or overall message. These are all things can be done very effectively with experiential marketing.

Of course, it’s important to note that experiential marketing works best when it’s integrated with other types of marketing. Activations should be tied to the messaging and themes in television or print ad campaigns. Marketers can utilize email before events to publicize them and afterward to keep in touch with participants. Experiential marketing can be part of a content marketing strategy, especially for B2B companies. And social media plays a vital role in the effectiveness of all activations.

Would your company like to add experiential marketing to your marketing efforts? At Factory 360, we know how to plan great events, but we also know how to integrate live campaigns with all of your company’s other marketing activities. We’ll show you how to use experiential marketing to grow your business and make your marketing efforts even more successful. Contact us today for more information.

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Post 118 :


Title :Factory 360 CEO Michael Fernandez Featured in Crain’s New York Business Magazine
Description :

Crain’s New York Business magazine is a multiple award-winning publication that covers everything happening in the New York business community. Every year they publish the Fast 50 list of New York’s fastest-growing businesses. Factory 360 has been honored to make that list the past two years. And now, we’re honored that the magazine has written a flattering profile of Factory 360 founder Michael Fernandez.

The article points out that Fernandez started his own experiential marketing agency in 2007, only a year before the Great Recession. The fledgling firm could have easily failed as businesses slashed their marketing budgets.

Instead, Fernandez grew Factory 360 into a nationally-respected agency with well-known clients such as ESPN, PayPal, Metro PCS, Moët & Chandon and Logic. The company boasts about 20,000 part-time and seasonal brand ambassadors, as well as a permanent staff of close to 50.

Fernandez told Crain’s New York Business that he believes launching the agency when he did allowed him to take advantage of a market niche few others were exploiting. In 2007, experiential marketing was just beginning to become the powerful force it is today. Fernandez was one of few people making a case for how it could help brands stand out by creating meaningful interactions with consumers.

In 2007, social media was also not as important to marketers as it is now. Fernandez’s idea that it could be vital to all marketing strategies – but especially experiential marketing – made sense to his forward-thinking clients. Factory 360’s advanced understanding of social media helped make a case for why high-profile clients should choose it over other agencies. Factory Snap, our proprietary social media technology, helped propel Factory 360 to a high level of success by making it easier to connect brands with consumers at events.

“We feel very bullish on the future because we are able to compete alongside bigger companies,” Fernandez told Crain’s New York Business. It also helps that, as Crain’s points out, companies are now beating on Factory 360’s door rather than the other way around. This article will certainly help make the case why Factory 360 is the experiential marketing agency of choice for companies looking to reach more consumers in an engaging and interesting way.

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Post 119 :


Title :Can Experiential Marketing Help Something Go Viral Online?
Description :

Experiential marketing activations can – and should – be so exciting that they inspire people to take videos and post them online. Once they’re uploaded, it’s easy for them to go viral.

If you have an advertising campaign or new product/service that’s been slow to take off, experiential marketing may be the key to getting it to go viral. Live events are more inspiring than television ads or plain old product announcements, which means people are more likely to take to social media and the Internet to talk about what they’re seeing. The result? A lot of positive attention for your company.

Before we go much further into how experiential marketing can help something go viral online, let’s start with a definition. What does it mean for something to “go viral?”

According to this blog post on the Houston Chronicle’s outstanding business and marketing blog, a viral social media post is one that’s been “shared, copied and spread across all social platforms. On Facebook in particular, going viral means that a post has generated a great deal of attention in the form of a high number of likes, shares and comments.”

So how do you get something to go viral? Here are several tips.

Plan a really creative activation. Videos don’t go viral because they contain something everyone has seen before. They go viral because they contain things people have never seen before. If you want your campaign to go viral, it needs to be highly creative and appealing to a wide (or extremely targeted) group of consumers. Thinking out of the box when it comes to your experiential marketing campaign is a best practice anyway. The ability of a creative campaign to go viral is another reason to come up with the most creative experiential marketing experience possible.

Make your own video so you know there’s a high-quality video out there. Consumers are willing to watch videos that lack a certain amount of production quality and polish. However, if every video of your activation posted by consumers doesn’t really show what you want people to see, it’s not going to do you much good. It’s worth investing in a video that highlights the most important parts of your activation and posting it to YouTube.

Promote it through a hashtag and social media so it’s easy for people to find and share. A high-quality video won’t do you much good if people can’t find it. Make sure you share the video on every social channel. Tag relevant people in the post so they know they should share it with their followers. You may also want to come up with a hashtag so people can more easily participate in a discussion about the video.

Make sure it has a good title and good tags/keywords. A memorable title and appropriate tags and keywords will also help people find your video once they start looking for it. It’s worth including all these things because it will help your SEO in the long run. In the short run, it’s definitely a good idea if it will encourage your experiential marketing campaign to go viral.

Feature something that tends to go viral, such as animal videos and celebrities. Everyone likes cat videos. Consumers also love videos of celebrities behaving badly, ordinary people doing extraordinary things, everyday heroes and things that make them LOL. If your activation involves something that is likely to appeal to a wide swath of people, make sure you make it the focus of your video.

Don’t try too hard. This article on Mashable argues that brands shouldn’t set out to make viral videos. It’s too easy to come across as contrived or trying too hard if that’s your only goal. It’s also easy for companies to confuse advertising with an authentic attempt to reach out to consumers and connect with them at a human level. Instead, the article’s author encourage brands to appeal to emotions widely felt in the culture at the time. This type of genuine, heartfelt content is much more likely to appeal to consumers and make them want to share your video.

Still not convinced experiential marketing can increase your chances of getting an ad campaign or company to go viral? Here are some examples of experiential marketing events that have done it:

At Factory 360, we can’t guarantee that one of our campaigns will help your brand’s message or event go viral. But we can guarantee that our work will contain many of the components of viral campaigns. We design highly creative experiential marketing events, can recommend excellent video production companies, help brands maximize their use of social media, and coach companies on staying authentic when interacting with consumers. Contact us today to learn how we can help your company spread your message far and wide – viral video or not.

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Post 120 :


Title :Choosing a Venue: Where to Have Your Experiential Marketing Event
Description :

Choosing the correct venue for your experiential marketing event can make or break your activation. There are so many questions brands must ask themselves when picking a location: Can I reach my target audience there? Will I get enough foot traffic to meet my engagement goals? Is an expensive venue really worth the price, or will it push me over budget without offering a huge return?

As you start thinking about where you should have your experiential marketing event, we advise approaching the question from two angles. First, you should think about the type of venue you’d like for your activation. Then you should think through several important qualities you need in a venue.

Let’s start with the former. Here are the types of venues that make sense for experiential marketing:

Once you’ve identified the type of venue you need, it’s time to get more specific. Which festival or trade show is the best place for your brand to set up a booth? Which partners are the best hosts for your sampling event, customer appreciation day or sales manager meeting? Here are some specific things you should keep in mind when choosing a venue.

Another way to determine if a venue is really worth the cost is to contact Factory 360. We have substantial experience selecting venues for clients, so we have a pretty good idea of whether a venue is affordable or overpriced. Our agency can also help you with all other aspects of venue selection, from determining the type of venue you need from helping you think through all the nitty-gritty details of setting up at that venue. Contact us today to learn how our award-winning experiential marketing agency can help you achieve your goals.

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Post 121 :


Title :By The Numbers: Why Experiential Marketing Makes Financial Sense
Description :

Experiential makes sense from a marketing strategy standpoint and a consumer engagement standpoint. It also makes good financial sense.

Experiential marketing campaigns offer an enormous payoff compared to traditional marketing. Studies show great return on investment as well as excellent return on engagement for event marketing campaigns done right. Here are three reasons experiential marketing makes good financial sense.

Events make people significantly more likely to buy – and buy again

Every year the Event Marketing Institute and experiential marketing agency Mosaic sponsor a survey called EventTrack. It’s the largest (and pretty much only) experiential marketing research done on an annual basis. The results provide helpful insights into the effectiveness of experiential marketing.

A whopping 98 percent of 2015 EventTrack survey respondents said that if they were thinking about purchasing a product anyway, seeing it or trying it at an experiential marketing event made them more likely to buy it. Sixty-five percent of people ended up buying a product or service at an experiential marketing event.

Part of the reason consumers are more likely to buy products during or after experiential marketing events is that they receive coupons or other discounts (49 percent of people surveyed said that was the case). But more often, people said they brought products or services because they sampled or saw a product demoed and liked it (80 percent) or they gained a better understanding of the product/service because of the event (57 percent).

All of this is fantastic news for brands looking to peddle more of their products – and the good news doesn’t stop there. Eighty-seven percent of people bought the product or service again after their initial purchase. Seventy percent became regular customers. Experiential marketing is an investment that makes sense over the long term as well as the short term.

Why is experiential marketing so great for finding and keeping customers? When consumers interact with and get to know the people and values behind a brand, they develop an attachment to it. That means they’re more likely to stay loyal to the brand. Even if an experiential marketing event doesn’t directly sell a product or service, or introduce consumers to employees, it can still be effective. As long as an event creates a positive association between a company and a consumer, it’s done its job.

Return on investment is high

The EventTrack survey shows that 49 percent of brands realize an ROI of between 3:1 and 5:1. Twenty-nine percent say their ROI is 10:1 and 12 percent say their ROI is 20:1. Sixty-five percent of brands see a direct link between sales and experiential marketing campaigns. That’s probably why 79 percent of brands expect to do more with experiential marketing this year, and the average increase in live event marketing budgets is six percent.

These figures don’t even take into account the return on engagement (or ROE) companies see from experiential marketing campaigns. ROE is the measure of how well brands build relationships with customers (as opposed to how much money they’re making from their purchases). Companies are taking a closer look at ROE because they recognize that building trust, relationships and brand loyalty has a huge impact on their bottom lines – even if they don’t see the return right away.

In some ways ROI and ROE are easier to measure through experiential marketing than, say, print or radio advertising campaigns because they happen during a defined period. There’s direct interaction between brand ambassadors and consumers, so they can track ROI as they go along. There are definable activities (such as social media followers, website views and comments) that demonstrate ROE that take place in the days after an activation takes place.

Make sure you decide on your ROI and ROE measurements before your activation starts, and that you have all the tools and information you need to track that data. Then sit back and watch the results pour in.

It’s more effective than advertising

The 2014 version of the EventTrack survey reports that 93 percent of consumers says live events are more effective than television advertising. The reason is clear from the 89 percent of people who say live events give them a better understanding of a brand’s product or service than a television, print, banner or radio ad.

If people have experience with a company’s goods, and have experienced them with all their senses, they’re much more likely to purchase them. There’s a lower possibility of buyer’s remorse or other feelings that may taint a consumer’s thoughts about a company and their products. There’s a great appreciation for what the brand creates and stands for. All of these feelings will help brands sell more over the life of their relationship with a consumer.

Is your company looking to increase your ROI or ROE at experiential marketing events? Or are you looking to try event marketing for the first time? Let Factory 360 be your guide. We understand the importance of creating activations that are meaningful for consumers and meet your brand’s goals. We’re also sticklers for keeping events on budget, measuring their outcomes and helping you determine things like ROI and ROE. Contact us today for more information about how we can help.

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Post 122 :


Title :Experiential Marketing for Fortune 500 Companies
Description :

People in general, and millennials in particular, like to support small and local companies. People have gotten the message that when they spend $100 with a locally-owned business, $68 of their hard-earned cash stays in their community (as opposed to the $43 that stays in the community when they make purchases at a large chain). People like the personal attention and knowledge they get at smaller stores; the unique products they can find at boutiques and non-chain stores; and the feeling that they’re supporting their friends and neighbors.

That’s not necessarily good news for Fortune 500 companies – but there is hope. If your brand is seeking a way to tempt consumers away from the siren song of small and locally owned businesses, experiential marketing is one of the best way to do it.

Experiential marketing (also known as event marketing or live marketing) allows a business to put a personal touch on what may appear to consumers to be a faceless and unapproachable entity. By giving consumers opportunities to meet people in their own community who care about their needs and want to serve them, you show the human side of your company. By providing them with a unique and engaging experience, you demonstrate they can find something interesting and unique by purchasing your brand’s products or services.

There are also ways Fortune 500 companies can use experiential marketing to show they care about the issues and causes in particular communities that are important to the people who live there. Here are some of the best practices Factory 360 has developed for Fortune 500 companies interested in experiential marketing.

Leverage your resources

One of the great things about being a Fortune 500 company is that you have significant human capital. Your human resources can have a big impact on the effectiveness of your experiential marketing event. A research team can put together very thorough data on the brand’s target market for the activation. A communications team can focus on really engaging people on social media. The manufacturing team can build mind-boggling displays or interactive exhibits for the event. By utilizing the resources you already have as much as possible, your company can also save money.

Note that we don’t recommend companies develop and execute experiential marketing campaigns in-house. This blog post explains why in more detail, but suffice it to say that experiential marketing campaigns are so specialized and time-consumer that they’re best left to the experts. That being said, the people you have in-house can help an experiential marketing firm understand your brand’s goals and marketing landscape thoroughly

Fortune 500 companies can also use their resources to create very memorable experiences. Smaller companies may not be able to hire celebrities, invest in impressive and memorable giveaways or trips, or put together a very exclusive event. Larger companies with larger marketing budgets can. Investing in an unforgettable event for your consumers will create a very positive association with your brand.

Give your company a face

One of the issues people have with very large companies is that they seem very impersonal. By putting a human face to your brand, you make your company seem less like an impenetrable fortress and more like a neighborhood gathering place.

For the past 14 years Factory 360 has made Chase Bank a positive and engaging presence at over 500 community festivals and special events. When Chase first approached us, they wanted to implement a grassroots campaign in the communities where they have offices to get more people to open checking accounts.

We’ve developed a number of fun and interactive experiential marketing activations that draw crowds and provide bankers an opportunity to talk with consumers about Chase products. The results have been remarkable. Chase Bank generates an average of 240 checking accounts per event day. Over time they’ve opened more than 6,000 checking accounts for people. Chase leverages the relationships established at these events to get people connected to other, more profitable banking products in the future. Consumers like knowing they have a person – not just a place – they can go to when they need loans and other services.

Use sponsorships and cause-related marketing

Here are some well-known facts: No one can resist puppies and kittens. There’s huge interest in programs that serve children and veterans. And people love to support causes – especially if it doesn’t take them much time or money.

Fortune 500 companies don’t have to plan stand-alone activations to see huge success with experiential marketing. They can sponsor an event that supports a worthy cause or results in a good outcome for the community. Become the title sponsor for a fundraising dinner for foster children or benefit concert for breast cancer research. Champion a fun run that focuses on reducing childhood obesity or a community clean-up day. Give money and human resources to an event to connect homeless veterans to housing or homeless pets to loving families. All of these types of events are especially beneficial if the company can have a booth and offer a valuable (but small) experiential marketing experience in a prominent location.

A sponsorship activation doesn’t have to be tied to a charity or charitable cause, either. With all the enthusiasm for small and locally owned businesses, see if your company can find a way to include these types of entities in an event. For example, if an experiential marketing activation will be catered, have popular local companies bring in all the food and beverages.

Experiential marketing is all about creating a positive association between consumers and brands. That’s what you do when you tie your company’s name to a charity, cause or local business people love.

Hire the best experiential marketing firm

You hire the best talent to serve consumers. Why not hire the best outside firm to put together your experiential marketing events? Factory 360 has an outstanding track record of creative successful experiential marketing campaigns for Fortune 500 companies. We offer a wide range of services including college and festival programs, multicultural marketing, brand ambassador and model networks for staffing events, affluent marketing and social media integration. Contact us today to find out why Factory 360 is the perfect fit for your Fortune 500 company.

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Post 123 :


Title :Experiential Marketing for Luxury Brands
Description :

Are you trying to make the case that diamonds are no longer a girl’s best friend – that, in fact, a luxury car or pieces of clothing from a certain line should be her new BFF? Experiential marketing had better be on your radar screen.

Wealth-X, which calls itself the world’s leading intelligence and prospecting firm for high net worth individuals, recently surveyed executives at luxury brands about their marketing strategies. Ninety percent of respondents said that experiential marketing was critical to connecting with wealthy clients. They believed it was much more effective that digital marketing, which 68% of respondents said wealth clients don’t respond to at all. While digital marketing does have an important role to play in raising brand awareness, experiential marketing is the way to attract paying clients.

Why does experiential marketing work so well for luxury consumers? The truth is that it’s an extremely effective tool for reaching people in every socio-economic class. Wealthy people, just like middle class people, increasingly place value on experiences over stuff. Even if they like accumulating things, they also want to have good stories and social content to share with their friends.

People of all income levels are also looking for authentic ways to connect with brands. High net worth individuals have people trying to sell them things all the time. They have plenty of people in their lives who are more interested in their money than them. Whether they’re interacting with a friend or a company, they want to be around people who are interested in their thoughts, views and needs.

So how can luxury brands maximize their experiential marketing dollars to reach the people they want to reach? Factory 360 is well-versed in helping brands with affluent marketing. Here are some key things we’ve found during many years of working with this target audience.

Luxury consumers are used to attending events and seeing products that are very high quality. They’ll expect everything at your activation to be top-shelf. Don’t overlook any detail or scrimp on any expense. If people are going to buy a luxury product, they want everything associated with it to seem luxurious as well.

The more you can make your experiential marketing activation feel like an exclusive event, the better. Luxury consumers are used to experiencing things others don’t get to experience. That atmosphere of exclusivity should resonate in everything you do at your activation. Rather than handing out samples of your high-end spirits, do private tastings for very small groups. Rather than inviting people to a big concert, do a small concert where people can take photos with the performer afterward.

It’s important to have brand ambassadors who can relate your affluent target market. You want people with enough social and cultural capital that they can engage consumers and make them feel comfortable at your experiential marketing activation.

Factory 360 prides itself on building brand ambassador teams that will meet the specific needs of your brands and the consumers you hope to reach. We also have a network of models who are also highly experienced brand ambassadors. Brands may want to avail themselves of that service for certain types of events.

One of our favorite examples of a highly successful experiential marketing event for a luxury brand was a series of activations we organized for Moët & Chandon. The luxury spirit brand was looking to create on-premise experiential marketing activations for the new Moët Mini (which packages the brand’s excellent champagne in miniature bottles). The company wanted to engage, excite and recruit the next generation of champagne consumers in primary markets.

Using a combination of experiential marketing best practices and tactics important to selling to high net worth individuals, we created an event that met all the client’s desired goals and outcomes.

Factory 360 launched Moët Mini bottles in an upscale yet fun activation at six key accounts, including the Bagatelle New York, the Beverly Wilshire Hotel in Beverly Hills and the Virgin Hotel in Chicago. Our strategic positioning was “approachable indulgences.” The goal was to position Moët Mini high-end champagne as more attainable by tapping into the current hot trend of high / low pairings and collaborations.

Factory 360 developed a campaign called “La Mini Fete Moët.” It recreated a traditional carnival experience with a luxurious, yet approachable twist. The carnival theme connotes the carefree days of playful experiences and allowed Factory 360 to re-create fun, “midway” games on-premise that revolve around the Moët Mini.

The activation was limited to a set number of high-end clients, giving it an exclusive feeling. Games and food pairings featuring the Moët Mini created a romantic and stylish environment everyone could enjoy. Everything was run by brand ambassadors who were well-trained in Moët’s products and messaging, and who knew exactly how to best serve their audience.

Using our proprietary app FactorySnap, we were able to engage consumers through a fun and interactive photo and GIF activation (that also collected customized consumer data for Moët & Chandon). The “Moët Mini Moment” activation used green screen technology and FactorySnap to “shrink” consumers to a miniature size and show them interacting with a Moët Mini bottle. The photos and GIFs could be shared on Facebook, Twitter and other social media sites.

La Mini Fete Moët was a creative, unusual activation that was different from what everyone else was doing. It left a lasting impression on attendees and created a positive association between them and the brand – one that will last long after they took their last carnival ride or sipping their last bit of bubbly. The tour had over an estimated 1.5 million impressions while securing incremental distribution points for the Moët Mini bottle. Consumer photo or GIF sharing averaged over 35%.

Is your luxury brand planning its first experiential marketing activation, or looking to breathe new life into its experience marketing campaigns? Get first-class treatment at Factory 360. There’s nothing we enjoy more than helping companies find new ways to build relationships with their consumers. Contact us today to learn more about our affluent marketing and other services.

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Post 124 :


Title :8 Experiential Marketing Best Practices
Description :

Are you new to experiential marketing and looking for a primer? Or have your recent experiential marketing events fallen flat and you can’t figure out why?

Factory 360 has been delivering top-tier experiential marketing campaigns for over a decade. In that time we’ve developed some best practices that guide our decision-making and event design. Here are eight of the most important. What would you add to the list?

Set clear goals and outcomes

Any successful experiential marketing event should begin with a very clear description of goals and outcomes. What’s the difference? Goals are things you want to achieve at your experiential marketing event. For example, goals might include handing out 10,000 samples, having 5,000 people participate in an activity or signing 750 people up for a mailing list.

Outcomes are things that happen as a result of your event. Outcomes could be having 10,000 people use a hashtag or post a photograph from your activation, increasing website hits by 5,000 and honoring 750 coupons handed out at an event.

Make sure every goal has a qualitative or quantitative value assigned to it. You can decide whether to set goals slightly low (so you can exceed expectations) or slightly high (to help motivate your team).

Determine ways to measure those goals and outcomes

If you set goals but have no way to measure them, you’d be better off not setting them at all. Analytics are extremely important for any experiential marketing event. As soon as you have your goals and outcomes outlined, figure out how you will measure them. You might track the number of attendees by having someone at the entrance to your booth whose sole job is counting people. It’s easy to track spikes in website traffic by using landing pages and programs like Google Analytics.

You’ll want to set a time limit on most outcomes. For example, if your outcome is to increase the number of Facebook like and Twitter follows, expect that most new engagement will come within a few days of the event.

Identify and exhaustively research your target market

One of the great things about experiential marketing is that it allows you to target a very specific market or demographic group. But if you’re going to gear your event toward millennial women, or new dads, or people preparing to move into a retirement community, it’s vital to understand your audience and design an activation around their needs. Who do millennial women admire and why? How does becoming a new dad change the habits of men? What, if any, social media channels do elderly folks use? Find out everything you can about your target market and create an extensive profile of them.

Remember why experiential marketing works

Sometimes it’s a good idea to return to the very basic principles of why experiential marketing works. Here are three things that make event marketing such a powerful tool.

Come up with a creative, exciting and impactful activation

Your goal with an experiential marketing activation is to draw people’s attention. It’s harder to do that with a run-of-the-mill event. You need to do something creative enough that people will approach your booth. You need to do something exciting enough that people will want to take pictures of themselves at the event. And you need to do something impactful enough that people will remember it long after it’s over.

Find ways to maximize online engagement through social media and other channels

Social media should be part of any experiential marketing activation because it has such great potential to extend your reach. Posts to Facebook, Twitter, Instagram, Snapchat and other social media sites can go out to millions of people, not just the hundreds or thousands you encounter in a given day.

Keep in mind, too, that online engagement can (and should) include much more than social media. Consider adding related content to your website so people see videos, games and other materials that reinforce the message you communicated at the experiential marketing activation. If you’re a B2B company, tie the experiential marketing activation in with your content marketing plan.

Don’t just give people something – give them something of value

Anyone can hand out candy or pencils at an experiential marketing activation. If you’re going to give consumers something, make sure it’s something of value.

A piece of candy may draw people to your booth, but they’ll stop thinking about you the moment the sweet treat has dissolved in their mouth. A pen may hang around a little longer… or it might get lost in a draw with a dozen other pens with someone’s name and logo on them.

On the other hand, a cool t-shirt that’s only handed out to people who complete an activity will get worn over and over again. A limo ride and crazy-fun party will be burned permanently into people’s memories. A chance to take guitar lessons from a famous musician or have a meaningful conversation with a titan of industry will give people skills and information they carry with them permanently.

Hire a top-notch experiential marketing firm

When it comes time to put together an experiential marketing event, don’t contract it out to a firm that’s never done it before. And don’t try to put it together in-house. Trust an experienced agency like Factory 360. We love working with companies that have never tried experiential marketing and those who need to breathe new life into their event marketing activations. Contact us right now to learn how we can help your company achieve its goals and outcomes, come up with a creative activation and implement all these other best practices in partnership with you.

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Post 125 :


Title :Can Companies Do Experiential Marketing “In-House”?
Description :

Technically, the answer is yes. Realistically, the answer is no.

Why the gloomy outlook on companies doing experiential marketing in-house? We’ve seen it fail time and again for a number of reasons. The company’s staff doesn’t have the time or experience to pull off this type of marketing event. It didn’t have the right people (or enough people) representing it at the activation. A brand paid too much to rent a space or equipment, which meant it didn’t get the return on investment it needed in the event.

In this post we shed light on four reasons why companies should hire Factory 360 for any live or event marketing campaigns. We also discuss how an experiential marketing agency can help businesses overcome those obstacles.

Staff time and experience

Everyone is too busy these days. It’s likely your marketing team doesn’t really have time for a major undertaking like a high-quality experiential marketing campaign. They can contribute invaluable information about your marketing strategies and goals to an outside consultant, but asking them to do all the work is likely too big an undertaking.

In addition, it’s likely that your marketing team may not have a member with experience putting together event marketing campaigns. They’re even different from typical marketing events like consumer thank you celebrations and product sampling days. Even if your team has great event planning and marketing experience, they still don’t know the ins and outs of this specialized field. Better to leave it to the experts.

Fresh and broad perspective

Here’s another reason companies shouldn’t try to execute experiential marketing in-house: Agencies provide a fresh perspective. A good experiential marketing agency know what’s been done before and, as a result, can help you come up with truly creative ideas. Experiential marketing programs have to be cutting edge and different from what everyone else is doing. If you inadvertently do the same thing everyone else in your industry is doing, your campaign may fall flat.

And as companies continue to do more with experiential marketing (according to the Event Marketing Institute’s 2015 EventTrack study, 79% of brands said they were planning to spend more on event marketing in the next year), it becomes harder and harder to keep up on what all your competitors are doing. Don’t subscribe to every experiential marketing blog out there if you don’t have to. Let us do the reading and the research for you.

Industry knowledge that saves you money

Planning an experiential marketing event is a bit like planning a wedding. There are all kinds of tricks event planners can use to save the couple money. They know how much is too much for a facility, where the bride can go to save on the amazing light displays she wants, and that the groom’s plan for fire jugglers during the reception is going to land them in trouble with the fire marshal. Sometimes they can even arrange for discounts because they have relationships with people in the industry.

Experiential marketing agencies have a thorough understanding of what locations are best for certain types of activations, how much is too much to pay in fees, and how to meet all of the regulations put in the place by the facility and any relevant governing bodies. This knowledge will save you time, money and headaches. It will also help you get the most out of the campaign.

Access to brand ambassadors

Experiential marketing activations take people. Probably more people than your company is willing to spare on any given day. If you’re planning multiple activations in several cities, including cities where your company doesn’t have a presence, it’s expensive to fly people there and cover all of their travel expenses.

You also want to make sure the people representing your company are the right type of people for your audience. For example, if you’re doing multicultural marketing and no one in the marketing department is bilingual or bicultural, they may have a hard time relating to the people they need to approach. If you’re trying to reach college students and the median age of your staff is 40, they won’t do a very good job of making your brand seem cool.

Those are a few of the reasons it’s a good idea to use brand ambassadors for your experiential marketing event. But recruiting and training those folks is probably more trouble than it’s worth for your company.

It’s no trouble for an agency like Factory 360. We have a well-established network of brand ambassadors who love advocating for different brands. They come from a variety of demographic groups, and have proven to us in the past that they can do a great job of engaging people and offering value to your activation. We even have a model network if your campaign could benefit from being represented by very good-looking men and women.

All of our clients know exactly who is representing their brand. They also know those people are well-trained to ensure that key messaging doesn’t get lost.

Are you ready to start a relationship with an experiential marketing agency today? Factory 360 is your go-to team for everything related to event or live marketing. We have the staff time and expertise to plan and carry out an incredible event that helps you meet your goals. We bring a fresh perspective that will make your event a one-of-a-kind experience for consumers. Factory 360’s leadership has plenty of industry knowledge you can use to your advantage, and we have an unparalleled brand ambassador network. Contact Factory 360 right now to learn more about what we can do for your company.

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Post 126 :


Title :5 (More) Cool Examples of Experiential Marketing in Action
Description :

The Ex Awards are given out yearly to companies that have planned exemplary experiential marketing campaigns during the previous year. With the deadline for the Ex Awards coming up on February 25 (late deadline on March 10), we thought we’d look back at some of the campaigns that won in 2015. Each of these examples showcases the power of experiential marketing to engage with consumers in a meaningful way and build brand awareness.

Making the Illegal Legal for a Day

Some of the earliest skateboarding stars showcased their skills by shredding in front of the West Los Angeles Courthouse. But the boarders were considered such a problem that skateboarding was made illegal there. It’s remained that way for over a decade.

Then Nike stepped in. They managed to get the ban on skateboarding at the courthouse lifted for a stand-alone experiential marketing event.

Nike launched their Paul Rodriguez 8 skateboarding shoe on Go Skateboarding Day in 2014. They invited fans to skate with the shoe’s legendary namesake at a skate park in downtown Los Angles. They also spread rumors that a nearby site would be “unlocked” for the day. Attendees were thrilled when they realized the “unlocked” site was the West Los Angeles Courthouse.

Nike arranged for several streets to be closed off so skaters could safely make their way to the courthouse. Once they were at the site, consumers could try on the new Paul Rodriguez 8 shoes, watch professional skateboards do tricks, attend Q&A sessions with athletes, and play games. Consumers using a special Nike app could qualify for free prizes and product giveaways. Nike also announced that the city planned to leave the courthouse “unlocked” for the foreseeable future.

The event got Nike over three million impressions on social media, including 117,000 likes on an Instagram photo posted by Rodriguez. By giving consumers access to VIP events and people, engaging their senses in multiple ways, and letting them try the products the company was selling, Nike created a very positive association between themselves and their consumers. That association will serve them well.

Engaging a new generation of spirit drinkers

Jim Beam was looking for a way to engage millennial men who weren’t familiar with the brand’s many bourbon products. They decided to host intimate in-store sampling events to educate and engage consumers about their products.

The brand organized pop-up “bars” at liquor stores 14 major markets. A bartender invited consumers to cozy up to the bar and sample three different Jim Beam bourbons. If the bartender was able to determine how they were planning to use whatever bourbon they were buying, they made personal recommendations. They also gave out drink recipes designed to introduce young drinkers to classic bourbon recipes (not just the whiskey and cola they probably tried in college).

Consumers who signed up for the “I’m Beam” program (which provides discounts and insider information about Jim Beam products) at the pop-up store got to take home a customized label. The bartender helped them with an app that inserted their picture alongside the famous wood-cut portrait of the Beam family. The label was their welcome to the Beam family.

This series of experiential marketing activations led to a 68 percent increase in event sales from 2013 to 2014. It showcases the power of product sampling, especially when it’s done by well-informed brand ambassadors and coupled with on-going consumer engagement tools.

Bringing the French revolution to life

The imagery, sounds and plots of video games have gotten so detailed that these fictional games can feel like an immersive experience. Ubisoft created a true immersive experience for fans of their Assassin’s Creed video game at Comic-Con in 2014.

Assassin’s Creed was preparing to launch a new version of the game called “Unity.” All Assassin’s Creed games are set in historic settings, and Unity takes place during the French Revolution. To promote this new release, Ubisoft set up an obstacle course that looked like 18th-century Paris. The course was supposed to “train” people how to act like a real assassin. Comic-Con attendees who ran the obstacle course had to duck cannon fire, race across rooftops and take a 25-foot drop off a wall. Everyone who completed the course received a special t-shirt.

Consumers who didn’t want to run the obstacle course could watch professional athletes in period costumes do it instead. Consumers could also play the not-yet-released version of Assassin’s Creed at kiosks set up around the obstacle course.

The event made 200 million impressions on live attendees and generate 1.8 million interactions on social media. It also drew significant earned media for Ubisoft.

This is a great example of how a brand can leverage an already-assembled audience full of consumers interested in their products. Ubisoft did a great job of making themselves stand out in a crowded event and providing an experience fans will never forget.

Putting on a concert for people who can’t hear

Sometimes the best thing a brand can do to promote itself through experiential marketing is tie its name to a worthwhile cause, nonprofit or event. That’s what Domino’s did with “Vibes: A Night to Feel Music” in Austin.

The Texas town’s famous music scene is less of a selling point to people who are deaf or hearing-impaired. On the weekend between the two-week Austin City Limits music festival, Domino’s put on a special concert for students, staff, alumni and families at the Texas School for the Deaf. They synchronized light displays with the music of several well-known local bands. They handed out special Bluetooth devices that allowed people to feel the vibrations of the music. A special floor installed just for the concert, as well as balloons and beach balls that were bouncing through the crowd, also allowed people to see and feel the music.

Actor Russell Harvard, a school alum, was on hand to help interpret the music for consumers. Domino’s served pizza and awarded the school a $10,000 grant. A photo booth made it easy for consumers to take and share their photographs. The event generated a total of 1.5 million impressions on social media.

This concert is an excellent example of utilizing multiple senses to create an unforgettable experiential marketing event. It’s also a great demonstration of how giving back to the community can earn a company a big return.

Turning appliances into an art form

Major appliance manufacturer Miele wanted to do something extraordinary to celebrate the launch of its newest washing machine and dryer. To do this, they created an immersive event that more closely linked the company to art, science and innovation rather than busy parents, dirty clothes and bland basement laundry rooms.

Miele dealers were invited to the Winter Garden at London’s Canary Wharf for the launch event. The artistic décor for the space was inspired by the inside of a washing machine. There were performances by aerialists and dancers, and plenty of libations to keep people talking and enjoying themselves.

When Miele introduced the new washing machines and dryers to their dealers, they didn’t just give a boring monologue. Performers demonstrated each attribute in an artistic way. A tap dancer pounded away on top of an appliance to demonstrate its strength. A woman scattered rose petals across another machine to hint at the fresh scent left behind by the dryer. After these performances, attendees could walk through interactive exhibits that highlighted the high-tech features of the machines.

Dealers gave the event high marks, and orders for the appliances went through the roof. The experiential marketing event was covered by consumer and trade publications. This is a great example of how experiential marketing can go a long way toward helping B2B companies meet their goals.

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Post 127 :


Title :4 Ways to Describe Experiential Marketing to Someone Who Doesn’t Understand It
Description :

“Experiential marketing” may sound like a complicated buzz word to someone who’s never heard it before. In reality, experiential marketing is a fairly straightforward marketing technique that’s being used more and more corporations.

What is the best way to describe experiential marketing to someone who doesn’t understand it? We have four suggestions for educating your co-workers, your boss, or even your mom on what experiential marketing is and why it’s important.

Use a different term

It’s possible that using a different term will help someone who doesn’t understand experiential marketing make heads or tails of it. Experiential marketing is also called event marketing, on-ground marketing, live marketing, field marketing, grassroots marketing or participation marketing. Since everyone knows what an event is, that first term may be the most helpful.

Guerilla marketing and PR stunts are different, but they’re similar enough that they may be helpful in drawing a parallel between experiential marketing and other forms of marketing. Guerilla marketing is more commonly defined as a low-cost marketing or advertising campaign that generates high visibility. A PR stunt is an event that’s designed to generate publicity for a company, product or service.

An experiential marketing event may have a guerilla nature to it, and it may result in positive publicity. But it’s definitely a different animal than either of these things. If you use them to help your friend or colleague understand experiential marketing, make sure you point out the differences as well as the similarities.

Flip it around: “marketing through experience” rather than “experiential marketing”

Experiential marketing allows people to experience a brand with one or more senses (sight, taste, touch, hearing or smell). If you interact with a company’s product or service – by sampling a snack in a grocery store, smelling a perfume in a department store, or seeing the way a gem sparkles in the light – you develop a much better understand of it, and you’re much more likely to buy it. In that sense, “experiential marketing” can also be called “marketing through experience.”

Experiential marketing activations may also be more focused on providing people with an experience than giving them an experience with a product. For example, in 2011 McDonald’s sponsored a series of DJ competitions in 30 major cities. Amateur and professional DJs had to quickly mix music on an outdoor stage. Members of the impromptu audience members had to text in votes to determine if DJ’s would stay on stage to compete, or leave and see their dreams of willing come to an end.

The goal of this type of experiential marketing event is to create a positive association between a person and a brand. In this example, McDonald’s didn’t hand out hamburgers, French fries or anything else on their menu. However, they provided people with a fun experience and drove people to a website that publicized their products. This was enough to get people thinking about McDonald’s and hopefully making a trip to the restaurant soon.

Give some examples of experiential marketing

People encounter experiential marketing events all the time, even if they don’t know it. Giving a person who is confused about experiential marketing some examples of what an activation looks like will help them understand it.

When you go to the grocery store and try samples of food or beverages, that’s experiential marketing. When you stop at a booth at a music festival and play a game that’s branded with the company’s products or services, you’re participating in an experiential marketing event. When a company hosts a thank you event that’s interesting and creative enough to justify videotaping it and posting it to YouTube, it’s actually an experiential marketing event (as well as a thank you event). When you go to a concert or other performance that’s organized by a brand, it may be experiential marketing in disguise.

Red Bull is the best example of a well-known company that’s mastered experiential marketing. They have good-looking brand ambassador’s travel around in branded cars, handing out samples so people can try them before buying them. But they also put on all kinds of events that dive into their action heavy brand persona to build consumer goodwill and get Red Bull’s name out there.

Red Bull sponsors motocross racing, extreme cycling and extreme downhill ice skating events. They sponsored a man who did the farthest skydive ever attempted by a human (and became the first person to break the sound barrier without help from some type of engine). The regularly host an event they call the Flugtag, where people build strange-looking vehicles and launch them off a ramp and into a body of water (which often results in spectacular wipeouts).

The purpose of these events is to make Red Bull a company that’s cool, trendy, gives back to its fans, and in touch with their interests.

Describe what’s involved in experiential marketing

Good experiential marketing events require more than just a good event. Describing the different components that may be involved in an experiential marketing event can help someone get a more complete picture of what happens at them.

Experiential marketing events are often staffed by professional brand ambassadors who are welcoming, friendly and very knowledgeable about a company’s products. They are a key part of making experiential marketing work because they draw people in, make them feel welcome, and spread the right message about a brand.

Many brands chose to sponsor events rather than putting them on themselves. This can work particularly well when the event is organized by a popular nonprofit or group with a compelling cause.

Social media is a big part of any experiential marketing campaign. It helps brands spread their messages by creating something that’s worth tweeting about or posting photos to Instagram… instead of asking supporters to post boring product information.

Is your company still struggling to understand what experiential marketing is, why it’s important or how you can plan a memorable activation? Factory 360 would love to turn you into an experiential marketing experts and organize events for you. Contact us today to learn more about how experiential marketing can help your brand.

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Post 128 :


Title :Advertising Specialty Institute Features Factory 360 Campaign For Kraft Foods
Description :

A case study about Factory 360’s highly successful experiential marketing activations for Kraft Foods was the cover story on the Advertising Specialty Institute’s February 2016 newsletter.

ASI is the promotional products industry’s largest membership association. They regularly publish articles on successful promotions in their widely-read bulletin to members and supporters.

The article highlighted an experiential marketing campaign Factory 360 planned in partnership with Kraft Foods (makers of food products including Kool-Aid, Capri Sun, Oreo, Nabisco and Chips Ahoy). The goal of the campaign was to increase sales among Hispanic consumers. As an incentive, brand ambassadors provided a way for consumers to connect with their families (besides sitting down for a meal). They handed out international calling cards to grocery store shoppers who supported the Kraft brand.

Here’s how it worked: During Hispanic Heritage Month, Factory 360 brand ambassadors traveled to grocery stores in a Kraft-branded vehicle. They wore t-shirts emblazoned with the Kraft logo while they roamed the aisles of local stores, searching for Kraft foods in shoppers’ carts.

When an ambassador spotted Post cereals, Oscar Mayer meats, Maxwell House coffee and other Kraft products, they informed shoppers that if they purchased an additional three items, they would be eligible for a free calling card valued at $12 (which was imprinted with the Kraft logo, of course). Brand ambassadors also educated shoppers about the wide range of foods that fall under the Kraft brand and helped them locate those foods if they needed help. All brand ambassadors spoke fluent Spanish so they could have meaningful conversations with consumers.

Activations took place at 800 stores in three major cities (Miami, Chicago and New York) and handed out a total of 60,000 phone cards. The average number of cards distributed per store was 50, an impressive number considering that brand ambassadors spent only a few hours at each site.

Sales of Kraft products rose 34 percent during and immediately after these events. That represented a big win for the company as well as each partnering grocery store, which saw hikes in sales during the activations. Participating stores included Gristedes, Braves, Western Beef and C-Town in New York; Cub Foods, Pete’s Market, Tony’s Finer Food and Delray Farms in Chicago; and Publix markets in Florida.

“The campaign was so successful that it ran for three consecutive years, with the second being the year that marked the largest number of participating stores and phone cards,” says Factory 360 staff member Gaby Neves, who was instrumental in implementing the events.

Factory 360 is proud Kraft Foods trusted us to deliver this campaign. We’re also grateful to the Advertising Specialty Institute for featuring our successful experiential marketing partnership in their newsletter. This case study shows how understand the needs of your audience, providing them with a meaningful reward, and engaging them in conversation can make a real impact on companies’ bottom lines. We hope to complete many similar campaigns with outstanding national brands in the future.

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Post 129 :


Title :Experiential Marketing and Twitter
Description :

Have you ever had to listen to someone talk for what seemed like hours on end? It’s probably safe to assume that you would sit there, daydreaming, wondering when it was all going to end. In the virtual world, have you ever stumbled upon some type of text (maybe an article or a friend’s post) that was just way too long and you found yourself looking for the “TL:DR” section at the end?

Good thing Jack Dorsey, Evan Williams, Biz Stone, and Noah Glass thought something up back in March of 2006 to help you out with that. Twitter, which was officially founded a month later – in July 2006 – has been getting to the point by being short and sweet through 140 character Tweets. No more droning – just short and direct messages (and maybe some pictures and a link or two).

Ten years after its creation, Twitter is now one of the largest social media platforms on the web. In total there are 320 million active users on Twitter, 100 million of which are active daily. Twitter has become a place where people can catch up on the thoughts and actions of those they follow – from friends to celebrities to their favorite brands and anything in between.

However, Twitter has been an up and coming customer relationship management platform for a lot of companies. In fact, Twitter users actually like to interact with the brands that they are following, whereas on Facebook, most users are trying to stay connected with their friends. Taking a look at the numbers shows us that 41% of Twitter users provide opinions on brands, 42% try to research brands using twitter as their launching platform and 19% turn to Twitter for customer support.

Since Twitter has already become such a business heavy platform with intrigued, loyal, and active consumers, brands now have the opportunity to take a physical experience into the virtual realm to those who would enjoy it the most. And yes, Twitter users really are loyal to their brands. This is reflected in the fact that 49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. This means Twitter users are just about three times more likely to support their favorite brands than Facebook users.

And if that isn’t enough convincing then how about the fact that according to DMR over half of Twitter users have confessed to buying a brand that they first heard about through Twitter? That’s a pretty good chance that someone that stumbles upon your experiential campaign on Twitter decides to at least check out your brands digital content.

So, how exactly do we get all of these Twitter users interested in your brand? How exactly can your brand stand out from the other brands using sponsored Tweets with some interesting digital content? The answer is through a great experiential marketing campaign.

As usual, Twitter can be an addition to any experiential campaign. Brand ambassadors can motivate consumers to share their physical experience with their virtual worlds so the experience and happiness may live on forever. A mixture of hash tags and company tags can be used in order to enter into a contest for a chance to win a certain prize.

Brands can also take matter into their own hands and create interesting experiential marketing campaigns focused around Twitter itself as the main driver in campaign interaction. Instead of asking people to use Twitter to share their experiences, brands can incorporate the social media platform into the experience itself, bringing the consumers’ virtual networks even closer to the actual experience.

A great example of this is when UK based Walkers Crisps ran a campaign that effectively used Tweets as currency. One leg of the campaign included an interactive vending machine placed at a bus stop in London with a virtual representation of the brand’s famous spokesperson “inside.” Consumers waiting at the bus stop would tweet at the brand, which let the virtual spokesperson know that it was time to give the consumers their long awaited bag of chips. The consumers would then try one of the new flavors in the campaign, effectively exposing them to the brand and its new offerings in a fun and sharable manner.

So without droning on and on about your brand, how can you capture some new, loyal consumers? Sure – with interesting content that shows and doesn’t just tell, with great marketing campaigns, and with great PR stunts. But one of the most powerful answer lies within reach of a little blue bird.

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Post 130 :


Title :Experiential Marketing And Instagram
Description :

Every day that goes by more and more people come to the realization that we’re stuck in a society that’s fairly narcissistic. We live in a world where we wish our close friends happy birthday with pictures on Instagram or Facebook. We post on our mothers’ walls (who barely even check Facebook) to wish them a happy mother’s day and show them off to the world. We tell ourselves that we just want to make their day, but deep down we know that these posts aren’t just memory trackers, they’re a way for us to show off our lives to our friends following us on social media sites – especially since we also send the caring text or give these close people a call, which in most cases would be enough.

These posts allow us to be just a little more self-centric, living a life that’s centered on us for our social media followers. This may all sound a little bleak, but it really isn’t. It provides marketers with a sea of opportunities. Experiential marketers noticed this trend and have been exploiting it for a long time now.

Let’s talk about Instagram. The surprisingly young, six year old social media titan is not only still growing but it’s also still the top place for users to share any well staged picture. Instagram has 300 million active monthly users who share an average of 70 million photos per day. This absurd volume is an advantage to marketers. According to Mary Meeker’s annual Internet Trends Report in 2015, Instagram is considered the most important social media network by American teens.

Instagram is all about the story behind the picture. The platform allows users to create their own life stories and share their best moments with their followers. It’s a nostalgia driven, experience fueled, jealousy-inducing platform that has taken over the way people share their experiences online.

Experiential marketers want to make sure brand can engage its consumers. It wants to create a story fun enough for their consumers to share with their friends, who the brand also wants to engage. Well, Instagram delivers on this too. In a study conducted by Simply Measured, it was reported that Instagram’s engagement has grown 416% over the past two years.

How can experiential marketers take advantage of this to help brands increase their exposure, engagement, and ROI? By carefully weaving Instagram into the experiential marketing campaign and taking advantage of consumers’ desire narcissism and their social media followers’ FOMO.

If you think back to ten years ago, people would politely ask you to turn your phone off during an event. Now, people are asking you to take pictures using your phone. One of the simplest ways to include Instagram in a marketing campaign is to ask the users to take pictures themselves and use a hash tag. Many of them will and your brand’s feed will be blasted with thousands of consumer-generated content.

But leaving things up to the consumer without a larger incentive may not be enough. Consumers often need to be convinced. There are a couple of ways to fix this problem. The first is to tell the consumer that he will be entered into a contest to win some sort of prize if he shares his great experience using your brand’s hash tag. If you think they need even a little more convincing, you can set up fun photo opportunities that place the responsibility of taking a picture on the hands of a well-trained brand ambassador. The brand ambassadors are huge assets when it comes to engaging the consumers and convincing them to share their experiences.

Experiential marketers can also design whole campaigns based on Instagram. An easy way to get consumers involved is to set up some sort of contest where participants would submit their pieces through Instagram using a hash tag. The contest prize would motivate consumers to post and the posts would spark curiosity among non-competitors, who might join in on the competition or get to know your brand a little better now that they’ve had some curiosity-inducing exposure.

Experiential marketers have a lot of room to be creative. Campaigns range from simple booths at events to creating your own town in the United States. Instagram is a very versatile social media platform that can be incorporated from the simplest of experiential marketing events to the craziest, most complex events that anyone has ever seen. In a world where everyone wants to show off their best selves to everyone else, experiential marketers can easily integrate this tool into a campaign and make sure it’s a hit not only for the people experiencing it firsthand but also for those glued to their phone screens.

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Post 131 :


Title :Experiential Marketing And Facebook
Description :

“Hey, do you know Tom?”

“Tom? Maybe. I’m not that great with names, but maybe if I saw a face… Let me pull him up on Facebook?”

“Alright.”

“Oh wow, yeah! Look at this, we have all of these mutual friends and it looks like he was having a great time at Governor’s Ball this past weekend! I was there too. Check this out – he won some game with PayPal and got this snazzy prize!”

“PayPal?”

“Yeah, you haven’t heard? They had an awesome footprint set up! Actually here, check out these photos I uploaded with them from last weekend…”

And so the conversation goes. In today’s world if you’re not connected 24/7, you’re almost at a loss. You want to keep your curious friends tuned into what’s going on in your life and what cool things you’ve been up to. Whether people want to scroll and look at funny cat videos that their friends posted or catch up on what their friends think about a certain issue by looking at their likes, Facebook is a social media outlet for 1.55 billion people worldwide.

Brands have already learned to take advantage of this massive exposure opportunity, but may not yet have realized the power that experiential marketing in specific has with Facebook. The average American spends around 40 minutes on Facebook daily compared to 21 minutes on Instagram and 17 minutes on Twitter, which leaves a relatively large window for marketers to grab these consumers’ attentions.

Is it really worth to spend time trying to gain consumers on Facebook though? What can a “like” really do for a brand? For starters, according to IPSOS, 38% of people who have liked a brand on Facebook recommended it to friends. But outside of this, and something that’s a little harder to measure is the exposure that a Facebook linked experiential marketing campaign generates.

For small brands, it’s a great way to get your name out there. One consumer who comes to the event and uploads content to Facebook is giving you a free endorsement. His friends that don’t know the brand will be intrigued and will follow the posts to the brand website and explore from there.

For well-established brands, it’s an amazing way to remind consumers of what your brand is about. Whether your brand is one that strives to be fun and rebellious or luxurious and exclusive, pictures of events that convey these message will remind some consumers why they already liked your brand and attract others to an aspect that they may not have been entirely exposed to.

Now it’s time to think about how effective these suggestions are. If you’re scrolling through your news feed and you see that one of your friends posted content about a brand or recommended that brand, would you be at least a little intrigued? According to a study conducted by Zephoria, 80% of consumers said they were more likely to try something that was recommended by a friend on social media.

This all great, but how can experiential marketers capitalize on the power of Facebook? It’s really simple. As with Instagram, experiential marketers can simply allow consumers to upload photos of the event by prompting them with a hash tag, they can take consumer pictures themselves and facilitate the uploading process, and they can offer prizes in exchange for consumer generated content to their pages.

But Facebook is more powerful than just that. Brands can choose to include call to action buttons (CTA) on consumer uploads if the brand is posting for consumers themselves with approval. These CTA buttons, which boost the campaign click-through rate by 2.85 times, are a powerful tool that experiential marketers can easily include their campaign.

Not to mention that Facebook is a fit for almost every brand. It has such a varied user base that brands targeting consumers in high-end fashion and brands targeting consumers who love power tools both have a market on Facebook. Experiential marketing through Facebook facilitates this process because the consumers who are willing to share a certain brand on social media will most likely have a network that has similar interests, so the social media market is almost naturally targeting if the event is well targeted.

Everyone knows that social media is a critical aspect of any marketing campaign. Don’t let your brand fall behind, but instead launch it forward by being active with Facebook strategies. Implementing an experiential marketing campaign that allows your brand to increase exposure by delivering a positive virtual experience and the right message can make all of the difference.

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Post 132 :


Title :Experiential Marketing for Wireless Providers
Description :

Wireless companies are big players in the experiential marketing space. Verizon sponsored Super Bowl City before Super Bowl 50 in San Francisco. Sprint brings tables with swag to all kinds of sporting events and festivals. T-Mobile recently did a real life Angry Birds experience that was very popular.

There’s a lot of competition in the wireless market, and every company needs to find a way to stand out. Experiential marketing is a great way to do that because it helps you build relationships and trust with consumers. It also helps people experience your brand with their senses and emotions.

Factory 360 has extensive experience working with wireless providers. One example is our work with MetroPCS dealers nationwide. Over the last year and a half we’ve created, executed and managed the brand’s overall experiential marketing logistics and activities for various markets. Our partnership involves handling multiple avenues including authorized dealer co-op activations, collateral sourcing, production, large events, festivals, sports franchise execution, brand specialist staffing and creative conception.

As a result of our experience, we have several tips for wireless companies new to experiential marketing (or those looking to improve their event marketing efforts). These tips will get you thinking about taking your next activation to satellite levels of greatness.

Shout it from the rooftops: We can save you money!

If your wireless company can compete on cost, communicate that through an experiential marketing event. The great thing is you don’t actually have to save anybody money at the event (although you can if you sign them up for your service). All you have to do is plant this seed in consumers’ minds: You’re the brand they should seek out when they’re ready to stop paying so much for wireless service.

Here are some ideas for experiential marketing activations that will create a link between your company and saving money:

If you have a family calling plan or other service that will save people money, you can also make that a centerpiece of your experiential marketing plan. The former is fun because there are endless funny riffs on families that could be part of your activation (awkward family photos, anyone?). An activation could also encourage people to focus on how much they love their family, which will help link their memory of your company to fond memories of the people they love.

Highlight the quality of your wireless service

Perhaps you can’t save consumers money, but the trade-off is that people get much better wireless, data and texting service. No one likes to travel out of town or across the street and discover their phone no longer works. This is definitely a selling point for many consumers, and you should highlight the quality of your service in your activation.

How can you communicate the quality of your wireless service?

Show that you care about customer service

So much of the competition for wireless account is about cost and wireless service area. Show that you care about more than that with a memorable and meaningful activation. Customer service really is important; surveys shows that 89% of consumers have stopped doing business with a company because they received poor service. Consumers are twice as likely to tell their friends about a bad customer service experience rather than a good one, and they’re four more likely to buy from one of your competitors (even if their prices are higher and their services not as good) if they receive poor service.

Here are a few ways to imprint the idea of good customer service in the minds of current or potential consumers:

Let people try the newest and best cell phones

At your experiential marketing event, let people experiment with the coolest new phones on the market. One of the best ways to sell cellular service is to sell the amazing features on the phones you offer. When people go into a wireless store, they can pick up the phone and handle it for a while. But they can’t call someone on it, or play with all the apps, or really check out all the features. Let them do that and you’re likely to see a bump in new consumers.

Allowing people to sample the newest and best phones on the market can be part of a larger experiential marketing activation, or it can be the sole focus. Either way, it should be effective. One of the benefits of experiential marketing is that consumers get to try products and services before they buy them. Handling a product and having someone explain how it works is a much better marketing strategy that simply advertising a product.

When you’re ready to increase the quality of your experiential marketing activations, call, text or email Factory 360. We’ll help your wireless company reach more consumers and communicate a message they’ll remember long after they switch to your service.

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Post 133 :


Title :Can Experiential Marketing Work In B2B?
Description :

All the things that make experiential marketing so successful in B2C marketing can also work in B2B marketing. One of the reasons experiential marketing is so effective is that it allows consumers to sample products before they buy them. A “try before you buy” approach lets consumers determine if they actually like a product, and often makes them even more excited about it. It can make them feel much more educated about a product. Trying a product also makes it more memorable to consumers because they’ve had a sensory experience with those products.

Allowing consumers to sample B2C products like food, spirits or beauty products goes a long way toward increasing sales. But sampling works in a B2B setting as well. Business consumers like to try technology solutions, office furniture and building products before they invest in them. The more knowledge they have about products, the better job they can do of making a case to their boss about why they need to purchase them. It’s also more likely that they’ll remember that company’s products and services when they get home from a conference, trade show or other event.

Experiential marketing draws additional effectiveness by building a positive association between brands and consumers. Activations provide participants with fun, meaningful experiences that help them understand and appreciate a brand’s culture. That positive association makes consumers more likely to support the brands that gave them the experience.

It’s easy to see how this works in B2C marketing, but the truth is it works just as well in B2B. People are people, no matter what environment you put them in. Even when they’re at work, business executives like to have fun. Consumers want to have fun and meaningful experiences in the workplace as well as in their personal lives.

Now that you know why experiential marketing makes sense in a B2B setting, here are some of the places where experiential marketing can have the greatest impact.

Conferences

Conferences are a terrific place for marketers to make meaningful connections with B2B professionals. They’re also a place where professionals want to kick back and have a little fun (while still meeting their business goals, of course). What better place to plan an experiential marketing activation?

Factory 360 partnered with PayPal, which has B2B and B2C services, to create a memorable experiential marketing activation at LeWeb Paris. PayPal partnered with Uber on something they called “Meet the Speakers, Mobile Office Hours.” Conference attendees could apply to take a 30 minute ride in an Uber car with various speakers and presenters. During their trip around town they could ask questions and make a personal connection with these high-level executives. The program was extremely successful and left conference attendees with a very positive view of both PayPal and Uber.

Trade shows

Many B2B consumers travel to trade shows to find the latest and greatest things in their industry. Companies are always looking for ways to make their booths more interesting than their competitors. If you’re not already doing it, you should incorporate experiential marketing into your next trade show exhibit. If you can make your booth the most exciting and innovative one on the floor, you’re more likely to get a huge audience.

Medical technology company Siemens won an award for their experiential marketing activation at the Radiological Society of North America trade show in 2014. A 290-foot high LED archway was so visual that people could see everywhere in the event space.

Once inside the exhibit, Siemens used a variety of different exhibits to engage consumers with different interests and learning styles. People who enjoy interactive exhibits could try out MRI software on iPads. People who wanted to observe could check out the life-sized model of a human brain that demonstrated what happens during a stroke. People who like to touch objects could feel a realistic model of a liver while they learned about the organ. Siemens reported a 16.8% increase in traffic and a 26% increase in consumer knowledge of the company as a result of this very effective trade show exhibit.

Day-to-day locations

Think about where B2B marketers go when they’re not at the office, and see if you reach out to them there. Are their restaurants in town where businesspeople frequently go for meals? Are there social or athletic clubs that cater largely to corporate executives?

Your efforts don’t have to be limited to a business setting, either. SAP made a big experiential marketing push at Super Bowl XLVIII in 2014. As an AdAge commentator points out, most brands that organize experiential marketing events for the Super Bowl are B2C companies. SAP is a B2B company. Where do they see the pay-off in being at pre-Super Bowl events?

In this video, Dan Fleetwood, a Group Director at SAP’s Global Sponsorship arm, explains that SAP thinks it can reach and impact company decision-makers along Super Bowl Boulevard. It makes sense; most of the people who can afford to attend a Super Bowl are wealthier, which means they’re more likely to be business owners or senior managers. By showcasing their products in a setting where few of their competitors thought to go, and doing it in a fun and engaging manner, SAP likely saw good results for their experiential marketing efforts.

Monsanto took its experiential marketing efforts to the communities where its customers live. They took a customized 53-foot trailer to farming towns throughout the country and invited potential customers to come by.

Farmers were first invited to eat lunch together and visit with each other. Once they went into the trailer, Monsanto showed a short movie featuring former NFL quarterback Kurt Warner that highlighted its commitment to research and making farmers successful. After that, farmers could meet with someone who educated them about the company’s products, and allowed them to ask questions and give feedback.

By giving people a meaningful experience, sharing the companies values, and then making a soft sales pitch (which incorporated questions and feedback), Monsanto was able to exceed its outreach goals for the campaign.

Is your B2B company interested in doing more with experiential marketing in 2016? Factory 360 can show you how to do it right. We’ve planned a variety of activations for B2B and B2C companies over our history. There’s nothing we enjoy more than helping brands get creative about new ways to reach out to consumers. Please contact us today to learn more about how we can help.

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Post 134 :


Title :The Emotion of Color: How Color Impacts Experience
Description :

Every year Pantone comes out with a Color of the Year. Their goal is to identify a color that reflects what’s happening in the world and how consumers are feeling. For the first time, Pantone named two colors of the year for 2016: Rose Quartz and Serenity Blue.

Why even bother to name a color of the year? It shows the power of color over our thoughts, emotions, even our decisions.

Because color is so influential, marketers often use it to help achieve the results they want from experiential marketing and other types of marketing initiatives. Here are four ways color impacts experience.

Color impacts your mood

Research has shown over and over that color can change people’s mental and physical state. According to Pantone, workers in a space painted light blue complained about feeling cold. When it was painted peach, they stopped complaining. Looking at red objects can actually raise a person’s blood pressure, while looking at blue objects can lower it.

An article on the Huffington Post does a nice job of explaining how different colors affect consumers. Here is a brief summary:

You want consumers visiting your experiential marketing activation to feel good emotionally and physically. Color can help you achieve both of those things.

Color changes perception of space

Marketers can use color to change how people perceive space. Light and warm colors can make a small tent or room seem larger, while dark and cold colors will make the same space seem more confined and threatening. Placing a contrasting color along the edging or trim in a space draws the eye to those areas and can also make a space look bigger. To make a space seem more intimate, use a dark color on the ceiling to make it appear lower. Keep these tricks in mind when designing the space for your experiential marketing event.

Color identifies your brand

I recently saw a cell phone commercial that exemplified this idea. The commercial was for Sprint, and they were describing how much they could cut their competitors’ rates if consumers signed up with them. They gave the names of their competitors in the voiceover, but they never displayed the names. Instead, they represented each competitor with their color. I had no problem connecting blue to AT&T, red to Verizon and pink to T-Mobile.

A brand’s colors are so important to its overall image that they should be reflected in any experiential marketing event the company puts on. Brand ambassadors can dress in the company’s colors, and giveaways can also reflect the company’s hues, but think about other creative ways to work in branded shades.

Can any comment cards or other materials be in one of the company’s colors, with all provided ink pens featuring a corresponding color? (Especially if there’s some high contrast – think black cards with silver pens, or yellow paper with pink ink.) How can you work your brand’s colors into videos or 3D/4D experiences? Even subtle attempts to integrate color can really stick in people’s minds.

Color can mark you as cool or not so cool

Some colors are trendier than others. Some are a sure mark of being out of touch. As you plan your experiential marketing experience, make sure you think about what’s color palates are popular in decorating schemes now and which would seem wildly out of place in our modern era. Then use those colors accordingly.

For example, a bridal company definitely wouldn’t want seafoam green associated with its brand (unless it was trying to be ironic, perhaps). No brand should dress its staff in the harvest gold, avocado green and burnt orange shades that were so popular in the 1970s. Those colors communicate that your company doesn’t keep up with current trends.

On the other hand, if your company doesn’t have a strong association with a color, maybe you want to dress your brand ambassadors in 1980s neon because it’s made such a big comeback in the last few years. Or perhaps you should think about incorporating a recent Pantone Color of the Year into your activations. That way you know you’ll be using a color (or colors) that are on-trend.

However you choose to use color in your experiential marketing activation, let Factory 360 help you find additional ways to make that activation successful. We aren’t green when it comes to experiential marketing; we have over a decade’s worth of experience doing events of all kinds. Our expertise can help you from getting red in the face as you determine the best way to organize and execute your event. Contact us now for some true blue advice about how to make the most of your experiential marketing campaign.

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Post 135 :


Title :How is ROI Tracked with Experiential Marketing?
Description :

Tracking return on investment (ROI) at an experiential marketing event is extremely important. Analyzing analytics is the best way you and your team can determine how much your investment in the event was worth to the company. It may be the only way to convince your boss that the company should continue to invest in experiential marketing events – and increase your department’s budget for such events.

There are many ways to track ROI. Here are a few measurements Factory 360 commonly suggests to our clients.

Event attendance and participation

How many people came to your experiential marketing activation? How many of these people participated in one or more activities? How many product samples did you give away? Did people leave comments about your event or brand, and what did they tell you?

If your experiential marketing activation took place at an organized event, such as a concert or fashion show, finding out how many people attended the overall event is necessary. Even if they didn’t come by your booth, they probably got some impression of your brand when they walked by. Getting a general attendance number can also help you determine whether you want to attend that event in the future.

Sales or sign-ups

How many products or services did you sell? How many people asked for a follow-up call after the event? How many people signed up your newsletter or other publication?

Media coverage

How many traditional or new media outlets covered your event? When and where did they cover it (the nightly news vs. a morning show, the Saturday newspaper vs. the Sunday newspaper, etc.)? Does the coverages warrant some kind of follow-up with the publication/station to see if they’d be interested in a future story?

Influencers reached

Experiential marketing events are a great excuse to reach out to social media influencers, thought leaders and other types of influencers. How many influencers attended your activation due to an invitation? How many did you reach out to at the event using technology such as geofencing? How many participated in your activation or received some type of takeaway? How many shared something about their experience on their blog, social media accounts or another communication channel afterward?

Social media shares/impressions/followers

Social media is a huge part of any successful experiential marketing event because it stretches your reach far beyond the event itself. How many people shared pictures, video or comments about your event and your brand? How many retweets/shares/etc. did those posts get? What social media channels did they use – Facebook, Twitter, Instagram, Vine or others?

Factory 360 makes sure to track social media impressions over time. People may continue to share details about your experiential marketing event for days or even weeks after it actually took place.

Coupons or special offers redeemed

How many coupons or fliers with special offers were handed out? How many of them were actually redeemed? Did people who used these coupons buy additional products besides just the ones that were on special? Again, it’s important that this information is tracked over time. Not everyone will redeem your special offer right away.

What will Factory 360 do to make sure we effectively track your brand’s ROI at an event?

First of all, it’s important to determine what measurements you want to track well in advance. When you start putting together your experiential marketing plan, and coming up with your goals and outcomes, Factory 360 will create a plan for tracking ROI.

Next, Factory 360 will create a solid plan for how you’ll capture any event-specific measurements at the event. You can go back later and count the number of people who used your Twitter hashtag, but it’s harder to capture what’s happening at your activation.

Also, Factory 360 will make sure we set a time frame for capturing information. We will track the use of your hashtag in real time. Do you need to count the number of coupons redeemed over one week or two months? We’ll make sure someone is assigned to checking that information for the allotted period.

You might also consider measuring return on engagement (ROE) in addition to ROI at your event. ROE is a relatively new concept that measures how well you’re doing at building relationships with customers instead of how much money you’re making from their purchases. Modern businesses recognize that building brand loyalty and relationships with customers has a huge impact on their bottom lines, even if they don’t see the return right away.

The measurements for ROE overlap with the measurements for ROE. Here are a few common ways to determine your ROE.

Social media engagement

How many people followed your brand after your experiential marketing event instead of just sharing their experience at your activation? How many of those people engage with your brand in some way – sharing content, asking questions, responding to your questions?

Brand ambassadors

How many new or old social media followers are advocating for your products and services? How many have posted positive reviews, either to their followers or on your website? Have any defended your product or service against negative comments?

Post-event engagement

Did you see a spike in website traffic or views of your social media sites? Did more people view videos or other content on your website? How long did they spent engaging with that content – did they glance at it, or did they watch the whole thing? Was there an increase in downloads of games, recipes, white papers or other resources?

Do you need help navigating the fields of experiential marketing analytics, ROI, ROE or anything else having to do with event marketing? Factory 360 is happy to help. We have plenty of success stories we can share. We also have brands willing to advocate for us by giving references. Contact us today to learn how we can help your brand increase both its ROI and ROE at events.

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Post 136 :


Title :Brand Loyalty: 5 Interesting Statistics
Description :

Brand loyalty has been held up as one of the most important goals for marketers. Is brand loyalty really all its cracked up to be? Maybe, maybe not. But it is an important thing for all brands to think about. Here are five interesting statistics about brand loyalty.

The statistic: 80% of your company’s future revenue will come from 20% of your current customers.

You’ve probably heard this statistic many times before. Here’s a similar statistic showing the value of brand loyalty: Up to 15% of a business’s most loyal customers account for 55-70% of its total sales, according to research done at the Kellogg School of Management at Northwestern University. Here’s another statistic from Bain & Company: Returning customers typically spend 67% more than first time customers.

What it means: This is why brand loyalty has traditionally mattered a great deal to companies. You don’t have to spend any money to recruit existing customers, and they’ll make big contributions to your company’s income over time.

The statistic: 25% of Millennials say brand loyalty drives purchasing decisions.

Here’s a contradiction if there ever was one. On the one hand, decades worth of conventional wisdom says that brand loyalty is vitally important. On the other hand, Millennials may not be as loyal to brands as their parents. A study of Millennials discussed in Forbes showed that this demographic group is much more interested in factors like price than plain old brand loyalty. As they become more of a driving force in the economy, brands need to keep that in mind.

What it means: If Millennials are your audience, you need to find ways to keep their patronage besides simply brand loyalty. So how do you make them customers for life? As the following statistics from NewsCred’s The Millennial Mind: How Content Drives Brand Loyalty demonstrate, it’s important to stay in touch with them through various means.

Experiential marketing is one way to build brand recognition and trust. If you can attach a positive emotion to your brand, or appeal to people’s senses with your product or service, it does a lot to cement a good association with your brand in consumers’ minds.

The statistic: 87% of consumers who interacted with a company daily feel loyal to that company.

This infographic from Strativity shows that how frequently you interact with consumers really does matter. Contrast that 87% with these numbers: 64% of consumers who interacted with a brand weekly felt loyal to it. Forty-nine percent of consumers who were in touch monthly and 33% of consumers who interacted only a few times a year felt loyal to a brand.

What it means: Take every opportunity to connect with consumers and deliver something of value to them. Come up with an effective strategy for using email marketing, social media, print marketing and other forms of outreach. Drive consumers into your stores or to your website as much as possible. Plan special consumer appreciation or experiential marketing events to bring them to you and make them feel valued.

The statistic: 58% of people buy from the stores and brands whose loyalty programs they belong to at least once a month

This statistic (which we found on a blog post by CityGro) comes as no big surprise. If you want to keep customers loyal, why not offer a loyalty program? By giving consumers rewards when they buy products and services from you, you’re more likely to ensure they stay loyal to your brand. Nearly half of all retailers (46%, according to a statistic on this website) say that loyalty programs are the best way of increasing sales.

What it means: If you don’t offer a loyalty program, think about adding one. If you do offer a loyalty program, consider ways you can ramp it up. A better loyalty program gives consumers a better incentive to shop with you.

Increasing the rewards offered by your loyalty program doesn’t have to cost you anything. Consumers want to save money, but they also want to feel connected to brands. Can you do a better job of asking your loyalty members for feedback or ideas on how to improve your products and services? Can you do more to reach out to them on social media? Can you engage with them more often – perhaps by sending an e-birthday card or nice note on the anniversary of the day they signed up for your loyalty program? If you use experiential marketing, can you plan a special event just for your loyalty program members?

The statistic: 57% of small business owners say that having a relationship with their consumers is the primary driver of repeat business.

As much as consumers sometimes love the anonymity and convenience of big box stores, they also want the familiarity and knowledgeable staff that comes with shopping at a small business. After all, if you want really good information about home improvement or organic gardening products, where are you going to go: a national chain, or a locally-owned vendor? That’s what this statistic from Braun Research (via Access Development) means to me.

What it means: Just because you’re one of the big guys doesn’t mean you can’t have a great relationship with your customers. You may just have to work a little harder to make that personal connection.

This is another area where experiential marketing can be a big help. Experiential marketing is an opportunity for brand ambassadors to interact one-on-one with consumers and provide them with something of value. It’s a chance to put a human face on your company, and begin establishing a closer connection with consumers. It can help them feel like they have the personal relationship with businesses that they crave.

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Post 137 :


Title :Experiential Marketing and Virtual Reality
Description :

Let’s run through a hypothetical. Pretend that you’re in charge of an extreme tourism brand that likes to take its consumers to a peak of adrenaline rushes through various types of organized trails, climbs, and other outdoor activities.

You start thinking back to one of the trips you planned and went on. Now, you are on top of that mountain in Africa. It’s strange, it’s like you can feel the brisk wind brushing against your skin. You feel the ground vibrate beneath your feet and then when you look down you realize that you’re at the precipice of a hundred foot drop and the vibration you felt earlier was caused by some rocks finding their way down the abyss. Adrenaline spikes in your blood as you try to keep climbing and finally find a solid handhold. Then everything goes dark. You take off your virtual reality headset to see you are indeed still in New York.

Trying to get brand ambassadors to explain these unique feelings (that they may never even have experienced) to others can be a hard feat to accomplish. Although with the right training, Factory 360’s brand ambassadors are able to do so, experiential marketing campaigns are now able to add a lot more experience to a consumers’ daily life.

Virtual reality allows brands to show consumers what they are really all about. Instead of telling a consumer about how his legs might feel like Jell-O because he’s so high off the ground on an all glass bridge, why not let him experience the feeling himself by giving him an Oculus Rift?

An experiential marketing campaign enhanced with virtual reality can make all of the difference. Virtual reality is an up and coming topic, and many consumers are still unfamiliar with it, so just the fact that a brand is introducing their consumers to this exciting new technology will get them talking about how great their new experience was. They will want to tell their social media platforms about the experience they had based not only on the content of the experience but how cool it was that a brand provided them with the opportunity to experience virtual reality for the first time.

If the campaign isn’t exactly mimicking something that the brand offers, but instead is adding a virtual experience that enhances the brand message, consumers will most likely gain a better understanding of what the brand is trying to convey. For example, say a brand has a goal of making a girl feel like a princess by selling them clothes. This brand then plans a campaign that provides these girls with the virtual experience of being Cinderella for a few minutes by talking to Prince Charming, feeling like she’s riding in a carriage, and talking to her animal friends. The message is a lot clear when it’s actually experienced, not just heard, by the consumer.

Another thing that virtual reality adds to certain experiential marketing campaigns is a desire for comparison. If the campaign is centered on a virtual experience mimicking one that the brand is offering to provide, consumers might take the brand up on its offer to see how similar the virtual thrill actually is to the real one.

There are also some other hidden benefits of virtual reality in experiential marketing. No brand wants to be liable for one of their consumers’ accidents. A virtual reality campaign allows brands to provide inherently risky experiences without the risk. A car brand might show their consumers how fast their new car model really is without running the risk of a car crash.

Brands are often able to provide costly experiences on a lot tighter of a budget with virtual reality. Instead of renting out a large space, the brand can choose a small footprint and design a large space within the Oculus Rift. Needless to say, virtual reality also allows brands to provide consumers with experiences that they would not have been able to unless they actually purchased certain packages. Airlines and tourism agencies can give the consumer a taste of another country’s culture without actually having the expense of flying him somewhere.

Turns out that your middle school English teacher’s saying that “showing is better than telling” applies to more than just that Writing Composition course you were forced to take in the 7th grade. When it comes to experiential marketing, providing consumers with these unique and still rare experiences is what will differentiate your brand even further from your competitors. So next time you’re trying to add a little spice to your current marketing campaign, run through a hypothetical: what if the consumer were actually able to feel what we’re offering before making their purchase decision?

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Post 138 :


Title :Looking at Super Bowl 50 Through the Eyes of Experiential Marketing
Description :

Running a 30 second ad during Super Bowl 50 will cost up to $5 million. If your brand is going to spend that kind of money, you’d better make it count. The truth is that ads alone don’t influence consumers the way they used to. It’s vital to get consumers directly involved with your brand as part of your Super Bowl ad campaign.

Using social media and second screen apps are some current best practices for enhancing the effectiveness of your ad campaign. But experiential marketing is another valuable tool for increasing the reach and impact of any advertising campaign. Experiential marketing (also called event marketing or live marketing) allows companies to transform what consumers see in ads into on-the-ground experiences where consumers can directly interact with brands.

Given that experiential marketing has been making big gains in marketers’ portfolios in recent years, we thought it would be interesting to look at Super Bowl 50 advertising through the eyes of experiential marketing. How can your brand use experiential marketing and the principles that make it so successful to boost the performance of that $5 million ad?

Brands can begin engaging with people long before the game actually starts. Before Super Bowl XLIX in Phoenix, Pepsi went out of its way to welcome consumers arriving at the airport. The brand set up a promotion they called “Get Hyped for Halftime.” It involved a video booth where consumers could superimpose a photo on themselves on the field at University of Phoenix Stadium, then post the photo to their social media sites.

StubHub, which sells Super Bowl tickets and tickets to other major events, also worked hard to interact with fans before Super Bowl XLIX. Their StubHub Pre-Game Bash was open to randomly-selected ticket holders. Consumers could enjoy good food, play games, record a video of themselves doing a touchdown dance in front of a live audience, and much more.

Super Bowl 50 will be held at the new Levi’s Stadium just north of San Francisco. Dozens of brands are planning experiential marketing events targeted toward consumers attending the Super Bowl and consumers who live in the area.

Verizon is sponsoring a Super Bowl City that’s open to the public the week before the game. Inside the makeshift city, consumers can visit at Fan Energy Zone sponsored by SAP. It will showcase hot new technologies and social media platforms. Hyundai has organized an NFL Experience area where fans can play interactive games, meet football players and shop for Super Bowl 50 branded products.

By having direct interactions with consumers and providing them with one-of-a-kind experiences, these brands are building a solid relationship with current and future customers. You can bet consumers watching their ads on Super Bowl Sunday will be more receptive to them having just had such a positive experience with the brands.

Experiential marketing can also be used to great effect during the Super Bowl. For Super Bowl XLVIII, Bud Light rented a cruise ship on the Hudson River in New York and created a unique viewing experience for over 4,000 football fans. Consumers had plenty of places to watch the game (which was taking place at nearby MetLife Stadium in East Rutherford, NJ). If they wanted to skip the commercials or halftime show, they could take advantage of the cruise ship’s attractions, including a giant slide, or attend a concert with a big-name band like Foo Fighters or Fall Out Boy. Bud Light used the cruise ship as a hotel, so consumers were able to interact with the company in interesting ways all weekend long.

For people less interested in watching the game and more interested in the party aspect of the Super Bowl, Bud Light set up a House of Whatever during Super Bowl XLIX. Consumers applied to attend the House of Whatever party by posting a photo of themselves to various social media sites with the hashtag #UpforWhatever. Those lucky enough to attend were treated to nearly 50 different interactive events with the House of Whatever. A video camera captures all the goings-on to show people having fun with Bud Light. The House of Whatever event is a perfect example of how experiential marketing can be used as an extension of advertisements that are going on air.

Factory 360 was pleased to work with Moët Hennessy to leverage the magic of New York City to create a once-in-a-lifetime Super Bowl weekend experience. Hennessy’s leading salespeople were invited to an exclusive experience in New York that took place the same weekend as the Super Bowl. Attendees spent one day participating in the NFL Celebrity Bowling Classic, where they got to bowl alongside NFL players. Everyone received a commemorative bowling shirt, bowling ball and pin. The next day they attended the official NFL tailgating party before attending the big game. The event did an excellent job of rewarding top sales managers, as well as sticking to Hennessy’s brand image as a luxury products company.

If your brand is looking for ways to incorporate experiential marketing into your Super Bowl ad campaign – or any ad campaign, for that matter – let Factory 360 help you plan and implement your campaign. We have over a decade of experience helping brands increase engagement and sales by executing successful experiential marketing campaigns. Contact us today to learn what we can do for you.

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Post 139 :


Title :The Benefits of Product Sampling: Why You Should Do It
Description :

We encourage all of our clients to hand out product samples at experiential marketing activations (assuming it makes sense for their company, of course). Why? First of all, it’s effective. A report from Sampling Effectiveness Advisors shares this statistic: 73% of consumers said they were likely to buy a product after trying it. Only 25% said the same thing about seeing a television commercial.

Product sampling can also help consumers better understand a company’s product and businesses meet their goals. Let’s explore these idea more in depth.

Product sampling will draw people to your activation

Every year the Event Marketing Institute publishes a report called EventTrack that demonstrates best practices in the experiential marketing field. One of their questions to consumers is what motivates them to visit experiential marketing activations.

The overwhelming majority of respondents – 81% – said they walked up to a company’s display because they wanted a product sample or other free giveaway. From there, the numbers fall off dramatically. Only 54% were drawn in by a discount or special offer; 49% wanted to learn about the product or service being promoted; and 46% said they liked the brand or thought the activation looked interesting.

It’s hard to argue with the numbers. And it’s hard to argue with something that everyone (especially anyone doing events on college campuses) knows: People like free stuff. They like free food, free clothing, free drinks, free anything. Giving away product samples at any type of experiential marketing event is the best thing you can do to draw consumers to you.

Product sampling gives customers a taste (or feel, smell, etc.) of your product

If you goal is to help consumers better understand your product, there’s nothing that works better than product sampling. Period. You can tell them your product will make their skin healthier, their mind sharper, their body healthier, their home smell better. You can show them how it looks and what makes it different from the goods offered by your competitors. You can list the celebrities, doctors or other professionals that have endorsed it.

But until a consumer tries it and has their own experience with it, they won’t know if they like the way it tastes, smells or makes them feel. That experience, and their ability to use their senses to explore your product, is very important.

Product sampling can be a powerful first step in getting a consumer to try your product for the first time. It can also be your first step in creating an emotional connection between your company’s product and your target consumer. That emotional connection is the core of developing loyalty to your brand (more on this later).

Product sampling gets customers thinking about your product

Most people go to the grocery store with a list, or at least a good idea of what they need to buy for lunch, dinner or the weekend’s snacks. They don’t necessarily go looking for your product. And if they just see your product sitting on a shelf, they probably won’t be motivated to buy it.

But if a real person is standing in the aisle and offers them a sample of your food, or a demonstration of your cleaning product, they’re more likely to stop. Once they’ve tried the item for themselves, they’re more likely to buy it – even if it’s not on their shopping list.

This is one example of how product sampling gets consumers thinking about your goods or services when they wouldn’t be otherwise. People are busy. It’s hard to catch their attention, and hard to get them to think outside their bubble. But by presenting them with something they can’t resist, and something they can experience with their senses, you can do an even better job of getting them to notice you.

This is a good place to mention that anytime you give out product samples, you should make sure you’re getting them to your target audience. If you’re trying to reach moms with young kids, going to the grocery store during a weekday is probably a good idea. If your target market is college kids, or working professionals, you’re unlikely to catch them at the grocery store during the same times. Try handing out product samples on a weekend, or choose a different venue entirely.

Product sampling helps build customer loyalty

Getting a one-time customer is great. Getting a long-term customer is much better. Many business magazines and other resources say it’s five times more expensive to get a customer than to keep a customer. You want the people who are already buying from you to keep coming back.

That’s why companies invest so much in building customer loyalty. Experiential marketing is a big part of the push to secure customers who will buy your products for life and encourage their friends to do the same. Sampling can also be a powerful tool for meeting the same goal.

If you’re going to build customer loyalty, you need to get people to like you. One way of doing that is giving them something for free. It tends to make them feel like you’re doing them a favor. If they like your product, and they first tried it in an environment where they felt good – in a familiar place with a nice person helping them – they’re more likely to form a positive association with it.

Are you hoping to begin a product sampling program? Do you want to make your existing product sampling program more interesting and engaging for consumers? Factory 360 can help. We love to help companies find creative ways to get samples in front of consumers. We can also advise you on numerous other experiential marketing techniques. Contact us today for a free sample of our professional services.

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Post 140 :


Title :Keys to Creating Brand Loyalty
Description :

More and more companies are beginning to incorporate strategies for creating brand loyalty into their marketing plans. Here are some statistics that underscore why brand loyalty is so important:

Once you’re recruited customers, how do you keep them? Even better, how can you turn them into brand advocates and evangelists – people who will refer their friends and family to you and stand up for you when times are tough?

It all begins with brand loyalty. Here are six steps for creating it.

Be trustworthy

Gain consumers’ trust by delivering what you promise, maintaining quality control over your products, and never putting anything that could harm someone online or on stores shelves. Brands that have built a reputation for being trustworthy have existed longer than many of their competitors.

Do the right thing

Corporate social responsibility is a big deal these days. Consumers want to know that companies are doing more than pursuing profits. They expects brands to give back to their community, treat their employees well, be kind of the planet, and not steal, cheat or lie.

Find ways for your corporation to give back. Your giving could be as small as donating products to school and charity auctions (which is a great way to advertise, by the way) or making major cash donations to causes employees care about. Once you’ve done something altruistic, publicize it (in a way that doesn’t seem like tooting your own horn, of course). If consumers can see you care, they’re more likely to be loyal to your brand.

Engage in two-way communication

Gone are the days when companies showed advertisements and information to consumers and expected them to respond. Today’s shopper expects two-way communication with companies. If they get a faulty product or receive poor service, they want to the company to respond and make things right. They enjoy getting “behind the scenes” or “insider” looks at what’s happening with their favorite brands. They enjoy feeling like they have input on new products or services.

Social media is a big part of this trend, and it presents a good opportunity for companies looking to create brand loyalty. Use Facebook, Twitter, Google+, Instagram and other social media platforms to talk with consumers and listen to what they’re saying. Read up on best practices for keeping your fans and followers engaged. You might even look into some type of rewards program for consumers who advocate for you and your company on social media. All of these things will make people feel more connected to the people in your company – and therefore, the company itself.

Give consumers something valuable

Consumers love feeling like they’re getting something of value. So give it to them – even if it’s just a little something.

Experiential marketing campaigns are a great way to hand out samples of new or existing products, or distribute branded materials such as hats or sweatshirts with your logo. You can also use experiential marketing events to give away things like discount coupons or special deals for consumers. Most consumers consider saving money on something they want nearly as good as getting something for free.

Experiential marketing is also a great way to build brand loyalty because it gives consumers a positive way to learn about your brand. By experiencing your company and its products with physical senses such as taste, smell or touch, people are more likely to form a good association with your brand. If you can create a connection between your products/services and something the person cares about, such as a person or a charitable cause, that’s all the better for building brand loyalty.

Are you curious about other ways experiential marketing can help you create brand loyalty? Give Factory 360 a call today. Our experienced team is happy to walk you through the many ways experiential marketing can help your brand – and the many ways we can help you surpass your goals.

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Post 141 :


Title :Consumer Experience & Word of Mouth Marketing
Description :

Word of mouth marketing is a sort of holy grail these days. A 2013 Neilsen survey shows that 84% of people consider a recommendation or referral from a friend the most trustworthy source of product information. The second-highest ranked source in their poll was branded websites, with a distant 69% of people saying they considered them a good source of product information. The same poll showed that 77% of people were more likely to buy a product after a friend or family member recommended it.

In order for your brand to get good word of mouth marketing, consumers need to have positive experiences with your products and services. After all, how can people share glowing reviews with their friends, family or social media followers if they don’t know anything about you?

This article will explore this idea of “word of mouth marketing” further. Then we’ll look at some of the ways you can give consumers such an amazing experience with your brand that they’ll want to sing your praises from the rooftops.

What is word of mouth marketing?

Entrepreneur.com calls word of mouth marketing “An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service.” It can happen informally, when one person tells another person how much they like a product or service. It can also happen when brands actively encourage consumers to post positive reviews online or otherwise market their products for them.

Word of mouth marketing isn’t new. When was the last time you called lawyers, hairdressers or home maintenance professionals without getting advice from someone who’d worked with that person in the past? Word of mouth marketing has been essential for service professionals since their professions began.

But word of mouth marketing is absolutely vital for every modern business, whether it’s selling a product or service. Consumers (especially Millennials) don’t trust advertising the way they used to. They’ve been burned by misleading or false advertising enough times that they’re looking for other places to get information about worthwhile products and services.

Word of mouth marketing also helps businesses cut through the clutter. People are overwhelmed by the choices at supermarkets, drug stores and online. They need a way to narrow down which car to buy, or which restaurant to eat at, or which fashion brands they should support.

Keep in mind that word of mouth marketing doesn’t literally have to come from someone’s mouth. Millions of people now communicate online. Social media is a great place for people to ask their friends and family for referrals to service providers or information about products they should buy. Online reviews are also a powerful way to promote a business’s products and services.

How can you get consumers talking about your company, either face to face or online? It all starts with creating a positive consumer experience.

Ways to create positive consumer experiences

This should come as no surprise, but the best way to give consumers a positive experience with your brand is to offer a stellar product or service. Your food and spirits should taste amazing, your airline services on time and enjoyable, your banking products affordable and transparent.

All along the way, consumers should encounter people who make them feel important and listened to. Providing great customer services is nearly as important as having a good product or service. So is being a company that exhibits values such as trustworthiness, social responsibility, and a willingness to look beyond the bottom line and do the right thing. Just as consumers today are less likely to trust advertising, they are more willing to support companies with values in line with their own.

There are some ways you can go above and beyond for existing customers and potential new consumers. Many brands use social media to engage in two-way communication with consumers, offer special deals and give them an inside look at the workings of the company (and perhaps even an industry as a whole). Today’s consumer really appreciates these things. They want to feel like they have some relationship with the company that’s selling them their food and beverages, airline tickets, banking services, really everything they need.

Experiential marketing events are another wonderful way to provide a positive consumer experience. Experiential marketing is any event where consumers can engage directly with a brand or product. A few examples of experiential marketing are product sampling or giveaway events, booths at festivals or fairs, sporting events or concerts organized by a brand, or any fun event designed to create a positive association between a person and a company.

Experiential marketing activations allow consumers to engage with a brand’s products with all five senses. Why trust a television ad that says an e-cigarette is amazing when you can hold it in your hand, taste its flavorful smoke and smell its pungent aroma? Why read about a new speaker system when you can listen to its sound quality and see its interesting and streamlined appearance?

In addition to appealing to people’s senses, experiential marketing is also designed to connect a positive experience with a brand. People who attend a concert by their favorite musician, go on a scavenger hunt and win great prizes, or experience 4D technology for the first time are going to remember that experience their whole life. Chances are they’ll also remember the brand that allowed them to have that experience – and they’re more likely to stay loyal to that brand.

Are you sold on experiential marketing as a big part of your puzzle for more word of mouth marketing and positive consumer experiences? Factory 360 can make your experiential marketing vision become a reality. Contact us today to learn how we can help your brand create an experience that consumers will be talking about for years to come.

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Post 142 :


Title :Experiential Marketing in College Campuses
Description :

When one college student gets sick, the whole campus seems to get sick. When one college student has a brilliant idea, the next thing you know it’s all over campus. Once that idea is all over campus, it’ll find its way to other campuses and the next thing you know it’s on national television.

The seemingly unrelated circumstances above can be credited to one fact: college campuses bring great minds into one small, concentrated geographical region. This might be easier to picture with a more concrete image: think of dry trees, spread around with miles between them. If you light one of them on fire, that one tree will surely burn, but the others will remain unaffected. Now think of a large collection of dry trees all cluttered into a small space. Accidentally drop a match near it, and soon enough everything will turn into ash.

It is the same on college campuses. The quick diffusion of ideas, movements, and developments are all consequences of the tightly packed intellectual capacity of college campuses. This is exactly what brands need to take advantage of.

But how are brands supposed to reach those college students who claim not to have time in the day? Those who don’t have time to sleep because they’re running around doing way too many things? Luckily for brands, nine out of ten times college students will make time if they believe the experience is worth it (and, frankly, maybe even if they’re trying to procrastinate).

College is currently populated by the tail end of the Millennial Generation, which place an extreme amount of value in experiences. This allows brands to not only get busy college students’ attention, but also to connect with them and bring in not only one of them, but many of them, onto their consumer base.

Just think of Facebook. The social media titan started out in one college campus. Eventually, it was opened to the Ivy League. It then grew and anyone with a student email could join. Fast-forward to 2015 and 1.5 billion people have an account. College students wanted to connect with their friends online for the sheer experience of connecting.

Campus sponsored events are an exciting way for college students to break the boring routine, to get engaged with a new brand, and to experience a great time that they can tell their friends about later. Outside of events, brands are tuning into an amazing insight: campus ambassadors.

Who knows college students better than college students’ themselves? Who can provide the tailored experience to a specific campus, than someone who is a student of that campus? College brand ambassadors are advocates for their brand 24/7 – and they often do it for money, free swag, and sometimes just for experience.

Yes, it may be true that college students are only making decisions for themselves, and not for their families, but according to Lisa Baker, director of education marketing at HP, the decisions that college students make about the brands that they purchase, oftentimes become lifelong habits that will seep into their future family’s lifestyle. So even if your brand isn’t necessarily for all college students, it could be an investment in the future.

For brands that target specifically college students, then campus ambassadors and experiential marketing no campuses is a goldmine. Peer to peer marketing is perceived as a lot more trustworthy. A lost freshman is more likely to trust the advice or an upperclassman that has been in his exact shoes before versus the corporate advertisement or direct mail that he’s viewing on a daily basis.

There is a lot of room for diversified experiential marketing on campuses. Brands can elect to hire representatives to strut around campus on move-in day wearing branded swag and giving out free branded gifts. Or maybe they’ll opt to ask brand ambassadors to host a party, where a “Best Halloween Costume” contest will be conducted, promising the winner some sort of cool branded prize. Taking a more traditional route, brands can elect to have campus ambassadors set up booths at relevant campus events in order to more formally explain the brand’s message.

And the truth is, college students like to stay in the loop. If a brand is effective in hiring the right amount of enthusiastic brand ambassadors, their identity will become known on campus because students want to know what’s going on in their campus. They want to stay up to date with the latest trends, apps, parties, events, and anything in between.

So busy or not, an experience is well worth their time – and they know it. So what are you doing to take advantage of that?

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Post 143 :


Title :Experiential Marketing for Mobile Applications
Description :

Competition: the principle that is behind many of the innovations in today’s world. Competitors push one another to perform at a higher level in order to acquire the largest market share and reap the most profits. But as any business knows, competition can be the reason behind their failure. If a business does everything right but their competitor manages to do everything just a little bit better, the former will be gone.

Let’s consider the mobile applications market. Android users enjoy the ability to access and download 1.6 million apps, while Apple consumers take advantage of the 1.5 millions apps on their own store, the Apple Store. This market didn’t even exist a decade ago and is now blowing up. Programmers are moving out to Silicon Valley and making a living by developing apps that are worth millions and sometimes reach billions – such as the photo-sharing app Snapchat.

How should mobile application brands deal with such high competition? A brilliant app idea can fail if it doesn’t do things right, or even if it does some things right but then just falls off the map. In this dynamic market, consumers want the newest and most intriguing, entertaining, technologically advanced concepts out there. If something doesn’t captivate their attention for a certain time, then forget it – it’s yesterday’s news and today will undoubtedly bring with it new entertaining and better developed apps.

One way to break through this barrier is to create a connection with the consumer that they can’t just disregard the next day. Think about the mobile application Vine. They did a good job creating a base of consumers and creating connections with them. There was another application that came out around the same time as Vine called Cinemagram – have you heard of it?

A lot of Vine users loved the experience of having a Vine, creating it, and sharing their experiences with others on their network. This was easy for Vine, given its social media like nature. So how do brands that are developing applications that aren’t necessarily social by nature maintain a loyal consumer base? The answer doesn’t change. What changes is the method to attaining the answer: creating connections through experiential marketing.

The way that experiential marketing campaigns can be set up makes it extremely easy for mobile applications to be involved in the process. Brand ambassadors will be able to connect with consumers and ultimately convince them to download the brand’s application for a certain prize, chance to win a prize, or any creative reason that Factory 360 can help your brand come up with.

A single day of a social activation event can generate thousands of impressions, unique downloads, and tons of exposure to every consumer’s social network. Creating this fun atmosphere allows brands to forge a bond with consumers, enticing them to keep this brand in mind and think it’s still the “coolest” instead of just forgetting about it an moving on to the “newest.”

It’s also important to consider how most people learn about new applications. Snapchat wouldn’t be so big if it hadn’t been able to conquer a small base of consumers to spread the word. Consumers want to download apps to help them improve their lives and to stay connected with their friends.

Both of these reasons can be extremely well communicated through the art of experiences. Showing has always been better than telling, and it has never been truer than when it comes to mobile applications. Consumers don’t want to spend hours researching and reading reviews – they want to know what to download before they even open their Application Store.

If an app helps consumers improve their lives – by keeping all of their music organized, helping them track their fitness goals, giving them some sort of entertainment, etc. – then what better way to convey this to them than through an experiential event that actually provides them with the experience of feeling like their lives are improved by this app in a manner that stands out to them in their memory?

The same can be said about applications that allow consumers to connect with one another. If a brand ambassador can accurately and excitedly demonstrate how a certain app will help consumers stay connected with their networks, then these consumers will be convinced and bring the application to theirs own networks, increasing the applications’ users even more.

The experience will allow consumers to differentiate applications that at first may seem completely equal to them in the app store. Gain an edge on the competition by fostering these strong consumer ties, and it’ll be something you won’t regret.

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Post 144 :


Title :5 Brands Using Technology to Improve Consumer Experience
Description :

Technology has many real applications for making people’s lives better. It can save them time, connect them with remote services they might not be able to access otherwise, help them find information and allow them to share meaningful experiences with people far away.

Companies are constantly on the lookout for technology solutions that can save them money and help improve consumer experience. Here are five companies that are doing it well.

Nordstrom

Nordstrom, the Seattle-based high-end department store, uses technology in several different ways to give consumers a better shopping experience. They have touchscreens in their dressing rooms so consumers can shop online if they can’t find a garment in the color or size they want. If people start shopping online but decide they want to go into the store to make a purchase, a program allows them to determine exactly where in the store the item is located.

Nordstrom has very effective ways of utilizing social media to improve their consumers’ shopping experience. They analyze what photographs from their Pinterest page are being pinned to get a sense of what appeals to their shoppers. They then use that information to create signage drawing attention to those products in their stores. They also track how people are interacting with them on sites such as Facebook and Twitter so they can do a better job of getting consumers information they want and need.

To help itself do a better job of marketing, Nordstrom sometimes tracks consumers via their Wifi signal when they come into the store. They use these signals to determine where shoppers go and how much time they spend in various departments. A popular incentive program called Fashion Rewards allows Nordstrom to capture customer information that can be used to improve marketing, product design and the sale of ads on their online platforms.

Walmart

Walmart is on the cutting edge of many business practices, and using technology to give consumers a better shopping experience is one of them.

The company is working on an e-receipt program that stores frequent purchases. That way, consumers can look back to see when they purchased an item and if it might be time for them to buy it again. If the item is currently priced lower than it was the last time they bought it, they might choose to stock up. Online ordering systems allow consumers to shop online, then quickly pick up their order when they reach the store.

Walmart is also using and exploring technology designed to do what it does best: help consumers save money. An existing app called Savings Catcher scans a person’s receipt and tells them if a product they purchased is being sold for less at a nearby store. If it is, the person gets a gift card in the amount of the cost difference. Walmart is also interested in developing an app that will help people on a budget determine which groceries to buy ahead of time, so they can avoid removing items from their basket in the checkout line if they try to buy too much.

Lowe’s

Home improvement chain Lowe’s has made big investments in mobile technology to improve consumer experience in their stores. In 2013 they bought 42,000 iPhones, which they loaded with specialized apps and handed out to employees. Those employees use their phones to help consumers without having to leave them standing alone in the aisle. They can do things like check nearby stores to see if they have products in inventory, show people how-to videos to coach them through a home improvement product, check their prices against competitors’ prices, and educate people about what they can purchase on the company’s website.

Lowe’s also made some significant improvements to their app to help consumers who want to use their own iPhones in stores. With the MyLowes mobile app, consumers can determine if products are in stock in their neighborhood store, then make a list of items they want to buy using a feature called Quick List. Once they get to the store, the app will help them locate the specific aisles where the items they want are located.

Mandarin Oriental Hotel Group

You know those binders in hotels that provide guests with information about hotel phone extensions, amenities and nearby restaurants? Those binders may be a thing of the past thanks to Microsoft and other technology companies, which are working to replace them with interactive technology.

Mandarin Oriental Hotel Group is one of the first hotels to pilot this technology. The company owns dozens of high-end hotels and resorts across the world. These hospitality centers were the perfect place to try out Microsoft Surface tablets equipped with special software to serve guests.

In addition to accessing information about the hotel’s services online, residents can order room service, arrange for concierge services and request help from housekeeping. Guests can also share feedback about their stay at the hotel, and enter preferences for primary language and other needs that the hotel can remember for the person’s next stay.

Sainsbury’s

Sainsbury’s is a British grocery store chain that uses existing and new technology to improve their consumers’ experiences in their stores.

The company was the first in the United Kingdom to install self-checkout technology in their stores. They’re currently testing a new system where consumers can scan their groceries as they shop for them, pack them into bags, and pay for them at the checkout line without having to unload their bags.

Sainsbury’s Brand Match app allows consumers to check their prices against those of its competitors. If another store offers a cheaper price, Sainsbury’s creates a coupon in the amount of the difference than can be used to buy anything in the store.

Sainsbury’s has centralized many of its benefits through Nectar, its rewards program. While you used to need a Nectar card to earn points, the “card” is now online. So is most of the information consumers need about their Nectar card. They can use their smartphone to conveniently check how many points they’ve earned, redeem coupons and vouchers, even find out where they can earn Nectar points (the company partners with several others on a joint reward program).

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Post 145 :


Title :Word of Mouth Marketing
Description :

There is something about human nature that leads us all to look for approval in one way or another. When it comes to using certain products and services, we seek approval by asking others’ opinions. This has always been the case, but in an age where everyone is so interconnected, people have started to value each other’s opinions even more.

With that in mind, it is no surprise that word of mouth is one of, if not the, best influencers when it comes time for a consumer to make a purchase decision. Thousands of people read online reviews everyday before deciding to buy a product. Even more simply ask their friends or family for a quick opinion, or maybe it just comes up during conversation. According to a Keller Fay Group study, only 7% of word of mouth marketing happens online. This means that brands have almost no true control over what their consumers are saying about them and have an even harder time monitoring what’s said.

This means that it’s excruciatingly important for brands to influence their consumers in a manner that will pave a path toward positive word of mouth. One way to ensure this is to really connect with consumers. It was found in the Keller Fay Group’s study that brands that are able to emotionally connect with their consumers actually receive three times as much positive word of mouth exposure from their consumers. This emotional tie can stem from any experiential marketing that creates an opportunity for personal connection between a brand ambassador and a consumer.

But will this investment really pay off, you ask? Let us take a look at some of the numbers. According to a Nielson study, 84% of consumers say that they completely or somewhat trust recommendations that they receive from friends and family about products. This makes word of mouth (specifically these recommendations) the trust-worthiest source of information.

Brands should also keep in mind that the market is shifting. Millennials are getting older, and brands should start to think about how to best meet their needs, as soon they will contribute most of the market’s wallet share. Radius Global conducted a study and found that as far as Millennials are concerned, word of mouth is the number one influencer for their purchasing decisions on packaged goods, clothes, financial services, travel, electronics, and other big-ticket items. It’s also important to note that the same study showed that Baby Boomers also ranked word of mouth as most important influencer for big-ticket items and financial products. This means that a negative review can have quite the impact on a brand’s target or new consumer base, so they should do all that they can to make these consumers happy.

But brands should be weary – just one great review won’t do the trick. According to BrightLocal, 72% of consumers say reading a positive review increases their trust in the business, but it really takes anywhere between two to six reviews to get over half of them to this level of trust. Brands have to make sure to not only showcase excellence, but also showcase consistency across various happy consumers.

Consumers aren’t the only ones that heavily weigh others’ opinions when it comes time to make a purchasing decision. USM found that 91% of business-to-business buyers also take word of mouth into consideration when making their final decision.

Of course word of mouth is something that marketers can directly invest in, so the best way to improve it is to not only ensure a positive brand image, but also to invest in other marketing efforts that will generate the positivity needed to get word of mouth rolling in the right direction.

But how exactly does experiential marketing play into all of this? The answer to that question lies in a series of other questions and answers:

What is word of mouth marketing? If boiled down to its essence, it’s simply a story.

Why do people tell stories? Digging deep, we can say that the real motivation behind a story stems from the desire to share a memory.

Where do memories come from? In short, they come from past experiences.

Experiential marketing is the ground upon which memories can be formed, stories can be told, reviews written, and advice given. If executed properly, this will help your brand achieve its goals, whether those are increasing sales, generating buzz about a cause, or raising your brand awareness.

Word of mouth is many times seen as “free” advertising, but that’s only because people don’t consider all of the efforts that brands make toward generating the memories and connections that lead to those stories. But this is an investment opportunity that has great ROI.

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Post 146 :


Title :How to Write an Experiential Marketing Plan
Description :

If you’re planning an experiential marketing event, one of the smartest things you can do is sit down and write out a detailed plan.

Having an event plan will take a lot of time upfront, but it will save you a lot of time as the event draws closer (which is the busiest time in the event planning process). It will make the whole event go smoother because you’re less likely to forget anything. It will give you a blueprint to refer to the next time you plan an experiential marketing activation. And chances are it will make you look really good in the eyes of your boss, who will appreciate your thoughtfulness and thoroughness.

The longest part of your experiential marketing plan will be the event plan itself. We also recommend putting together a budget, timeline and list of things to take to the event. We’ll describe what should be in the event plan first.

Goals and outcomes

A goal is something you want to achieve at the event. Goals may include drawing a certain number of people into your booth, giving out a certain number of samples, and getting a set number of influencers to attend a party and tweet about it.

An outcome is something that should happen after the event as a direct result of the event itself. Outcomes can include the number of people who follow your social media accounts after the event, the number of people who purchase your product or service for a second time within six weeks of buying it the first time, or the number of people who redeem a coupon or discount code.

Analytics

All of these goals and outcomes can tie into your analytics, which is how you measure the overall effectiveness of your experiential marketing activation. Your analytics are the way you prove to your boss that the event was worth doing, and that you should be allowed to do something like it in the future.

Write down all the things you plan to measure before the event. Then figure out how you will measure those things and make that an integral part of everything you do.

Audience

It’s vital to determine your target audience as you’re planning your experiential marketing event. After all, your activation will look very different if you’re hoping to attract millennial men, baby boomer women, recent immigrants or military personnel.

Think very specifically about who your audience is and what they want. Go beyond millennial men – are these men in their early 20s who are just starting their career, not earning much money but need to start a retirement account? Are these 18-year-old men who are wealthy, getting ready to head off to college and thinking about buying a new car?

The more specific you can be in thinking about your audience, the better job you’ll do at tailoring your experiential marketing event to them.

Activities

This is the fun part – what exactly do you plan to do at your experiential marketing activation? Be as creative as possible when planning your activities. Then break the implementation of that plan down into parts. If you want a 4D activity, how will you get the equipment, and who will put together the videos to go along with it? If you’re going to hand out samples, who will coordinate with the production team to get enough small bottles of spirits or snack-size packages of food to you?

Timeline

Take everything that needs to happen in order to host a successful experiential marketing campaign, and put it on a timeline. Be very specific about what task needs to be accomplished by what time. If you have multiple people working on the activation, assign each task to a person.

It’s usually a good idea to work backwards when putting together an event timeline. For example, say it will take three weeks to get banners, table tents and other signage printed. You’ll want to count back three weeks from your event date to determine where it goes on the timeline.

It’s smart to create the timeline separate from your overall event plan. A timeline is something you’ll want to refer to daily or weekly, depending on how close you are to the event. You can revisit the event plan as needed.

Marketing plan

Your experiential marketing event plan also needs a marketing plan. How will you advertise before and during the event? Is it interesting enough to attract earned media? Do you need to put together email blasts to existing customers or distribute fliers to potential new customers in the surrounding area?

One of the most important parts of your marketing plan is how you will use social media. Getting consumers to share photos, stories and other posts about your event greatly extends its overall effectiveness. Make sure you have interesting things for visitors to photograph or take videos of. Come up with a hashtag so you can more easily track the conversation about your event. And make sure your logo is everywhere so people can’t help but capture it in their pictures.

Staffing plan

You want every person working your event to be extremely knowledgeable about your product or service. You also want them to be engaging, welcoming and appealing to your target audience. Maybe that describes your sales team, but maybe it doesn’t.

Instead, you might want to identify people from marketing, public relations or even the production floor to work at your event. Experiential marketing agencies like Factory 360 can provide and train private individuals to work at your event. It’s even possible to hire models to hand out samples and chat people up about your company.

Create a staffing plan that describes who you want working, how long they should be there and what their goals are. From there you can start recruiting and scheduling people as needed.

Budget

Your boss probably gave you an event budget, but how will you use it? Create a detailed budget to approximate your overall costs. Then track those costs to show where you spent more and saved more than expected. That will help you do better next time, or impress your boss with your thrifty ways.

List of items to take

Obviously you want to take all the samples you plan to hand out. How are you going to get enough product to share with all your visitors? How much extra do you need in case more people visit than you’re expecting? The last thing you want to do is run out of product, so think carefully about the quantity to take with you.

There are plenty of other things you need to take to your event. So many, in fact, that it’s smart to take a list of everything you should pack separate from your event plan. To your list, add general company swag, marketing materials and business cards. Add all your banners and other materials identifying your company. Add basic supplies such as duct and masking tape, extra power strips and extension cords, a first aid kit, extra bottled water, sticky notes, and a ton of pens. You never know when they will come in handy.

Does all of this seem overwhelming? Now that you have your plan, does the implementation seem impossible? Call us today! Factory 360 is an experienced agency that can help with any aspect of experiential marketing.

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Post 147 :


Title :Experiential Marketing During the Holidays
Description :

As soon as Halloween is over, marketing for Thanksgiving, Christmas, Hanukkah, Kwanzaa and New Year’s Eve will kick into high gear. An experiential marketing activation can be a great way to stand out among the hustle and bustle of the holiday season.

However, your holiday experiential marketing campaign might look a little different than an event you’d plan for another season. The holidays are a special time for some, a stressful time for others. People spend more and give more, but generally have less time and less patience for things that aren’t on their to-do list. Here are several things you should keep in mind when planning a holiday experiential marketing activation.

Take advantage of the many events already happening

Between January and October, you might host your experiential marketing activation as a stand-alone event so that all the attention is focused on you. In November and December, you’d be wise to plan your activation around an existing event.

Plenty of people organize fairs, festivals, bazars, sales and family entertainment around the holidays. There are after-Thanksgiving fun runs, Christmas tree viewings, menorah lightings, German outdoor markets, beer festivals and so much more. People flock to those events looking for a little holiday magic and a memorable experience with their loved ones. Why not take advantage of that energy and excitement?

Even if you can’t find an event that reaches your target population, you can still reach out to people who are shopping more at various venues in your town. Malls and other shopping centers should have larger-than-average numbers of people visiting around the holidays. Plan your activation where people are already going so they don’t have to make another stop to visit you.

Offer great deals

Studies show that one of the top things that draws people to experiential marketing activations is the promise of a discount or special offer. That’s even more true during the holidays, when people are looking for the biggest sales and the best deals. If your booth, table or exhibit promises people they’ll save money on the things they want at the holidays, you’re likely to have lots of engagement.

On the other hand, the number one thing that draws people to experiential marketing events is giveaways. Take your event up a notch and give away something people need at the holidays. What do consumers in your target population want or need around the holidays? Be creative.

Don’t take too much of people’s time – or take a lot with a purpose

The holidays are a busy time for everyone. While you might want to put together an experiential marketing campaign that features lengthy experiences or detailed videos at any other time of year, holiday experiential marketing campaigns should be more focused. Provide a quick, streamlined experience that gets your brand’s name out there but doesn’t take much time to complete. That in itself might make consumers more likely to sing your praises to their friends on social media.

The exception is campaigns that focus on giving families a once-in-a-lifetime holiday experience. There’s a trend toward families being more focused on doing things together at the holidays than accumulating more stuff they don’t need. If you can find a way to tap into that desire by giving consumers an experience they’re willing to make time for, you should have a real winner on your hands.

Another approach is to make your experiential marketing activation a respite for consumers. Find a way to pamper them with spa treatments or other relaxing activities. Create an opportunity to make their shopping experience faster and smoother (such as running shuttles from stores to people’s cars). Save them a trip to the grocery store or bakery by providing holiday cookies or other baked goods, and encourage them to play hooky with your fun products with all the time they’ve saved.

Appeal to people’s senses

All good experiential marketing campaign appeal to people’s senses. There’s no better time to build an association between your brand and a fond sensation than during the holidays.

Think about the sights, smells, tastes, feelings and sounds that people positively associate with the holidays. Close your eyes and things should come to mind immediately… candles burning, fresh pine needles, a relative’s special cookies or candies, cold snow falling on your face, Christmas carols. If you can link your brand to one of these positive senses, you’re doing a great job.

People are also thinking about family more around the holidays. That’s another great way to create a positive association with your brand. Find ways to link the affection and joy people feel for their loved ones with your products and services. Help them create custom holiday ornaments with a picture of a child, pet or parent. Ask them to share a special memory for a wall of gratitude or purchase a gift for a child in need in the name of a deceased loved one.

Appeal to people’s sense of goodwill

Speaking of purchasing gifts for children… Around the holidays, people’s thoughts also turn to charity, goodwill and year-end tax write-offs. Another experiential marketing strategy is to play up your corporate social responsibility efforts.

If there’s a cause or campaign that your company supports, think about ramping up your support during the holidays. Find new and fun ways for people to give back to the causes they (and you) believe in, all while building a relationship with your brand.

Another possibility is to partner with a nonprofit or cause to offer an experiential marketing experience. It’s possible you don’t even have to run the events, which is a bonus if your company is quite busy around Thanksgiving and Christmas. All you have to do is sponsor an experiential marketing campaign run by a charitable organization.

If your holiday season is looking busy, or you just want some new ideas and new energy, Factory 360 would love to help you put together a fantastic experiential marketing campaign around Thanksgiving, Christmas, Hanukkah, Kwanzaa, New Year’s Eve or any other special occasion. Contact us today for more information about how we can bring joy to you and your customers this holiday season.

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Post 148 :


Title :How to Create a Great Experiential Marketing Campaign on a Budget
Description :

As you read through case studies on all the amazing experiential marketing activations brands have conducted over the last few years, you may start to focus less on the outcomes and more on the dollar signs. We’ll admit, executing a big experiential marketing campaign can be quite expensive.

But bigger isn’t necessarily better, and spending more money won’t necessarily net you a better outcome. A small, well-designed experiential marketing campaign can also deliver great results for your company. We have some tips for planning experiential marketing events when you’re on a budget.

Don’t go overboard

You don’t have to rent out Times Square, use the latest and greatest technology, or buy expensive give-away items to create a great experiential marketing event. All you need is a creative idea, knowledgeable and engaging staff, and an interactive activity that will capture consumers’ attention.

Keep in mind some of the basics when planning an experiential marketing event:

Focus on quality over anything else

A poorly conceived event with amazing technology or huge superstars will only go so far. If people end up having a bad experience because they are waiting in line, being treated badly, not being given what they were promised, or confused about what they’re supposed to be doing, they are more likely to develop a negative association with a brand.

Don’t fall into this trap. Everything you do, you should do well. It’s easy to do even if you have a small budget. If you’re giving out samples, make sure you don’t run out. Treat every consumer who visits with dignity and respect – the way you’d want to be treated, basically.

Start planning early

One of the biggest things that can blow your budget is trying to do everything at the last minute. If you are frantically looking for video or sound people when most of the companies in town have already been booked, you might end up paying a premium. If you try to print up fliers and other materials at the last minute, you’ll probably find yourself at an overpriced copy shop doing all the work yourself (or paying your staff overtime to do it).

On the other hand, if you start planning and gathering materials for your activation early, you can shop around and price everything you need before making a decision. You might be able to get certain items on sale or special, or negotiate with vendors to get a better deal.

Do your research

One of the things that trips people up in terms of budgeting is not understanding the facility’s requirements. If you plan to provide food, do you need to order it from the venue or can you bring your own? Do you have to rent tables, generators or other equipment from the site or can you go with a less expensive vendor?

Before you sign up for a booth at any fair or festival, read their requirements carefully, and ask questions about anything you don’t understand. That can help you understand if you can really afford to participate at that event or not.

Take advantage of existing events and resources

Again, you don’t need to rent out Times Square to throw a great experiential marketing party. Think about where your target market will be, then think about where you can reach them without paying a lot of money. If you sell a health care product or service, see if the local government or a nonprofit sponsors health fairs with low entry fees. If your goods are targeted toward seniors, see if you can run experiential