The magic of experiential marketing

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3623385134_f50bac2db6Last week we got to see firsthand the benefits of experiential marketing when we took a detour through the VOODOO Magic Launch Pad in Federation Square on our way to tweetupmellers in Windsor.

the c word’s Maryann went into the style retreat a walking, talking, tweeting PR pro and came out the other side our very own Georgie Parker in her own version of Zoot Review. While you can’t help but laugh at the Loot Review segments sending up poor Ms Parker (see clip below if you haven’t seen it already) there’s no denying the marketing power of having someone spruiking the benefits of your product.

Georgie Parker aside (she’s top of mind because *shock horror* I may have watched part of the final episode of All Saints) we thought there were plenty of things to learn from the experience about the power of getting a consumer to test a product and how they soon can act as a brand ambassador – payment in kind!

Experiential marketing is about creating a memorable experience and getting the person to walk away thinking (or hopefully saying) “wow”. And it’s something you can do every day – no matter how big or small your organisation is and whether you have a product or a service – just think how do I create an experience that makes my customer/client go “wow!”.

According to the every helpful people (you) at Wikipedia, Experiential Marketing is “the art of creating an experience where the hoped-for result is an emotional connection to a person, brand, product or idea. It is a form or marketing or advertising based on the principle of marketing a product or brand through an experience rather than the placement of advertisements”.

Another example that’s making news at the moment is the L’oreal Powder Room at Flemington, frequented by many Melbournians during the Spring Racing season. It’s been in the news of late because the company has opted to stick with this marketing activity while many other companies are flying the coup.

According to Marie Claire the fashionable fillies are “invited to find their perfect shade from the Infallible Lip Gold collection and have their nails painted in the latest glossy spring shades.”

There’s also something for the men with mini face massages and goody bags for everyone who attends. The goody bags are the perfect conversation starter over that fifth glass of bubbly.

So what can you learn from experiential marketing campaigns like VOODOO and the L’Oreal Paris Powder Room.

  1. Experiential marketing is only as good as the experience you create – no one will rush off and talk about something they could do any day of the week – make it memorable
  2. Have something for everyone to do – don’t forget about the people accompanying your core customers – VOODOO works well because they give the men a cocktail while they wait
  3. Keep it exclusive and pick your targets – think about who will be your best ambassadors and when will be the best time to tap them on the shoulder with a unique experience
  4. Build an ever growing tool box with a range of experiences ready to suit a range of people – this goes for every day too – one idea or experience is never enough (have two or three ready to go!)

According to VOODOO’s website “to help you experience the magic, VOODOO invites you to Launch Pad, a luxury dressing room style retreat complete with styling bars, a mobile hair salon and make-up artists.”

After walking away with her goodies and a fresh face of make up, Maryann became the brand’s best ambassador – reeling off the personal benefits, listing prices, describing the “magical” experience and then sealing the deal by giving her attentive audience the times and dates and telling them they’ll also walk away with a goodie bag.

The crew won’t be packing up their make up kits, hair straightening-wands, stockings and cocktails for a while and are there Thursdays and Fridays from 4.30pm to 8.30pm. Take a gander at the times and dates and get yourself along to get a pair of stockings, cocktail and goody bag – not a bad way to start the weekend!

Have a great week,

the c word

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