Thursday, October 6, 2016

Experiential Marketing

Video: Five Mistakes That Can Kill Your Experiential Marketing Program – Part 5

In this video, Jackson CMO David Jones discusses experiential marketing and the fifth mistake that can kill your experiential marketing program, the mistake of not capturing and not sharing content.

Video transcript:

Mistake #5 that can kill your experiential marketing program is the mistake of not capturing and not sharing content.

Over the last several years, all of us have heard the marketing buzz phrase “Content is king,” and that’s true. If you’re not capturing and sharing content as part of your experiential marketing program, you’re missing a huge opportunity, at best. And at worst, you’re killing your ROI equation for your experiential marketing program, because we need to exponentially magnify and multiply what we do at events by sharing it through content marketing.

So, as Jackson thinks about capturing and sharing content, as we counsel our clients, there are five things we talk to them about when it comes to capturing and sharing content related to experiential marketing.

#1: Create authentic content that has value to your customers. It could be cost savings. It could be instructions. It could be insider information about something that there’s no other way for them to know, but creating this authentic, valuable content is important.

#2: Creating specific content for various audiences. If we’re talking to employees, it’s different than if we’re talking to consumers, or if we’re talking to dealers or if we’re talking to the sales force. So really understanding who your audience is and creating specific content for that audience is key.

#3: Serve up content in various ways. Not everyone consumes content the same way. Some people like to watch videos. Some people like to read technical papers. Some people want things in 144 characters. So really serving up your content in blogs, in video blogs, in tweets, in Facebook posts, in technical papers, in white papers, in case studies—really understanding how to serve them up in different ways for different people—is critical.

#4: Deliver content on various channels and understand those channels. Whether you’re talking about PR, social media, Facebook, LinkedIn, Instagram, Twitter, Snapchat, you need to really understand those channels—who is spending time on those channels, what time of day are they on those channels, and really customize your content for the audience, for the channel, for the time of day, so that your message gets out most effectively and most efficiently.

And then the fifth tip that we counsel our clients on is that, with content, it’s about what’s in it for your audience. Content creation and sharing is not the time when we chest-beat and talk about our brand, it’s when we offer information that’s valuable to the end user, presented by the brand and develop a relationship within the customer journey, based on that valuable content that we deliver.

So any brand not capturing and not sharing content, in very strategic and very specific ways, is wasting marketing dollars through experiential marketing.

So there you have it: Jackson’s Top 5 mistakes that can kill your experiential marketing program. Here is a summary of the five-art video series:

Video transcript:

So there you have it: Jackson’s top five mistakes that can kill your experiential marketing program.

Mistake #1: the mistake of believing that face-to-face marketing is too expensive. Mistake #2: the mistake of just showing up. Mistake #3: the mistake of believing that there is a silver bullet. Mistake #4: the mistake of believing that all of your customers look exactly the same. And mistake #5: the mistake of not capturing and sharing content.

There are a variety of other things we could have talked about, from picking the right proprieties, to how to consistently execute events over time, to the devil is in the details of execution. This could have easily been a Top 10; but these five, we believe, are five of the most important things to keep in mind as you develop and execute experiential marketing programs.

Thanks again for your time today, for listening; and please let us know if there’s ever any way that Jackson can help with any of your marketing or event challenges.



Todd Steen
Kristie GraySmith
Jackson offices