havering voluntary sector conference 2013 - marketing workshop
DESCRIPTION
Kevin Baughen of Bottom Line Ideas (www.bottomlineideas.com) led a workshop on 'Experiential MarketingTRANSCRIPT
Today
• An experiment...• What is experiential marketing?• How can we use it?• Getting your hands dirty• Pulling it all together• Things you can do from tomorrow
An experiential marketing experiment
Experiential Marketing
» Getting people personally involved with what you do / have to offer
» Appeals to emotions» Very powerful with
Social Media» Data capture is key» Track & Follow up!
Rule number 1 - THINK
• Set out your objectives clearly:– What do you want to achieve?– Who is your target audience?
• Plan your resources:– How much budget do you have?– What other resources do you have?
• Be honest and realistic!
The Brockham Bonfire
The ‘Taste of Chicago’
• Workshop time
What could you do?
• Discuss in pairs or as a group• What could you do with these ideas for your
organisation• Think about the resources and being realistic• 5 minutes• Share some ideas!
We need data...
Using technology
Augmented reality...
An example...
Wikitude
Layar
Teach me something...
• Language• Recipes• Rules to a new game• Business knowledge• Health and leisure tips
... But make it relevant to your objectives!
• Workshop time
Teach your partner something new
• Work in pairs• 5 minutes• Share some of the best learning...
...Need a willing volunteer
Pulling it all together
• Set clear objectives• Generate ideas• Look at what other groups have done• Work out your resources and prioritise ideas• Integrate with your other marketing and
communications activity• Track results• Review and plan for next time
5 things you can do right now
1. Share your pictures and videos proactively2. Record what happens at your current events3. Play with some of these tools4. Think about what you would like to ‘feel’
from working or engaging with your organisation
5. Hypnotise your colleagues to prove it works!
