Advent http://www.adventresults.com Thu, 21 Jan 2010 20:28:17 +0000 http://wordpress.org/?v=2.9.1 en hourly 1 Experiential Marketing Today focuses on the theory and practice of marketing through experiences. This program is about connecting customers and prospects with the authentic nature of a brand, using participation in personally relevant, credible and memorable marketing encounters. Advent, LLC no taustin@adventresults.com (Todd Austin) Using Experiences to Engage Customers in the Authentic Nature of a Brand Advent http://www.adventresults.com/wp-content/plugins/powerpress/rss_default.jpg http://www.adventresults.com Copyright 2007-2010, Advent, LLCexperiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowBusiness/Management & Marketingfeedback@experientialmarketingtoday.comAdvent, LLCexperiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowSubscribe with My Yahoo!Subscribe with NewsGatorSubscribe with BloglinesSubscribe with NetvibesSubscribe with GoogleSubscribe with PageflakesSubscribe with Live.comSubscribe with ODEOSubscribe with Podnova 009: Design with Heart by Robyn Waters http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/wEBZXy6cxDE/ http://www.adventresults.com/experiential-marketing-today/009-design-with-heart-by-robyn-waters/#comments Thu, 23 Oct 2008 18:15:52 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/?p=1035 Robyn Waters, former VP of Trend, Design and Product Development at Target and author of the book The Hummer and The Mini, was the keynote presenter at the 2008 Event Marketing Innovation Tour. This episode is from her presentation at the Musicians Hall of Fame in Nashville, TN, on October 9, 2008.

Show Notes

00:00 Introduction

01:38 About Robyn Waters

02:53 Design with Heart

06:26 The State of the Market

08:41 The Contradictory Consumer

09:37 The State of Innovation

23:05 Design with Heart

23:36 Designing a Product with Heart

34:20 Designing a Service with Heart

37:25 Designing an Experience with Heart

46:19 Designing a Marketing Message with Heart

53:45 Designing a Corporate Mission with Heart

58:53 Closing Comments

60:40 Q&A

62:56 More information, resources, and feedback

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/009-design-with-heart-by-robyn-waters/feed/ 1 Robyn Waters, former VP of Trend, Design and Product Development at Target and author of the book The Hummer and The Mini, was the keynote presenter at the 2008 Event Marketing Innovation Tour. This episode is from her presentation at the Musicians Hal... Robyn Waters, former VP of Trend, Design and Product Development at Target and author of the book The Hummer and The Mini, was the keynote presenter at the 2008 Event Marketing Innovation Tour. This episode is from her presentation at the Musicians Hall of Fame in Nashville, TN, on October 9, 2008. Show Notes 00:00 Introduction 01:38 About Robyn Waters 02:53 Design with Heart 06:26 The State of the Market 08:41 The Contradictory Consumer 09:37 The State of Innovation 23:05 Design with Heart 23:36 Designing a Product with Heart 34:20 Designing a Service with Heart 37:25 Designing an Experience with Heart 46:19 Designing a Marketing Message with Heart 53:45 Designing a Corporate Mission with Heart 58:53 Closing Comments 60:40 Q&A 62:56 More information, resources, and feedback Additional Resources * Full transcript of episode nine (http://www.adventresults.com/general/xmt-009-design-with-heart-by-robyn-waters-transcript) * Event Marketing Innovation Tour (http://www.eventmarketinginnovation.com/) (hosted by the American Display Alliance (http://www.americandisplayalliance.com/)) * Amazon: The Hummer and The Mini: Navigating the Contradictions of the New Trend Landscape (http://www.amazon.com/Hummer-Mini-Navigating-Contradictions-Landscape/dp/B000R7PZ4W/ref=sr_1_1?ie=UTF8&s=books&qid=1224168937&sr=8-1) * Amazon: The Trendmaster's Guide: Get a Jump on What Your Customer Wants Next (http://www.amazon.com/Trendmasters-Guide-Jump-Customer-Wants/dp/1591840910/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1224169067&sr=1-1) * Amazon: The Big Moo: Stop Trying to be Perfect and Start Being Remarkable (http://www.amazon.com/Big-Moo-Trying-Perfect-Remarkable/dp/1591841038/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1224169134&sr=1-1) * RW Trend website: http://www.rwtrend.com/ (http://www.rwtrend.com/) * Robyn's Newsletter: http://rwtrend.com/section01/trend_newsletter.php (http://rwtrend.com/section01/trend_newsletter.php) Todd Austin clean 1:03:58 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/009-design-with-heart-by-robyn-waters/http://s3.amazonaws.com/xmt-podcast/xmt-009.mp3 008: Interview with Robyn Waters http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/8Jp8o3dRCLk/ http://www.adventresults.com/experiential-marketing-today/008-interview-with-robyn-waters/#comments Thu, 16 Oct 2008 14:29:59 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/?p=1008 Robyn Waters, former VP of Trend, Design and Product Development for Target and author of the book The Hummer and The Mini, speaks with Todd Austin about the role of design in event marketing.

Show Notes

00:00 Introduction

01:55 Interview with Robyn Waters

02:07 The Importance of Design

  • Target’s 3 Secrets to Success

04:24 Examples of Design in Action

  • Philippe Starck Sippy Cup

    Sippy Cup

    Sippy Cup

  • Michael Graves Toilet Brush

    Toilet Brush

    Toilet Brush

  • Michael Graves Tea Kettle

    Tea Kettle

    Tea Kettle

06:48 The Connection between Design and Event Marketing

08:11 The Current State of Event Design

08:53 How to Find More Information about Robyn

09:24 Closing Comments, Resources, and Contact Info

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/008-interview-with-robyn-waters/feed/ 1 Robyn Waters, former VP of Trend, Design and Product Development for Target and author of the book The Hummer and The Mini, speaks with Todd Austin about the role of design in event marketing. Robyn Waters, former VP of Trend, Design and Product Development for Target and author of the book The Hummer and The Mini, speaks with Todd Austin about the role of design in event marketing. Show Notes 00:00 Introduction 01:55 Interview with Robyn Waters 02:07 The Importance of Design * Target's 3 Secrets to Success 04:24 Examples of Design in Action * Philippe Starck Sippy Cup * Michael Graves Toilet Brush * Michael Graves Tea Kettle 06:48 The Connection between Design and Event Marketing 08:11 The Current State of Event Design 08:53 How to Find More Information about Robyn * RW Trend website: http://www.rwtrend.com/ (http://www.rwtrend.com/) * Robyn's Newsletter: http://rwtrend.com/section01/trend_newsletter.php (http://rwtrend.com/section01/trend_newsletter.php) 09:24 Closing Comments, Resources, and Contact Info Additional Resources * Full transcript of episode eight (http://www.adventresults.com/general/xmt-008-interview-with-robyn-waters-transcript) * Event Marketing Innovation Tour (http://www.eventmarketinginnovation.com/) (hosted by the American Display Alliance (http://www.americandisplayalliance.com/)) * Amazon: The Hummer and The Mini: Navigating the Contradictions of the New Trend Landscape (http://www.amazon.com/Hummer-Mini-Navigating-Contradictions-Landscape/dp/B000R7PZ4W/ref=sr_1_1?ie=UTF8&s=books&qid=1224168937&sr=8-1) * Amazon: The Trendmaster's Guide: Get a Jump on What Your Customer Wants Next (http://www.amazon.com/Trendmasters-Guide-Jump-Customer-Wants/dp/1591840910/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1224169067&sr=1-1) * Amazon: The Big Moo: Stop Trying to be Perfect and Start Being Remarkable (http://www.amazon.com/Big-Moo-Trying-Perfect-Remarkable/dp/1591841038/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1224169134&sr=1-1) Todd Austin clean 10:37 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/008-interview-with-robyn-waters/http://s3.amazonaws.com/xmt-podcast/xmt-008.mp3 007: The Event is the Middle http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/xguF2OiaSXk/ http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/#comments Thu, 31 Jul 2008 02:27:01 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/?p=474 How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects.

In this episode, we’ll talk about specific ways to extend the reach of events through technology and word of mouth.

Show Notes

00:00 Introduction

01:51 Experiential Events vs. Traditional Marketing

  • EventView 2008: Events provide the highest ROI
  • 78% of attendees share their experience with others who did not attend (Word of Mouth!)
  • 50% of attendees purchased
  • 29% of those influenced by attendees purchased
  • No other marketing tool has that kind of power

05:41 Key Performance Indicator: Cost Per Touch (CPT)

Event Impact Zones
  • Example: $100,000 event / 1000 attendees = $100 CPT

08:46 Event Impact Zones

  • Zone 1: Those attending the event
  • Zone 2: Those influenced by attendees shortly after the event
  • Zone 3: The residual impact that continues over time

11:23 The Event is the Middle

  • Treat the event as the middle of one long continuous engagement
  • extend the event backward to the pre-event
  • extend it forward to post-event
  • Effect: Improve CPT dramatically

15:06 How to Extend the Event

  • Get your mind right: 95% of your effort should not go into the event itself
  • Don’t “plan the event,” rather “design the experience”
  • Use virtual and online to extend forward and backward
  • Measurement

24:40 Conclusion

  • get help from an experiential agency
  • start small

26:21 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/feed/ 1 event,experiential,measurement How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects. - In this episode, we'll talk about specific ways to extend the reach of events th... How do you get the most out of a marketing event? Extend it. If we treat the event as the middle, instead of as the finale, we find new opportunities to reach prospects. In this episode, we'll talk about specific ways to extend the reach of events through technology and word of mouth. Show Notes 00:00 Introduction 01:51 Experiential Events vs. Traditional Marketing * EventView 2008: Events provide the highest ROI * 78% of attendees share their experience with others who did not attend (Word of Mouth!) * 50% of attendees purchased * 29% of those influenced by attendees purchased * No other marketing tool has that kind of power 05:41 Key Performance Indicator: Cost Per Touch (CPT) (http://www.adventresults.com/wp-content/uploads/2008/07/impact-zones001-001.jpg) * Example: $100,000 event / 1000 attendees = $100 CPT 08:46 Event Impact Zones * Zone 1: Those attending the event * Zone 2: Those influenced by attendees shortly after the event * Zone 3: The residual impact that continues over time 11:23 The Event is the Middle * Treat the event as the middle of one long continuous engagement * extend the event backward to the pre-event * extend it forward to post-event * Effect: Improve CPT dramatically 15:06 How to Extend the Event * Get your mind right: 95% of your effort should not go into the event itself * Don't "plan the event," rather "design the experience" * Use virtual and online to extend forward and backward * Measurement 24:40 Conclusion * get help from an experiential agency * start small 26:21 Resources, Links, Comments Additional Resources * Full transcript of episode seven (http://www.adventresults.com/general/xmt-007-the-event-is-the-middle-transcript) * New York TImes article: The Vampires are Coming, but Only After Months of Warnings (http://www.nytimes.com/2008/07/15/business/media/15adco.html?_r=1&sq=advertising%20hbo%20vampires&st=cse&oref=slogin&scp=1&pagewanted=all) * EventView 2008 survey (http://www.eventmarketing.com/emi/ContentDetailNotSignedIn.aspx?id=8760&ContentType=Webinar) * Experiential Marketing Summit (http://emsummit.eventmarketer.com/) * AT&T US Open Sponsorship (http://home3.americanexpress.com/corp/pc/2007/usopen.asp) Todd Austin clean 27:58 http://www.adventresults.com/experiential-marketing-today/007-the-event-is-the-middle/http://s3.amazonaws.com/xmt-podcast/xmt-007.mp3 006: Interviews from the 2008 Experiential Marketing Summit http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/u2YIwjd2gTg/ http://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/#comments Wed, 21 May 2008 13:53:07 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/006-interviews-from-the-2008-experiential-marketing-summit/ News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit.

Show Notes

00:00 Introduction

01:36 Overview of the Summit

03:09 Interview with Kerry Smith

14:24 Interview with Dan Hanover

21:50 Closing comments and resources

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/feed/ 0 News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit. News, notes and trends from the 2008 Experiential Marketing Summit in Chicago. This episode includes interviews with Kerry Smith and Dan Hanover of Event Marketer and Event Design magazine, the organizers of the summit. Show Notes 00:00 Introduction 01:36 Overview of the Summit 03:09 Interview with Kerry Smith 14:24 Interview with Dan Hanover 21:50 Closing comments and resources Additional Resources * EventView 2008 Survey (http://www.eventmarketing.com/emi/ContentDetailNotSignedIn.aspx?id=8760&ContentType=Webinar) * Event Marketer Magazine (http://www.eventmarketer.com/) * Event Design Magazine (http://www.eventdesignmag.com/) * Agenda Magazine (http://www.agendaonline.com/) * Expo Magazine (http://www.expoweb.com/) * Event Marketing Institute (http://www.eventmarketing.com/emi/) * Transcript of this episode (http://www.adventresults.com/xmt-transcripts/xmt-006-interviews-from-the-2008-experiential-marketing-summit) Todd Austin clean 23:06 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/006-interviews-from-the-2008-experiential-marketing-summit/http://s3.amazonaws.com/xmt-podcast/xmt-006.mp3 005: Service-based Marketing http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/4Iv_eOgtlVU/ http://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/#comments Mon, 31 Mar 2008 20:19:40 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/005-service-based-marketing/ Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter?

In this episode, we'll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise.

]]> Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter?

In this episode, we’ll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise.

Show Notes

00:00 Introduction

02:09 Define Service Based Marketing

  • It is NOT the marketing of a service
  • It is performing some community service that is designed to create emotional ties to your brand

03:31 Examples

  • Nestle Waters
  • Google Maps
  • Pampers
  • Tide

14:21 Why Should I Care?

  • Authenticity
  • Employee motivation
  • Highly effective marketing

17.51 How to Implement a Service Based Marketing Program

  • choose a service that has strong ties to your brand
  • work with an established not-for-profit
  • train your Brand Ambassadors
  • Measure your return
  • Use cross-channel promotion

22:20 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/feed/ 0 Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a ... Service-based Marketing. Given that authenticity, responsibility and stewardship are becoming increasingly important brand attributes, how do you balance the need for being able to measure a return on every corporate investment with making more than a token contribution to causes that matter? In this episode, we'll discuss how some companies have found a way to do both, and get better returns than they would have gotten otherwise. Show Notes 00:00 Introduction 02:09 Define Service Based Marketing * It is NOT the marketing of a service * It is performing some community service that is designed to create emotional ties to your brand 03:31 Examples * Nestle Waters * Google Maps * Pampers * Tide 14:21 Why Should I Care? * Authenticity * Employee motivation * Highly effective marketing 17.51 How to Implement a Service Based Marketing Program * choose a service that has strong ties to your brand * work with an established not-for-profit * train your Brand Ambassadors (http://www.adventresults.com/experiential-marketing-today/004-brand-ambassadors) * Measure your return * Use cross-channel promotion 22:20 Resources, Links, Comments Additional Resources * Full transcript of episode five (http://www.adventresults.com/xmt-transcripts/xmt-005-service-based-marketing) * Tide Loads of Hope video (http://www.tide.com/en_US/loadsofhope/video_journal.jsp) (Louisiana) * Tide Loads of Hope video (http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoid=28109547) (California) * Google Maps World Cleanup Day (http://maps.google.com/help/maps/cleanup/) * Arrowhead / Heal the Bay beach cleanup (http://www.bevnet.com/news/2006/08-23-2006-arrowhead.asp) Todd Austin clean 23:26 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/005-service-based-marketing/http://s3.amazonaws.com/xmt-podcast/xmt-005.mp3 004: Brand Ambassadors http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/PP1IZPXcGPA/ http://www.adventresults.com/general/004-brand-ambassadors/#comments Thu, 31 Jan 2008 20:53:43 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/004-brand-ambassadors/ Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist– does it really matter what we call people? The short answer is yes, but not for the reasons you might think.

Just about every experiential marketing event involves people meeting people. Usually, it’s our target audience interacting with our paid representatives. Often, the people that staff these events, and the training they receive, are a last-minute consideration. However, they become the face and voice of the organization once a customer comes in.

Show Notes

00:00 Introduction

01:09 What is a Brand Ambassador?

  • Any appointed representative of a brand or company
  • Purpose: bring the brand to life

04:08 Why Should I Care?

09:30 How to Implement a Brand Ambassador Program

  • move from “business” to “theater”
  • from “interviewing” to “casting”
  • anyone who is “on-stage” (i.e., comes in contact with our audience) is a “star”
  • make cast members a fan of the brand, too
  • from “training” to “rehearsals”
  • don’t forget “staging” and “costumes”

16:49 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/general/004-brand-ambassadors/feed/ 1 Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist-- does it really matter what we call people? The short answer is yes, but not for the reasons you might think. Brand Ambassadors. What are they? Why should I care? Employee, associate, ambassador, evangelist-- does it really matter what we call people? The short answer is yes, but not for the reasons you might think. Just about every experiential marketing event involves people meeting people. Usually, it's our target audience interacting with our paid representatives. Often, the people that staff these events, and the training they receive, are a last-minute consideration. However, they become the face and voice of the organization once a customer comes in. Show Notes 00:00 Introduction 01:09 What is a Brand Ambassador? * Any appointed representative of a brand or company * Purpose: bring the brand to life 04:08 Why Should I Care? 09:30 How to Implement a Brand Ambassador Program * move from "business" to "theater" * from "interviewing" to "casting" * anyone who is "on-stage" (i.e., comes in contact with our audience) is a "star" * make cast members a fan of the brand, too * from "training" to "rehearsals" * don't forget "staging" and "costumes" 16:49 Resources, Links, Comments Additional Resources * Full transcript of episode four (http://www.adventresults.com/xmt-transcripts/xmt-004-brand-ambassadors) * Adweek: The New Brand Ambassadors (http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003689969) * Blog Entry: Brand Ambassador or Brand Drag? (http://www.pbdh.com/openhouse/archives/2006/04/brand_ambassado.php) * Cincinnatti Business Journal: 'Brand Ambassadors' Give Your Business a Boost (http://www.bizjournals.com/cincinnati/stories/2002/04/15/smallb3.html) Todd Austin clean 17:46 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/general/004-brand-ambassadors/http://s3.amazonaws.com/xmt-podcast/xmt-004.mp3 003: Experiential Office Space http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/sUFea446LOU/ http://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/#comments Fri, 14 Dec 2007 19:15:36 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/003-experiential-office-space/ In building your experiential marketing program, don't ignore your office space. When a customer visits your office, they're going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot?

]]> In building your experiential marketing program, don’t ignore your office space. When a customer visits your office, they’re going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot?

Show Notes

00:00 Introduction

00:56 Experiential Office Space

03:53 Offices on Autopilot (5 stereotypes of bad office experiences)

  • The “Beige” Office
  • The “Dentist” Office
  • The “50s” Office
  • The “Sterile” Office
  • The “Law” Office

05:17 Two Good Examples

07:21 Five Questions to Determine if You Need a Branded Environment

  • Do customers or prospects visit your facility?
  • Do you need to make your mission, vision or values clear to visitors?
  • Do you need your employees to be ambassadors of your brand?
  • Are you growing rapidly?
  • Are you trying to sell your business or raise a round of financing?

11:58 How to Create a Branded Environment

  • Who visits your facility that you want to influence?
  • What action do you want them to take?
  • What are your brand standards and messaging elements?
  • Put on your creative hat and apply the messages to the space

16:34 Two Examples

24:18 Resources, Links, Comments

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/feed/ 0 In building your experiential marketing program, don't ignore your office space. When a customer visits your office, they're going to experience something, and often that experience is the critical first impression of your brand. The question is, In building your experiential marketing program, don't ignore your office space. When a customer visits your office, they're going to experience something, and often that experience is the critical first impression of your brand. The question is, do you control the experience, or is it on autopilot? Show Notes 00:00 Introduction 00:56 Experiential Office Space 03:53 Offices on Autopilot (5 stereotypes of bad office experiences) * The "Beige" Office * The "Dentist" Office * The "50s" Office * The "Sterile" Office * The "Law" Office 05:17 Two Good Examples 07:21 Five Questions to Determine if You Need a Branded Environment (http://www.lobbymakeover.com/articles/is-brandscaping-for-you) * Do customers or prospects visit your facility? * Do you need to make your mission, vision or values clear to visitors? * Do you need your employees to be ambassadors of your brand? * Are you growing rapidly? * Are you trying to sell your business or raise a round of financing? 11:58 How to Create a Branded Environment * Who visits your facility that you want to influence? * What action do you want them to take? * What are your brand standards and messaging elements? * Put on your creative hat and apply the messages to the space 16:34 Two Examples * Private-label publishing company * Gallery (http://www.adventresults.com/xmt-transcripts/xmt-003-private-label-publishing-company-gallery) * "Greeking" text (http://en.wikipedia.org/wiki/Greeking) (Wikipedia) * Tech company * Gallery (http://www.adventresults.com/xmt-transcripts/xmt-003-tech-company-gallery) 24:18 Resources, Links, Comments Additional Resources * Full transcript of episode three (http://www.adventresults.com/xmt-transcripts/xmt-003-experiential-office-space) * Site: LobbyMakeover.com (http://www.lobbymakeover.com/) Todd Austin clean 25:36 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/003-experiential-office-space/http://s3.amazonaws.com/xmt-podcast/xmt-003.mp3 002: Transforming Tradeshow Tactics into Experiential Excellence http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/TWOBZ3bPuYY/ http://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/#comments Mon, 26 Nov 2007 14:32:04 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/002-transforming-tradeshow-tactics-into-experiential-excellence/ In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.

We discuss the elements of the 360 degree approach, and we give concrete examples.
]]> In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.
We discuss the elements of the 360 degree approach, and we give concrete examples.

Show Notes

00:00 Introduction

00:59 The Problem (trade shows are uncontrolled experiential overload)

03:53 The Solution: 360 degree Experiential Makeover

  • Pre-show: planning
  • At-show: execution
    • “No battle plan survives contact with the enemy.” (Helmuth von Moltke the Elder) Note: John’s “famous Viking” was actually a famous German.
  • Post-show: follow-up, evaluate

13:16 Example / Case Study

21:10 Close, Preview of next episode

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/feed/ 0 In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool.We discuss the elements of the 360 degree approach, and we give concrete examples. In this episode we discuss how you can take a 360 degree approach to transforming your existing tradeshow marketing into a highly effective experiential tool. We discuss the elements of the 360 degree approach, and we give concrete examples. Show Notes 00:00 Introduction 00:59 The Problem (trade shows are uncontrolled experiential overload) * SNL Happy Fun Ball skit (http://www.youtube.com/watch?v=cXG8RNTp5EM) (YouTube) * CEIR Trade Show Statistics (http://www.ceir.org/research/census_default.asp) 03:53 The Solution: 360 degree Experiential Makeover * Pre-show: planning * At-show: execution * "No battle plan survives contact with the enemy." (Helmuth von Moltke the Elder (http://en.wikipedia.org/wiki/Helmuth_von_Moltke_the_Elder)) Note: John's "famous Viking" was actually a famous German. * Post-show: follow-up, evaluate 13:16 Example / Case Study 21:10 Close, Preview of next episode Additional Resources * Full transcript of this episode (http://www.adventresults.com/xmt-transcripts/xmt-002-transforming-tradeshow-tactics-into-experiential-excellence) * Article: The New Exhibitionists: How the Show-Me Approach is Remaking Old Conventions (http://www.mpiweb.org/CMS/mpiweb/mpicontent.aspx?id=10974&printview=1) Todd Austin clean 22:43 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/002-transforming-tradeshow-tactics-into-experiential-excellence/http://s3.amazonaws.com/xmt-podcast/xmt-002.m4a 001: What is Experiential Marketing? http://feeds.experientialmarketingtoday.com/~r/xmt-m4a/~3/GkiD0Dn9sh4/ http://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/#comments Wed, 31 Oct 2007 21:00:01 +0000 feedback@experientialmarketingtoday.com (Advent, LLC) http://www.adventresults.com/uncategorized/001-what-is-experiential-marketing/ This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it's also something of a mystery.

In this episode we'll define experiential marketing using metaphors and examples.

]]> This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it’s also something of a mystery.

In this episode we’ll define experiential marketing using metaphors and examples.

Show Notes

00:00 Introduction

00:57 What is Experiential Marketing?

01:40 Interviews with University Marketing Students (Ryan Smith)

03:14 Analysis (Todd Austin and Ryan Smith)

04:49 Discussion (John Roberson and Todd Austin)

19:59 Textbook Definition of Experiential Marketing

20:38 Closing, Preview of Next Episode

Additional Resources

]]> http://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/feed/ 1 This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it's also something of a mystery. This show is about the theory and practice of using experiences to engage audiences with the authentic nature of a brand or company. We believe that it may be the most powerful tool marketers have, but it's also something of a mystery. In this episode we'll define experiential marketing using metaphors and examples. Show Notes 00:00 Introduction 00:57 What is Experiential Marketing? 01:40 Interviews with University Marketing Students (Ryan Smith) 03:14 Analysis (Todd Austin and Ryan Smith) 04:49 Discussion (John Roberson and Todd Austin) * The Experience Economy (http://www.amazon.com/Experience-Economy-Theater-Every-Business/dp/0875848192/ref=pd_bbs_sr_1/104-5461814-2505555?ie=UTF8&s=books&qid=1193971700&sr=8-1) by Pine and Gilmore * Altoids pop-up stores (http://chicagoist.com/2007/02/07/a_curiously_odd_popup_store.php) * Starbucks cups-on-cars (http://thomashawk.com/2005/12/starbucks-using-confrontational.html) 19:59 Textbook Definition of Experiential Marketing (http://www.adventresults.com/blog/definition-of-experiential-marketing) 20:38 Closing, Preview of Next Episode Additional Resources * Full Transcript of this Episode (http://www.adventresults.com/xmt-transcripts/xmt-001-what-is-experiential-marketing) * Article: What is Experiential Marketing? (http://decentmarketing.typepad.com/weblog/2004/02/what_is_experie.html) * Article: Avoiding the Ralphie Moment (http://www.experientialforum.com/content/view/103/52/) (requires free registration) * Wikipedia: Experiential Marketing (http://en.wikipedia.org/wiki/Experiential_marketing) Todd Austin clean 21:36 experiential,marketing,experience,marketing,face,to,face,marketing,trade,show,tradeshowhttp://www.adventresults.com/experiential-marketing-today/001-what-is-experiential-marketing/http://s3.amazonaws.com/xmt-podcast/xmt-001.mp3 Copyright 2007-2010, Advent, LLCAdvent, LLCnonadultUsing Experiences to Engage Customers in the Authentic Nature of a Brand