Ribenas summer experiential campaign kicks off in London tomorrow, and may just be up your street as the tour plans go nationwide.
Michael Walford, Ribena Senior Brand Manager, explains what Ribena have up their sleeve. “The mobile nature of our Berry Wagon and tour bicycles (alongside) our engaging picnic areas will allow this year’s tour to directly engage with more than 160,000 consumers, with thousands more able to experience a free sample. In particular, our bicycles will reinforce the Summer Festival Tickets on pack promotion with strong branding and imagery, reminding consumers of the exciting prizes to be won.”
The Ribena Summer Festival Tickets promotion offers families and adults the chance to win free tickets to a variety of popular music festivals across the country.
For more information check out the Ribena website here
Linking email with social media is conceptually interesting because it combines two different animals: direct response and organic communities. In this blog I’ll explore how the two can be used complementary together.
LAYING THE GROUNDWORK
STEP 1: Include the clients on your email marketing database to onto your twitter and facebook following. This builds up a sub conscious presence in which they remain more firmly grounded on your radar.
STEP 2: Use your social media tools for research purposes. Evaluate what they are sharing, what are they passionate about? What are they concerned about? Essentially this knowledge will become useful when Email targeting your specific clients.
STEP 3: Identify your most vocal key influencers. What brands are out there who support your work? For example if you were selling pizza to families, the key influencer who you would want to target would be children, because essentially it’s the kids that will nag their parents to buy them the pizza. So by using social media to build up stronger relationships with your influencers, it increases the chances of them harassing your target clients to buy your product. Once you’ve identified a list of key influencers, mark them as such in your customer database and create specific campaigns that treat them like a most valuable customer, whether via special promotions, advanced access to products, or other ways to “surprise and delight” them.
CONTACTING YOUR CLIENTS
STEP 4: When you do decide to email market your target audience use carefully thought out ways to invite them to your social media ‘friendship zone’. You may not win over a sell, but at the very least may help boost your follower counts on twitter. You may want to create a specific campaign that encourages your email audience to join you on your social networks, for example by using competitions or a discount as an incentive.
STEP 5: Don’t forget to share your campaigns with your original viral network too. However this can be introduced slightly later, as a means of tactically warming to your clients above your normal social media friends.
STEP 6: Whilst many marketers look to ‘socialise’ their email list, there is also a lot of value in doing the reverse – encouraging your social audience to also receive your email campaigns. Simple ways to drive a social audience to also engage via email include adding email signup forms to Facebook pages, using in-stream signup modules and using Twitter to direct users to a signup page.
Due to copyright reasons we normally struggle to document our finished work. However the good people at Havas have paved the way for us to release the photos of one our recent projects for KIA.
It’s nothing flashy, nor is it experiential, however it demonstrates our ability to listen to the needs of the client and construct to the brief they’re most comfortable with.
We turned this project around in a flash, 4 DAYS it took us to build and install this baby!
We don’t call ourselves the superheros of experiential marketing for nothing.
We are so mega busy in the early stages of a big project at the moment that our dream factory presently feels more like a Chinese sweatshop. Please keep your eyes glued for more from inside our headquarters, as well as the latest and coolest experiential designs and campaigns presently out there, but for today you’ll just have to settle for an educational blog on improving your business productivity. Sigh.
1. Firstly, before you make those crucial calls, develop a script you feel comfortable with and try to stick to the general structure of it.
2. Use a pleasant and relaxed tone, be yourself and not a rushed salesman.
3. Identify yourself clearly and briefly at the beginning, then begin with your pitch.
4. Even if you gain a negative initial response answer back positively. Say something like ‘‘Yeah, that’s good to hear’, then continue to explain your pitch.
5. Don’t sound as if you’re actually reading a script, you have to sound natural.
6. Paint them a mental picture of what you are trying to sell, try to be as vividly descriptive as possible.
Shopping centers are rapidly becoming the new holy haven of consumerism. In conjunction with the Olympic games hotly approaching London in June next year, the city will be treated to the ‘largest urban shopping center in Europe’. Located in Westfield Stratford city, it is due to open in September this year.
The shopping center will be complemented by Jason Bruges groundbreaking new work ‘the fountain of light’. Bruges design uses light to mimic flowing water, effectively creating the impression of natural light. What’s interesting about the work is how it merges technology and art to create something majestically stunning.
Jason Bruges Studio produces innovative installations, creating interactive spaces and surfaces for speciﬁc site installation. Another piece of his work which caught my eye is the work he did for the WWF titled ‘Panda Eyes’. Check out the video
Good experiential marketing is about researching the deepest emotional and psychological traits of your key customers. It’s about interacting with them in an emotionally rich environment, creating an unforgetable experience, which will make them want to ‘live’ and then communicate the values of the brand to their friends. Then again you could always just create a giant inflatable golden bunny, that would probably work too.
The live event was situated in a shopping centre, it also featured a maze created from real hedgerow, stilt walkers, a pop up shop selling gold wrapped chocolate rabbits, and colouring in activities and other events for children. An all round winning campaign produced by innovision.