Prudential’s Experiential Marketing Strategy to Reach Aging Millennials, Data Security at Events, & 5 Keys to Planning Your Next Campaign (The White Board)

Face-to-face marketing is effective in almost every sector of our economy, from retail and consumer goods to healthcare and finance. Our new Millennial-driven consumer environment is most responsive to customization, experiences, and technology. This has inspired many brands that have not traditionally incorporated experiential to add it into their marketing ecosystem. This week’s Elevate White Board opens with an article about Prudential Financial, and their experiential marketing strategy that brings the brand to South by Southwest. We also feature an article on developing a data security strategy for events, as well as a round-up of some of the best April Fools’ Day brand stunts.

Prudential Targets Aging Millennials Through Brand Experiences at SXSW

Millennials. This generation makes up the largest consumer population and are known for ushering in the “Age of Experience.” Often thought of as society’s youngsters, it’s important to point out that the oldest of this generation is nearing 40. And, as a result, many are starting to think seriously about the future.

This is where Prudential Financial saw an opportunity, and jumped in. The finance brand knew that their industry is not an easy one to understand. Plus, their product isn’t exactly “sexy” and may not be seen as intriguing to this demographic. Their solution? An immersive experience at SXSW. In partnership with the Young Entrepreneur Council, Prudential created a brand experience that surrounded consumer education and engagement. Read more about how they were able to break through and have a forward-looking financial conversation with a generation that is still very much in the now.

Seven Ways to Create a Successful Experiential Data Strategy

Technology and data collection have been game changers when it comes to designing an engaging brand experience that generates ROI. Data collection allows marketers to engage consumers long after they have left the footprint. It allows brands to attribute sales to an experience, personalize future messaging, and more. And while often brands are only collecting names, phone numbers and/or emails, handling this personal data still requires a heightened need for security.

With Facebook, Equifax, and even Target all falling victim to data breaches, many brands and governments are creating new measures to protect personal data. And these current headlines may not speak directly to experiential marketers, but they are relevant as we continue to gather consumer data in the field. With this in mind, Event Marketer recently published a handy set of tips for building data security into an experiential marketing strategy during events.

The Exciting Future of VR and AR

Virtual reality provides brands with immense potential.  It allows them to transport consumers to the place of their choosing. It lets them illustrate their story in an unprecedented immersive way. Yet, some VR experiences are not reaching their full potential.

By creating an experience surrounding the technology,   it brings the story to life in a tactile way as well as a visual one. In this article, VR veteran and expert David Polinchock offers insights related to amplifying VR experiences. He also discusses the possibilities for the future of augmented reality (AR), saying “We don’t want to walk down the road and see virtual billboards jumping at our faces. But, we do want interesting information that helps us get through the day.” Read on to hear about the interesting ways he envisions AR in our daily lives, and best practices for using this technology with consumers.

5 Basics for Planning an Experiential Campaign

Experiential, while still a somewhat emerging method, is an unexplored discipline for many companies. Yet, research continues to show that in-person engagement delivers tremendous ROI related to content creation, consumer behavior, driving sales, and more.

For those companies that have decided to begin executing experiential, there are a few basics worth noting. Elevate client, EMC Outdoor, recently published this blog post that outlines 5 basic elements to consider when planning and executing an experiential campaign. From defining objectives and goals to budget and technology, this post provides readers with a helpful basic outline of best practices related to experiential design.

Why Pernod Ricard is using experiences to target consumers in Manchester

When it comes to traditional experiential campaigns, in most cases, brands opt for a short-term activation. These generally range from single day events, to a few months of execution. But, as we have previously explored, with the shift in brick-and-mortar retail we have seen a change in the way that brands are using their retail space. Rather than maintain a traditional storefront, brands are opting for an immersive brand experience, often dubbed experiential retail. But, in general, they are doing this with existing real estate.

Recently, Pernod Ricard turned this model around and invested in a long term space for a new experiential campaign. The brand, who is also behind other big brands like Jameson whiskey, Beefeater gin, and Absolut vodka, has secured a space for 5 years. Named “The Loft,” the location is dedicated to bringing their various brands to life.

April Fools’ Day – AdWeek Rounds Up the Biggest and Best Gags

Last week we shared some of the April Fools’ pranks that various brands had concocted in honor of the funniest day of the year. Many of these tricks demonstrated the importance of aligning a creative and fun marketing prank with a brand’s unique character and personality. It’s not an easy task, but many brands went the extra mile to produce and present elaborate, sometimes very believable, pranks.

While not all brands have the budget to go full steam ahead with April Fools’ prank marketing, there are some creative elements in these that can serve as inspiration. But, let’s be honest – it’s just plain fun to see what these brands pulled off. Check out AdWeek’s roundup of some of the bigger pranks.

Customer Experience Starts with Customer Understanding

Customer experience is a broad term. It’s defined as  “the product of an interaction between an organization and a customer over the duration of their relationship.” To foster a good customer experience, the brand must manage each unique touch point and ensure consistency and a positive interaction. This presents a complex task for brands to manage.

In this post by mcorpcx, the company suggests that the customer experience has to begin with customer understanding. By having a solid understanding of the customer’s motivations, brands can tailor and create an experience that is the foundation of the customer/brand relationship. The post simplifies this philosophy to two categories: needs and value. Read on to learn more about their philosophy.

HP and Intel Blend Art and Technology at SXSW

SXSW 2018 may be over, but the festival is so prominent in the world of experiential that there are still activations worth buzzing about. One in particular was the HP and Intel activation that contained several unique technology components, along with artistic guests and speakers.

The interactive set-up was created to immerse attendees in the experience by using technology. But the brands still wanted to provide an atmosphere of creativity and artistic expression. This experiential marketing strategy successfully integrated several components that worked in harmony toward a targeted goal. From brand ambassadors welcoming attendees to personalized digital art, from the start of the event to the end-of-night performances, the event elements cohesively interacted to deliver a memorable experience.

Author: Elissa Liong

Elissa Liong is the Data and Analytics Manager at Elevate Staffing. She's a certain kind of particular, and loves thinking about all things data and insights. When she's not uncovering consumer insights and building out engagement tools that people love, she is probably at the gym or reading online spoilers about TV shows (even for episodes she hasn’t watched yet).

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