Experiential Marketing

Chapter Four Anatomy of an Experiential Marketing Campaign

Highly evolved experiential marketers tend to deliver amazing results rather consistently. We’ve analyzed thousands of experiential campaigns over the past decade spanning virtually every product and service category imaginable, and we’ve concluded that success is not dictated by company size, longevity, manpower, or even budget. Rather, the truly great campaigns share the same anatomy, which is composed of 11 Experiential Pillars. These pillars are the essential building blocks of successful experiential programs. As with a great recipe in which ingredients are blended together to create a unique flavor, these pillars work together to optimize engagement and will allow you to achieve the brand-building, value-creating, clutter-breaking power of experiential marketing. When we analyzed more than 1,000 winners of our global Ex Awards recognition program, we found that successful campaigns are built on 11 Experiential Pillars, shown in Figure 4.1.

Figure 4.1 The 11 Experiential Pillars

Remarkable

In Chapter 6 we’ll discuss the essential rules of theatrical engagements that apply to experiences. Rule 3 is that a grand entrance has impact. This rule is central to making your experience remarkable. An experiential program is a live opt-in event, so your presence must be designed to cause your target audience to choose ...