12.07.18
By Lisa Major
Product launch events give brands an enormous opportunity to create awareness and generate buzz for a new product. They also generate excitement, shareable content and even sales. In this week’s Happy Hour, we explore ways to plan an effective product launch event. We also discuss the comeback of brick-and-mortar stores, inspiring guerrilla marketing campaigns, and the science behind experiential storytelling.
“Product launches are most successful when you understand the entire plan.” ~dioUSA
Face-to-face marketing offers companies a great way to connect with customers and make a lasting impression. First impressions are especially important, which is the primary reason why product launch events are incredibly effective. For one, it allows the consumer to experience a new product first hand. Allowing them to see, touch, or even taste your product generates interest in it. Secondly, it gives you the prime opportunity to provide key points about your product and opens up the door for an authentic conversation to take place between your brand ambassadors and your target customer. As with any live marketing event, you need to take a few measures to ensure your launch event goes off without a hitch. From your objectives to timing to staffing, this step-by-step guide will come in handy when planning a product launch event.
“The rise of experiential shopping has made physical shopping more fun than ever.” ~Sam Allcock
We’ve all heard it, maybe even said it…brick and mortar retail is dead. However, this article argues that this idea is far from true. While plenty of big names like Toys R’ Us have closed up shop, physical retail is flourishing for traditional and e-commerce retailers. According to this article, 70% of UK consumers prefer to shop at brick-and-mortars. Americans are not far behind at 65%. With the rise of experiential retail, in-store shopping has become more enjoyable and in-store experiences are proving to be highly impactful. So much so that online retailers have taken note and are opening physical stores to connect with customers in person. As this article explains, there are a lot of benefits to brick-and-mortar retail and it is just a matter of time before more e-commerce brands enter the space.
“Stories are authentic human experiences that allow us to live vicariously through events that we may not otherwise live through.” ~The Event Psychologist
Storytelling has been around since the dawn of time and it is how information is passed from one person to another. It forms multifaceted social bonds that may even play into how humans have evolved from the earliest cavemen to today. Our brains are programmed to play out a story in our mind, which taps into our emotions and sticks with us. And even in today’s technology-driven world, stories play a major role in how we communicate. This is why storytelling is so important in experiential marketing. Brands who use storytelling to engage with consumers not only make a memorable impression, they also create an emotional tie with consumers which makes a huge impact on the way the consumer perceives the brand. In order to create an authentic storytelling experience, marketers need to understand the psychology of storytelling. This article offers a fascinating look into the science behind it all.
“Through a combination of character animation and creative technology, the entire property will offer fun and unexpected ways to experience the animated worlds of Cartoon Network from the moment of arrival.” ~Robert Briel
Following the likes of Disney and Nickelodeon, Cartoon Network is set to open its very own experiential hotel in Pennsylvania in the summer of 2019. The hotel will feature immersive experiences around “every corner.” There will be immersive play areas, pools, and game rooms galore and the guest rooms will feature “interchangeable show theming that can be customized around children’s preferences to make each visit a new adventure”. As Gen X and Millennials raise the next generation of adventure and experience seekers, this is a surefire way to connect with both younger generations and their parents. Read on to learn more about the hotel and all of its interactive offerings.
“Guerrilla marketing is an advertising tactic in which a company uses imaginative yet unconventional marketing tactics to promote a product, service or brand.” ~Marketing Industry News
Brands have used guerrilla marketing tactics for years, in fact, it could even be called the grandfather of experiential marketing. Guerrilla marketing is defined as an “innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.” Guerrilla marketing aims to target people in public spaces and catch them off guard. Here, we take a look at the different types of guerrilla marketing (experiential included) and five inspirational campaigns from over the years.
Thanks for joining us this week for Happy Hour! Each week we bring you the latest news in experiential and event marketing.
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