Tag Archives: experiential marketing

Taco Bell’s New Hotel (for a limited time)

Taco Bell has very loyal customers. In fact, some customers love Taco Bell so much that they never want to leave! Unfortunately, there are store hours to maintain. But fear not Taco Bell loyalists – if you really want to live at Taco Bell, try its new boutique hotel called (appropriately) The Bell.

Yes, the Taco Bell Hotel and Resort opens this summer in Palm Springs! The resort is open for a limited time only, but promises a “destination inspired by tacos and fueled by fans.” According to the company, this will be the flavor getaway of the year as everything from the rooms, food, and cocktails will have a Taco Bell twist.

Feeling a little stressed? Then this is the place for Taco Bell lovers to relax. The on-site salon will offer nail art, fades, and a braid bar all inspired by the Taco Bell theme. Few details have been announced so far, but reservations open in June for the adult-only (18 and older) hotel.

This isn’t the only unique hotel in the new era of experiential marketing. There is also a Trivial Pursuit Hotel in Russia where guests get rooms, food, and more by correctly answering trivia questions!

Where do you want to stay?

Group Activities and Discussion Questions:

  1. Poll students: What are their hotel experiences?
  2. Discuss travel, hotels, resorts and what today’s young travelers are looking for in their hotels.
  3. Show the Taco Bell Hotel Web site: https://www.tacobell.com/the-bell-hotel
  4. Also show video for the Trivial Pursuit Hotel: https://youtu.be/TPLORyhEBGQ
  5. Divide students into teams: If they could design a new, experiential hotel, what would it be like?
  6. Have teams identify the target market and the marketing mix for their new hotel idea.
  7. Debrief the exercise and vote on which resort the class will visit!

Source: Griner, D. (16 May 2019). Taco Bell is opening a boutique branded hotel called the Bell. Ad Week.

Leave a comment

Filed under Classroom Activities

Experiential Marketing Keeps Evolving

In today’s fast-paced Instagram world, experiencing a product and brand is more important than ever to consumers. While experiential marketing is not a new tactic for marketers, it has certainly increased in the past few years due to social media usage, and the rise of selfie photos showing consumers interacting with brands and products.

In the past year there were thousands of pop-up experiences and stores around the country. Some of the more well-known ones are the Museum of Ice Cream, 29Rooms, and products such as Peleton bikes. Other pop-up experiences have come from retailers such as Birch Box, Tiffany, Adidas, Samsung, Amazon, Dior, Payless Shoes, and even HBO show ‘Game of Thrones’. In the past, we might have called these ‘kiosks’ but that doesn’t do justice to the full experience offered by the new world of pop-ups. In their new iteration, the pop-ups may offer a brick-and-mortar experience (such as Museum of Ice Cream) or include another form that offers a fully immersive experience.

For today’s Millennial shoppers, content is key. These shoppers not only check their phones continually, they also generate their own content at a high rate!

What experiences do you want?

Group Activities and Discussion Questions:

  1. Discuss the different forms that experiential marketing can take.
  2. Show several examples: 29 Rooms: http://www.29rooms.com/
  3. Museum of ice cream: https://www.museumoficecream.com/
  4. Rose’ Mansion: https://www.rosewinemansion.com/
  5. Poll students: What has been their experience with pop-ups and immersive experiences?
  6. Divide students into teams. Assign each team a product, or let the teams select their own products.
  7. Have each team develop an experience for that product.

Source: Ramirez, D. (12 March 2019). Creating experiential that stands out in a crowded industry. Ad Week.

Leave a comment

Filed under Classroom Activities

The Sound of a Brand

Sound

We all know that companies spend a great deal of money to build a brand and awareness. We can picture the brands – a graphic, a color, an icon. There are many visual components such as logo, color, type face, and graphics that go into the development of a brand visual. But why stop at a visual? Why not go beyond sight and into the realm of sound?

Brandsonics, a process from Cincinnati-based company Sound Images, works to build a sound and music that is identifiable to brands. The company’s process uses up to 42 different brand characteristics and distills these to five essential brand dimensions. These are then matched with an appropriate sound. The results might indicate the brand sound needs string instruments, or a specific beat, or a melody, or a voice.

Consider the various ways brands communicate with customers. Now, add a few beats and get ready to sing along.

Group Activities and Discussion Questions:

  1. Discuss the various components used to establish a brand and build awareness. What are the elements that are used to build a brand?
  2. Show the Bransonics video: http://www.soundimages.com/brandsonics/
  3. As a class, discuss what elements might help a company determine a signature sound.
  4. Divide students into teams. Have each team select a brand and discuss the brand personality and characteristics to match the elements for a signature sound.
  5. Have the teams find a sample of music that could be used for the brand.

Source: Ad Age Daily

Leave a comment

Filed under Classroom Activities