Tag Archives: experiential marketing

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.

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The Sound of a Brand


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

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My iPhone Smells like Popcorn


The smell of popcorn is one of the world’s most enticing scents. Walk by a microwave that is popping corn and it is nearly impossible not to salivate. The folks at Pop Secret know that smell is an important part of the entire popcorn experience.


Pop Secret has recently launched a mobile phone attachment, called Pop Dongle, that gives consumers the sweet-and-salty smell of popcorn when they are playing the brand’s mobile game, Poptopia. Whenever a player swipes the butter inside the game 9which asks players to pop corn kernels), the Pop Dongle spritzes a scent of popcorn. It works by adding a device (dongle) into the audio jack of an iPhone or iPod Touch; the game uses a certain frequency signaling it to spread the smell of popcorn.

Group Activities and Discussion Questions:

  1. Discuss the importance of demonstrating a product, including tasting and smelling: experiential marketing.
  2. Bring up the Pop Secret web site: http://popsecret.com/poptopia/
  3. The Poptopia app can be found on iTunes.
  4. Next, show the video demonstrating the Pop Secret Dongle: http://youtu.be/SgJ7pqja7XY
  5. Discuss the competitors to Pop Secret.
  6. Divide students into teams and have teach compare the competitors. How does this product create a point of difference? What other ways are there to create a point of difference for the company?
  7. Debrief the exercise by showing the students’ points on the white board.

Source:  Ad Age Daily, 12/6/13

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