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Eight months on from our last experiential mar-
keting feature and enthusiasm for the discipline
continues to grow worldwide. So much so that in
March a group of experiential marketing agencies
in the UK formed a breakaway industry body called
the Brand Experience Association.
Counting among its numbers agencies such as
Proximity iD, Arc Field Marketing and Cunning,
the group is developing research and measurement
tools to help marketers judge the effectiveness of
their experiential programmes.
Back in New Zealand, some of our more progres-
sive companies have given experiential a go – more
on one of those later – while others have hung back
to see what happens.
In planning this feature we decided to help wait-
and-see marketers stop sitting on the fence and get
into some experiential marketing of their own.
Once again we approached marketing engineer-
ing firm Chisel with a concise brief: tell us how
to do it.
Chisel’s team of Jake Pearce and Roger Slater
were up for the challenge, and in the following
pages present a comprehensive ‘how to’ guide for
experiential marketing. They’re applying their
techniques to Sir Edmund Hillary and The All
Blacks and then to two iconic Kiwi brands, The
Warehouse and Air New Zealand.
Marketing Magazine is also stepping up to the
plate, presenting a 15 minute do-it-yourself ex-
periential marketing challenge on page 15 with
a prize sure to motivate any marketer with an
intact ego.
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Cover Story: Experiential Marketing
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Cover Story: Experiential Marketing
DevelopingA Plan
Step 1 Have absolute clarity about your essence. It needs to be none do, go back to step 4.
timeless from the moment you commit to it. Examples: Coca- Step 7 Double check that the concepts deliver on your essence.
Cola = refreshment, Swatch = fun, Harley Davidson = power. Do a reality check through formal/informal research if unsure.
Step 2 Ascertain the key emotional touchpoints for your brand. Step 8 Find the best way to deliver on the experiential marketing
Step 3 Identify missing touchpoints for your brand or create programme. If you don’t have the resource internally, find a partner
new ones. with the right experience to deliver on your concept. Evaluate them
Step 4 Generate a series of experiential concepts that will amplify on the following:
your essence. ■ They understand your essence.
Step 5 Filter those concepts around the following: ■ They’re passionate.
■ Relevance to delivering essence/touchpoints – conceptual ■ They’re a pioneer/early adopter.
relevance. ■ They’re not media biased (they won’t try to persuade you to spend
■ Resource/deliverability – pragmatic deliverability. money where you don’t want to).
Step 6 Identify the concepts which pass through the filters. If
How It
offer help/directions. An out-there idea, maybe, but hardware
Works
retailer Bunnings does this to great effect in its new Christchurch
super-store.
■ Fast track shopping. Make selecting a bargain easier. In the UK,
■ Championing and or reviewing new consumer products as they Step 5 & 6 Filter.
hit the New Zealand market. Prioritise instore fast-track shopping and pre-shopping assistance
■ A Warehouse inhome advisory service. because they’re closest to the core business.
Step 4 Create a series of experiential concepts that will amplify Step 7 Double check that the concepts deliver on the ‘smart
The Warehouse’s essence. shopping’ essence.
■ Pre-shopping assistance. Provide a more comprehensive website
so customers who wanted to better prepare for their shopping Step 8 Delivery.
experience could do so easily. Greet customers at the door and Pull together the best team to deliver the new initiatives.
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Cover Story: Experiential Marketing
How It
Works
Step 1 What is Air New Zealand’s essence?
Air New Zealand
■ Duty free. Offer a service at check-in, where passengers’
duty free is purchased for them at the airport and
placed on the plane.
In-flight
Chisel reckons our national airline needs to clarify its brand. Its es- ■ Passengers are assigned seating according to their desired in-
sence was once a kind of down-home ‘genuine hospitality’ (can you flight experience.
imagine a United Airlines hostess recruiting kids to pass out boiled
lollies?). Today it’s not so clear. We’d put forward a strong case that Post-flight
Air New Zealand’s essence is now ‘relaxed efficiency’ since that ■ If passengers want to continue their ‘relaxed efficiency’ experience
can be applied anywhere in the world, is reflective of New Zealand they can stay at a hotel chain established by Air New Zealand.
culture and is relevant on both international and local flights. ■ Travel bureau. Arranges an experience – ie route/itinerary and
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Cover Story: Experiential Marketing
Continued from page 12
workaday lives and place them at the think tank for rugby, staffed by All Black
Hillary Centre, giving them the op- greats young and old.
portunity to fast track their gifts for the Using the suggestions of any New Zea- The Challenge
benefit of all New Zealand. lander, they filter out the best and bright- Ok, so now you know how to market
And now the All Blacks. Where the est ideas to find pioneering approaches experientially, why not give it a try? Our
South Africans have always been ‘brutal’ to winning rugby games through game challenge to you is to take two classic New
and the French ‘unexpected’, the brand analysis, physical training, body shape Zealand brands, Weetbix and Steinlager,
essence of the All Blacks has evolved combinations, psychology and tactics. and in 15 minutes, using 600 words or
over the century. At times it has been These new approaches are adopted and less, apply steps one to seven from the
‘invincibility’, but more recently it’s trialed in national showcase games with experiential marketing plan to them.
become ‘effective pioneers’. a clear remit: to test them thoroughly To start you off we’ll tell you we think
Although rugby wasn’t invented here, and find the ones that work. Weetbix’s essence is ‘healthy growth’ and
there’s no denying that New Zealand is They’re All Black research and devel- Steinlager’s is ‘rugged sophistication’.
now the game’s spiritual home. And as opment games. But the All Blacks don’t But don’t take our word for it. If you
such, New Zealand and the All Blacks play them.
disagree, come up with your own.
should lead rugby in terms of how it’s Once workable new approaches to
Email your thoughts by Friday 14 May to
played. rugby are found, they’re fed through to
ruth@marketingmag.co.nz and we’ll pub-
So imagine the following (as far the All Blacks to hone and perfect.
fetched as it might sound – as the goal To own this essence the All Blacks lish the best entries in our July issue.
here is to get you thinking). would play the rugby to which the whole Feel the burn, live the dream, be the
A three centre (Chch/Akl/Well) country had contributed. mullet. And get experiential.
NASA-style headquarters for rugby, Simply put, it’s no longer the All Blacks
famous around the world, and as large on a pinnacle and everyone else below.
David McNickel can be contacted on email:
and imposing as Te Papa. We’re all involved in the experience of david.mcnickel@xtra.co.nz
These centres are the New Zealand creating the All Blacks brand.
Visit our website and see just how good radio can be. There’s a full breakdown of our network, personalities & coverage as well
as tips about getting the best out of radio and some very interesting results achieved for our clients.
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