A new twist on the marketing experience: experiential marketing

IN THIS ISSUE

1.    The Marketing Experience
2.    Smashing the Myth of the Press Release
3 .   Quote of the Week
4 . Resources for Entrepreneurs and Marketers
5 .   A Little Fun
6 . Smell the Coffee

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1. The Marketing Experience

Lately, I've been reading a lot about "experiential marketing," or marketing that involves one or more of the senses. From the perspective of someone who has been working in marketing for almost 30 years, to me it seems like it's just a new word for an old idea. Of course, marketers are getting a bit more creative about involving the senses.

Here's an interesting example that was posted on the Experiential Forum discussion list. Pringles has a new way of advertising, according to Adland ("news not fit to print"), "Eat your ads or there will be no dessert! Call them pop-ups ads for food. Procter & Gamble-owned Pringles teamed with Hasbro to spray tasty messages on Pringles' signature potato chips, with ads surely to follow. Adland points out that this is by no means new, citing several pre-existing examples. Media buyers are still waiting to find out how low the CPMmmm will be set." (I read elsewhere that Pringles will begin spraying on trivia questions and answers sometime this month. Has anyone seen them?)

It's easy to see how a retail food operation can use experiential marketing to entice a prospect to buy. For instance, if you were to visit Rowena's Tearoom and Retail Shop in Norfolk, Va., you would be treated to delicious, free samples of cakes and fruit curd sauces. As you peruse the gifts in the retail shop, you would be able to experience the tastes, smells and beauty of the shop. You could pick up teapots, a beautiful apron, a cute knickknack or a little toy. In Rowena's Tearoom you would feel enveloped in a whimsical story as you ate your tea sandwiches and watched children eating lunch while dressed up in finery provided by Rowena's for their visit.

"Okay," you say. "I can see how it works for food, but what about other businesses and products?"

How can a nonprofit organization, for example, use the senses to get their point across? Here's a link to a very powerful 2-minute video presentation from Poverty USA that does just that. Perhaps you have seen it. It uses music (hearing) and visuals (sight) to convey its message. It's also "viral" in nature, meaning that because it is so well done and compelling, people naturally pass on the link to others. It's a great way to spread the message.

And what about a typical business-to-business company? How can they use experiential marketing? Well, most of them have been doing marketing this way for years, maybe forever. It's called trade shows and direct mail. Before the trade, show a smart marketer will get a list of attendees and create a special mailing, inviting them to visit their booth or hospitality suite. Perhaps they willsend a postcard, inviting them to stop by and pick up a free gift, or send a series of three or more premiums to create curiosity.

For instance, the first mailing might be an inexpensive alarm clock and a note that says, "Have you made your reservation at the XYZ Trade Show? We have! It's time to set your alarm and meet us at booth #123 on July 1st." The next one might be a bag of microwave popcorn and a note saying, "Pop in to meet us at the XYZ Trade Show on July 1st, booth #123." Finally, you could send a magnifying glass with a note that says, "You won't have to look hard to find us at the XYZ Trade Show. Come see us up close at booth #123 on July 1st!" As you can see, you would cover hearing, feeling, seeing, smelling and tasting with this campaign.

Focus your marketing efforts to attract more customers, close more sales, earn more revenue, boost your bottom line, and drive your competitors crazy by creating your own hard-hitting marketing plan. In MARKETING PLAN ESSENTIALS: ONLINE & OFF I share my marketing secrets, resources and ideas. And this week, you can get this ebook for half off. That's right, just $23.50! From now through Friday, June 25,you can buy it for this special price and be reading it in minutes, here.

Or, read more about it and buy it here.

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2. Smashing the Myth of the Press Release

By Bill Stoller

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Bill Stoller, the "Publicity Insider", has spent two decades as one of America's top publicists. Now, throughhis website, ezine and subscription newsletter, Free Publicity: The Newsletter for PR-Hungry Businesses he's sharing -- for the very first time -- his secrets of scoring big publicity. For free articles, killer publicity tips and much, much more, visit Bill's exclusive new site.

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Now let's get on with the article...

A musician spends years honing his craft. He writes world-class songs and performs them in a manner that moves his listeners to tears. He records a demo tape and sends it to record labels. He gets a contract and becomes rich, famous and adored. The lesson: demo tapes are the secret of becoming a famous musician.

Wait, you say, the demo tape was just a tool, just his way of conveying his talent. It's his ability as a musician that got him the contract and made him famous. You're right, of course. He could have become just as famous if a record executive saw him in person, or heard about him from a friend, or as a result of a variety of other events.

Which brings us to the press release.

Somehow, the press release has taken on a magical reputation as the alpha and omega of publicity. Wanna become rich? Send out a press release. Wanna become famous? Press release. Wanna get on the cover of Newsweek? Press release. Publicity "gurus" are springing up all over the Internet touting the press release as the answer to all marketing ills. Just knock out a release, mass email it to journalists, sit back and wait for
Oprah to call.

It's a cruel joke.

Here's the reality: The press release is no more important to your potential of scoring free publicity than the demo tape was to our musician friend. If he had no talent or his songs sounded like garbage, the best recorded demo tape in the world wouldn't get him signed. Ditto for the publicity seeker. If you don't have a story to tell, your press release is utterly worthless.

I'm not knocking the press release—it's an important tool. But it's just that: a tool. It's not the first thing you need to think about when it comes time to seek publicity. In fact, it's one of the last. And it's not even absolutely necessary (I've gotten plenty of publicity with just a pitch letter, a quick email or a phone call).

If you worship at the shrine of the press release, it's time to rearrange your priorities. Here, then, are the things that are MORE important than a press release in generating publicity:

A newsworthy story.

This is the equivalent of our musician's talent. It's the very basis for your publicity efforts. Without it, your press release means nothing. To learn about how to develop a newsworthy story, take a look at this and scroll down to "Is my company/website/life really newsworthy?"

Learning to think like an editor.

Oh, what an edge you'll have in scoring publicity over all those press release worshippers once you learn how to get inside the head of an editor. Give an editor what he wants in the way he wants it and you'll do great. I've got an entire article on the subject here. Go there now and absorb it all. Trust me, it will make a world of difference.

Relevance.

Tie in with a news event, make yourself part of a trend, piggyback on a larger competitor's story, but, by all means, make your story part of a picture that's bigger than just your company. Stories that exist in a vacuum quickly run out of oxygen.

Persistence.

Sending out a press release and waiting for results is lazy and ineffective. If you really believe in your story, and you believe that it's right for a particular media outlet, you need to fight to make it happen. Call or email the editor to pitch your story BEFORE sending the release. If one editor says no, try somebody else. If they all say no, come back at them with a different story angle.

Getting publicity involves so much more than just sending out a press release. Treat it as seriously and with as much respect as our newly minted rock star treats his craft and you'll be well on your way to success.

Whether you're writing pitch letters, news releases, email pitches or website copy, you can use the same techniques the best copywriters use to woo journalists and customers. Lorri Morgan-Ferrero, whose sales copy has helped fill seminars and sell thousands of books for Mark Victor Hansen of "Chicken Soup for the Soul" fame, will show you how in this new teleseminar hosted by Joan Stewart, The Publicity Hound. Attend "How to Write Red-Hot Copy that Woos Journalists" and get the recorded CD FREE. 5-6 PM Eastern Time on Wednesday, June 30. Spaces are limited. Register or buy the CD at The Publicity Hound website.

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3. Quote of the Week

Success is a happy, healthy family.

Every day babies are born. But it's not every day that my grand-nephew is born. Aiden Drew Callan arrived yesterday! Congratulations to the proud parents, Moira Fay and Justin Callan.

Lois Carter Fay

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AND NOW, A MESSAGE FROM OUR SPONSORS...

What's your definition of success?
Email your comments to me.

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4. Resources for Entrepreneurs and Marketers

Experiential Marketing & The Press Release Myth

Experiential Marketing &
The Press Release Myth