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WMTC20: Experiential Marketing

Zephyr Conferences
March 05, 2020
25

WMTC20: Experiential Marketing

Experiential Marketing, or Engagement Marketing, allows you to take your go-to-market strategy to a whole new level to strengthen and engage consumer interaction with your brand. New marketing platforms today, such as social media, are designed to be two-way direct lines of communication with a community. But while social media is limited to what can be delivered online, experiential marketing includes all senses to attract and retain customers. While experiential marketing is centered on events, and events are ubiquitous in the wine industry, it is the type of event, how it is executed and promoted, and the immersive experience that will result in stronger market leadership and consumer loyalty. Presented by Sarah Miller, Axis Entertainment

Zephyr Conferences

March 05, 2020
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  1. Sarah Miller
    March 5, 2020
    www.axis-entertainment.com
    Copyright 2020

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  2. Power
    Impact
    Effectiveness
    www.axis-entertainment.com

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  3. Experiential vs Immersive Experiences
    www.axis-entertainment.com
    Epic Meaning of an Experience is the sense that you are part of something big and
    positive. These experiences can improve consumer want and demand by improving
    motivation, inspiration, creativity and the quality of your brand

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  4. www.axis-entertainment.com
    Experiential is a form of marketing strategy that directly engages consumers.
    This strategy invites and encourages them to participate in the evolution of a
    brand though an interactive experience. To create a solid foundation, the
    following can also be utilized to drive greater experiential success:
    • Engagement
    • Guerilla
    • Live
    • Loyalty
    • Special Events
    Passive-vs-Active Experience

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  5. Traits of a Successful Experiential Campaign –
    Mercer Pairings
    www.axis-entertainment.com
    • Product Tie-in
    • Loyalty Programs/ Incentives
    • Creativity
    • Content /Video
    • Crowd Building
    • Consumer Feedback
    • Consumer Data

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  6. Mercer Pairings

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  7. Creative Pairings
    We all Scream for Ice Cream… Or Maybe Just a Good Glass of Wine

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  8. 360°Experiential
    www.axis-entertainment.com
    • Conversion - Wineries must become more consumer-centric to win new customers.
    • Wine Fact - current customers will spend, on average, 67% more than new ones will
    • Transparency - Consumers are well educated and picky; they make purchase decisions after
    they gather all the information.
    • Emotional - Nowadays products must give the consumer a good, positive feeling
    • Sustainability/Environmental Protection - Consumers care about the environment. In recent
    years, products with production and processing methods that are more environmentally friendly
    have increased.
    • Millennials and the Future - Millennials are the generation that has grown up with new
    technology. They are skilled and confident in social networks. Their consumption will continue to
    grow over the next years, it makes sense to take a step closer to their needs. Look at future
    customer bases (Gen Z’s)

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  9. 360°Experiential (cont.)
    • Instant Gratification - Consumers are impatient and want everything immediately. Recent figures
    show that more people browse online via mobile phones.
    • Specialization - Rise above the noise in a a crowded market by creating special events that
    communicate the characteristics and intricacies of your wine and brand.
    • Social Media - Social medias offer a new possibility for direct interaction
    • Easily segment consumers according to personal information and purchase preferences
    • Enable the fast spread of media messages to a very large number of people
    • Social networks which are most used by buyers of wines, as well as wine visits: Facebook,
    Twitter, You Tube, Instagram, Pinterest etc.
    • Wine Fact: Over 80% of examined wineries communicate with their customers over social
    media

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  10. The Honeycutt Experiential Rave
    89% of businesses put a high value on live brand events.
    Thought to be the first of its kind in the world, two sommeliers launched a wine rave club night in downtown LA to
    encourage revelers to drink wine rather than spirits. Adam Vourvoulis, former wine director of Trois Mec, and
    Maxwell Leer, of Bestia, hosted their inaugural wine rave at the Honeycutt club in LA using state of the art
    technology
    • Wine shots were served in place of spirits shooters.
    • Wines rated 98 points or above were served
    • Wine-based cocktails designed to glow under ultraviolet light and bottled cocktails.
    • Immersive photo booths were used
    Goal is to attract a new generation of consumers to wine.

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  11. Rioja Wine Festival
    For a lesser aggressive take on experiential events, you can look at examples like wine
    festivals. Although made to move bottles of wine, these festivals often focus more on
    the experience.

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  12. The Perfect Event Trifecta
    www.axis-entertainment.com
    Drinking Wine • Good Friends • Great Music
    Be bold and get close to your customers with in-house events or take part in open events

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  13. The Immersive Experience
    Make everyday experiences immersive
    What is an immersive experience?
    • An experience in an illusory environment utilizing technology that surrounds you, so that you
    feel you are inside of it and a part of it.
    What is immersive technology?
    • The use of technology that attempts to emulate a physical world through the means of a digital
    or simulated world, thereby creating a sense of immersion.

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  14. There is no better way to experience wine than when you get to know the story
    behind the bottle.
    Authenticity of Immersive Story Telling
    Immersive story telling requires your brand to be authentic and approachable. When
    customers feel connected to your business, they are more likely to trust it. And that is
    the key to developing customer loyalty.

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  15. TREASURY WINE ESTATES: WINE BOTTLES BROUGHT TO LIFE
    Treasury Wine Estates’ brand, 19 Crimes, recently collaborated with a creative
    technology company to release a wine label using augmented reality (AR) in an app
    for iOS and Android devices.

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  16. Creating an Immersive Experience
    One of the primary goals of an immersive experience is to encourage customers to
    interact with your brand. Lean on technology.
    5 Factors of Immersive:
    • Create Fun
    • Memorable
    • Rewarding Experience
    • Help Build Brand Affinity
    • Drive Sales
    Some do’s and don’ts:
    • Do not make customers feel they are losing control over their buying decisions,
    especially through advertisements
    • Do utilize technology to provide customers control
    • Do take advantage over the communication advantages with technology

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  17. How to Create an Immersive Experience
    Thanks to technology, there are several ways for brands to provide customers with an
    immersive experience.
    1. 360-Degree Content: 360-degree content is an interactive photo or a video
    recording shot in every direction.
    2. Digital Twin: A precise virtual model of a real-life object, process, or system. You can
    have a digital twin even if the physical object doesn't exist. They are great for
    displaying detailed data, monitoring, control, and running simulations.
    3. Virtual Reality (VR): A computer simulation. It immerses the user inside a virtual
    world, allowing them to interact with the environment. VR tries to stimulate as
    many senses as possible to make the user feel as if they are there.

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  18. How to Create an Immersive Experience (cont.)
    4. Augmented Reality (AR): Enhances the user's perception of the real world by
    adding a computer-simulated layer of information on top of it. The most important
    benefit of AR is that, to the user, it feels like a natural extension.
    5. Mixed Reality (MR): Tries to bring together VR and AR into an enhanced version of
    AR. Sometimes called augmented reality 2.0 because MR aims to achieve better
    immersion than AR. It integrates whole virtual objects into the real world. They
    respond to changes in the environment and user interaction in real-time.
    6. Pervasive Gaming: A game that takes place in the real world often using elements
    of VR or mixed reality
    With Technology, a Tailored Experience Becomes Reality

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  19. Immersive Vignette Wine Events
    Tap & Bottle wine sensory events allows you to take a journey. Through a series
    of wine-led sensory experiences, this will challenge your mind and your
    understanding of these drinks and feelings.

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  20. Vignette Color Series | Immersive Wine Event
    Color Series allows you to discover, explore and enhance your sensory skills with
    innovative visual, aural, tactile and virtual reality stimuli.

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  21. Laithwaite's Live VR Wine Event
    Visitors took part in several interactive sessions,
    including 'discover your wine personality’. Wines were
    divided into categories and visitors were encouraged to
    take a quiz to find out their 'style match’. This quiz
    utilized a two-letter wine personality profiling code with
    the help of a QRS code on their mobile app. This made
    finding wines quick and easy.
    'Tasting in the Dark' invited guests to enter a tasting theatre with a
    pitch-black environment. This forces customers to rely on their ears,
    nose, mouth and touch with each paired wine while using a VR headset
    to put them in an immersive world of senses.

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  22. • The solution is that any activity offered to a
    consumer needs to meet and exceed the
    experiences they can get on their own.
    • If you can’t jump over that hurdle, then the
    chances of capturing their attention
    significantly diminishes.
    • Giving a guest a positive brand experience
    and having them extend their stay in the
    location by a few minutes translates into an
    increased likelihood of a purchase,
    M&M’s: Plain or Peanut? Solving the Problem
    How do we get people to look up from their phones, computers,
    TV’s and engage with our brand?
    For M&M and others
    brands, they add immersive
    experiences to their
    marketing efforts. Which can
    be accomplished through
    AR/VR/360 Story Telling, etc.

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  23. The M&M Experience

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  24. Perception is Reality
    www.axis-entertainment.com
    Perception only sets an expectation for people as they
    approach an event or branded experience . Once a visitor
    crosses the threshold into your space, the environment
    needs to meet or exceed those expectations by immersing
    them in an experience. It does not have to be a realistic
    experience or a practical one, but it needs to evoke an
    emotional connection to your brand.

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  25. Pop-Up & Out
    • Attract, Retain &
    Maximize
    • Draw Attention

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  26. Sarah Miller
    CEO, Axis Entertainment, Inc
    E: [email protected]
    T: 1 310 276.2220
    www.axis-entertainment.com

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