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

Transcript

1. Sarah Miller March 5, 2020 www.axis-entertainment.com Copyright 2020
2. Power Impact Effectiveness www.axis-entertainment.com
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
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
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
6. Mercer Pairings
7. Creative Pairings We all Scream for Ice Cream… Or Maybe Just a Good Glass of Wine
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)
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
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.
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.
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
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.
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.
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.
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
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.
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
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.
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.
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.
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.
23. The M&M Experience
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.
25. Pop-Up & Out • Attract, Retain & Maximize • Draw Attention
26. Sarah Miller CEO, Axis Entertainment, Inc E: smiller@axis-entertainment.com T: 1 310 276.2220 www.axis-entertainment.com