Download “For years, some thought experiential marketing was ineffective

The world of marketing is undergoing a major transformation driven by the vast
increase in communication channels and the rise in consumer resistance to
conventional marketing techniques.
More than ever we’re bombarded with advertising, telemarketing, inserts, direct
mail, emails and smses. It’s hardly surprising that these constant interruptions
elicit negative emotions and can prove highly counter-productive.
The question that consumer-oriented companies are asking is how to best adjust
their marketing mix to ensure more effective and intelligent consumer interaction.
Leading marketers are turning to experiential marketing, whereby a brand and
consumer connect directly through an experience that engages them, to
dramatically upgrade the quality of their consumer interactions.
At a recent conference on this topic David Lewis, Chief Marketing Officer of ING
Direct noted the importance of creating face-to-face experiences where people
get to know their brand. It’s therefore no surprise that in July 2007 ING Renault
brought a groundbreaking roadshow, organised by the Event Production
Company, to the streets of Sandton – the first time the roadshow has been seen
in action outside of major cities in Europe and Asia.
Events – from roadshows to intimate customer gatherings – create an invaluable
opportunity to chat to current and potential customers and gain insight by
interacting directly. Relationships are built through networking that is impossible
to attain over the phone or via e-mail.
According to Karen Ashwin, MD of the Event Production Company, “An event
must be synonymous with the brand being promoted, and must be original,
enjoyable and unforgettable since the value and impact of the event is
determined by the extent that people talk about it.”
The recent Renault roadshow certainly got people talking. In line with Renault’s
philosophy of opening Formula 1 to an ever-wider audience, the Event
Production Company closed off select streets in Sandton, bringing passionate
fans and new-comers up close to the Renault cars, teams and drivers.
The team’s number one driver, Giancarlo Fisichella and Nelson Piquet Jr. wowed
an estimated 85 000 crowd, taking turns at the wheel of the world championshipwinning R26 on the custom-built street circuit. Reigning Miss South Africa,
Megan Coleman was quick to take up Nelson Piquet’s invitation to go for a spin
on the track. The crowd got to observe the technical set-up of a Formula 1
paddock area, enjoyed a parade of Renault vehicles and got to view a selection
of imports never-before-seen in SA as well as the world premiere of two cars. On
top of this, fans were treated to an expertly coordinated day of entertainment
including rickshaws, stunt driving, drumming, dancing and acrobatics.
The programme, which has thrilled more than 1.5 million people worldwide, has
been a key factor in strengthening Renault’s image.
Says Karen Ashwin, “A multi-sensory event is able to cut through the clutter of
thousands of messages that people are bombarded with each day, and leave a
lasting emotional impression that fosters brand loyalty.”
The importance of personally engaging with a target audience is increasing.
Going forward, experiential marketing will play a substantial role in the marketing
mix prompting a target audience to take action, making consumers more open to
the product’s traditional marketing, improving consumer's brand perception, and
forging stronger and more significant relationships between the brand and the
consumer.