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People own the media: Experiential marketing is four-dimensional.

A while ago we started to get over saturated and quite frankly, a little tired by commercial messaging. Aside from the regular tooth paste and cereal marketing, we started getting sales pitches from every single good and service there is in the market place. Regardless of our needs for information or our unwillingness to listen, we’re being INTERRUPTED by commercial messages as we try to go about our lives.

No luck dodging since we get bombarded/attacked through TV, Radio, Fridge door, Home door, Newspaper, Magazines, Mail-Box, In-box, Internet, Transit shelters, Metro Stations, Buses inside and out, Metro trains inside and out, BillBoards, Posters, Sidewalks, Highways, Streets, Malls, Office buildings, Hallways, Trucks, Elevators, Pharmacies, Parking lots, Gyms, Yoga & Dance Studios. Recreations centers, Libraries, Community centers, Movie theaters and Movie times, Retail windows, Public bathrooms, University campuses, Restaurants, Bars, Dental and Medical offices, Airports, Train stations, Movie rentals,,,,,, Uffff! And also at every other sporting, cultural or public event.

The most important and definitely the most significant change in recent history is the power the internet gave us people. In the huge collection of tools there are a few worth highlighting as they created a new form of media/communications. "UGC: User-generated content UGC, also known as consumer-generated media CGM or user-created content UCC, refers to various kinds of media content, publicly available, that are produced by end-users. All digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, mobile phone photography and wikis. In addition to these technologies, user generated content may also employ a combination of open source, free software, and flexible licensing or related agreements to further reduce the barriers to collaboration, skill-building and discovery."

Since marketers blurred the line between being engaging and being invasive, people rather consume content from credible sources such as other people.

What's next? 3D and AR....

experiential marketing prose

WIND MOBILE: The new frontier in Canadian wireless.

Summer’s gone, kids are back in school and companies are back in full swing. Though, this years summer was wet and rather cold, we are off to a warm and sunny start of the fall season!

Canadian wireless communications companies have been working hard for the past 6 months as a result of new licensees coming to the marketplace to share the airwave spectrum. The OLD guys (Bell, Rogers and Telus) are scared and full of reasons to be so. After a long profitable oligopoly, real competition is coming to town and in full throttle like Globalive and it’s brand Wind Mobile.

From reference

From every aspect, this is the most exciting time in canadian business and not just for them but for the market, networks, marketing and advertising, device manufacturers, resellers and most importantly: Wireless users ( you and me). This is nothing but the perfect storm and a lot of heads are going to roll, while the worthy are going to rise.

Having experienced wireless companies in other markets both as a user and as a marketer, I can attest that canadian wireless offering is primitive due to a poor user experience, scarce product offering, low market penetration and most importantly because it’s lagging in customer service/experience. So, it doesn’t come as a surprise that WIND MOBILE is aligning a fierce stance where there is so much to be done.

From reference

Haven’t we all experienced pains with the current service? Pricing? Devices? Contracts? and most definitely with customer service?? I’m sure thats a unison YES!! So, in the best of intentions Mr. Tony Lacavera, a young communications and technology mogul, decides to ride the wave of opportunity and starts leading the NEW experience in Canadian Wireless. Based on the very basic premise of positive customer experience and a fair return on engagement, he is putting together what promises to be a revolutionary brand with which Canadians are going to finally experience fulfillment in wireless services.

Just now, before any disclosure of plans, pricing, devices or even being officially launched, WIND MOBILE is shaking it’s competitors. They are desperately acquiring more and more customers, tying users to extended contracts and even dropping the unpopular system access fee, while shifting to a more personal tone in their marketing message.

From reference

I am a very unhappy customer and I’m sure many other canadians share my discomfort with the wireless rip-off we EXPERIENCE in the middle of the tech age living in a developed country like Canada. This is how I envision my ideal experience with wireless: “Maybe out of a sci-fi movie or from the Jetsons”

From reference

- Choice is the norm: To have enough devices to choose from... Small is good for some if they just want a phone, since not everybody wants a mediocre tech gadget that has bad resolution camera feature, a terrible audio player, bad games and a majestic screen when the phone is the size and weight of a brick. I would like to see Inspector Gadget type of devices the size of lip-balm or a key chain and are GSM tri-band; still being just a phone. Right on the other display, I want to see the regular tier 2 phones that offer mid range applications like built in camera, WAP and even a decent music player... and yes, they also have the phone feature. On an opposite display I want to see the full range of tier 1 devices in the leagues of Blackberry, Iphone, HTC Dash, Samsung Jack, Palm Pre, LG Incite, Motorola Q, Sony Ericsson Experia and what ever relevant device appears in the market. On center stage and as the key VALUE PROPOSITION I see the customer experience INTERFACE aka customer service. Here things are simple, communication is clear with no tech buzz-words and paper work has no confusing fine print. People are fun, engaging and just like at the Apple Store, they are cool geniuses that facilitate humans life through technology. The atmosphere is inviting, inspiring, joyous, RELEVANT and enables a genuine brand experience... It’s not a store nor a complaint center, it is the HUB for the ULTIMATE WIRELESS EXPERIENCE.

From reference

On air: I get the sound quality expected from 3G standards, world wide coverage, integrated online/on-air account services that I control, all the basics that I have to pay for with my current carrier are included (voice mail, call ID and text msg.) and no waiting time when prompting customer service. Additionally, I have awesome bandwidth to run all my data applications which enables me to work and play hard anywhere! All this for a ridiculously fair price, where I get no surprises in my invoice and have no pressure from a contract. My mobile interface is so cool that I can manage my settings from my virtual (online/On-air) desk: Here I can set up preferences like electric car setup, favorite destinations, traffic and news alerts, sync calendars and contact lists, control blue tooth devices and enable my credit card for transactions with my phone.

While this may be a futile futuristic wish, I believe that WIND MOBILE is doing the right thing. They are pushing the right buttons and pulling the right strings. They are listening before speaking, and putting together an offer based on real needs from a growing number of unsatisfied mobile users. They believe, from their statement on their website, that: Conversations make things better. They are going to go further and break through by doing something simple: Everything that no one else has ever done!!! Like using our help, feedback and opinions to shape a mobile EXPERIENCE like no other.

From reference

I want to be a WIND MOBILE customer, advocate, ambassador and disciple. Where is the line????

Prelude

An old marketing adage states: “Repetition makes the message stick”. Today, past the midpoint in the digital revolution and hopefully past the dip of the economic reset, marketing communications powerhouses on both the client and the agency sides are still strategizing around old ways (models). For the agency is a fair deal since their business is media placement and repetition brings more revenue even with a good media package. But, they CLAIM they are about partnering with their long time clients, they are about long term strategy and the health of the brand.....

From reference

But, where is the flaw??? Why many of the old time power houses like GM, Nestle, J&J, and Pepsi are loosing market share while their profits decline??? Why are their integrated marketing communications agencies/strategic brand partners not foreseeing the shift in the market place? Are the big guys slower to react to market behavior? Or is Alvin Tofflers predictions a reality we haven’t yet realized....

From reference

For the past 10 years the market has matured in such a way that there are now fewer and less effective ways to CONNECT with audiences. Well beyond having a selective attitude, target markets are now micro-segmented, in constant transition, variable and incredibly resistant to marketing: They SEEK real value for their money and meaning. Ah??? Meaning in marketing? Not just that, but meaning in the relationship they have with brands, how they communicate with them and WHY as people, couples or families should they care..... about the message.

From reference

Some pundits and marketing heretics are considered lunatics, even today! In the age of music sharing, community based shopping, Iphone and SEM, these minds get it right and succeed at what they do by taking their clients through the right path. And I'm not referring exclusively to those who embrace new technologies, but all those who adapt and adopt change.

From reference

Our challenge as marketers today is to learn how to surf, read the tides and have fun in the water. There are no ocean cruisers anymore and the Titanic sunk! We communicate to engage, but forget to understand who and why we are talking.

From reference

In marketing, small and smart marketers will prevail if they understand experiential marketing methodologies, lest our big brothers step on us.

Brand activation or event misfit!!!

In the past years I’ve seen the hype of brand activation while clients embrace experiential marketing as the uber cool new marketing gimmick. Our industry celebrates, how marketers include experiential in the marketing mix and how traditional marketing fails to deliver... Agencies opened their own brand activation companies and promotional, event, sponsorship and experiential marketing agencies started to bloom. All promised strategic alignment while “BREAKING THROUGH THE CLUTTER”. I’m sure every marketer in the world has read this sort of promise in a mission statement or in the -what we do- section on a corporate website. In my experience, from what I’ve seen and to be bluntly honest: IT’S BULL SHIT!

To make my case, I’ll set the stage around two examples of vast importance and huge visibility. The Montreal International Jazz Festival and The Honda Indy Toronto race, are huge events that mark the highlight of summer in Montreal and Toronto respectively, Drawing crowds from both Canada an abroad, these two events are landmarks in their own segment and generate a lot of interesting sponsorship opps (MONEY).

During the Jazz Fest in Montreal, one of the sponsors (Bell Canada) made a relevant presence on festival grounds. Being the communications and technology partner, they wanted to go beyond slapping their logo on the banner and wanted to ACTIVATE their new retail image and their not so “cool” device line. Most certainly, the retail marketing team was excited and they spoke to everybody else in marketing to come up with this. They either worked with their AOR or hired an experiential/event marketing firm to do things right.... I’m also sure, they worked with the same brief they used for traditional marketing and that they added a few buzz words they read on a book or on the past edition of marketing magazine.

So, first things first: Experience! Hah!! - I’m making this up, but pretending to be the experiential marketing agency- “Let’s bring the retail environment to the festival, let’s make it the hub for information. WOW! That’s relevant! And since we have retail out, let’s create an INTERACTION with people on the end of technology(devices). Yu! Hu!! So, let’s present the new retail image on booths in-line with the execution at retail.. Now, that’s a strategy for engagement and serious brand activation. As a result of the clients enthusiasm and commitment to the project, it all get’s approved and sent to production. Maybe one or two meetings with inter-agency teams for brand alignment purposes, creative art and that’s it: To production.

The agency is swamped with a lot of work and tight deadlines, but then again, they are charging on an engagement model based on the estimated number of attendees to the festival, so the bet will pay off, no problem. A few account people and some from creative are 200% on the project. They are developing and defining the dynamics, ordering decals, brochures, acrylic, writing copy, designing uniforms and promo material, as well as casting staff for the booth. So, it’s summer in Montreal and for some reason they believe Bell is sexy, so they hire on a 13 dollar/hour salary, the most curvy and exposed students out of McGill and Concordia. Right on: If you are seeking brand engagement, what better driver than cleavage and long tan legs......

After long nights of no sleep and a hard set-up shift, it’s SHOW TIME! Staff in place and all festival resources at hand, the festival begins and a sea of people flock Place Des Arts and 5 block around. As a well intended info booth, the Bell Experience was short in many things. First, in delivering an experience. Yes, It’s cool to walk into a tech dome that looks like Star Trek, but branding does not make an experience. OK, but it’s an information booth! So, information-communication-technology: It might make sense. When I walked in, I got a PITCH from Bell in the voice of a BEAUTIFUL university student wearing rather inappropriate clothing or maybe it was proper clothing with malfunctions throughout! I came in for information on the festival and got a minute flirt-pitch on Bell Mobility and Vu. I reformulated my query and was given a festival booklet and a program... BRAVO BELL, you suck! And to the agency involved in such a terrible EXPERIENCE: You suck more.

Agencies fail to deliver experiences being biased by traditional marketing, therefore believing that branding an event will translate into an experience! Stick to the brand promise and deliver on premise: PERIOD!

On the other hand but in the same line of mistakes, I attended a public teaser event around the Honda Indy Toronto race. Making it’s comeback after a year of absence and with a new title sponsor. A few days before the race and in the spirit to bring racing hype to the city, event organizers brought an activation to popular Dundas Square. There, sponsor, co-sponsors and race brands displayed all their muscle in an effort to “BRING BRANDS TO LIFE” in a “RELEVANT AND MEANINGFUL WAY”, “setting them apart from the competition. (Hahahaha, just an other catchy phrase you would see coming out of these self proclaimed experiential marketing agencies). Honda brought a few cars and even motorcycles to their central booth, Budweiser parked a massive trailer/bar on the other side, while other sponsors took smaller but everything but discrete stances, like: PizzaPizza, OLG and Schick. Throughout the whole day, they all stood out by being loud and pretending to make a ruckus, but you have to understand that todays branding has to make sense, otherwise you are just adding to the noise and there’s a lot of brand noise at Dundas Square.

PizzaPizza had a football game trying to be engaging yet far from relevant! OLG had a rather boring activity to uncover their brand promise: Of which I have no memory for being dull! Honda had sample dealership onsite, as if people want to see ordinary cars doing nothing! But the OSCAR of the misfits goes to Schick and their event/promo agency Boom! (one of the promo agents had a Boom! staff t-shirt).

Inside a tent they had a mechanical bull disguised as a razor. On every side there where two models who they dare to call “BRAND AMBASSADORS”, giving away razors for men to everyone. There was a ride facilitator, a time controller and a DJ/announcer worried about the ride and the timing, so I wonder if the brand stands for: Hanging on, falling, bouncing, shaking, yelling, shock, pain, aggressive or humiliating.

I hate it when brands think of branded entertainment as brand experience and in this case in particular, there is no connection or what so ever. Maybe they wanted to be fun, youthful and extreme, but when there is no narrative?? I’m sure the agency quantified engagement based on the number of samples given, a few pictures and maybe a video.

I’ve never seen such a foul ball hit, but since the agency is just nurturing the relationship for the buck, she either does her job right or she will be out of the job sooner than later.

Experiential marketing is not branding events at random: It must engage through an experience or it’s just a non-sense fake marketing ploy.

Mobile...

A few weeks ago I noticed an ad inside Marketing Magazine for the Mobile Marketing Conference. I felt shortness of breath with deep twists in my gut: Not in a good way at all. I felt lied to, deceived and incredibly insulted by Marketing Magazine, Rogers Publishing and the industry. I did not get a slap on my the face, but a fist tight knock-out punch. But why??? Because the one page ad had the following text: It's not new media, It's MASS MEDIA!

MASS MEDIA???? And they own a magazine on marketing and the biggest communications holding in Canada (Rogers). Nothing but the best example of how CANADA is so primitive when it comes to MARKETING. Just like they killed online by MONETIZING (milking) it as if it was traditional media, they are already killing Mobile. And it’s only in it’s infant years.

PEOPLE! Remember that news papers, magazines, tv and radio are dying and it’s the result of the business model. If new media arises, please be clever enough as to implement SMART models that make it work for clients, media and people. Or we are going to end up closing mobile like we did e-mail, but it was to late when it became permission based.

Hum... I don’t understand how some of these people have 6 figure salary jobs for killing everything they touch....

New media and mobile are NOT mass media and certainly should not be treated like such. It also stands true for experiential, digital interactive boards and promo. These are not even media, but the only clear channel available to establish communication.

I read two interesting statements that work well to close my case. 1. People are simple, they just wear complicated shoes. 2. Courtesy of Expresso Brand Infiltration: “The NO bull shit approach”. I wish everything followed those principles...