“Know what you want it to deliver up front and then build the program to get you to where you want to be.” advises Shelia Steinmark a marketing experience expert at MOGXP.  Operations and logistics are key to executing an experiential marketing program.  Shelia’s emphatic that you have to stop looking at pretty pictures and start paying attention to consumer engagement.

Marketing that works for awareness often doesn’t change consumer buying behavior. It’s no surprise that being authentic in your marketing is critical but she points out that you have to align your cause marketing efforts to what your company stands for and what your customers care about.

Shelia advises doing a day in the life of a customer and figuring out what and when they want to hear from you. She recommends creating a throughput model and using that to determine your tactics. The model should address how many people you’re going to touch, how you’re going to touch them, what type of engagement you’re going to offer, and the value of your program. 

Listen to the end to hear her 6 steps to implement an effective experiential marketing program. She’s got a gift to offer those who reach out.

Show highlights

02:12 Buying habits change by bringing a consumer and brand together not because of pretty pictures

03:02 You need to build a throughput model to determine the tactics of your experiential marketing program

05:29 Stop looking at pretty pictures and start paying attention to consumer engagement

06:16 Know what you want your program to deliver and then build your program to get you to where you want to be

11:35 6 steps to implement a proper experiential marketing program

14:04 Shelia's story. Email Shelia at shelia@mogxp.com.

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Email Jay (jay.kingley@centricityb2b.com)

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