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April 8, 2019

[Marketing Your Attraction] Episode 29 -Experiential Marketing Experiences

[Marketing Your Attraction] Episode 29 -Experiential Marketing Experiences

Experiential Marketing Experiences are increasing in number and complexity. Some experimental marketing campaigns are nearly identical to attractions! We discuss the benefits and threats posed by this new form of campaign.

A quick overview of the...


Experiential Marketing Experiences are increasing in number and complexity. Some experimental marketing campaigns are nearly identical to attractions! We discuss the benefits and threats posed by this new form of campaign.

A quick overview of the different ones that we have experienced:
The Twilight Zone Pop-Up at The Grove
Smallfoot
IT Experience
Ready Player One
Guinness Brewery Tour
Knott’s Scary Farm example of “#ScarySelfie” with C-K agency
Razer Tour - College campus and video game events. Use claw machine to encourage guests to share email and post on social media.
Razer uses Future Publishing Events - https://www.futureplc.com/services/events/

Could be a secondary source of income for an attraction to create experiential marketing experiences for companies. There are entire agencies that create events.
Game of Thrones/Westworld Activations - https://www.giantspoon.com/

Use of Marketing
Decide your goal: Sales, in-person awareness, online exposure
Costs/Location - Demographic, malls, festivals, community centers such as the beach
It must be high quality, represent clearly your experience (think of it as a free trial), and include a CTA
How do you prove the value?