Event marketing has traditionally been seen as a below-the-line tactic designed to fulfill very specific marketing objectives, better suited to certain products than others. But media is rapidly evolving and traditional boundaries between above- and below-the-line media are becoming blurred. Sometimes marketers need to come back to basics in order to see the full picture. In today’s highly sophisticated, media savvy society, traditional marketing rules are no longer black and white.
On a deeper level, what marketers have always craved is a true human connection, for consumers to love their brand, to be excited about it and to talk among themselves about it. It all comes down to marketing in its simplest form: communication. And communication is a two-way process. It is not enough to rely on traditional channels to fulfill marketing objectives. Above-the-line campaigns using TV, outdoor, press and radio no longer have the same all-encompassing reach they once had. This is because they are aimed at the passive consumer. Today’s consumer is an empowered consumer, who is active in the communication process. Consumers have become not only the advocates of brand messages, but also their producers. Events can be a very powerful marketing tool when seen in the overall context of brand experience. The consumer experience is central, and a two-way relationship comes from consumer participation. As Kerry Smith, executive director of EMI, puts it: “Events and experience marketing are the shortest distance between a brand and its audience. The strategic power of events is changing the way brands decide to market themselves, both in the and worldwide.”
Keith Roberts, CEO of Saatchi and Saatchi, sees brand no longer in the traditional sense of the word but as “love marks”, to which consumers feel a deep, powerful attachment. The reason for their allegiance is not rational, but emotional. Marketers need to see their brands in this new light, and take a new holistic approach to marketing their brands. They need to learn to “think like a fish”. To capture consumer’s loyalty, they need to start thinking like the consumer. While relationship marketing aims to create stronger bonds with consumers and maximise brand resonance, experiential marketing them with unique and interesting experiences. Metro, the world’s largest international newspaper title, uses lifestyle events to connect with its readership and reinforce brand loyalty. As Metro is a free newspaper, advertising revenue is its lifeblood, so the majority of its marketing activity and budget is focused on trade marketing. Still, around 25% of its budget goes to consumer marketing, fostering consumer loyalty is a priority.
Kieran Forde, marketing manager of Metro Ireland, says: “Metro’s brand values are about being fun, innovative and engaging, and our event associations are a way of reflecting these values.” Metro prides itself on connecting with its consumer base. The content is carefully crafted to reflect the lives and interests of its urbanite readership. When planning events, Metro listens to its readers – the publication’s in-depth consumer survey, Urban Life, asked its readers which events they would like to see Metro hosting or being associated with. One of the top three answers was the Dublin Fringe Festival, so a partnership was set up where Metro became the main sponsor of the Metro Bosco Theatre at the Fringe, as well as becoming one of the main media partners. According to Forde, “Our urbanite audience are very social creatures. They embrace city living and enjoy the rewards and excitement that it brings. They make regular, above-average trips to bars, restaurants, gigs and the cinema,” he says.
This was the inspiration for exclusive screenings of yet-to-be released films hosted regularly by Metro, which include question-and-answer sessions with actors and directors. Metro sponsored the main stage this year at the boutique festival Castle Palooza, as well as the Street Performance World Championships, City Chase Dublin, and the Pod Cast Comedy Festival. In Metro’s case, events are a key way of connecting with early adopters, and building a brand preference and affinity with the brand. Events are also vital to connecting with the trade market, as many of Metro’s clients are urbanites. From an editorial point of view, its daily entertainment guide, Metro Life, is closely linked to the type of events that Metro associate themselves with, so in Forde’s view “It’s a question of putting your money where your mouth is in terms of brand positioning, and providing synergy between our product and our marketing activity.” This synergy is also reflected in the newspaper’s above-the-line advertising activity – there is seamless connectivity between all the brand communications. Metro events compliment everything the brand stands for.
One company that is pushing the boundaries in the area of event marketing is Thinkhouse PR. Specialising in youth communications, Thinkhouse is one of the most forward-thinking agencies of its kind in . “Long gone are the days of one-way communication, lashing out brand messages in the hope that people will get on board. Today’s consumers cannot be underestimated,” says Jane Mc-Daid, MD. “If a brand puts experience at the core of its communication, it will succeed in creating memorable campaigns that win belief, loyalty, curiosity and demand.” So what’s the key to creating a memorable event? Thinkhouse puts interactivity at the core of all its events. “We always endeavour to leave a brand’s impression on the attendees by introducing them to brands, and allowing them to interact with them, first hand.” A main objective for Thinkhouse is to create “brand fame” for their clients. This is achieved by organizing cutting-edge events that have the talkability factor and create a knock-on effect.
An example of this is the Wrangler Jeans Amnesty hosted by Thinkhouse. Brand fans wore their scruffy old jeans to the event, which they could then trade in for a brand new pair of Wranglers. This created strong attendance, and gave guests an opportunity to trial a brand they may not have previously considered. Most importantly it “got the brand on the right bums,” in McDaid’s words. The event created a buzz that went far beyond what she refers to as a “one-night stand”, creating a long-term relationship with the brand. There is no limit to the scope of an event, if it is integrated with other unique developments in social networking and new media. Thinkhouse used its unique strengths in this area to launch mobile network 3’s music capability two years ago. Using virtual world Second Life, the company hosted a real-life event concurrently with a virtual event. Half of the Thinkhouse team attended the real event, while the other team members danced the night away on Second Life from Thinkhouse’s HQ. This groundbreaking event created synergy between real-life and Second Life music fans, and reinforced 3’s image as a cutting-edge, innovative brand. Commenting on the future of event marketing, McDaid asserts: “Events will always happen. It’s how they happen that will change. Bringing interactive elements and brand experiences to events will allow them to have greater impact. Time is the new currency, and the brands that get the most time and attention will win in the end.” As today’s consumers have increasing control over the media they consume through social networking sites and blogs, they are also championing the brands they believe in.
McDaid believes: “The man on the street can do the marketers’ job for them, as they can listen to consumers’ opinions and design brand experiences accordingly.” This is an approach that has also worked well for Metro, as well as some of the world’s top global brands. It is an approach that gets results, as confirmed by the fact that experiential marketing and branded entertainment are on the rise globally. As a means of making intimate and lasting connections with consumers, events are proving to be a highly successful tactic. As Lee Rubenstein, president and CPO of Los Angeles based TBA Global, puts it: “It is human nature to crave interaction, to desire immersive experiences. Only through live interaction can we really relate to the humanness of the brand and how dedicated it is to excellence, service, worthy ideals and a connection with its audience.”
And the good news for event marketers? According to the largest and longest-running survey of corporate sales and sales executives EventView 2008, events now generate the highest return on investment of any other marketing channel. In an uncertain economic climate, more and more brand managers will be resorting to below-the-line tactics like sponsorship, promotions and events. Moreover, with a little creativity, events can break out of the traditional mould, create excitement and claim a long-term place for a brand in consumers’ hearts.