How to put your product in the hands of consumers
Fortunately for them, they were not alone, but I have noticed they have been using that free advice and have spruced up their efforts - big time! The old-fashion event gals and guys who started experiential marketing firms are being overtaken by more creative outfits like buzzer.nl who have taken experiential marketing to a whole new level.
Experiential marketing still has a place, but its the agencies that are marketing focused rather than event focused that can really add value. If you think about it, it's the use of newer technologies that engage consumers on multiple levels that excelertate the customers experience with the brand and breeds loyalty long after the drink has crossed their taste buds or they have driven for 1 minute in a motor vehicle.
I am not meaning to bag experiential marketing companies, but in fact, to say that if a company is using an experiential marketing company that doesn't have an end-to-end consumer experience strategy in place - dump them. Find one that does.
Getting your products in the hands of consumers is simple - you need to create desire.
Travel companies have woken up to this long ago and now the success of flying 100 people to a destination and showing them the sights, while they photograph, tweet, instagram, facebook and blog about it to millions of others is now more cost effective than running a advertising campaign an in some cases just buying an advertisement.
Likewise, if you open a restaurant, Luke Fryer and Stewart Koziora learnt first hand how to create a successful brand in a new market with Wagamama, but giving out free meals to people for three consecutive days. Word spread like wildfire and the rest is history. They built a successful brand and created an iconic restaurant chain that perhaps the originator in London failed a little to do.