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Dear [contact-First_Name],
Welcome to The Scoop, Kaleidoscope’s monthly
newsletter. With the holiday party season
upon us, we thought that now would be the
perfect time to talk about how experiential
or event-based marketing within the business
sector is transforming industry events into
meaningful experiences.
We always love to hear from you, so please
feel free to drop us a line at
TheScoop@KaleidoscopeResults.com.
The moderator of an online experiential forum
(www.experientialforum.com) recently shared some
insight; “with the continued adoption of
emerging technologies leading to the rise of
customer-generated content, for better or
worse, customers have gotten clued into the
fact that they control the entire
marketplace… Consequently companies are busy
crafting experiences that have a strong and
connected meaning and relevance to their
products/services as well as to their
intended audience.”
Industry events, such as trade shows,
conferences and award ceremonies use
experiential marketing to celebrate success,
educate stakeholders, recognize
achievements, raise profiles, or
professionalize a product or service.
So how can we apply experiential
marketing to our own events?
Successful events communicate your value
proposition from concept to completion.
This principle applies whether the event is
targeted to consumers, investors,
stakeholders or internal staff. Your value
proposition should be reinforced in
everything from mailing lists to marketing
collateral.
Consider corporate sponsorship. Many
companies create powerful brand experiences
through philanthropy. (See the Good, the Bad
and the Ugly below.) Supporting worthy causes
not only benefits others in need, but also
exposes your brand to a self-selecting
constituency who you may not be able to
normally reach.
Lastly, post-event evaluation helps the
good to become the great. In Event View 2006,**
"71% of respondents said
that they already engage in some form of
post-event measurement”. Post-event
evaluation is often the most overlooked
component of event management, however,
surveys, follow up campaigns, reports, and
wrap up meetings are key in identifying
shortcomings and successes, and generating
new ideas for future events. |
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Marketers spent an estimated
$171 billion in event marketing
in 2005, up 3% from 2004.*
- 80% of marketing
professionals are currently
using some form of experience
marketing, and almost 25%
believe that event marketing
provided the highest ROI, ahead
of print advertising, sales
promotions and web marketing.**
- 69% of consumers say that
emotions count for over half
their customer experience.***
- 95% of senior business
leaders say that the customer
experience is the next
competitive battleground.*
Sources
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* |
PROMO Magazine, April 2006 |
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** |
'EventView 2006' survey
co-sponsored by The George
P. Johnson Company (GPJ),
and The Meeting
Professionals International
Foundation (MPI) |
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***
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Colin Shaw, ‘Building Great
Customer Experiences’ |
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Events become memorable through meaningful
shared experiences. In this issue, Kate and
Yvette look at two charitable events
sponsored by major companies and will rate
them according to the following system:
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The Good - |
holiday eggnog in front of
a roaring fire |
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The Bad -
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too much holiday eggnog |
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The Ugly - |
holiday eggnog that you
discover in the back of your fridge
in March (it happens more often than
you think!) |
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Yvette’s Event:
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Campaign: |
CN Tower Climb for United Way |
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Venue: |
CN Tower |
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Date:
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Annual event |
The Event:
One of the best known charity events
in Toronto is the CN Tower Climb for
the United Way, which raises funds
for over 200 health and social
service agencies. A few years ago,
when I was at Scotiabank, I had the
opportunity to be involved with this
annual event as both a sponsor and
as a participant.
Yvette’s Rating: Good
[
Read her critique
]
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Kate’s Event:
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Campaign: |
The Scotiabank Toronto Waterfront
Marathon |
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Venue: |
Toronto |
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Date:
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Annual event
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The Event:
The Scotiabank Toronto Waterfront Marathon
takes place every September with a full
42.2km marathon, a half marathon and a 5km
run and walk. The Charity Challenge has a
goal to have every runner - no matter what
the distance - running in support of a
charity. In 2005, nearly 10,000 runners
raised over $625,000 for 41 charities and
this year, I had the chance to participate
with my daughter.
Kate’s Rating: Good
[
Read her critique
] |
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“The Canadian Investment Awards
celebrates excellence within the Financial
Services industry and this year we are proud
to have included Kaleidoscope Marketing and
Communications as our Strategic Marketing
Partner. Their full service approach and
marketing strategies have helped us increase
the level of sophistication of the CIA brand
while maintaining a recognizable mark of
quality within the industry. Through a
series of ads, web banners, press releases
and other communications strategies, we were
able to make a direct impact on our target
market and increase brand awareness as well
as sell out the 2006 Gala event in record
numbers for the 12th year in a row.
The Canadian Investment Awards would like
to thank Kaleidoscope for this partnership
and I look forward to working with them in
the future."
Sabine Steinbrecher, President and Founder
of the Canadian Investment Awards |
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Our Business is Growing!
Kaleidoscope is pleased to announce that we
have been chosen by MSN Canada to launch several new
initiatives, including Microsoft AdCenter, a
sophisticated online advertising platform that
integrates with Microsoft’s Live Search search
engine to provide targeted advertising opportunities
for businesses and targeted search results for
consumers.
We have
also launched our own print campaign to advertise
Kaleidoscope’s wide range of services. Look for us
in this month’s Investment Executive!
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