Highlights from the Experiential Marketing Summit

A “brand experience” is created when a customer tells you what they want and you respond to them in ways that integrate your brand into their life. StinsonGEM recently hosted a group of team members and clients at a two-day summit on brand experiential marketing.

Here is a brief overview of three case studies presented by leading marketers at the summit:

Starbucks – the neighborhood gathering place


For Starbucks, the number one marketing strategy is opening stores. It considers the major media choice to be the baristas and the idea of creating a neighborhood gathering place.

Starbucks vice president of marketing suggested four key elements: authenticity, human connection, participation, and core focus.

One specific example presented was the addition of a coffee-tasting event as part of Starbucks’ sponsorship of the Aspen Food & Wine Event. There were exclusive blends you could not get anywhere else. The response by both chefs and attendees leveraged their visibility at the event.

CROCS – strapping on to sponsorships
Because CROCS shoes aren’t attractive, they needed the interaction with the customer to tell the bigger story. So, CROCS uses a method of 360 degrees of activation with sponsorships, including products, merchandise and signage. At various sporting events, they allow the consumer to create pages at crocs.com/running and put their favorite sports team on the back strap of their shoes.

GAP – partnering for a cause
In October 2006, with the help of Bono and Oprah, GAP launched their involvement with (PRODUCT) RED™ on Michigan Avenue in Chicago.

Half the proceeds from GAP RED goes towards the Global Fund, which helps women and children in Africa affected by HIV/AIDS. GAP has not only become a global partner of (PRODUCT) RED™, but also makes some of the clothing in Africa.

If you are interested in learning more about Experiential Marketing, send for our latest white paper that offers more details on these cases, plus seven milestones suggested by the expert speakers at the Summit. It also provides links and further resources for creating effective programs.