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TRANSCRIPT
23-05-2017
1
YOUR HOST: DANIEL C. HANOVER
AD-ANCHORED
PASSIVE CAMPAIGNS
PUSH MARKETING
EXPERIENCE-DRIVEN
ACTIVE ENGAGEMENT
PULL DIALOGS
In-store point-of-sale, coupons, shopper media
Mail, email, banner ads, social media used to target
Incentives and discounts used to accelerate sale
Radio, print and outdoor leveraged for full coverage
TV spots used to reach as many people as possible
ENGAGEMENT
DIALOG
LEARNING
TRIAL
CONSIDERATION
PURCHASE
Used correctly, experiential marketing allows
marketers to accomplish the objectives of the
entire marketing mix without wasted spends
across multiple spend channels
Marketers are using marketing campaigns that connect with an
audience, trigger emotions and use those emotions and those
connections to form a renewable purchase-driven relationship