2. Hello!
Emily Sievert: @eskivert, @visitdenver
Social Media Manager atVISIT DENVER
Worked in the health & medical field, travel industry,
sports & recreation and agency style account
management
Avid skier/hiker/lover of all things Colorado (except
sports- Go Boston!)
Easily cries during movies
3. What to
expect out of
this session
How you can invent the future
Experiential Marketing
Partner Campaigns
Influencer Marketing
UGC
Examples from companies that
know what they are doing
Inspiring your audience…
…inspiring you.
4. I read a book!
“The greatest achievement of the human brain is
its ability to imagine objects and episodes that do
not exist in the realm of real, and it is this ability
that allows us to think about the future. –The
human brain is an ‘anticipation machine’ and
‘making future’ is the most important thing it
does.”
6. Inspiring your customer is easier said
than done
Organic Facebook engagement is
highest on posts with videos (13.9%)
https://blog.hubspot.com/marketing/visual-content-marketing
So how do we do this?
There are 40 million active small
business pages on Facebook and
4 million of those businesses pay for
social media advertising on Facebook
96% of the people that discuss brands
online do not follow those brands’
owned profiles.
7. Experiential Marketing –Why?
65% of the consumers surveyed said live
events helped them have a better
understanding of a product or service
70% of users become regular customers
after an experiential marketing event
Bud Light – Whatever, USA
Citibank - Citibike
http://blog.pop2life.com/blog/17-experiential-marketing-stats-for-2017
The event industry is growing and making
more room for marketing. Brands can be
innovative and memorable when working
within this space
“A brand is no longer what we tell the consumer
it is – it is what consumers tell each other it is.”
Scott Cook
8. VISIT DENVER
inChicago
http://www.zappos.com/about/porta-party
Experiential Marketing
Idea spawned from customer
complaints – answered
customer need
33% increase of Zappos brand
content shared around this
experience
98% of users feel more inclined
to purchase after attending an
activation.
Zappos: Porta-Party
http://blog.pop2life.com/blog/17-experiential-marketing-stats-for-2017
9.
10. Experiential Marketing
VISIT DENVER: Denver Live
on the Rocks in Chicago
In major feeder market
Saw 76,000 visitors in 3-days
Scale replica to make it feel real
11.
12. Partner Marketing –Why?
Puts the customer needs/wants first
Increase exposure, awareness and
audience for both parties
Increase consumer trust and brand
relevancy
71% of consumers are more likely to make
a purchase based on a social media
reference
BMW & LuisVuitton
Snapcash & Square
13. VisitSt. Pete
Teams w/Uber
VR Experience
Free rides in Chicago
Enter to win trip
32° in Chicago
75° & sunny in St. Petersburg
http://www.tampabay.com/news/business/tourism/chicago-uber-customers-to-get-free-rides-
and-an-invitation-to-florida-from/2263382
Partner Campaign - Co-marketing
Warm Up Wednesdays:Visit St.
Petersburg & Uber
14. Partner Campaigns - Giveaways
Airbnb & Everyone: Night-At…
Shark Aquarium - Paris Fenway Park - Boston
Ski Jump - Utah
Guinness Storehouse -
Ireland
https://www.airbnb.com/night-at
Offering a rare overnight
experience
Enter to win
Inspirational to all types of people
and target markets
Increase in account sign-up/lead
generation due directly to giveaway
Companies running social
giveaways see a 25-40% increase in
engagement throughout campaign
15. Influencer Marketing –Why?
Word-of-mouth is the new 5-star rating
70% of teenageYouTube subscribers trust
influencer opinions over traditional
celebrities
86% of women turn to social networks
before making a purchase
52% of brands using influencer marketing
are in beauty & cosmetics
16. Influencer Marketing
Axe w/ Online
Influencers
Rudy Mancuso
@rudymancuso
5 million followers on
Instagram
2.2 million views
Daniel Nguyen
@nampaikid
1.5 million
followers on
Instagram
700K views
Used 30 ‘well-coiffed’ male
YouTube and Instagram
Influencers to market hair
product
Increased viewership and
engagement throughout
campaign
https://medium.com/juliusworks/marketing-in-2017-axe-looks-to-instagram-
influencers-to-target-young-men-8d17ac82046
17. User Generated Content (UGC) -Why?
(Again) Word-of-mouth is the new 5-star
rating
90% Increase in time spent on site
70% of consumers place peer
recommendations and reviews above
professionally written content
25% of search results for the world's 20
largest brands are links to user-generated
content
http://www.dmnews.com/content-marketing/10-stats-that-show-why-user-
generated-content-works/article/444872/
18. UGC
Interactive trip-planner
All images from users
and visitors
UGC can be used for
ecommerce, hotel
bookings, booking
appointments etc.
Interactive tools built via
digital
tools/platforms/CMS
British Columbia: UGC
Explorer
19. In Summary..
Think like your audience
It’s all about ‘making-future’
Evoke emotion and become
believable
Be a show-off; showcase your
audience, show “behind the scenes”,
be vulnerable
Being ‘sold to’ is as bad as being
‘told to’.
20. WhatToTakeWithYou
In today’s world, inspiring your audience
takes creativity, innovation and being
different while remaining on trend
1. Be a “Thumb-Stopper” – stand out
2. Don’t be afraid to try (it all)
3. Measure ROI in brand retention, trust and
awareness
4. Focus your objectives on not just the tangible-
inspiration, relatability, recollection
5. Research trends and build on organic methods
6. Use short-form video, stories and influencers to
increase trust in your brand
7. Don’t just work inside the office- bring your brand
in front of your audience again
21. And if all else fails?
Just don’t be Pepsi….
Questions?
