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Consumer Brand Marketing Experiential Marketing

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“ Consumer Marketing & Brand Development” Ohio Division of Travel and Tourism Annual Travel Marketing Conference
Ideas for Today ,[object Object],[object Object],[object Object],[object Object]
Brands ,[object Object],[object Object]
Why Brands? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Cocktail Party Test ,[object Object],[object Object],[object Object]
When is a banana not a banana? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building Experiential Brands: 10 Rules ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experiential Marketing , by Bernd H. Schmitt
Brand Experience Matrix Ordinary Extraordinary Priceless Acceptable Unacceptable Intolerable Reward Neutral Sacrifice Has Little or No Impact Experiential Marketing , by Bernd H. Schmitt
Tell Yourselves: Start Internally ,[object Object],[object Object]
The Fall of Advertising and the Rise of PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Print Ads: The 60/30/10 Rule ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reach is only important when you are reaching the important. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s your Brand Driver? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make it easy… ,[object Object],[object Object],[object Object]
What it is. Where it fits. What it does. What it means to me. Awareness Interest Consideration Trial Loyalty Media Vehicles Media Vehicles Media Vehicles Media Vehicles Media Vehicles Adoption Continuum
Brand Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Get-Away Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Godbey and Robinson
Get-Away Considerations ,[object Object],[object Object],[object Object],Source: Godbey and Robinson
Ohio & Your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ohio & Your Brand ,[object Object],[object Object],[object Object]
Last Thoughts ,[object Object],[object Object],[object Object],[object Object]

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Consumer Brand Marketing Experiential Marketing

  • 1. “ Consumer Marketing & Brand Development” Ohio Division of Travel and Tourism Annual Travel Marketing Conference
  • 2.
  • 3.
  • 4.
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  • 8. Brand Experience Matrix Ordinary Extraordinary Priceless Acceptable Unacceptable Intolerable Reward Neutral Sacrifice Has Little or No Impact Experiential Marketing , by Bernd H. Schmitt
  • 9.
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  • 15. What it is. Where it fits. What it does. What it means to me. Awareness Interest Consideration Trial Loyalty Media Vehicles Media Vehicles Media Vehicles Media Vehicles Media Vehicles Adoption Continuum
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