Decent Marketing

Gifting Experiences

This past weekend for my birthday my husband took me to Manhattan.  What a great gift --especially when you shouldn't really give clothes to a women who is six months pregnant.  We took in the Radio City Christmas Spectacular at Radio City Music Hall (I've wanted to see the Rockettes ever since I was little, and they didn't disappoint), as well as Spamalot on Broadway (the absolutely hilarious highlight of the trip).  We did lots of Christmas shopping, ate some really good food and, for a twist, took a rickshaw ride through snowy Central Park from this Turkish dude who was way more entertaining than carriage horses.  The whole experience was much more memorable than a sweater.

Not that gifting experiences is new, but I thought you might want to see about the various companies springing up all over offering gift cards for experiences.  Here's a roundup from U.S. News & World Report's December 19 issue:

"More classy than cash and less hassle than scouring the mall, gift cards can be a perfect fit.  And now these pint-size presents can snag experiences as well as merchandise ... From wine tasting in Philly ($40) to securing a musician to help you write your very own song in California or New York ($1500), Xperience Days has something for nearly every price point -- up to a zero-gravity flight in Florida for 27 people ($110,000).

Try belly dancing in San Diego ($20) or a one-hour closet makeover ($105) in Washington, D.C. via Signature Days.  Go off with three pals for a five-day golfing trip at St. Andrews ($22,500).  Or get down to Oaxaca, Mexico, for the 'Yoga & Chocolate Retreat' ($5,500).

The three-day 'Covert Ops & Special Forces training' in Florida ($2,950), from Great American Days, includes lessons for shooting Uzis and rescuing hostages.  Or you can make a fool out of yourself (and a large mammal) at the Clown-Bullfighting School ($250) in Tennessee."

Most of these offer the standard heart-pounding experiences like skydiving and white water rafting and hot air balloon rides and car racing, etc.  I'd like to see them begin offering more experiences where people can live a different life for a day or a week -- the kind of life they thought they might have when they were young and starry-eyed, before reality got in the way. 

For all of those people who thought they wanted to be a dancer when they grew up, the Rockettes offer "The Rockette Experience", a 3-hour workshop taught by a Rockette in the Rockette rehearsal hall.  Participants learn choreography from the Rockette repertoire, including the legendary kick line.  I think my leg just might fly right off if I tried to kick as high as my shoulder, so this would decidedly not be the experience I'm looking for.  Truth be told, when I was little I was convinced I'd either be Miss America or the first female pro football player in the NFL.  No lie. 

Tag: experientialmarketing

Frosty the Barman

We all know how a lot of corporate-themed events and experiences turn out fairly cheesy and silly.  So I was a little skeptical when I read about the Absolut Ice Bar in London in the November 28 issue of Fortune magazine. 

"Since it opened Oct. 1, London's Absolut Ice Bar has been drawing locals and tourists alike to the 23 degree lair [-5 C for you international readers], where the walls are lined with ice blocks from Sweden's Torne river and drinks are served in ice glasses.  But don't worry about bundling up -- patrons are given silver coats and black gloves a the door.  The effect of everyone clad in the same cloak is oddly democratic, and inside the frosty bar the mood was warmer than most hip London night spots."

Some reviewers have found it a little frustrating -- apparently there have been long waits.  But others have praised the concept and the experience.  As blogger Cherryl Aldave wrote, "there's nothing worse than being drunk and hot ... puke fest waiting to happen."  I guess she has a point. 

I haven't been there, but I do like the various ideas that have been woven in, like offering everyone special coats and gloves.  And from what I can tell from the pics I've seen, it's not plastered with Absolut logos other than one over the bar.  That's the best idea of all.

Tag: experientialmarketing

Meet Them Where They Live

I saw a little sidebar piece in the New York Times today about a program the Mercury car brand has launched called the random acts promotion. 

"... marketers of the new Mercury Milan aren't waiting for you to come to the cars; they are coming to you, and buying you a cup of coffee."

They showed up unannounced at Mums & Pops Cafe in Philadelphia on Friday and bought everyone free cups of coffee.  They parked the new Milan outside the cafe.   Interested customers were allowed to sit in the car and check out its interior, but there were no test drives.  They did however receive a voucher for $50 that they could redeem for cash by showing up for a test drive at a dealership.   

I love the fact that Mercury is bringing its product to the people, rather than expecting them to come to the cars.  People who might never have considered a Mercury Milan might do so once they've experienced it in person.  I also love the fact that they showed up announced to the owners of the shop, but unannounced and unhyped to the customers.  They simply arrived and bought coffee and shared the car.  What a nice, friendly and relaxed way to sell your wares (assuming the in-store pitch from Mercury marketing people was not over the top).   I do hope, though, that there was some insurance issue or other good reason why Mums & Pops patrons couldn't drive the car.  I think I'd be annoyed to sit in it, decide I like how it looks and feels, and then be told I'd have to show up at the dealership to actually drive it.  I realize they want to get people into the store to get the sale, but I wish consumers could have had more of an experience with the car.  I also realize they're offering 50 bucks for the test drive, but, given time, I might have done it for free at the cafe and they could have saved their 50 bucks. 

Anyway, I like marketing programs like these, because they show that companies are willing to do more than simply interrupt you to get your attention. 

More blogs about experiential marketing.

ThinkAbout 2005

Jim Gilmore and Joe Pine, authors of "The Experience Economy", are now accepting registrations for their annual thinkAbout conference.  It will be held September 14 and 15 in Keystone, Colorado.  Their focus this year is to "envision the wide-open business opportunities found throughout the Experience Economy".   (FYI, for all of you Tom Peters fans, he'll be the opening speaker on day 1.)  For more info or to register, check out the thinkAbout website.

A Rockin' Good Tooth Brushin' Time

I'm speechless. Are people really standing there brushing their teeth next to strangers inside a toothpaste submarine? I have to know more.

 

Check this out from AdPulp: Link: AdPulp: Beer Breath Enters The Tube.

Tag: marketing

It's All About the Experience

In Saturday's Atlanta Journal-Constitution, reporter Sandra Eckstein wrote about the explosion of experiential vacations among the travel and leisure industry, claiming that the newest status symbol is experiences. 

Eckstein explained that credit card companies were some of the first organizations to recognize that people want experiences on their time off.  She provided as examples Diners Club's recently-launched Ultimate Experiences, "... which allows customers to spend membership points on becoming a rodeo clown for a day or taking a tandem skydive", and American Express' program for its Blue Card holders that allows them to use points to " ... access an auction site and bid on experiences like meeting Sting backstage after a concert or taking private surfing lessons with champion Kim Hamrock."

She also highlighted a company called the Experience Store, which opened a few months ago in New York.  The company, run by Kevin Smith, helps plan experiential vacations for its clients. 

"Smith's catalog of experiences includes vineyard hopping across Tuscany in Italy on a hot-air balloon at $1,000 a day or taking a submarine down to the sunken Titanic for $36,000 per person ... his company [also] offers a drive through the Alps in a Porsche, three days of cooking classes at an elegant hotel in Italy or a chance to float in zero gravity in an airplane."

Eckstein quotes Pamela Danziger of research firm Unity Marketing about the reason behind the increase in the interest in experiences:

"It's realizing that all the 'things' in the world aren't going to make you happy.  It's doing things with other people, sharing experiences with those you love, learning new things.  That's where people get their greatest luxuries now."

Of course, long-time readers of Decent Marketing already knew this.  But I know you enjoy hearing about the increased traction experiences are getting in the marketplace, so I wanted to make sure to share this article with you.

Tag: marketing

A Whole Lot Better At Whole Foods

I like this post from Jennifer Rice about the experience at Whole Foods: What's Your Brand Mantra?: ROI of Customer Experience. There is a Whole Foods in downtown Atlanta (about 30 minutes from where I live) that I'll make special trips to every now and then. What I love about it:

• The flower shop has a wide variety of great flowers, healthy and colorful, and not the same desperately sad arrangements of carnations and whatnot that you get at regular grocery stores. These are flowers Martha Stewart would be proud of.
• The produce section makes me want to eat more fruits and vegetables. The variety is better than at most stores, and the presentation is definitely better. There's something about the feeling that you're shopping at an outdoor market that makes you feel you are healthier, more sophisticated, smarter, etc.
• The cheese rocks. I'm a big fan of cheese, and I like recipes involving cheese. At the regular grocery store, you can't find decent versions of half the cheeses you need (they generally offer horrible parmigiano reggiano) if you can find them at all (try finding ricotta salata at my Kroger). There is nothing better on this earth than Hudson Valley Camembert and a good baguette.
• The prepared foods are generally pretty good, offering a wide variety of stuff that's not even in the same league as the meager, limp, questionably fresh selection offered by regular grocery stores.

There's something about Whole Foods that borrows a page from the Starbucks handbook -- the idea of luxury, wholesomeness and a variety of exotic choices in a less fluorescent atmosphere. Even though we could get a cheap cup of coffee at McDonald's or Dunkin Donuts, we go to Starbucks to reward ourselves. I also go to Whole Foods to reward myself.

I would give anything if they'd build one closer to me. Whole Foods, hear my plea!!!!

Tag: marketing

Empirical Experience

On Wednesday, there was a story in the New York Times by John Holusha about the Empire State Building updating its tourist experience.   According to the article, "The waiting areas will be transformed with additional security checkpoints and ticket windows to minimize delays and add a dash of entertainment for those who wait."  That dash was said to be information focusing "on the building's history and its connections with celebrities."  The redesign also will include more bathrooms (always a welcome addition!).  Good for them for making an effort to improve the way people experience a New York landmark.

Tag: marketing

Exactly What Is "Experiential Marketing?"

Obviously my head must be in the clouds because I've completely missed the discussion going on over at AdRants about Experiential Marketing. (How could someone possibly have a conversation about the topic without involving me??!! Wink, wink.) Anyway, I see my friend David Wolfe has weighed in on the topic and I thought you might want to check out his thoughts. His thoughts are always good.

Link: Ageless Marketing: Exactly What Is "Experiential Marketing?".

The Experience Behind the Experience

I just came across this post about a restaurant in Washington that believes in providing a richer dining experience, from a discussion with the chef prior to the meal to a kitchen that welcomes diners wandering at any time: Link: kathleen ream: Experience Cuisine.

Perhaps not everyone would be that interested in being so involved in their meal, but I think it sounds like great fun for foodies. I've always thought there are a lot of opportunities out there in the world of entertainment and leisure to provide people with more than just the meal, more than just the music, more than just the painting. In art museums, for instance, I find myself longing to know the story behind the art and the artist who created it. Most museums just don't give you that kind of richness in their experience. They just leave it to those of us who aren't "art people" to feel stupid when we don't know what to think about what we're looking at. There are times when I think it's worth it to help people have a better experience by showing them how.

Tag: marketing