The guest speaker who really resonated with me was the Founder of Mole Street, Brendan Walsh. I was recently introduced to the exciting world of Experiential Marketing as the Assistant Manager of the Nationwide LEGO Let’s Play tour. With 8 years of marketing, customer service and management experience and with my husband’s 10 years of promotional marketing experience we were hired as the Tour Manager team for a 6-month tour. LEGO’s goal was to reengage boys ages 8-11 years old who have ditched the LEGOs they used to love for sports. We managed a minor league baseball program and set up a pop-up experience activation within the ballpark where children could play freely at our various build tables and ramps. During my time, I was able to see the impact of getting the product into the consumers hands and the excitement and joy of these children as they begged their parents to buy them LEGO for their birthday or during the activation at our retail kiosks.
Brendan Walsh’s NY Rangers activation was similar to the LEGO campaign. The NY Rangers were looking for a unique and innovative live activation to engage with consumers specifically at Madison Square Garden and game viewing parties. Mole Street created & executed an experiential marketing campaign that included a cheer-activated vending machine. “It’s voice activation feature let fans show their true loyalty to The NY Rangers by cheering as loudly as they could into the vocal meter. The machine dispensed a t-shirt and encouraged fans to inspect their prize to see if they received an additional winnings.”
The first step of the customer life cycle is “Brand Awareness” and Brendan discusses how his team was able to tell a story through experiential marketing. Consumers will always much rather be told a captivating story or walk through an experience about a brand rather than hearing random facts. Since they are exposed to a plethora of ads every day, it is very important for brands to be unique to cut through the clutter. With this interaction, they can create an emotional connection and they will always remember how great the product or experience made them feel. I feel that experiential marketing campaigns are the best way to create loyal customers and that more brands should use them to engage with their consumers.
Customer Lifecycle Marketing