Transference of Enthusiasm with Experiential Marketing

©2013 Paul Edgewater All Rights Reserved

You started a company offering a product or service that you believe in strongly; something you knew had alluring features and useful benefits that outweighed its retail cost. The concept of your product or service was so exciting to you that it kept you up nights. You wanted to share it with the world and you couldn’t contain your enthusiasm. You knew that if you could transfer your enthusiasm for your product or service to the marketplace, almost everyone would feel as you do about your offering and gladly purchase it from you.

As Peter Drucker said, “There are only two basic functions in business; Innovation and Marketing”. At this point, you have the innovation part down. Now the marketing part kicks in. How do you do this? What are the best ways to inform and educate potential customers? Will your website, Facebook or Twitter page convey this enthusiasm? Will traditional channels do the trick, i.e. print, radio and TV media? Maybe you can advertise on YouTube? How about signage, such as billboards or other placards? Finally, let’s not forget experiential marketing; high quality, face-to-face interactions with brand ambassadors (at Busy Bee Promotions, we call our BAs ‘BEEs’ or BEE-As). The best approach is to implement as many marketing techniques as your budget allows (that are applicable to your offering) and then measure the results of each. All of the above can communicate enthusiasm, but in this article, we’ll examine experiential marketing, as it’s the most effective way to transfer enthusiasm for your offering to the marketplace.

There is no substitute for face-to-face, human interactions. One enthusiastic person communicating with another person will always have far more impact on the marketplace than any static advertisement, or web presence will ever have. It’s akin to the difference between seeing a band live and seeing a billboard for the band; there is no comparison. When marketing with BAs the trade-off is that the cost-per-interaction is higher than other methods, but the conversion to sales or other opt-ins is so much greater that the curve is in favor of the brand ambassador. Suffice it to say, the key to having a successful transference of enthusiasm with a street team of BAs is to have the right team; a dynamic, vibrant and energetic team that shares the enthusiasm you have for your offering and can effectively communicate that to your marketplace. With every interaction they have, your market penetration will grow exponentially.

For more on the value of word-of-mouth marketing, read the “Face-To-Face Book” by Keller and Fay. I highly recommend it.

The image below is courtesy of: http://www.3sdcmetro.com/2013/02/15/how-to-keep-your-enthusiasm/

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