My agency created a new blog called TideSmarticles. It’s a play on words with the company name + articles. Get it? We like it. Anyway, I wrote one of our first posts and I thought I would share. Mild brag: I not only won this business for the agency, but I was the account lead on the event I am about to describe! We have a full schedule of events for many of their labels for 2014, but this first event for The Seeker Wines was the kickoff to a beautiful relationship.
How Experiential Marketing Made A Simple Tasting Event An Event They’d Never Forget
Usually what happens at events of this nature: The participating brands will set up a table, within a tent. Attendees of the event will stand in a line to sample a taste, then move on to the next. Done and done.
The Seeker Wines wanted to increase their presence within the event, aside from the tasting table. Their goal was to build brand recognition, but potentially grow their customer base within the small Colorado city– and overall make the most of the weekend marketing dollars. Larger advertising options were presented, such as branding the Silver Queen Gondola to the top of Aspen Mountain, but didn’t seem like a fit for the desired goal. EMG3 was eager to the task.
Our solution: hire a team of brand ambassadors to spread the fun and worldly experience of The Seeker Wines all over the city outside of the event. The Seeker Wines have done an amazing job of building their brand’s identity with Steampunk décor, so we used this to our advantage within the costuming and event set elements. The “Seekers” saturated the market place with sweepstakes contest entries and free glasses of wine. Word of mouth spread quickly about the “Seekers” and soon they were the talk of the town, with increased popularity and brand recognition. The “experience” also increased the distribution of the brand in many local establishments.
Overall the experience was one Aspen, the patrons, and The Seeker Wines would never forget! (See for yourself) The Seeker Aspen (video)
How could your brand increase its presence and brand recognition with an experience?