Integrate Your Social and Event Marketing Initiatives  

The impact of having a customer live, feel, and touch a product can be the most effective way of influencing the purchase decision. Pair this experience with an online campaign that brings a brand into the homes and offices of your customer through websites, contests, chat rooms and other social media, and you have an unbeatable combination.  

We all have seen the effectiveness of a campaign which physically brings a brand to an audience and encourages trial. As Max Lenderman reports in his book, Experience the Message: How Experiential Marketing is Changing the Brand World, “staging brand experiences ignite the best and most compelling form of marketing: consumer recommendations to fellow consumers.” Increased product awareness and sales are often the direct result, which supports a positive return on investment (ROI) for that type of campaign. 

Online campaigns, in particular social media ones, also ignite the “consumer referring to fellow consumer” phenomena through online, email, or mobile tactics. Online social media has the means to help your customers feel that they are a part of the whole brand experience. As noted by Robert McIntosh, a contributor to the Canadian Marketing Association blog, the important thing for marketers to realize is that the consumer remains firmly in the driver’s seat in deciding to actually experience that brand or not. 

“The formula for real success on extending your Return on Marketing Investment (ROMI) is to combine experiential marketing and social media campaigns not only to extend your brand reach, but also create a deeper connection between your brand and your customer.” 

On the one hand, you are inviting customers to experience the brand prior to purchase.  Two great examples are found in InField Marketing Group’s work with the Volkswagen TDI Clean Diesel Jetta YouTube video and with Wrigley’s Juicy Fruit Snowboarding Program on Facebook.  In both cases, custom marketing tools developed and printed by PNH (like portable billboards, flags and tents) help set the stage, draw in curious audiences, and bring the brand into the lives of prospective buyers. 

At the same time, you are reinforcing the brand image and making your customer feel a part of the brand’s community.  For example, Coca-Cola, as co-presenting sponsor of the Vancouver 2010 Olympic Torch Relay, provides a continued relationship with their brand with the SOGO Carry the Flame Tour.  Again PNH proudly produced beautifully printed banners and tents – visual marketing tools which the team uses throughout their Canadian tour and that are featured online. 

In these examples and hundreds of others over the last 20 years, PNH Innovations has been proudly supporting and maximizing) the efforts of leading marketers by supplying the latest technology and printing techniques. Through dramatic size, magnificent colour, and precise imaging we have been bringing brands to life on many fronts including experiential marketing and out-of-home advertising.

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