The first time I learned about experiential marketing was potentially the same exact time I had experienced it for the first time, too. I was a Junior at The University of Maryland and an MTV "Campus Invasion" tour came to our school. I remember a few tents with some activities and certainly a few marketing tie-ins and complimentary treats from sponsors such as Neutrogena, Master Card, and Best Buy.
After the tour had left the campus, I had passed by the event area and noticed one of the banners there. I did what any student would do: I grabbed it and ran for the hills. I eventually used it as a floor mat in my residence hall room for a month or two before leaving for the semester. This was at the same time that I had decorated my room with a beach theme. Apparently, I valued bringing the beach experience into my university "living and learning" unit. Palm trees made of paper and empty rolls from carpets sold to new students in the courtyard combined with blue skies and clouds comforted me during that school year.
Perhaps it was developing the perfect "experience" in my room combined with experiencing my first experiential marketing program that silently introduced me to what I'd be focusing on a few years down the road. A road that would be over 2,500 miles away in sunny San Diego, Calif. Experiences can be priceless. That's why some experiential marketing programs can be expensive.
Many years later, it only makes sense to me that I've contributed towards over 100 national live marketing programs for big name companies that have motivated consumers to buy new products. My marketing keynote, "The Power and Profit of Experiential Marketing," explores the impact of live marketing in the 21st century. Should you know of someone thirsty for a compelling presentation that includes how I contributed towards the experiential marketing program that led to a $4.1 billion buyout of VitaminWater by Coca Cola, just let me know. You may even get a complimentary sample.
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