So, we’ve turned to Kenny Hyslop, head of experiential at Pernod Ricard, to help us set the scene for Marketing’s experiential special this year. (Paul Ricard, the business’ founder, was the man who apparently wanted to make 365 friends a year.)
It may be in a great position – as the owner of leading drinks brands from Havana Club to Absolut – to make experiential work, but Pernod Ricard is facing the same challenges as other brands as it tries to amplify the effect of a physical event, or experience, by getting digital channels and technology to play to their strengths.
Enhanced reach and bigger potential audiences do not mean you can forget the importance of local connections, however, as illustrated by Hyslop’s explanation of how Kahlúa opened a pop-up bar in Manchester earlier this year. His experience and insight make for a fascinating read.
As Pernod Ricard is looking to boost global sales by targeting female drinkers and developing products for them, there should be more interesting developments to come.
The challenge of taking experiential marketing to a new level, if not just new audiences, and how brands can make the most of their budgets, is one that all our five essayists have on their minds.
At Frukt, Jim Robinson and Giles Fitzgerald recommend you focus your marketing on people’s passions.
Sledge’s Jonathan Edwards thinks it is all about making the right connections with consumers as you produce content from your experiential (and other) work to engage them further.
Meanwhile, at Undercurrent UK, Damian Clarke makes the point that true integration is key to successful launches.
Lucy Gillions at Wax Communications says it’s not just about entertaining the audience, as marketers can also have fun with experiential.
They offer many perspectives, but with one truth in common. The growth of digital channels and expansion of consumer connections enhances the power of experiential marketing. Keep focused on what your audience wants, and you’ll reap the rewards.