OOH’s Role in Today’s Shift to Experiential Marketing

With permission of the OAAA.

“Marketing is no longer about the stuff you make, but the stories you tell.” Marketing Guru Seth Godin’s words have never been truer in today’s media marketplace. Consumers today expect brands to understand their unique needs and preferences, they crave authenticity and meaningful connections.

Experiential marketing helps to forge closer ties between brands and consumers, capturing and retaining interest.  According to a recent Freeman study, almost 60 percent of global CMOs consider brand experiences valuable for creating lasting relationships, and 90 percent think they drive more compelling engagement.

Whether these brand encounters are events and real-world interactions or online engagements, OOH is often used to enhance consumer experiences.

To promote the new Taylor Swift NOW channel (Taylor Swift videos on demand via DIRECTV NOW), AT&T worked with the songwriter/singer to produce a multi-part series, The Making of a Song. The entire marketing campaign, which began with OOH across the country, was a fan experience aiming to engage fans and music lovers and encourage social sharing. The campaign also included a Times Square takeover and fan pop-events for ideal photo opportunities. Read the case study here.

At the 2018 Geopath/OAAA OOH Media Conference & Expo in Austin last month, High Brew Coffee’s chief marketing officer, Mari Johnson, offered her insights into the value of experiential marketing and OOH’s role.

“I believe that a one-to-one connection with the consumer is one that makes brands very successful. It’s creating a genuine bond with someone,” she said.”

She added, “I know field marketing cannot stand on its own. It needs other marketing tools to complement and scale it.”

Johnson explained how High Brew Coffee used OOH around a special event – the 2017 Austin City Limits Music Festival. “The event is the anchor, and OOH is how we talk to consumers,” she said. High Brew also utilized social media, retail and shopping marketing, and public relations.

“We created an experience and a message for the consumer that was pretty much unavoidable,” said Johnson.

In the period OOH was live in the market, Brew Coffee saw a 411 percent increase in sales. This compares to the same period the previous year, in which OOH was not used when sales increased 285 percent.

Johnson concluded, “We learned OOH on its own is effective, but when you bring it all together with field marketing, you see tangible sales results.”

 

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