Pro Motion's Experiential Marketing News

Pro Motion Celebrates Growth of Experiential Marketing Industry

From a Pick-Up Truck and a Ladder to Social Media ROI

Pro Motion Founder Steve Randazzo Tracks the Evolution of Experiential Marketing

ST. LOUIS (November 8, 2010) – In 1995 all you needed was a pick-up truck and a ladder and you could call yourself an Event Marketer.  Fifteen years later, Steve Randazzo has seen his industry built on the gut instinct that it worked evolve into a multi-million dollar industry, now called Experiential Marketing, where the value of face-to-face brand engagement is proven every day.

Randazzo started Pro Motion in 1995, working from home and brainstorming with five employees around the dining room table.  After landing its first contract with Anheuser Busch, Pro Motion grew with the industry and with 40+ people manages campaigns for Fortune 500 clients, including HP, Disney, Bosch, CNN,  Energizer and Dr. Pepper Snapple Group. Event Marketer Magazine recently referred to Pro Motion as one of the pioneers of this industry.

Randazzo has seen the dramatic way technology has changed marketing, and even experiential campaigns.  “Some may think digital media is the easier way to engage consumers, and it certainly has its place.  But nothing can replace a face-to-face encounter and actually touching or tasting a product,” he says.  “And today, digital media actually helps us prove that – today we use the internet to extend the reach and ROI of our experiential campaigns and it shows us that the hands-on experience works.”  

Involving as many senses as possible in the brand interaction is key.  “Also, you have to engage the consumer somewhere where they are open to it,” Randazzo continued.  “For example, if you approach consumers at a festival, they aren’t as time-pressed and are more open to experiencing the product.  We focus on interacting with consumers where they live, work, play and shop.”

However, a great product is the number one factor in a successful experiential marketing campaign. “If it’s not a quality product, an experiential campaign will backfire on you.  That’s why we were able to show how durable a Bosch Power Tool is by dropping their tools from 10 feet off the ground, you can do that with a Bosch-made product.  Their competitors can’t and won’t do that.”   Another important factor is a great Brand Ambassador who has been trained for success.  “We believe 90% of the success of the engagement is based on finding great Ambassadors and training them extensively,” added Randazzo.

From the world’s only street-legal giant Tonka truck to promoting Disney Parks to chasing the Stanley Cup with the Bud Light Bubble Boys, Pro Motion has done it all.  But the one project Randazzo has worked on consistently for fifteen years is building a unique company culture, based on professional and personal freedom.  “With a great culture you can overcome most anything,” Randazzo concludes.    

Pro Motion has been recognized in the experiential marketing industry by leading publications for outstanding work.  The company has also won several awards for inspiring leadership and culture.

• CTAM Mark Award for CNN Election Express Yourself Tour
• CTAM Mark Award for CNN Black In America Tour
• Event Marketer “IT List”
• Fortune Small Business “Best Bosses"
• PROMO “Top 100 Agency”
• PROMO Magazine PRO Award for Disney’s Give A Day, Get A Disney Day (including Best Overall Promotion of 2010)
• PROMO Magazine PRO Award for Energizer’s Energi To Go Sampling 
• PROMO Magazine PRO Award for Gatorade’s G-Series Mobile Locker Room
• PROMO Magazine PRO Award for Pace’s Trailgating Tour
• PRSA Pepperpot  for Termidor’s Towering Termite Tour 
• St. Louis Business Journal “Best Places to Work”
• St. Louis Small Business Monthly “Top 20 Under 20 Company”

Fifteen years in business…

• 250 wrapped vehicles touring the U.S.: that’s enough vehicles to form more than five NASCAR racing series
• 4,000 Brand Ambassadors: enough to fill Disney’s largest cruise ship 
• 30,000 event days: that’s more than 84 years with no vacation – imagine the aching feet!
• 1.75 million miles: more than three round-trip missions to the moon
• 15 million face-to-face connections: enough to engage everyone in the entire state of Illinois and New Mexico combined!

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Pro Motion is an award winning nationally recognized integrated marketing leader that focuses on building relationships to grow brands.  We specialize in the areas of experiential marketing, digital marketing, social media, strategy, creative and public relations.

Clients say we have measurably better ROI and activation and we GUARANTEE it!  We believe participation builds relationships, relationships drive results and results are all that matter! For more information follow Pro Motion on Facebook or Twitter.