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Memorable programs: a marketing agency perspective

By October 9, 2017 January 17th, 2020 No Comments

There are an incredible number of creative programs and activities in the ever-changing and expanding field of experiential marketing.

Companies are catching on that experiential marketing is a great way (dare we say, the best way?) to get consumers to interact with their brand on a more personal level. It’s not just food and beverage sampling anymore, either. The field has escalated and grown to include even more experiential events around brands that bring the daily necessities of life and joy to families and people everywhere.

We asked some PMI employees about their favorite experiential marketing programs to date. Here’s what they had to say!

“My favorite was our KaBOOM! Play Together Tour. It put together many things that make me happy: planning events, a tour, lots of details, fun, hanging out with families and kids, and a meaningful reason behind the tour.  It also included working and partnering with a lot of great people.”-Cathi Kennedy, ‘Queen’ Account Director

In the fall of 2014, we partnered with KaBOOM!, the national nonprofit organization dedicated to making sure all kids have access to balanced and active play, and Disney to bring the Play Together Tour to six markets across the country. The activation encompassed a fun and family-focused play day that engaged consumers in those markets and drove home the messages of family time and active and balanced play for a healthy lifestyle. Activities included making a family flag, building tunnels, doing puzzles, and rolling a GIANT beach ball through a cone course.

“I love the Invacare program. Not only are we working with a company that has amazing technology for helping people with disabilities get around in any environment, but we are also working with agreat team of folks who are passionate about their brand and their products. Our teams have had the opportunity to travel all over the US educating physicians on new technologies in the wheelchair industry while also getting to have some fun!”

-Margaret Tolbert, Account Manager (echoed by Steve Randazzo, PMI President)

We’re in year two of partnering with Invacare, the world’s leading manufacturer of wheelchairs, bariatric equipment, disability scooters, respiratory products, and other homecare products. We started with the Rockin’ Rollout Tour. It was a bi-coastal tour that gave attendees a rock-and-roll-themed footprint, complete with a red carpet entry and an onstage photo opportunity. Events showcased multiple key departments of Invacare’s offerings, classroom learning opportunities, a custom Invacare Rock Band video game, and catered buffets with hospitality service. This summer we hit the road again to continue engaging with people and teaching them about the benefits of these great products in our mobile training lab.

“My favorite program is Tractor Supply. The activation is perfect for families to spend quality time together, and the games always make kids’ days! I love hearing the positive response of individuals who get to spend time at the TSC Follow Us to the Fair Tour and the excited reactions when a fair-goer wins a sweepstakes prize!”

-Courtney Moeslein, Assistant Project Manager

For the last few summers, we’ve had the pleasure of working with Tractor Supply Company, a rural lifestyle retailer engaging with people in 49 states. Our teams hit the road all summer bouncing from state fair to state fair, popping up an interactive footprint, and engaging people and families with the Tractor Supply brand. Footprint interactions include “a new Purina: Feed the Animals” game this year, guests toss Purina-branded bean bags into the “mouths” of animals that make barnyard animal noises when fed. There’s also a new bucking bull photo op, which takes place on a taxidermied rodeo bull who was named “Moose,” following a social media contest the first week of the tour. Other activities include a pig lasso game, dancing, hog calling, chicken clucking and an old-fashioned high-striker game where attendees show their strength as they try to ring the bell.” (Event Marketer recently highlighted our Follow Us to the Fair Tour 2017!)