Experience the Message: How Experiential Marketing is Changing the Brand World

Tami Oliphant is a Ph.D. candidate in Library and Information Studies at the University of Western Ontario.

The author of this book argues that traditional advertising, such as
Internet pop-up ads and TV commercials, is dead. The only method that
works for modern, media-savvy consumers is advertising that provides
them with meaningful experiences and clear benefits when and where the
consumers choose to engage with the advertising. Some examples of
successful, experiential guerilla campaigns include the 24-hour test
drive offered by Ford, allowing customers to bring in a load or two of
laundry to test out a new washing machine before purchasing it, or
receiving free hair gel at a punk rock show if your Mohawk can withstand
the company’s wind machine.

Experiential marketing works when companies tap into social networks
through word of mouth, the Internet, and other grassroots initiatives.
These campaigns are often exclusive so that trendsetters, or “brand
evangelists,” will generate buzz on behalf of the company. For
example, when Toyota developed the Scion in order to reach the
20-something male, the company developed a selective roll-out strategy:
they simply parked the car in front of hip nightclubs, restaurants, and
stores and encouraged interested people to test drive the vehicle. The
company sold close to 100,000 units with little or no advertising.
Experiential marketing is about allowing customers to provide input, as
exemplified by shoe guru Fluevog producing a customer-designed shoe, or
Microsoft employees using blogs to talk to their customers and receive
feedback (and often good ideas). The ultimate experiential marketing
experience is Camp Jeep, where kids can make Jeep music videos and
bumper stickers, and Jeep owners are treated to a vehicle maintenance
course, live rock acts, an obstacle course and showroom, and many other
entertaining initiatives.

If Lenderman’s ideas are followed to their logical conclusion,
consumers (not citizens) will look to businesses to provide experiences
for them rather than using their abilities to create their own.
Lenderman’s years of experience in the business are evident in this
well-written and thoroughly researched book. Experience the Message is a
must-read for business students and an engaging read for anyone
interested in, or concerned about, advertising.