Social Anticipation: Using the Intention Web for Experience Marketing

Event and experiential marketers seem to have been focused on using social media as a sort of historical record of their activities, posting content, including transcripts, photos, videos, Powerpoint presentations etc. after the fact.

Otherwise, the community has begun to embrace the now, talking about what’s happening on Twitter, Facebook and the like, by promoting and encouraging attendees to share their personal experiences real-time during speaking sessions, concerts and brand experiences of all types. By attracting and leveraging as many followers as possible marketers are able to broadcast updates and engage audiences well beyond the physical experience.

But what about the future? Aside from simply listing an event on Facebook, Linkedin or your favorite social network, what are you doing to build excitiment, drive anticipation, generate audience and foster community before your event takes place?

The Art of Experiential Marketing

Sun Tzu wrote in The Art of War: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” The same holds true for any experiential or event marketing program. If you want to breed success, it is critical you create and work within a strategy. Here are some tips for creating a strategic framework that will help you rally the troops and march onward toward victory.

Pick Any Two

Experiential marketing has evolved to include face-to-face, virtual, social and other digital marketing tactics as part of a 360 degree relationship between brands and their audiences. With that evolution, how are marketers managing the QCD triangle? In this post, I’ll examine the impact this evolution has made and share some ideas on improving and balancing quality, cost and delivery.