M/C/C Blog

We are constantly surrounded by people trying to sell us something. People in the grocery stores with samples of this and that. Ladies at the cosmetic counters offering makeovers. Very sophisticated advertisements on television. Radio endorsements by your favorite morning team who have used the product first hand. Are we so skeptical that we must try it before we buy it?

Maybe so.

Experiential marketing may be the way to influence the mind of the buyer – young and old. So what is experiential marketing? Let’s call it a buzzword for live events, getting face-to-face with the buyer. Product sampling, tradeshows, test-drives and facility tours are just a few examples. Live, face-to-face events are proving to be more influential in driving quick sales than direct mail and even television – and by a good margin. According to a 2003 study by SRI, 43 percent of buyers are likely to make a purchase after participating in an experiential marketing experience as compared to 20 percent who have just viewed a television spot.

Experiential marketing offers the “try it” approach and has been successful with higher priced items such as cars and computers. Is experiential marketing the new purchase incentive? Is it just too hard to tell someone “no” when you are engaged one-on-one?

The event has come and gone when all of America celebrates TV commercials, recognizing them as the art they have truly become. Yes, that’s right, the SUPER BOWL. Many even refer to this extravagant display of commercials as, “The Holy Grail of Advertising.” Companies spent an estimated $2.3 million this year (as compared to last year’s $2 million) for a 30-second commercial spot during Super Bowl XXXVIII.

Not only do the prices for the commercials go up each year, our expectations do, as well. With an estimated 100 million viewers, the possibilities are endless, if the ads perform.

A survey of 500 Americans conducted by online market research firm InsightExpress found that of those planning to watch this year's game, 50 percent said they were tuning in specifically to see the commercials. We are no longer looking for just a catchy commercial, but instead one that is funny, creative and fun for all ages. The viewers expect advertisers to outdo themselves year after year. How did they measure up this year?

Anheuser-Busch, a clear winner, used such tactics as crotch-biting dogs, a flatulent horse, a donkey dreaming of joining the Clydesdales and many more creative ideas to grab the viewer’s attention, placing six out of their nine commercials in the top 10, polled by USA Today. Due to their exclusivity deal through 2006, they were the only beer company advertised during the Super Bowl.

Pepsi, a longtime leader in Super Bowl advertising, produced several high-ranking commercials this year. Among those was a commercial featuring several young teens who were accused of downloading free music from the Internet. In partnership with Apple’s iTunes, they are giving away 100 million free music downloads. This is a great example of finding an issue that resonates with the target market and using it as an advantage.

One of my coworkers was talking with her 5-year-old son the other day about working to earn money and how people can run out of money. Rather than his mom running out of money, he suggested she visit money.com to get more.

If only it worked that way...

Unfortunately, there is no money for order at money.com. And, although I have no free money to offer either, listed below are a few suggestions to help you get the most out of your investment in printing projects. Printed pieces — brochures, data sheets, pocket folders — contribute to the overall impression customers and prospects have of you. The investment in high quality printed pieces can be significant, but, with a well laid out plan, it doesn’t have to be. By using these suggestions when developing and printing your company’s marketing materials, you can streamline costs without sacrificing your brand.