question

What does 'human elements' refer to in XM?

answer

all people involved with XM project management, event or tour management, brand ambassadors, and specialized field staff

question

XM Project Management Functions (list)

answer

-Sales and Business Development -Creative -Client Services -Operations -Venues and Sponsorship -Talent -Support Services

question

Sales and Business Development XM Function

answer

Responsible for new business

question

Creative XM Function

answer

Collaborates on new business ideation

question

Client Services XM Function

answer

-Manages clients -Maintains budgets -Day-to-day contact with field

question

Operations XM Function

answer

Responsible for production, marketing assets

question

Venues and Sponsorship XM Function

answer

Responsible for securing event venues and tour routing

question

Talent XM Function

answer

Provides staffing and initial brand ambassador contact

question

Support Services XM Function

answer

Supports the operation of the agency (financial dept., HR, office manager, IT)

question

Typology of Brand Ambassadors (list)

answer

-Tour manager and assistant tour manager -The volunteer -The road warrior -The social media maven -The premium brand ambassador/trained expert -The face -Customer service Ambassador

question

Tour manager and assistant tour manager role

answer

In charge of the overall initiative for a given team or market

question

The volunteer role

answer

-An "unpaid" community influencer who supports an event before, during, and after

question

The road warrior role

answer

-A staffer with extensive experience on vehicle or mobile tours, and is on the road and engaging at activations for long periods of time

question

The social media maven role

answer

-To be an agent for the brand in a live format that also spreads the word about the product across social networks

question

The premium brand ambassador/trained expert role

answer

-subject matter specialists -as hosts and educators, they build credibility for the brands they represent and, on the B2B side, maintain relationships with customers, dealer, account owners and sales reps

question

The Face role

answer

-to reinforce and represent the personality of a product, to be captivating on-site and motivate consumers to engage

question

Customer service ambassador

answer

-Pro's when it comes to relationships building -their role is to have conversations with attendees, to engage with them and get to know them better, learn how they use a product and make sure they are getting everything out of it that they can

question

Specialized field staff (list)

answer

-Driver -Production Manager -Emcee -DJ -Chef, baker, bartender -Brand ambassador manager

question

Driver role

answer

A designated driver whose core responsibility is to drive market assets from location to location

question

Production Manager role

answer

Individual who is responsible for managing footprint operations and technical aspects

question

Emcee Role

answer

-A staffer with skills on the microphone -This individual is responsible for drawing attention to event space, delivering brand messaging, and leading games and activities in exhibit space

question

DJ Role

answer

A field staffer who is in charge of music

question

Chef, Baker, Bartender

answer

Individuals who are responsible for preparing food or drink samples to distribute

question

Brand Ambassador Manager

answer

In charge of training and managing local brand ambassadors

question

Using a staffing agency (guidelines)

answer

-Choose a reputable company -Check the agency's recruitment procedures -Don't always go for the lowest price -Be clear on your objectives and provide a written brief -Decide exactly what you need from staff -Make sure staff are fully trained -Don't book too late

question

Managing and Training local field staff (guidelines)

answer

-Give simple-to-remember brand talking points, including calls to action (e.g., "be sure to visit Geico.com for great rates!") -Provide examples of interaction conversations -Direct the intended flow of the footprint -Have a "standards of conduct" document -Explain proper uniform wear (e.g., Tuck in shirts) -Encourage high energy, positive attitude, be on time, have fun

question

Why do event disasters happen?

answer

-normalcy bias -focusing on the wrong problems -commitment to routines

question

Normalcy Bias

answer

People tend to assume that things will continue to be as they've always been

question

Focusing on the wrong problem

answer

People often rush to incomplete or overly-simplified interpretation of the situation

question

Commitment to routines

answer

Sticking to a course of action despite changes in circumstances

question

How to Prevent Event Disasters

answer

-Pay less attention to things that confirm hunches and more attention to things that seem to violate them -Don't get locked into an idea about what is going on too early -Don't be too committed to your plans

question

One to One Interactions

answer

-Deliver message in person, physically, face to face, and in language that both parties understand -Not about reach, it's about depth -Not mass-based, it's personal -Sophisticated consumer conversations -Tailor to the individual consumers

question

Target Markets and XM

answer

-While a key concept in XM is one-to-one interactions, markets broaden their target to market segments to reach large numbers of similar one-to-one interactions -Brands must be crystal clear on desired market to target at the strategy stage in the XM process -Target markets are crucial to XM because they dictate what venues are appropriate for XM activations

question

Target Market XM Strategies

answer

-Use experiential to forge relationships and build meaningful grassroots programs -Capture data on-site specific to target market -Impact brand perceptions and opinion -Successful XM initiatives approach a target market strategy in a sufficiently thoughtful manner

question

Example Target Markets and XM

answer

-Age segments -The Hispanic Market -The college market

question

Influencing 18-23 year olds

answer

-"Lifestyle-driven influencers" -Want brands to communicate through their interests -Most likely to say they'd tell friends and family about participating in a live event

question

Influencing 24-37 year olds

answer

-Demonstrate a strong affinity for XM in the workplace

question

Influencing 38-49 olds

answer

-Want brands to communicate their value -Agree the XM is the most effective medium to cause purchase

question

Influencing 50-65 year olds

answer

-Are ready to spend wealth and leisure time at events -Most likely to want XM as best vehicle to learn information

question

-The Hispanic Market - Keys to XM Success

answer

-Family first -Get Local -Consider Sunday -Add "retailtainment" -Speak English... Live Latin -Feel the pride

question

The College Bound Market

answer

-Freshman and first-time extended time away from home are developing brand loyalties -Hook them early, make customers for life -Wary of old-school marketing -19 million (2010) full- and part-time college students have money to spend -$76 billion (2010) in discretionary spending -Ignore much of college marketing

question

The College Market

answer

-Take the brand and incorporate into the college lifestyle -Make students feel they are personally involved in the brand -Hire college students as brand ambassadors - pay in cash, swag, job experience -Co-opt with students to obtain local knowledge and speak -Be where the students are - on campus and online -Be aware of campus' policies - get permission in advance

question

The College Market Example

answer

-American Eagle hired brand ambassadors and recruited several dozen of their friends as a volunteer move-in crew. -The ambassadors cheerily unload students' cars. Then they lug belongings to the dorms -Along the way, they dole out American Eagle coupons, American Eagle water canisters and American Eagle pens

question

Typology of events

answer

-Religious events -Cultural events -Musical events -Sporting events -Corporate events -Commercial/Business events -Political/government events -Personal/Private events -Special events -Leisure events

question

Typology of Event Venues

answer

-Strategic -Market -Physical -Service -Activity

question

Strategic Event Venue

answer

-Core business activity (i.e. primary or secondary) -Ownership (i.e. public, private and charitable trust) -Management (i.e.) independent, franchised, and multi-national) -Competitive strategy (i.e. cost leadership, differentiation, focus, hybrid, etc.) -Industry context (i.e. hospitality, tourism, leisure, sport, educational or religious) -Product life cycle (e.g. birth, growth, maturity and decline)

question

Keys to booking event venues

answer

-Evaluate the type of event and the type of venue -What makes this event venue attractive -Find out attendance details to match your target market -Attendance numbers (past, projected), Market descriptors (gender, age, income) -Know your footprint needs: Space requirements, Power/water/ice requirements -Find out your location within the venue -High footfall areas, Proximity to competitors/other vendors -Price for booking venue- Negotiate, negotiate, negotiate, Added value (e.g. website links, brand mark in program, social media announcements, advertisements) -Always best to perform site check in advance

question

Mobile event marketing aka mobile touring

answer

-Is a staged brand experience that includes event activations in multiple markets and where event assets are shipped or driven market to market

question

Hitting the Road: Keys to success (list)

answer

-upgrade your pop-up -location, location, location -map your route -prevent nasty site surprises -touch on the passion points -go with the flow -think outside the trailer -monitor and measure -there is no "I" in team

question

Upgrade your pop-up (Hitting the Road: Keys to success)

answer

-Mobile touring requires detailed planning -Should be visibly appealing to entice consumers in the first place -Interesting content to keep consumers engaged -Design has to be integral to the brand or product -Fluid interaction

question

Location, Location, Location (Hitting the Road: Keys to success)

answer

-Have a clear idea of target -Select somewhere with a high footfall -Location needs to fit the overall strategy -The mobile unit needs to physically fit in all locations -Legislation, health and safety, and access needs to be taken into account

question

Map your route (Hitting the Road: Keys to success)

answer

• Plan a route that makes the journey as smooth as possible • Avoid clashing with other events

question

Prevent Nasty Site Surprises (Hitting the Road: Keys to success)

answer

-Do a site visit for each event -Check access to and from the venue, vehicle parking issues, power requirement, security, etc. -Arrive to site early

question

Touch on the passion points (Hitting the Road: Keys to success)

answer

-Experience needs a hook -Test message take away with consumers before and during the experience

question

Go with the flow (Hitting the Road: Keys to success)

answer

-Go where the crowds are -Focus on locations where people have space and time to interact and engage

question

Think outside the trailer (Hitting the Road: Keys to success)

answer

-Experience doesn't have to be restricted -Bring multiple channels together - social media, TV, press, and radio campaigns

question

Monitor and Measure (Hitting the Road: Keys to success)

answer

-Online pre-registration (B2B) -Data-capture infrastructure where visitors share experience through social media (B2C) -Add fun element (e.g. photo booth) to get visitors to share

question

There is no "I" in "team" (Hitting the Road: Keys to success)

answer

-Picking the right road team is a priority -Training and orientation is key -Continuity is key, too

question

Why are there hours-of-service regulations?

answer

-To keep fatigued drivers off the public roadways -To put limits in place for when and how long you may drive

question

Who must comply with hours-of-service

answer

-A truck, or truck-tractor with a trailer, that: -Is involved in interstate commerce and weighs over 10,001 pounds -Is involved in interstate commerce and has a gross combination weight rating of 10,001 pounds -Is involved in interstate or intrastate commerce and is transporting hazardous materials

question

14-hour duty limit

answer

-You are allowed a period of 14 consecutive hours of duty time after being OFF duty for 10 or more consecutive hours -The 14-consecutive duty period begins when you start any kind of work -Once you have reached the end of this 14-consecutive hour period, you cannot drive again until you have been off duty for another 10 consecutive hours

question

11-hour driving limit

answer

-During the 14-consecutive-hour duty period, you are only allowed to drive your truck for up to 11 total hours -There is no limit on how many of those hours you are allowed to drive at one time - you may drive for as little as a few minutes or as much as 11 hours in a row -Once you have driven a total of 11 hours, you have reached the driving limit and must be off duty for another 10 consecutive hours before driving your truck again

question

60/70-hour duty limit

answer

-If your company operates vehicles every day of the week, you may be assigned a 70-hour/8-day schedule -You are not allowed to drive after you've been on duty 70 hours in any 8 consecutive days -Once you reach the 70-hour limit, you will not be able to drive again until you have dropped below 70 hours for an 8 consecutive-day period.

question

34-hour restart

answer

-You may "restart" your 70-hour clock calculations after having at least 34 consecutive hours off duty -In other words, after you have taken at least 34 hours off duty in a row, you have the full 70 hours available again -You would then begin counting hours on the day of the restart

question

Sponsorships

answer

Investment (e.g., financial) in an event in order to provide the sponsor, or the brand, with exposure to the benefits of the event

question

Benefits of Sponsorship

answer

-Capitalize on event brand equity/image -Point of differentiation -Enhance image and reputation -Brand visibility -Generate store traffic -Venue to entertain clients, suppliers, distributors -Media interest -Encourage product trial -Theme for contests or competitions -Use athletes or celebrities for corporate appearances -Benefit for employees -Enhance relationships with a community

question

Levels of Sponsorship

answer

-Naming rights -Official partner -Official supporter

question

Sponsorships added value to XM

answer

-More support/flexibility from venue on site -Greater inclusion for premiums -Announcers incorporate brand mentions

question

Factors Affecting Sponsorship

answer

-Economic and political fluctuations -Natural synergy with intended audience -Projected return on investment -Available funds -Other marketing mix initiatives

question

Sponsorship and Event Fit

answer

-Use (by participants/audience) -Prominence (of event/organization) -Audience similarity -Geographic similarity -Attitude similarity -Image similarity

question

What is sampling

answer

-Sampling is a sales promotion strategy in which consumers are given the opportunity to try a product or service for free

question

Benefits of sampling

answer

-Opportunity of trial with limited to no commitment -Effective: 81% of consumers say that if they received a sample and like the product, they would buy it -Cheaper to execute than other promotional efforts -Way to reach consumers who really appreciate freebies, such as during economic hardships -Can track sales by zip-codes where sampling campaigns are actives

question

Situations When Samplings is Utilized

answer

-Introduce new product lines -Introduce product line extensions -For quality, aesthetic, or functional modifications to products -When products are inexpensive or convenience products -When trial-ability is feasible -As a draw to an event space -To reintroduce products -When suggesting a pairing with another product

question

Successful sampling initiatives

answer

-Reach the right people (target market), at the right time, in the right place -Follow-up with consumers -Pair with other experiential marketing efforts -Pair with traditional forms of promotion (e.g. advertising, PR) -Use it as a tool to initiate dialogue with consumers

question

Biggest sampling mistakes brands make

answer

-Sampling to current users -Sampling without permission -Focusing on targeting versus trial -Sampling without starting a conversation -Sampling without measurement -Thinking you don't have anything to sample -Eliminating sampling because it doesn't work with your marketing-mix analysis tool -Not measuring the impact of sampling at new-product launch

question

Sampling Executions

answer

-Training staff on food preparation and serving -Sourcing sample ingredients -Transporting and storing samples -Monitoring inventories -Complying with local regulations

question

Sampling Execution Needs

answer

-Cooking equipment, including pots/mixing bowls, cooking utensils, measuring cups, etc. Baking/cooking/microwaving preparation appliances -Power for electric appliances -Proper wash station, including gray water container -Serving utensils/platters/trays -Sampling paper product needs (e.g., plates, cups, plastic ware, napkins, etc.)

question

Sampling Execution Challenges

answer

-Complying with venue and local regulations (e.g., permits, inspections) -Working with perishables (e.g., product needing refrigeration) -Consistency in preparing samples -Maintaining quality of samples per clients requirements -Potential sample losses -Integrity of staff

question

What are Premiums

answer

Premiums are promotional items given away for free at experiential marketing activations in effort to prolong the experiential connection with the attendee

question

4 Premium Strategies (list)

answer

-The lure -The brand booster -the fishbowl effect -don't scrimp on the premiums

question

The lure premium strategy

answer

-Choose a premium to get noticed and to lure attendees to your event -Use premium to engage in conversation with attendees -Make the premium enticing to reconnect with the brand after the event is over -Be strategic about distribution of premiums

question

The brand booster premium strategy

answer

-Select a premium that coincides with your product (e.g., uncrustables lunchbox container) -Good premiums serve as an extension of your brand -Choose a theme and have the premium relate to that theme -Be selective about handing out takeaways from your event space -Make premiums a symbol of what the brand believes in -Create a takeaway that attendees will carry your brand message forward

question

The fish bowl effect premium strategy

answer

-Used frequently in B2B experiential marketing -Create a drawing for a big ticket premium such as an iPod or iPad -Consider business cards/contact information to enter drawing and use as lead generators

question

Don't scrimp on the premiums

answer

-Consumer expectations are heightened, many expect some kind of takeaway -Premiums extend experience memories -Find ways not to cut back on premium budgets

question

The passport system

answer

-Start with a registration component where attendees receive a card to swipe or a booklet to have stamped at each interactive element within the event footprint -After each element has been visited, attendees receive the premium upon exit -Data is collected at registration and at each interactive touch point

question

Business Markets

answer

-Markets for products and services, local to international, bought by business, government bodies, institutions (e.g., hospitals, schools) for incorporation, for consumption, for use, or for resale

question

How is B2B XM different from B2C

answer

-Customers are more willing, interested, and engaged than consumers -Much more narrow, niche target markets -Brand ambassadors must be highly knowledgeable/experts -Customers may be very knowledgeable - faking is not an option -Interaction are longer -Fewer participants is OK -Brands are willing to spend more money on an event- especially premiums

question

B2B challenges

answer

-Objectives - B2B suck in the past -Differentiate between personal selling and XM -Finding space (venues) to reach large numbers of target market -Limited budgets

question

B2B Event Marketing Trends

answer

-Tap into buyer's emotions in innovative and attention grabbing ways -B2B brands are bolder and flashier -Immersive experiences - to captivate and entertain -Mobile showrooms -Technology heavy- green screens, augmented reality, 3D technologies, tough technology, gaming, social media

question

B2B venues

answer

-Trade fair, trade shows, and conferences -Workplace -Bulk retailers -Commuter train stations -Headquarters or clusters or main offices -Major sporting events

question

Beyond the booth... making trade show booths more experiential

answer

-Objectives: to allow attendees to use different formats for education and to create areas for quality interactions -Heavy hands-on and laser-focus on providing the right experience -The power of partnership: work with venue or find co-sponsors The concept of a learning lab: multivendor, interactive, educational exhibit -Using RFID: track participants through exhibit

question

B2B XM Keys to Success

answer

-Understand how your business sector thinks, behaves and communicates -Engagement through multiple platforms and technologies is key -Business XM events don't have to be formal shirt and tie affairs -Cost is always a factor, but XM can be one on a small budget - just takes on pure, simple idea

question

Ideation Keys to success

answer

-It always starts with the consumer - lean everything you can about them -Ideally, find compelling consumer insights to guide the brainstorming, validate and "sell" your ideas -Look at secondary data research for insights -Google (search) images to help with brainstorming -Search social media - especially Pinterest, Twitter, and blogs (don't forget the comments!) -Look for news stories from authoritative outlets -Conduct your own consumer research -When all else fails, simply bring the brand (or its advertisements) to life - think of literal interpretations -Great ideas can come from anyone - you don't need the word "creative" in the title -Developing great experiential ideas is always hard work!

question

THE PUBLIC SPHERE

answer

-Where we move from one place or activity to another in the physical and virtual worlds -Is relevant in its context -Aligns with consumer goals -Provides utility -Is engaging, compelling, and refreshing

question

The Public Sphere Examples

answer

-Zappos Shoe bin at airport -Charmin pop ups -Duracell rapid responder trucks

question

THE SOCIAL SPHERE

answer

-Where we interact with and relate to one another -Is relevant in the social context -Addresses a social need or solves a social problem -Facilitates social interactions

question

Social Sphere Examples

answer

-Diageo whiskey label codes -Wal-Mart Shopycat -Nintendo Wii parties for young moms

question

TRIBAL SPHERE

answer

-Where we affiliate with groups in order to express our identity -Addresses individual desires for self-expression or identity -Performs as a social signal or a status marker -Provides a form of affiliation -Empowers the individual

question

Tribal Sphere Examples

answer

-Oakley branded products and decals -Hermes, Gucci, and Louis Vuitton bags

question

PSYCHOLOGICAL SPHERE

answer

-Where we connect language with specific thoughts and feelings -Provides a new means of articulating ideas -Identifies a brand with an action or an attribute -Links a word to a pattern of thought -Associates the brand with an emotion

question

Psychological Sphere

answer

-Nike's "Just do it" -Staples "That was easy" -Life is good, Inc.'s logo and motto

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