Experiential Marketing...who owns the term?

The term "Experiential Marketing" has been used in the marketing industry by many players over the last few years, but who owns the term? Interestingly, my company, XMC Sports and Entertainment, trademarked the term 13 years ago. Why? Because even back then the writing was on the wall for traditional marketing techniques. It was obvious to us, even back then, that the power of connecting with consumers in a manner that enables them to experience one's brand in an environment that speaks to the brand, is unmatched. We at XMC are pleased to have delivered premium experiential marketing, sponsorship marketing and branded entertainment programs to our clients. Having worked with top sports properties like Formula One, the Olympics, the NHL, the Super Bowl, the PGA tour and the NBA, our ability to source and execute turnkey experiential marketing programs for our clients is second to none. Moreover, our ability to deliver turnkey music programming, has afforded our clients with one "money can't buy" experience after another. Our connections to top acts like U2, Van Halen, the Rolling Stones, AC/DC and the Black Eyed Peas mean that whatever our clients want to achieve, we can deliver it.

So who owns "Experiential Marketing"? We do.

The Subway Subway?

The McDonald's station? The Pepsi stop? The Subway Subway?

As reported by the Toronto Star last week, Toronto is considering reviewing a naming rights strategy for its massive underground subway system, just as other jursidications have also begun to consider the value of their assets.
Tess Kalinowski, the Transportation Reporter for the Toronto Star reports:

"The TTC has agreed to study the feasibility of selling corporate naming rights to subway stations as a way to raise money. The controversial request for a study of practices in other cities came from commissioner Peter Milczyn, who cited an ad from the Middle East city of Dubai inviting corporations to "Turn your brand into a destination" by buying rights to two new transit lines and 23 stations being built there."If one of the wealthiest jurisdictions in the world is looking at doing this, we should at least look at it," he said. Saying "beggers can't be choosers," Milczyn noted the TTC is embarking on an ambitious expansion while struggling to raise operating funds."

At a time when citizens have hit the wall when it comes to personal and corporate tax increases, not to mention property tax hikes and Provincial and Federal sales taxes, creative revenue generation strategies must be explored. A feasibility study would certainly enlighten the community as to the hidden value of the the Toronto Transit Commission. From a brand awareness perspective alone, the TTC's Ridership Growth Strategy suggests that by 2011, as many as 500,000,000 riders will ulitize the service. Wow - that's a lot of eyeballs. Couple that with category exclusive rights to communicate with those riders and a fully integrated partnership benefits package, and you've got 8 figure revenue potential that can't be ignored.

Keywords: Naming rights, naming, rights, corporate naming rights, branded cities, branded communities, selling naming rights, corporate partnerships, brand awareness, valuation, ROI

Pepsi Buys Naming Rights for Xanadu Ferris Wheel

Its branded entertainment in all its glory: a 287 foot tall Ferris wheel in Xanadu, the "branded city" across the street from the new Giants Stadium in New Jersey. Pepsi-Cola North America has purchased the naming rights in a 10-year deal. A gigantic logo will be displayed in the middle of the wheel. Although Pepsi hasn't commented on the price, rumours are swirling that the naming rights to the "Pepsi Globe" went for $100 million over 10 years. The ride will take 25 minutes and will offer views of the Manhattan skyline.

Not only will this high traffic zone offer tens of millions impressions each year, but also, attendees will have the opportunity to associate the brand with a thrilling and unique experience. Pepsi will also reprint the Pepsi Globe image on 450 million cans of soda to further drive awareness of the brand and its novel partnership with the Xanadu development.

Now that's what I call thinking outside the can!

Keywords: Branded entertainment, naming rights, naming, rights, brand awareness, branding, experiential marketing

Experiential Marketing: Thinking Outside the Box

I was at the Interior Design Show today and was impressed by the size and scope of the event. Kitchen cabinet companies, tile experts, gas fireplace designers, and top designers like Brian Gluckstein and Sarah Richardson. One exhibitor that seemed out of place: Yellow Pages. Now why would a company like Yellow Pages, a physical and now online search engine want to pay $20/foot for booth space at a design show? The answer: to interact with an audience undergoing change in their lives where searching for trades, ideas, information is common.

Whether it's redoing a kitchen or getting married (Yellow Pages shows up at wedding shows too), yellowpages.ca wants to interact with people when they are in change mode because that's when they are most likely to use a search function. By experiencing the yellow pages search brand in the context of and inextricably linked to the show, attendees are more likely to think Yellow before Google the next time they search.


Keywords: Booth space, experiential marketing, brand awareness