Ch direct experiential marketing strategy

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CH DIRECT EXPERIENTIAL MARKETING STRATEGY

Transcript of Ch direct experiential marketing strategy

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CH DIRECTEXPERIENTIAL MARKETING

STRATEGY

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INTRODUCTION • Experiential marketing is a concept of creating experiences that

integrates elements of emotions, logic, and general thought processes to connect with the consumer.

• The objective of every experiential marketing event is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels

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WHY EXPERIENTIAL MARKETING?• Engages all 5 senses i.e. see, hear, touch, smell & touch

• Most memorable media

• Changes brand perceptions

• Increases sales

• Consumers love it

• Experiential is the word of mouth media

• An opportunity for personal feedback

• Experiential can convey complex messages

• Makes consumers receptive to other forms of media

• Generate a significant number of free media impressions, thereby multiplying its value

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ABOUT CH DIRECT• CH Direct is an experiential marketing

company owned by Charterhouse Events.

• We are in to create unforgettable moments by bringing brands to life through sampling, sales activation, road tours, special events, and promotions in retail, bar, and other environments.

• We have a team of both male and female promotional agents in the 10 regions of Ghana, who deliver an impression and communicate clear messages about brands, creating a more effective medium. This will allow customers to engage and better connect with clients’ brand.

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STRATEGIC PLAN• VISION: Our vision is to be Ghana’s leading provider of excellent experiential

marketing solutions for top brands in Ghana and Africa.

• MISSION: It is our mission to provide and create unforgettable moments using fresh ideas while using efficient services adding measurable value. Our client's goals are our goals and together we will reach our desired results.

• GOALS: Our goal is to engage consumers with enjoyable and memorable brand experiences by creating and delivering innovative ideas which we will execute with perfection every time. Getting clients’ product into the hands of their target market, the people who matter, is our top priority.

• CORE COMPETENCY: We have available logistics for experiential marketing, also a team of the best promotional models in all the 10 regions of Ghana, that are excited to achieve success for brands and put any product in the spotlight. These experienced brand ambassadors offer a deeper engagement with targeted consumers giving them a reason to believe in a product and/or brands at the moment of truth.

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STRENGTHS• RELEVANT EXPERIENCE: Charterhouse events already has the record of executing flawless

experiential events for top brands in Ghana and outside Ghana. Eg: Agoro Western Union road shows, IFC Lighting Africa Regional tour, Unilever Ye Wo Dwom Country tour. etc.

• LOGISTICS: The Company already owns some key logistics needed to undertake such activations. Eg: Truck, Van, Trolley, Gazebo, PA System, Generator etc.

• SOCIAL MEDIA FOLLOWINGS: We have a huge social media following of our other brands created which can be used to market this aspect of the business to prospective clients.

• EXPERTISE: We have in house the right events expertise to lead and drive the experiential wing with mind blowing ideas and plans.

• TECHNICAL MANPOWER: We have available Technical manpower when the need arises to take experiential marketing to a more advance technical level.

• THINK TANKS: We have available the think tanks to help our strategic direction in order to give our clients top notch ideas to help build their brands.

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Activation Truck Activation Van

PA System Trolley Gazebo

LOGISTICS AVAILABLE

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WEAKNESS

• We don’t have a clear in house experiential marketing plan.

• There is no one leading it.

• We lack the connection with clients when it comes to experiential events, they always see us not to be in the experiential event space.

• We hardly put out info on our expertise in experiential marketing to our followers on social media.

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OPPORTUNITY• Companies who want to use experiential marketing as a tool to market their brands and

products.• International Agencies for Behavioral Change campaigns

• Telcos

• Technological Companies

• Food Companies

• Beverage Companies

• Pharmaceutical and Medical sector

• Beauty and Fashion sector

• Educational Institutions

• Growing population.

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THREATS• People see us as only a BIG events

company, thus far away from the experiential marketing space.

• We are also seen as too EXPENSIVE to be doing smaller experiential marketing jobs.

• Springing of small scale event companies also doing experiential events.

• Existence of solely experiential marketing events companies. eg: EXP, Market Icons etc.

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WAY FORWARD WORK ON OUR STRENGTHS:

• RELEVANT EXPERIENCE: Put out our relevant experience when it comes to experiential marketing events and promotions in a unique way that will connect easily with prospective clients.

• SOCIAL MEDIA: Consolidate our social media following and commercialize it in a way that allows us to keep them active all year round with our experiential events and ideas through photos and videos.

• EXPERTISE: Use our events expertise to design great monthly and annual client experiential events such as regional tours, market storms etc. for specific products and brands.

• SMALL SCALE EVENTS: Focus on small scale experiential events which will use our in-house logistics to keep costs low.

• TECHINCAL MANPOWER: Focus on our technical manpower to keep costs low and give quality services.

• INOVATION: Create unique experiential regional tours, that will take products and services around the length and breath of Ghana to the help build our clients’ brands.

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WAY FORWARD WORK ON OUR WEAKNESSES:• LEADERSHIP/TEAM: o We need to identify a team leader to drive the experiential marketing

Bus. o Also we need to identify team members to support with the leader.o We have to recruit reliable and dedicated regional representatives to

help with the support.

TAKE ADVANTAGE OF OPPORTUNITIES:o Create a catchy company name ie. CH DIRECT.o Put together an experiential marketing Brochure.o Organized marketing of our experiential marketing events services to

our already clients and new ones.o Build a list of targeted companies we want to sell our services to.

WORK ON OUR THREATS:o Push the new name out as specializing in experiential marketing events

and activations.o Keep the budget low.o Use young people to lead and market. o Aggressive marketing.

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ACTION PLAN• Draw an Annual calendar solely for

experiential activities.

• Recruit dedicated regional reps and promoters.

• Develop experiential marketing events proposals.

• Hit the road to sell our ideas to the world.

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PROPOSED EXPERIENTIAL ACTIVITIESEXPERIENTIAL STORMS:• Market storms• Church/Mosque storms• Community/Town storms

EXPERIENTIAL TOURS:• Food/Beverage Tours• Fashion and Beauty Tour• Educational and Book Tour• Recreation and Relaxation Tour

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OUR NEW BABY

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EXPERIENTIAL TOURS• Experiential tours and events are proven to drive

affinity and adoption among consumers.

• Studies tell us that 98 percent of consumers are more inclined to purchase a product or service after attending an event, and 96 percent of consumers mention the company or brand when they tell friends and family about their experience.

• By engaging, involving and enabling audiences through immersive experiences, brands can develop and nurture lasting relationships.

• Companies are taking notice of experiential’s significant value and are shifting their budgets to allocate more funding for it every year.

• Experiential events like food truck, pop-up shops and mobile tours make an impact in connection to the growth of major brands.

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WHY EXPERIENTIAL TOURS? EXPERIENCE & SCALABILITY:

• Experiential tours bring your brand to life in a way that’s interactive and on-the-go.

• These brand-owned experiences are efficient, cost-effective, and have the flexibility to reach consumers across several markets.

• Scaled, one-of-a-kind experiences of this type gives one the advantage of being able to leverage social content at each stop to drive interest for later events down the road.

• One-on-one engagements like these help brands energize their fan base and build relationships with new fans along the way.

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BRANDS AS FRIENDS:

• Taking brands on the road gives clients’ the opportunity to interact face-to-face with consumers during key moments of their lives.

• Depending on clients’ audience, that means reaching them in the the places they choose to indulge in their passions such as concerts, festivals and conferences.

• With social media and the emergence of so many new engagement channels, brands are expected to pace with consumers everywhere, all the time – online and off.

• And whether consumers are aware or not, a brand can serve as a constant friend and companion, So while social media is certainly important to keep the conversation going with consumers, these face-to-face interactions truly keep the relationship alive.

WHY EXPERIENTIAL TOURS>>

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WHY EXPERIENTIAL TOURS>> HYPER-TARGETING:

• More and more, brands are realizing that in order to truly move the needle with consumers, they need to take an “audience-of-one” approach and hyper-target individual consumers.

• Deeply understanding your target audience and finding ways (and places) to activate is key to reaching these individuals.

• Immersive, touring brand experiences can provide that activation possibility at every stop.

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WHY EXPERIENTIAL TOURS>> LOCAL TO GLOBAL:

• Brands are starting to see the value of taking a “reverse- funnel” approach, in which they connect more deeply with consumers by infiltrating an existing community and then sharing that experience with global audiences.

• Achieving scale through the content generated at those experiences provides richer, physical brand experiences and more authentic online content.

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WHY EXPERIENTIAL TOURS>>SHARED VALUES AND

AUTHENTICITY:

• Connect with consumers by aligning with consumer passion points that make sense for brands.

• Always demonstrate similar values to consumers, otherwise your message won’t resonate.

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