abc, food truck marketing, food truck rental

Food trucks for rent near you: Experiential Food Truck Rental

Let’s take three things as givens about food trucks. They’re still wildly popular with consumers; many prospective truck operators don’t have the money or credit rating they need to get into the game; and some food truck owners are looking for ways to derive more income from their truck than they currently do. No wonder website, seems like it could catch on.

The site, self-described as a platform to connect truck owners with truck renters, is nothing fancy. It works this way. First, truck owners post a profile of the fully equipped and permitted truck they have for rent; then interested truck renters search profiles by zip code or description. From there, it’s up to the owner and potential renter to hammer out the details.

The service is free to potential renters. makes money by charging truck owners to post their vehicle’s information on the site. It’s not much: $9.95 per month or $99 per year, cancelable at any time.

This could be an idea whose time has come.  Food trucks are already acknowledged as the most affordable way to break into the restaurant business. We’re sure plenty of people who have been dreaming the food truck dream will be frequent visitors to the site.

On Fox's

On Fox’s “MasterChef,” host Gordon Ramsay drove one of three rented food trucks on-air. (Photo: Fox).

There might also be an untapped market to be found among short-term renters who need access to a food truck for a just a few special events each year. Anyone who’s been the volunteer food coordinator for a youth soccer tournament, charity 5k run, local art festival or similar one-shot outdoor event will be eager to explore the food truck rental opportunities listed on this site.

Owners of brick and mortar restaurants are potential renters, too. Some current operators might rent a truck from time to time to cherry-pick lucrative events. Others could experiment with whether having a food truck is a good way to boost revenue and extend their restaurant’s brand before going all in by purchasing one. A few might consider renting a truck to test-market a new restaurant idea, using it as an inexpensive method to establish proof of concept.

Why would current food truck owners rent out their valuable truck to strangers? The site answers that question this way: “To make money. This is business. Truck rentals range from $100/day to $1000/day. So, if you rent your truck out for just one day all year, you can cover your minimal listing cost here and make money. If you rent for longer, it’s a no-brainer.”

The actual mechanics of the rental are handled between the parties involved. For $199, can provide a sample rental agreement and checklist that will guide renters and owners through the process.

Plenty of food trucks have been rented to date, both short- and long-term. High-profile renters have included ESPN (to promote World Cup soccer viewing); the Food Network (all eight trucks used on the “Great Food Truck Race” show were rentals); Microsoft (it rented four trucks to publicize its Windows-based mobile phones); Frito Lay (to promote Doritos); and Fox television (three trucks rented for an episode of “MasterChef,” one of them “driven on-air by Gordon Ramsay” for what that’s worth).

We don’t know if will work as advertised. But we’re hoping it does, because we can see how it could open doors to new business opportunities for entrepreneurial-minded restaurant operators and for those who aspire to become one.


Beyond Content

Brands turn to food truck promotions and marketing to build trust and relationships with consumers “Food Truck Custom marketing”

With many food truck rental companies on the internet, how do you find the best one for you promotion? You need the best in the industry Food Truck Custom Marketing. With the help from our promotional mobile vehicle rental experts, we will make it easier to than before to utilize promotional mobile vehicles for your next promotions’ marketing campaign.

Los Angeles CA, December, 31,2014 and January 01, 2015

Food Truck Custom Marketing.  Just ended a two-day tailgate party at the Pasadena Rose Bowl, We handed out turkey legs to promote the ABC show Galavants, ABC turned to a the only food truck marketing company in the USA, the food truck marketing experts, Food Truck Custom Marketing.

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This street promotions and marketing tactic, attracts an audience of all ages to the…

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Agencies And Marketers Discover Food Trucks Can Deliver More Than Food

By  Experiential Food Truck Rental



“Heinz’s truck, offering free fries, began its trip in Pittsburgh, then visited New York. Other stops are Philadelphia and Dallas”.

When the Heavenly Mountain Resort in Lake Tahoe, Nev., wanted to promote its ski passes this season, it bypassed the usual advertising media like billboards, radio and print ads and instead chose a truck filled with snow cones driven by two improv actors to publicize its message.

For Heavenly, the idea to distribute snow cones from a truck was simple: “We’re going to give you a little bit of the mountain,” said Michael Chamberlin, the executive vice president and director of client services at BBDO San Francisco, which created the campaign for the resort.

That strategy — pairing a brand’s message with of all things, a food truck — has been increasingly employed in recent months, with major advertisers using trucks as rolling sandwich boards while advertising agencies issue the call to food truck marketing companies, like Experiential Food truck rental out in California. They provide food trucks to participate in brand-sponsored events.

Food trucks selling things like falafels and waffles have grown in popularity in cities like New York, Los Angeles and San Francisco, and advertisers now see them as a vehicle for delivering their message directly to consumers.

“All the companies that are involved in this understand the power of this guerrilla-type marketing, being on the street, being very hands-on with the consumer that’s walking around,” said Beth Lawrence, the chief marketing officer of La Cense Beef, whose La Cense Beef Burger Truck has been used in many events in Manhattan since the summer.

The challenge with buying traditional media, said John Wagnon, the vice president for marketing at Heavenly, one of the properties of the Vail Resorts group, is “paying for eyeballs of people who have no interest in what you’re trying to sell.”

The food truck campaign is the first assignment by Heavenly for BBDO San Francisco, part of the BBDO West unit of BBDO Worldwide, owned by the Omnicom Group.

The resort’s truck, outfitted with iPads and large televisions showing skiing and snowboarding films, will promote a $379 ski season pass at locations around the San Francisco Bay Area through Dec. 15.

Visitors can buy a pass at the truck itself or they can collect a card and visit a Web site for more information. The actors driving the truck will also create video content that will be posted to a blog and Facebook page associated with the campaign.

“It’s like a mobile billboard on steroids,” Mr. Chamberlin said.

Ms. Lawrence said that La Cense Beef started getting calls from advertising agencies at the end of the summer and credited it to the media attention food trucks have gotten, including a mention in New York Magazine’s list of 25 of its favorite food trucks in New York City. According to the 2011 Zagat New York City restaurants survey, 26 percent of respondents reported eating from gourmet food trucks while 40 percent expressed interest in trying them.

In November, the La Cense Beef Burger truck was hired by Team One, a division of Saatchi and Saatchi, for a private event on behalf of Lexus. In October, it was hired by IAC to participate in the Vimeo Festival + Awards event. In June, the 94×50 agency used the truck for a private event on behalf of Nike.

“They like the brand, they like the positioning and they like the fact that the meat is coming from the ranch,” William Kriegel, owner and founder of La Cense Beef, said of the grass-fed beef used to make the hamburgers sold on the truck.

At the 11th annual New Yorker festival this fall, HSBC bank used six independent food trucks to promote its first sponsorship of the event.

The trucks — Rickshaw Dumpling, Schnitzel & Things, Wafels & Dinges, Bistro, NYC Cravings and Van Leeuwen — were wrapped almost entirely in an HSBC ad campaign and each featured a special dish created for the event. Rickshaw Dumpling, for example, created a Peking duck dumpling, while Van Leeuwen offered pumpkin ice cream to visitors.

HSBC customers who showed their bank cards at any of the trucks were given special treats like a free drink of Moroccan mint tea at the Bistro truck and a free scoop of ice cream on a waffle at Wafels & Dinges. HSBC also branded the napkins used in the trucks.

But some brands prefer to create their own food truck instead of hiring an independent operator.

To promote its new product, Heinz Dip & Squeeze Ketchup, the H.J. Heinz Companybought a used truck and added a custom kitchen that included double-stacked convection ovens, food warmers, sinks and a freezer. The truck was then branded with a custom wrapping that displayed the “Heinz Ketchup Road Trip” message along with the relatedTwitter handle and Facebook page address.

The company hopes to capitalize on the growing familiarity with food trucks, said Jessica Jackson, the group head of public relations and communications at Heinz North America. The redesigned ketchup packets were also a perfect fit for a food truck, Ms. Jackson said.

“Since it was really made for eating on the go, we wanted to create an environment where people could experience it on the go,” she said.

The road trip began in mid-November in Pittsburgh, the company’s hometown, spent the Thanksgiving holiday in New York City and will make its way to Philadelphia with a final stop in Dallas. At each stop, visitors get a free serving of Ore-Ida crinkle cut fries or Ore-Ida sweet potato fries and a packet of the Dip & Squeeze Ketchup.

The company will also give away promotional T-shirts to people who have participated in one of the social media parts of the campaign. For example, the first 20 people who arrive at the truck showing on their smartphone that they have “checked in” to the “Ketchup Road Trip” on Foursquare or who post their preference as “dippers” or “squeezers” on Facebook or use the Twitter handle @DipAndSqeeze to announce their preference are also eligible for a free T-shirt.

Most food trucks, corporate or not, use social media tools like Twitter to post their location to their followers, and now Zagat, the restaurant guide, has gotten into the game. In early November, Zagat announced a food truck Web site that features a map with the location of the food trucks that it partners with. They are also conducting a survey of the best food trucks in New York.

To learn more about using food trucks for brand marketing and promotions visit:  

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Your Client’s Brand Message On Food Trucks

Target office or construction workers going to work or on break


By Diego Vasquez

coffee truck  food truck custom marketing


There aren’t many opportunities for advertisers to reach people during the typical workday, whether they’re stuck in an office, a factory or on a construction site.

But one area where they can get such interaction is on coffee trucks, which target workers outside of office buildings, factories and construction sites.

Advertisers can use simple signage on the trucks or place their ads on coffee cups, sleeves or napkins. Or for more impact marketers can custom-wrap their own truck and take it to areas where their target audience works.

To find out how to get your client at coffee trucks, read on.



Fast Facts

Food Trucks and Ice Cream Trucks are now a promotional medium for marketers and agencies.


Advertising at coffee trucks.

Any agency with street team and/or alternative media capabilities can execute a coffee truck campaign. There is also one national network of coffee/lunch trucks, and most local markets also have coffee/lunch truck operators.

How it works


There are two ways to target workers using coffee trucks.

The most common, least expensive is to place ads on coffee/lunch trucks with existing daily routes.

This could include 30-by-60-inch signs on the rear of the truck, a slimmer 20-by-60-inch sign on the side of the truck near the serving window, or 12-by-12-inch ads that sit atop the truck’s counter.


Advertisers can also do giveaways or hand out brochures or coupons. Trucks can also set up displays that allow customers to take a brochure on their own.

Advertisers may also employ a street team member to travel with the truck and pass out samples while customers wait to order.

coffee truck food truck custom marketingAdvertisers may also rent or lease their own truck, wrap it in the brand’s colors and deploy it along with street teams in areas where their desired audience works.

In these campaigns, the coffee is usually given away for free, something recipients tend to appreciate.

Street team members can interact with passersby to chat up the product or service, and a call-to-action such as a web address or coupon can be printed on the coffee cup sleeve.

In both cases, ads on coffee cups or sleeves are also seen by the customer’s co-workers.

Coffee truck campaigns can be executed national.

Numbers vary, but an average daily coffee truck route consists of about 20 stops, according to Experiential Food Truck Rental. Among more blue-collar routes, those 20 stops will include five construction sites, 10 other workplaces such as factories and manufacturing plants, and five institutions such as colleges.


The number of impressions in a given also vary by the market and the route. In Los Angeles, a typical truck brings in about 9,000 impressions per day.

How it is measured
Trucks can track how many cups of coffee they distribute, and street teams can count how many other items they give away, such as samples or brochures.


What product categories work well

Recent or current coffee truck advertisers include retail, fast food, TV networks, insurance, dairy products, apparel and radio stations.

Demographics vary depending on the truck’s route and whether it’s primarily blue color or white collar.

Among construction workers, 97 percent are male and 3 percent female, according to Scarborough Research.

Twenty-one percent are ages 18-29, 41 percent are 30-44, 37 percent are 45-64, and 1 percent are age 65 or older.

Seventy-five percent have an annual household income of $35,000 or more, with 54 percent at $50,000 or more, 34 percent at $75,000 or more and 16 percent at $100,000 or more.

Among office workers, audience is 52 percent female and 48 percent male, according to Nielsen. Average annual household income is $65,000 to $70,000 the median age 39, and 68 percent are college grads.

Making the buy
Lead time can be two to four weeks for campaigns that use basic signage, but lead time for campaigns using customized coffee cups is typically at least six weeks to allow for production time.

Basic signage on coffee/lunch trucks costs between $260 and $300 per month, per truck. Cost for fully wrapped lunch trucks in multiple markets starts at $5,000 per month, plus production.


Customized campaigns cost much more. Cost for a custom-wrapped truck with a street team and printed coffee cups and/or sleeves starts at about $20,000. A month-long campaign with these elements could cost six figures.

Who’s already been on coffee trucks
Current or recent brands that have advertised using coffee trucks include LinkedIn, McDonald’s, New York Red Bulls, MertroPCS, Nike Foot Wear, and Nestle Foods.


What they’re saying

“It’s the perfect medium to target the on-the-go working professional. You have a billboard in the city core, which is the vehicle, you have a street team interacting with them one-on-one, and then you’re giving them something in their hand that they bring back to the office.


For more information visit:

Experiential Food Truck Rental

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The Multicultural Marketing Divide: Who Is the Real Mainstream Consumer?

Most years are evolutionary, but few are revolutionary — and honestly, 2013 was hardly transformational. In many ways, a stagnant business landscape was affected by a deadlocked political atmosphere and highly divergent perceptions of critical national issues — such as health care and immigration reform. In other words, some embrace change; some embrace legacy — even to the detriment of their own businesses’ vital signs.

Some of the trepidation seen among business executives revolves around defining their target consumers. Whereas most of America is still made up of white non-Hispanic families, the vast majority of future growth emanates from diverse cultures — such as Hispanic, Asian and African Americans among others. The difficulty lies partly in “marketing science” and partly on corporate legacy and priorities.

There are certainly many corporations who have increased their spending and focus on high-growth groups such as Hispanic, Asian and African American. According to Ad Age’s2013 Hispanic Fact Pack, for example, the top 10 investors in the “new mainstream” consumer spent $1.25 billion on “Hispanic media” during 2012 alone. This is up from $956 million in 2011 — a 31 percent change year over year! At the top of the list are Procter & Gamble, McDonalds and T-Mobile, who each spent more than $100 million on Hispanic targeted advertising.

Overall, media spending growth from 2011 to 2012 was 3.2 percent, yet growth in overall Hispanic ad spending was 11.1 percent — that’s nearly $8 billion and well over three times the growth of ad spending overall. Nonetheless, the ad spending on the Hispanic segment is reportedly far below this segment’s proportion of the population (about 6 percent of total ad spending, compared to 18 percent of total population) and much less than their proportion of population growth, which has been around 60 percent in recent years. As Hispanic media spending increases, will it begin to blend with the overall spend? Or will “Hispanic-focused media” continue its ascent at the current rates?

One emerging theory has been the discussion of “Total Market,” which — although somewhat vague and subject to interpretation — generally refers to addressing multiple cultural segments (including white non-Hispanic) which roll-up into the aggregate consumer population.

The discussion is interesting, but it’s also peculiar. It appears the same proponents of multicultural marketing are promoting the Total Market concept. But those previously charged with addressing the “General Market” (a term used to describe the mainstream consumer) are not participating in the Total Market dialog in any meaningful way. Therefore, despite the recent growth in spending and buying power of multicultural audiences, multicultural marketers and those examining the general market do not appear to be on the same page.

The risk of the Total Market approach is that it’s also too broad — cultural segments get blended in and compromised within the overall milieu of the marketing mix. In some ways, this seems a defensive approach for brands in order to not get left out — “playing not to lose,” if you will.

The political landscape seems to contribute to the ambivalence among marketers. For instance, the fact that immigration reform has been severely stalled in congress seems to reflect that many leaders (and the public at large I suppose) are in denial as to the emerging role that cultural segments are playing and will play in our business economy. Perhaps it’s an excuse for business executives not to get more aggressive and maintain the status quo.As stated in prior blogs, I find the continued delay of immigration reform especially disappointing, given the fact that we have a multicultural individual in the White House and that 71 percent of the Hispanic vote provided a clear mandate to reform outdated immigration laws.

But I have hope for next year. I believe that as businesses and marketers, we can free ourselves of the gridlocked national perspective on immigration to recognize the importance of a multicultural audience. Here are some tangible gains to be made next year:

    • A leading Hispanic or Multicultural agency and their brand representative will dare to bring a legitimately multicultural message into mainstream media. There’s even a chance that the splash will be made during the Super Bowl.


    • One or more Latino, Asian or African Americans will be appointed Chief Marketing Officer in Fortune 500 companies next year. I believe that CEO’s and institutional investors get it — they will see the same vision and want someone to lead their company to where the growth is.



    • Bicultural media will shift into the next gear as “experimental media” proves itself. Next year should see the fruits of companies like Univision/ABC’s Fusion, Nuvo and MTV Tr3s — hopefully with quantitative backing — that lead to further investment in that potentially high-growth space.



  • Immigration reform (if and when it passes) will spur additional acceptance and momentum within the multicultural/new mainstream marketing and business initiatives.


As 2014 takes shape, the question of “who is the mainstream consumer” will be asked more frequently. This New Mainstream consumer is one who increasingly embraces its heritage and chooses to indulge in multiple media within a multicultural context. Whether marketers embrace it or not — held back by legacy and risk aversion if they do not — American consumers will become increasingly diverse in 2014 and will recognize the evolving face of our nation.

The time has come for CMOs to do what chairmen and institutional investors want them to: go for the growth and erode their competitors’ market share — increasingly, that means trade legacy marketing tactics for in-culture targeting.


Cesar M. Melgoza

CEO and founder, Geoscape


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Off and On: What Consumers Do and Don’t Want in a Loyalty Program

Many businesses introduce loyalty programs in the hopes of attracting new customers and turning occasional customers into loyal brand advocates. Take a look at the loyalty program benefits that US consumers say motivate them more – or less – and compare this list against your own loyalty marketing strategy.

by: Elizabeth Kraus

Give ‘Em What they Want: Are Your Loyalty Program Benefits Getting the Job Done?

Nielsen study shows what loyalty program benefits are most effective in motivating consumers so that you can meet your business marketing and growth goals. How does your customer loyalty program measure up?

If you are considering a loyalty marketing program for your business or want your company’s loyalty program to do a better job in meeting customer-attraction and other marketing goals, you might want to check out a new global study by the consumer opinion experts at Nielsen. This new study details the types of benefits that work best in the US as well as other parts of the world.

Overwhelmingly, consumers indicated that discounted and free products are what they want most in a loyalty program. Here are the top five benefits listed by US consumers in the 2013 Nielsen loyalty study:

  • 75% – Discounted or free products
  • 42% – Free shipping
  • 25% – Exclusive products or events
  • 24% – Enhanced customer service
  • 12% – Special shopping hours

In the same study, consumers were also asked what factors would make them opt-out of a brand’s loyalty program. These were the top six responses:

  • 50% – Program too expensive
  • 43% – Not shopping enough with the brand to receive the benefits
  • 37% – Program is too complicated
  • 30% – Didn’t like the benefits offered
  • 27% – Too many program communications
  • 25% – Did not want to give out personal information

Increase the Effectiveness of Your Customer Loyalty Program

Do you know what you want your customer loyalty program to accomplish? If you want your loyalty program to help you increase profitability or margins, offering the discounts or freebies consumers said they want most in a brand loyalty program could actually hurt your bottom line.

Defining loyalty program goals is essential to identifying and providing the types of rewards that will help you meet your targets. The benefits that help you convert occasional customers to more frequent shoppers could be different than the type of benefits that will help you attract new customers in the first place.

Here are some potential goals that could help you design a more effective customer loyalty program; should loyalty rewards help you:

  • attract new clients
  • motivate clients to shop more often
  • cause existing customers to shop with you on a greater number of channels (online as well as in-store, at an affiliate site, etc.)
  • incentivize customers to spend more per visit
  • stimulate referrals

If you answered “all of the above” or identified more than one goal for your loyalty program, you may wish to consider launching more than one type of customer loyalty program; at a minimum, you may need to offer different rewards in order to trigger different types of behaviors.

For instance, offering a Buy-One-Get-One offer may help you with new customer attraction or referrals, but it goes against the other goals which lead to bigger margins or profits per customer. One size simply may not fit all when it comes to your customer loyalty program.

In addition, when designing (or re-tooling) your brand loyalty program, make sure that you try to avoid consumer loyalty program turn offs:

  • If there is a cost associated for loyalty program members, make sure that benefits outweigh costs or add a money back or partial refund guarantee
  • Consider increasing benefits accrued (if customer’s aren’t shopping often enough to get benefits from the program) or offer increased benefits at tiered levels to incentivize customers to shop often enough to realize member benefits
  • Let customers choose from a range of rewards
  • Survey members to see whether their benefit preferences are changing on a regular basis, such as annually at the time of renewal
  • Let customers choose channels and type of communication they want to receive and make it easy to opt out or change their preferences online
  • Don’t require loyalty program members to reveal information they don’t want to share, and reduce information requested to only what is most necessary to administer the program

A loyalty program can help you meet your marketing goals, grow your business and become more profitable, especially if you take a strategic approach. Tailor your loyalty program to reflect specific business goals and to reflect the preferences of your customers and you are far more likely to get the results that you desire.

loyalty program marketing ideas
For more information:
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Using Advanced Tech to Measure Customer Experience

Companies that can differentiate themselves will be the ones that can derive value and drive customer engagement based on data analysis of emotional responses. – using-advanced-tech-to-measure-customer-experience.


By Krishnan Ramanujam

Think for a moment of the last time you shared a negative experience on your social channels, or when you conducted research from your mobile device before making a purchase in a store. More likely than not, these actions are second nature to you as they are for most consumers who consider multiple personalized touch points with a brand or product—including online, social, mobile, in store, etc.—to be the norm.

And it is.

However, for businesses, regardless of industry, this shift in customer communications is transformational. It is compelling companies to redefine traditional business and customer experience (CX) strategies in order to enable faster scaling, real-time engagement, and new innovation models that will retain and build customer loyalty.


The key is to identify what makes each individual consumer tick by understanding their personal experience, feedback and preferences, and then standardizing that experience across all touch points to meet that customer’s expectations. It may sound like a daunting task, but, in many ways, the hard work has been done. Consumers are already talking with brands; it’s just a matter of listening to what they say.

Today’s customers are providing businesses with a treasure trove of rich, real-time data, and the latent power of that information is immense. It should be used to inform business strategies and, more importantly, is an opportunity for companies to make educated deductions about how their customers’ needs will evolve in the future so that they can plan accordingly and improve customer retention.

The data that companies are mining is not just objective or transactional. It is emotional and includes highly subjective opinions from customers who are expressing either satisfaction or dissatisfaction with their experience with a company or product. This subjective and emotional feedback is the most critical for companies to note.

In fact, our customers have told us that the “voice of the customer” is ranked highly as both a short- and long-term priority for their businesses because it affects key business goals, including customer retention and revenue growth. It will become even more important in the coming years as brands compete for customer loyalty in an increasingly crowded market. The companies that are able to differentiate themselves will be the ones that are able to derive value and drive customer engagement based on data analysis of both subjective and emotional responses.

In order to do this effectively, companies must first strengthen and refine existing data-mining efforts. Here are two guidelines for achieving that:

· Ensure that the back office is fully integrated with the front office (or the consumer touch-points and interfaces) to provide a seamless customer experience.

· Standardize all data being collected in order to translate subjective (emotional) data to objective (actionable) information.

With these tasks accomplished, a brand can then identify the CX pain points it needs to address. Businesses can leverage this data to predict future responses to situations, products or services, and through sophisticated and automated analysis, can identify ways to deliver improved solutions for their customers.

For example, in the commercial banking sector, customers are faced with a variety of options and opportunities. Banks must aggressively differentiate themselves, and many are adopting CX programs that focus on driving customer loyalty.

Consider this client, a global retail and private bank that wanted to change the overall customer expectation of banking for its more than eight million customers serviced via an extensive branch network, online channels and customer call centers. The bank acknowledged the pressing need to develop a CX strategy that was capable of monitoring the conversations currently occurring, evaluating customer feedback and opinion, and standardizing experiences across platforms and geographies.

By tapping into the advanced technology tools available to them, this global bank created a 360-degree view of the customer that was focused on not only acquiring and engaging new customers, but also on activating, sustaining and retaining existing customers. The bank created a repository of all customer data, which was then mined to create personalized offers and recommendations saved to a customer portal that was available to all bank employees.

This approach ensured that regardless of the point of contact, customers would get the same level of service and receive a consistent message that was tailored specifically to them. The result was an enhanced customer experience, which drove loyalty for the bank’s brand.

This is just one example of how companies can harness the power of technology in order to build customer loyalty through personalized experiences. Looking ahead, it will be increasingly important for companies, regardless of who their customers are, to tap into this data to stay ahead of the competition. When done correctly, the value of a personalized, data-driven approach to customer engagement is immeasurable.

See more at:





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Brands Turn to Experiential Marketing to Reach Consumers



Perhaps door-to-door salesmen were the first experiential marketers, holding out brushes and vacuums for potential buyers to try on the spot. Today’s experiential marketing incorporates gigantic, attention-grabbing product displays, interactive billboards and participation contests, among other things. They are about marketing the brand and getting people talking.
EventNetUSA’s Joel Benson, president and CEO of the Ft. Lauderdale, FL-based experiential marketing firm, says when a consumer truly engages with a product or service, not only are they more likely to purchase it, they can also clearly articulate attributes or differentiators.

“This leads to word of mouth referrals which, more often than not, happen via social media,” Benson says. “We believe that word of mouth is the most efficient and credible marketing campaign because consumers make recommendations based on their personal experience.”

In fact, the majority of consumers (53%) say friends are most likely to influence them to buy new clothes, followed by relatives (21%) and magazines (20%), according to the Cotton Incorporated Lifestyle Monitor™ Survey. Additionally, when they are looking for apparel ideas, 34% of consumers turn to people they see regularly as a source.

Experiential marketing depends on that circular kind of connection, with brands appealing to consumers, consumers talking to each other, and then circling back to the brand.

TideSmart Global’s Steve Woods, president and CEO of the Falmouth, ME-based experiential marketing company, says people are the one constant in an increasingly fragmented consumer universe.

“Despite leaps and bounds in technology, it’s never been more difficult to grab the attention of consumers,” Woods says, adding that consumers increasingly ignore the “we talk, you listen” messaging approach. On the other hand, live people and interactions can break through all the noise.

“Experiential marketing links consumers directly to the brand through a unique experience. Whether it’s a sampling campaign, a PR event or mobile marketing tour, experiential marketing is the perfect backdrop for brands seeking a deeper, more meaningful connection with consumers.”

The look and feel of cotton has been successfully promoted two years in a row at Cotton’s 24 Hour Runway Show in South Beach, Miami. This year’s show, in March, incorporated 1,440 different looks from numerous designers, showcasing cotton’s versatility as casual, work, nighttime, or active wear. The live-streamed event, which incorporated bloggers, contests andcelebrity appearances, was viewed by more than a half-million people online.

Cotton Incorporated recently conducted another experiential marketing campaign when it staged a “mannequin protest” during Mercedes-Benz Fashion Week in New York. The multi-day event was staged to draw attention to apparel that is substituting cotton with synthetics that feel like it. The mannequins, holding signs that read “Cotton or Nothing” and “Don’t Get Duped, Check the Labels” among others, “went on strike” against wearing the synthetic garments in display windows.

While the approach was meant to be tongue-in-cheek, 84% of all consumers actually prefer their apparel to be made of cotton and cotton blends, according to the Monitor. And nearly 8 of 10 consumers (79%) say cotton and cotton blends are the fibers best suited for today’s fashions. In fact, almost all consumers (96%) prefer it for their denim jeans, followed by their T-shirts(95%), socks (94%), underwear (90%), casual shirts (86%) and activewear (71%).

Not only did the Monitor find consumers think better quality garments are made from all natural fibers such as cotton (75%), it found more than half (52%) are willing to pay more for it.

So the mannequins “took to the streets” of Manhattan to highlight the Monitor finding that consumers are bothered when retailers and brands substitute synthetic fibers for cotton in their underwear and jeans 61%, followed by their tees 59%, socks 53%, sweatshirts 51%, and dress shirts 50%.

When stores use such dramatic techniques, it’s referred to as “retail theater,” Benson says.

“But in practice, it’s about creating something that drives interest, but still brings the message full circle to the brand. For clients, we continuously quote Confucius who said: ‘I hear and I forget. I see and I remember. I do and I understand.’”

Since consumers have so many apparel shopping choices today, Benson says it’s important for retailers to give people an added reason to take notice. An experience can make the act of visiting a shop as rewarding as acquiring the product itself.

Woods says that as a tactic, experiential marketing allows a retailer or store to shape a brand in a way that is unlike any other marketing medium.

“There is the opportunity to connect consumers directly to a brand, whether through sampling, mobile marketing tours, grassroots events, a product launch or exclusive event,” Woods relates.

A recent TideSmart experience showed men how to take the guesswork out of shopping for Levi Strauss Signature jeans. A 53-foot, double slide-out vehicle that was set up alongside major NASCAR events housed the centerpiece of the experience, the Intellifit™ System. When a fully clothed person stepped into the scanning booth, the system executed a full body scan and generated a print out of recommended sizes and styles of Levi Strauss Signature apparel.

Says Woods, “Experiential marketing can increase awareness, build brand loyalty and significantly influence consumer-purchasing behavior.”


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