July/August 2005
From the Editor: The total show experience

Have you heard of Jones Soda? Even if you haven’t tried it, most people remember the novelty turkey-flavored soda sold at Thanksgiving, which got national media exposure. The Jones Soda Co. has been featured on numerous TV programs, including CNN and the Today Show, and recently in Fast Company. The company’s premise: Consumers can buy soda from any company, the thing that sets them apart is the attitude, according to Peter von Stolk, Founder and CEO of Jones Soda Company, who gave the keynote address at the 2005 SISO CEO Summit.

So how does a small soda company like Jones build such a strong brand in such a crowded market in only eight years? An incredible experiential marketing campaign. The product is all about the customer. Customers submit photos, which are used on labels. Customers suggest off-the-wall flavors, like Fufu Berry and Blue Bubblegum, and customers vote online on which ones the company will produce. To connect with its 12- to 24-year-old demographic, Jones sends RVs cross-country to small skateparks and major extreme sporting events. Jones has mastered the art of creating a buzz. The company has grown revenue annually by 30 percent.

Experiential branding and marketing is hot. “Never before has there been such an opportunity for brands to enhance their marketing effectiveness by designing and integrating three-dimensional environments to drive purchase, build loyalty and inspire membership,” according to a recent white paper by Jack Morton Worldwide.

What is experiential marketing and branding? It’s about creating fresh connections between brands and consumers. It’s about customer experiences that are personally relevant, memorable, interactive and emotional. It’s about experiences that lead to increased sales and brand loyalty.

What experiences do exhibitors and attendees have with your show? How can you enhance or create those experiences? Experiential branding can take many forms at shows — from matchmaking and networking events to tours and contests, from awards programs and road shows to product demos and regional events. At InfoComm 2005, the show offers behind-the-scenes AV tours at the Wynn Las Vegas hotel and Cirque du Soleil’s O show at the Bellagio. At the 2005 Exhibitor Show, management offers five off-site learning experiences, including a field trip to GES Las Vegas, and a “dinner with strangers” program. The key: Attendees must actively participate.

If you don’t know much about experiential marketing, I would suggest reading The Experience Economy by James Gilmore. He was nterviewed for the January 2005 issue of EXPO in the article, The Science of Shopping: What show organizers can learn from retailers to create memorable experiences to keep attendees coming back (available online at www.expoweb.com).

Business-to-consumer companies have embraced experiential marketing and are pouring more and more of their budgets into it. Since trade shows already bring together key business-to-business buyers, we’re in a prime position to capitalize on this marketing trend.

Danica Tormohlen, Editor
dtormohlen@ascendmedia.com