At the 2020 Wine Marketing & Tourism Conference we will hear from Sarah Miller, CEO of Axis Entertainment based in southern California, on the subject of Experiential Marketing.
Experiential Marketing, or Engagement Marketing, allows you to take your go-to-market strategy to a whole new level to strengthen and engage consumer interaction with your brand. New marketing platforms today, such as social media, are designed to be two-way direct lines of communication with a community. But while social media is limited to what can be delivered online, experiential marketing includes all senses to attract and retain customers. Says Sarah (quoted here and in the following quotes):
“Experiential Marketing gives consumers a full 360 degree immersive experience to engage with all aspects of the brand.”
While experiential marketing is centered on events, and events are ubiquitous in the wine industry, it is the type of event, how it is executed and promoted, and the immersive experience that will result in stronger market leadership and consumer loyalty.
“Experiential marketing utilizes new disruptive technologies and immersive loyalty programs to create award winning experiences.”
When talking with Sarah, she definitely repeats the importance of new technologies, specifically mobile, in creating success experiential marketing campaigns.
“Mobile tech and entertainment are just as critical to survive as traditional PR and marketing. Consumers are busier, want to consume content / ads and incentives differently, and read and engage with brands much differently these days than before.”
Sarah and her firm have worked for various clients in the wine industry, including Lang Twin, Franciscan, Schaefer, Opus, Moet, the Napa Valley Vintners Association, and others. However, it is her list of national clients that is really impressive, including household names such as Playboy Mobile, Sony Music, Ted Talks, Hilton Hotels Digital, LA Kings, NASCAR Mobile, Visa Mobile, and NFL Mobile.
“We strive to stay up to date on new technologies and ahead of our clients to ensure they can thrive and survive all the ups and downs of the business world.”
We look forward to hearing Sarah’s wisdom and learning from her vast experience in Experiential Marketing.