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June 3, 2009
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Shaz Smilansky:Why people and places are key




In the third and final exclusive online extract from her book Experiential Marketing, the marketing director of BlazinStar Experiential outlines the importance of location and brand ambassadors to successful live brand experiences.

You’ve probably heard the popular sayings: ‘Location, location, location!’ and ‘People buy people!’ many times.

These two statements may be most frequently used in retail, property and sales environments, but they apply to every touchpoint that a consumer has with an organisation or brand during their journey with it. This journey includes the marketing communication that the individuals participate in. 

It is suggested that the big idea in your experiential marketing campaign is based on a two-way interaction, in real-time. This live brand experience needs to be positively managed by people, and whether they are your employees or part time representatives, they should be brand ambassadors.

The synergy between participants, locations and brand ambassadors is very important. Therefore, to be successful in experiential marketing, you must strive to create the right experiences for the right people, and those experiences need to happen at the right place, at the right time.

When you complete target audience part of the SET MESSAGE plan, you complete the day-in-the-life analysis, also looking at the aspirational lifestyle of your target audiences, taking time out to truly consider where to find them and how best to appeal to their desires. Therefore, finding the ideal locations (whether face-to-face or remote) for the experience and setting it up effectively is key. 

The brand ambassadors are also of ultimate importance. During the live brand experience, they become the identity of the brand, because they are the only human interface between the brand personality and the consumer.

They are the people who have the potential to appeal to the desires of the participants and strengthen their relationship with the brand.

You can spend all the time in the world planning your live brand experience and ensuring that everything is logistically perfect, but if a brand ambassador is not carefully trained or not properly matched to the brand and the target audience, then the live brand experience will not be a success.


Shaz Smilansky is marketing director at experiential agency Blazin Star.

Experiential Marketing is published by
Kogan Page, costs £22.50 and is available from Amazon and all good book sellers.


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