We’re back this week for Part 2 of our conversation with Jay Lenstrom, Shiftgig’s SVP of Experiential, and former CEO of Booked Out.
If you haven’t read Part 1 of this series, click here.
Next, we talk to Jay about the experiential marketing world’s current state , and how it’s changing the mentality of today’s biggest brands.
Part 2: Experiential Marketing Today
Last time we talked about your role in bringing experiential marketing to the forefront. Where do you see the industry as it stands today?
Today, thanks to social networking and smart phones, experiential marketing is often more powerful than TV or other channels because it’s peer-to-peer, local, and relevant. They have changed the impact of what we do in experiential, but there’s also significantly more content for any one person to consume. As marketers, It’s our goal to figure out how to break through that clutter and deliver a clear, concise message for our clients.
What verticals do you see as relying the most on experiential to move their brand forward?
At the onset, experiential was largely used by consumer goods companies like beer, tobacco, automotive, and soft drink companies. Today, you see the largest brands in every industry trying these tactics — from financial services companies, to healthcare, to retirement needs. Experiential is now a strategic part of marketing plans for most corporations; so much so, many companies have hired a VP of Experiential to support the efforts.
What do you see as key to making experiential work in 2017?
Experiential marketing is the essence of local marketing and every company wants to be as hyperlocal as possible. What works well in California isn’t necessarily going to translate in Texas. With experiential, you have brand ambassadors on the frontlines of these local markets speaking to potential customers individually.
When did you make the connection that brand ambassadors would benefit from a platform like Shiftgig?
It just made sense that if you give brand ambassadors the tools they need to do well at a brand activation, it would make the overall industry better and more transparent. It felt like the right thing to do from a business standpoint, and at the beginning, we just hoped the money would follow.
Next week we have the final installment of our interview with Jay Lenstrom as we discuss the future of experiential marketing. Did you miss part one? Click here to read more.
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