Using experiential marketing to promote a product or service has been a part of the event planning scene since forever. Think not……I remember the Weiner mobile when I was a kid and the local supermarket used to have some goofy guy in a costume out front on weekends! That is the crux of the experiential experience, entice the consumer to check out your stuff in any way possible that is memorable.

The experiential experience has grown to not only include B2C events, but B2B as well. What better way to promote your products then to bring a sample direct to your customer and potential customer (and yes, you should see current customers as well, your competition may be there next week with their hands on demonstration). Shaving cream, enterprise software, copiers or bar code readers. Hands on is always champ.

When planning these events, there are ways to extend the both the lifespan of the event and the reach of any campaign if done properly. Make the event interactive by mixing in the web. Attendees, whether business or consumer have come to expect both a sneak preview and a follow up to any event. OnSite Events has pioneered using a patented video application that allows companies to e-mail video (yep, e-mail the video with no attachment or link, video right in the e-mail)………….but I digress…..

Take for example a major motorcycle company; they will hit all of the major Bike Weeks and regional bike shows and that is to be expected. What this smart company has come to realize is that their consumer is extremely savvy. They are educated, have a lot of disposable income and love gadgets. This means they have computers and 99% of the time, a high speed internet connection.

How cool is to send video e-mails announcing the new 2007 bikes, the “tour” and where the tour is headed. Combine this with a website that features all of the tour stops with video of not only the product, but the attendees hyping the product and the fun they are having at the event. Add downloadable screen savers, an “event” blog and an occasional live feed from the event and you have a home run. You have a marketing tour de force.

For any product the time is now to step up and do something better, always be cost conscious, but plan a better event. The average B2B and B2C customer does not care if you advertise during idol or the Superbowl. Those spots are for customer relations, not marketing. Think back and tell me 5 of the ads you saw on idol last Tuesday, how many do you remember from the Superbowl.

I can tell you the last 10 experiential events I was part of as a consumer. Good or bad event, I remember the product. I remember the product when I am in the aisle at the supermarket, 7-11 or Office Depot. I see the product and remember the event.

Now that is power.

Just a thought.