All you need is LOVE!

Love is one of the strongest human emotions, it ‘conquers all’, is all encompassing, its irrational and cannot be completely described or replicated artificially. How do we love? We love through experience, by having an experience or series of experiences, which develop into love, or are just love. Love is a feeling, a perception, a positive energy.

In marketing terms, we dream of being able to develop the kind of Brand Loyalty that ‘Product’ Love would bring, field marketing, Direct Marketing, Print, TV, New Media, all these routes have their pluses, but none engenders love, for that you need to have experience.

Experiential Marketing is about the customer, it is about how they feel - their reactions and having their own unique experience to your product or brand, on for that you need to engage your customer with a platform, which allows the customer to feel.

A bottle of Rum is a bottle of Rum, but made as a cocktail, served in a unique environment, with music and a situation (created with your brand values in mind), will give the customer not just Rum, but an experience, which they attach your brand. When they want the same feeling, to extend the experience they will reach for that Rum – try to re-create the same experience or more broadly -make their own experience from it.

Bacardi Martini (UK) celebrate 12 years of the B-Bar this year , their hugely successful festival and club B-Bar experience and latterly B-Live. BACARDI took their bottle of Rum (Bacardi) and made it an experience, and 10 years on we still LOVE IT!

I worked on many early B-Bar events, providing everything from Event Management, Bar Mixologists to Event Production, back in the late 90’s and early part of the Millennium - and I still love the brand.

Experiential diversity - broad strokes for lots of folks...

Getting to grips with your clients Brand Ambitions is essential for you to produce successful and meaningful results for your clients brand. Here is a selection of just some of the diverse range of experiential activity I have been proud to devise, produce and deliver - a big thank you to the various teams who have helped me deliver Northern Tzar's vision for the huge range of clients...

The importance of Brand Collateral...

In the world of events its essential to present as much Brand collateral to the brands involved with the event. If you present a broad and dynamic purse of material to your brands you will enhance not only your reputation with those brands, but you will mark yourself out as someone worth taking seriously.

In today's climate, budgets are tight, and the funding for events and experiential activity is at a premium. However, if you are smart enough to attract the funding, make sure you give a quality return on their investment.

A few hundred pounds spent on a video of the event, will be a sound investment - and offer your brand partners a solid piece of material with which to judge you, your event and the success of the investment. When your brand partners are looking for opportunities in the future , they will be more interested in what you have to offer, and will have a better picture of your capabilities.

Check out the video's here for NARC Magazine's 3rd Birthday event in April 2009, with (MOLSON COORS) Carling and Global Brands' Goldschlager headlining support; And to contrast, check out the Beverage Brand's WKD Halloween Street Party I produced in winter 2007 ...