By: Leslie Ortega
For our first meeting of the semester, we had a guest speaker from Margin Walker, a live-music promotions marketing company. Matthew Barron started a digital media company to mix digital marketing with creative and experiential marketing, which allowed him attendance at every music festival to take high level pictures for free. This has lead to his current employment at Margin Walker as a creative director. Matthew spoke to Texas PRSSA about experiential marketing and taking a creative approach to advertising.
When taking a creative approach, Matthew emphasized that one-on-one marketing is essential but also said to personalize things and remember to hone in on the audience you want. South by Southwest is one of the biggest events to try out these marketing ideas with big companies going head to head to see who can attract the biggest audience.
Matthew also explained that social media is a 360° appeal because it’s how consumers appraise your company. Digital presence should be a first priority as one represents their company on their social media posts. A great example of this is Wendy’s twitter account as their digital presence is known for their tweets and replies to consumers and other companies.
Lastly, Matthew talked about experiential marketing and creating experiences for your consumers. The epitome of what you give consumers at experiential marketing events is a lasting experience that they can keep forever. Examples of this include limited edition gifts and opportunities, such as hats, posters, and meeting celebrities.
One important thing to remember is that what and who you’re marketing is very important, but make sure to keep your audience in mind when creating these opportunities.