Articles - Steaking A Claim About Experiential Marketing - 360 - Jack Morton Worldwide's Experiential Marketing Blog

July 22, 2004
Steaking A Claim About Experiential Marketing

By Todd Winking

A few weeks ago, the rain clouds parted here in Chicago just long enough for me to pull out my two Weber grills and begin salivating at the very notion of cooking up some thick, hearty, juicy steaks for me and the family. Truth be told, I'm a bit of a "beefy guy"--my diet being Atkins-friendly well before it ever became trendy--so I couldn't wait to officially kick off summer and start raking it over the coals.

An hour later, I was sitting at my kitchen table, full to satisfaction, when I glanced over at a bottle of A.1. Steak Sauce sitting on the table. I inadvertently spied the words "Shake Well" on the side of the slender bottle, along with a small section of copy underneath. "Why on earth would you need to explain what 'Shake Well' means?" I asked myself, then quickly snatched up the bottle to read:

"If there's only one drop left,
a more extreme form of shaking
may be required.
Like dancing. Or jumping jacks.
You can do it."

Now, I consider myself to be an A.1. guy. In fact, I'll go so far as to say I'm an "A.1.dvocate." But I think of A.1. as a traditional, even somewhat conservative brand. The packaging is the same as I remember for as long as I can remember it. But then--boom!--they walloped me, like some huge flank steak, with this full-on attitude about the joy of steak and A.1. Traditional and conservative as they may be, they get me. They got me--all the way to the bone.

To me, this message has all the simple but essential ingredients of a great experiential marketing campaign. Let's call it "selling the steak along with the sizzle." Good experiential marketing always starts with a genuine brand truth--an idea that is inherent in the brand's essence, its heart--made relevant to today's consumers and influencers. On-target experiential communications^® has the ability to forge an intuitive connectedness between the brand and its core consumer.

This may seem obvious. But how many campaigns neglect to start from a genuine, proprietary truth about the product and instead focus solely on features and benefits? They represent missed opportunities to be "experimental." Oops, I mean, "experiential." (Is there a difference?) Let's just agree to call it having a little F-U-N--something that every consumer in every demographic can appreciate.

Ah, the A.1. label. It's incredibly and beautifully simple; on closer inspection, it's inspired and emotional. Now, when I say emotional, I don't mean that I'm ready to connect with my inner Oprah. I mean that its message resonated within me. I felt that intuitive connection (there's that phrase again) to the brand. And what's more, I instantly felt connected with steak lovers everywhere. I was one of "them." I could instantly picture myself with a dozen other beefy guys all standing around getting ready to "shake for a steak." Brand loyalty as self-expression? If there's meat involved, count me in!

The essential elements for effective experiential marketing? Brand truth, brand culture, simplicity and inspiration. And the last (and perhaps most important): integration. Take this example, the shaking instructions on the A.1. label, as an idea that's definitely got legs. Take the attitude of this message--the over-the-top passion for A.1. and steak--and extend it to local grassroots marketing events. Toss in a little PR, a salesforce incentive program, innovative retail activation--now we're cookin' across all channels. It all starts with one simple (but juicy) idea that connects with its target audience.

As for measurement, try this on for size: I bet my waistline grows a full 2 inches over the rest of the summer. That's how I'd measure the true success of this campaign, by belt notches. Maybe a tie-in with The Men's Wearhouse ("You're gonna love the way we cook")! But seriously, loyalty like mine will be measured in years of purchasing. I'm sure the makers of A.1. won't mind waiting to see how much I can consume.

Speaking of legs, I've got to run now. The coals are about ready and I'm excited to see how A.1. works on chicken. I'll leave you with a finish as hearty and refined as that of A.1. itself: experiential marketing doesn't just mean events and it doesn't mean a radical shift in brand identity or messages. Experiential marketing feeds on the loyalty and passions of consumers like me--consumers who feel strongly enough about products to insist on sizzle with their steak.