Face Paint, Glee and BCSC…

Back to News

Face Paint, Glee and BCSC…

Today, the Innesco team attended the BCSC / IPM Breakfast Seminar: Launch of Experiential Marketing Research, hosted by Orrick. A current topic which explores how retailers and shopping centres use this tool to strengthen their brand by engaging with customers resulting in increased footfall, dwell time, sales and driving revenue for the shopping centre. After the all too tempting buffet breakfast (the bacon rolls proving as popular as always!), we rolled up our sleeves to get down to business, semiotics, Christmas, face-paint, hot air balloons and of course not forgetting Glee.   On our seats were mini laptops, a welcomed new addition to the BCSC breakfast seminars. The laptops encouraged everyone to interact throughout the session by asking questions, providing feedback and requesting additional information.   Besides the inevitable air-conditioning and Wi-Fi queries the laptops also proved a useful commodity for the more crowd-shy attendees who could ask as many questions as they pleased, free from the fear of judgment or embarrassment (we don’t bite, honestly!). With presentations from industry leaders including Coca Cola, Sky and of course Westfield, today’s discussion was invaluable and highlighted the importance of the experiential campaign. Jonathan Carter, Marketing Manager of Sky Art’s, explained how the brand capitalises on events, such as the Isle of Wight Festival with VIP Hot Air Balloons ensuring the advertising was clearly visible to 10,000 festival goers, ultimately achieving a 43 percent increase in viewers. Sky also partnered with Glee to raise awareness of the new series launch by touring UK shopping centres. Whilst Paul Dawn, Head of Assets and Experiential Marketing for Coca Cola, discussed how the brand has become synonymous with Christmas with the Coca Cola truck advert signifying the start of the festive season. The truck itself has made special appearances at shopping centres including Westfield london and Westfield Stratford City. Jackie Tracey

– BCSC Commercialisation Manager, who chaired the event, noted that commercialisation is increasingly being linked to marketing and that today’s consumers expect more than ever from their shopping experience. All presenters showed that they are ahead of the game, developing strategies to enhance the overall shopping experience with exciting initiatives and events that will ultimately make the consumer smile and tills ring. The experiential campaign is a great opportunity to build relationships with the consumers and brands that will not only benefit the event organiser but also other retailers present in the shopping centre. Rachel Lawes, Lawes Gadsby Semiotics LLP, introduced research that proved experience sells and we are much more likely to remember messages gained from an experience. Rachel’s research also found that the consumer marketing message recall-rate in-centre is 30 per cent in comparison to the high streets 12 per cent. To succeed with an experiential marketing event you need to be in a place where people are willing to take the time to engage and listen and you’d be hard pushed to find a better environment than today’s contemporary shopping centres. As Bill Giouroukos, Director of Operations Westfield, poetically put it, this isn’t just commercialisation, this is “retail theatre”. Bill went on to explain that experiential marketing is no longer just about the common areas of a shopping centre but can also extend into the units themselves, as with the pop-up MINI store at Westfield Stratford City. A vital point he made was that “customers should not be able to differentiate between marketing and commercialisation events, there are a number of things that you can do but in the end it is all about the experience of the customer.” Sadly Innesco lost out on the lucky dip for the Champagne at the end of the seminar, but besides this an enjoyable and useful way to spend the morning!   Lucinda Hannington, Senior Account Executive Sara Henriksson, Account Executive Rebecca Horne, Account Executive  

Share this post

Back to News