BerchakDesign

Experiential Marketing & Advertising

Experiential Marketing & Advertising is sometimes called Field Marketing or Promotions.  Its an opportunity for a brand to interact directly with the end users for their products and services directly.  Brands do this so that those people can gain a positive user experience with a product before buying to learn about and discover it.  The users get to interact with products in a safe situation and have an opportunity to ask questions and learn without a pressure to purchase.  In most cases these types of events have a fun and enjoyable environment.

Experiential Marketing programs that I have worked with have been both local and national tours.  The local events tend to be smaller programs that run for a shorter period.   The national tours normally run for 6-12 months and can be regional or cover the entire country.  The brands I have worked with range from Automotive to Consumer-Packaged Goods and Services. 

For these projects, my roles have covered the full spectrum of the In the Field Team, having been a Brand Ambassador to a Tour / Program Manager.   One of the fun aspects was interacting with all the different consumers gaining an appreciation of their experiences with both the products and brands I was representing at the time. 

It has been interesting to see how the people skills gained working in this field have been related to several areas of the Design Process.  Talking with the consumers uses remarkably similar skill sets to those used in the research phase of many design projects.  The process of asking a great question combined with the art of listening to both what and how they describe their user experience is remarkably like the ones for a design project.  The same can be said when working with the Brands Stake holders, all while possessing the ability to adapt to a changing environment.

The Experiential Marketing industry is a highly creative based environment, and I would be happy to speak with you about your project(s).

Skills & Software:
People Skills (communication & listening), digital and print design, logistics and project planning, thinking on the fly,

Project: Central Ohio Chevy Dealers Association Promotion

Client: Synergy Marketing

Project Category: Experiential Marketing & Advertising

My Role:  For this project I covered multiple levels of involvement, from a Product Specialist, to an Event Manager.  I became knowledgeable on the selection of cars & trucks that were included in the exhibit and were able to hold conversations about the facts & features with potential buyers (but no selling).  

 

Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
Central Ohio Chevy Events
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Project: NISSAN Dealership Assessment

Client: AMCI

Project Category: Experiential Marketing & Advertising

My Role:  I traveled to 50+ NISSAN Dealerships in the Ohio, Pennsylvania and West Virginia territories to conduct a User Experience Quality study on behalf of NISSAN North America.  I was responsible for recording how well the Dealerships maintained official brand standards (depending on the type of dealership).  The areas included the quality of the Visual Presentation, Customer comforts, Paperwork handling for both the Sales and Service departments.  This was to ensure that any NISSAN customer would be able to receive the same (or very similar) experience no matter what Dealership they might visit.

 

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Project: Peets Coffee & Tea Store reopening

Client: Identity Marketing, Vivid Marketing & Peets Coffee & Tea

Project Category: Experiential Marketing & Advertising

My Role:  On this role I was the Event & Equipment Manager.  This project was about introducing the Peets Coffee and Tea brand to a new local market where it would be replacing a different store.  We were stationed outside the remodeling store front and were providing free coffee samples for 30 days till the store reopened.  By the end of the month we had achieved the goal of sampling over 3,000 cups of coffee.  We discovered that the local market was already aware of the brand so we adjusted our interactions as needed.  

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Project: All Sport Sport Drink & Big Red NASCAR Sampling Tour

Client: All Sport Sport Drink & Big Red Soda

Project Category: Experiential Marketing & Advertising

My Role:  For this project I was the Tour Manager and it was a Nationwide tour program.  This was a brand awareness and sampling program that used the NASCAR sponsorship as a visual marketing tool.  The stops included both retail and special events around the country.  I was responsible for providing brand information and samples of the different flavors for the All Sport and Big Red / Blue Sodas lines of products.  The show car was a real NASCAR with graphics that matched the one on track during the races.  

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Project: NOS Energy Drink & Fuze Beverage NASCAR Tour

Client: Ski & Company, Ski Motorsports, NOS Energy Drink Fuze Beverage

Project Category: Experiential Marketing & Advertising

My Role:  For this project I started out as a Brand Ambassador and over the course of the project I was promoted to Tour Manager.  This program covered 40 States and stopped at local retail and other special events locations.  We provided samples of the NOS Energy Drink flavors and other SWAG with the goal of building brand awareness and engagement.  In addition to providing samples of the products we enguaged users with trivia and other games for a chance to win branded SWAG or free drinks.  We also matched what the customer purchased (NOS Energy Drink products) while we were at a specific location.  

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