The document discusses the transition from interruption marketing to experience marketing. It emphasizes using events, social media, and cross-channel communications to provide authentic and engaging customer experiences that drive word-of-mouth referrals. Key aspects of experience marketing highlighted include immersion, interactivity, and building intimacy and engagement with customers across multiple touchpoints.

1. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
FROM INTERRUPTION MARKETING
TO EXPERIENCE MARKETING
JAN VAN CANEGHEM - COLORTONES, 9 NOVEMBER 2010

2. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
- Authenticity
- Customer centric
- Brand personification
- Interactivity
- Immersion
- Ego-satisfying
- Sustainability (ongoing)
- Intimacy
EXPERIENCE MARKETING

3. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
71% SPENT MORE THAN AN HOUR
92% WILLING TO GIVE FEEDBACK

4. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
98% RECOMMENDS
50% TO > FOUR

5. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
78% TELLS FRIENDS
90% WITHIN 2 DAYS

6. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
INTERACTIVE
SOCIAL

7. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
ENGAGING
WORD OF MOUTH

8. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
EVENT COMMUNICATION CURVE
INVITE PHOTO
SOCIAL MEDIA
INVITE PHOTO
USER GROUP

9. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
- Authenticity (event, social media, communication)
- Customer centric (event, communication)
- Brand personification (event, communication)
- Interactivity (event, social media, communication)
- Immersion (event, communication)
- Ego-satisfying (event, communication)
- Sustainability (social media, communication)
- Intimacy (event, communication)
EVENT COMMUNICATION AS PART
OF EXPERIENCE MARKETING

10. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Twitter
- Plancast
- LinkedIn
- Facebook
- …
SOCIAL MEDIA AS PART
OF EVENT MARKETING
EVENT
- Foursquare
- Twitter #
- …
POST EVENT
- LinkedIn
- Slideshare
- …

11. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Twitter
- Plancast
- LinkedIn
- Facebook
- …
SOCIAL MEDIA AS PART
OF EVENT MARKETING
EVENT
- Foursquare
- Twitter #
- …
POST EVENT
- LinkedIn
- Slideshare
- …

12. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

13. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Twitter
- Plancast
- LinkedIn
- Facebook
- …
SOCIAL MEDIA AS PART
OF EVENT MARKETING
EVENT
- Foursquare
- Twitter #
- …
POST EVENT
- LinkedIn
- Slideshare
- …

14. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

15. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Twitter
- Plancast
- LinkedIn
- Facebook
- …
SOCIAL MEDIA AS PART
OF EVENT MARKETING
EVENT
- Foursquare
- Twitter #
- …
POST EVENT
- LinkedIn
- Slideshare
- …

16. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

17. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Save the date
- Invitation
- Survey
- Social media
- …
CROSS CHANNEL AS PART
OF EXPERIENCE MARKETING
EVENT
- LinkedIn
- Twitter #
- …
POST EVENT
- Survey
- Photoblog
- User groups
- Slides
- …

18. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Save the date
- Invitation
- Survey
- Social media
- …
CROSS CHANNEL AS PART
OF EXPERIENCE MARKETING
EVENT
- LinkedIn
- Twitter #
- …
POST EVENT
- Survey
- Photoblog
- User groups
- Slides
- …

19. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

20. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Save the date
- Invitation
- Survey
- Social media
- …
CROSS CHANNEL AS PART
OF EXPERIENCE MARKETING
EVENT
- LinkedIn
- Twitter #
- …
POST EVENT
- Survey
- Photoblog
- User groups
- Slides
- …

21. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

22. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
PRE EVENT
- Save the date
- Invitation
- Survey
- Social media
- …
CROSS CHANNEL AS PART
OF EXPERIENCE MARKETING
EVENT
- LinkedIn
- Twitter #
- …
POST EVENT
- Survey
- Photoblog
- User groups
- Slides
- …

23. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

24. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

25. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010

26. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
WATCH/LISTEN
DIALOGUE/REGISTER

27. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
ALL CHANNELS
DIALOGUE DRIVEN

28. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
AUTOMATE
COMPLEXITY

29. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
DATA ENTRY
IN & OUTBOUND

30. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
INSURED FOLLOW UP
& DELIVERABILITY

31. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
CONVERSATION CROSS CHANNELS
CRM

32. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
- Make e-mail subject personal and engaging
- Spread communication
- Recall participants a few days prior to event
- Focus on customer, not on company
TAKE AWAY TIPS

33. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
QUESTIONS?

34. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
- + 10 events/year
- Event manager
- E-mail: colortones@campaigndock.com
- Subject: User group
USER GROUP

35. EXPERIENCE MARKETING @ COLORTONES | 9 NOVEMBER 2010
jan@campaigndock.com
http://twitter.com/#!/campaigndock
slideshare.net/janvancaneghem
http://be.linkedin.com/in/janvancaneghem