Is the experience of an event enough to gain customers?
Chobani’s adoption of experiential marketing techniques is highlighted in the Event Marketer article written by Sandra O’Loughlin. O’Loughlin brings forward the positive effects experiential marketing has had for Chobani and it’s current Chief Marketing Officer Peter McGuinness.
Chobani was able to look at the analytics from one of their experiential campaigns when they partnered Lyft with a limited release flavor. They were able to see “within a 12-hour period, the program delivered 1,000 cups via 100 ride requests and received 246 tweets, resulting in more than 773,000 impressions and 44 #ChobaniLyft posts.” Chobani was able to see the analytics of these impressions because of online interactions with customers.
McGuinness believes the experiences are not made for the experience alone, they create unpaid consumer marketing that build into a more complete campaign. McGuinness states in the article, “I hate when people bucket, and say that this is [just] a physical event. Yes, it is physical, but you are capturing a physical connection that is leading to an emotional response that can manifest itself in social and digital.”
To continue to bridge the physical and digital worlds, location analytic software companies, like SOLOMO Technology, allow brands such as Chobani to see the behavior of consumers at their experiential events and retail locations. Just as Google Analytics provides marketers performance metrics on a web site, location analytics provide clear visibility at event and retail activations to efficiently answer performance questions and make better-informed marketing decisions. With these capabilities, for example, Chobani could have identified the number of Lyft customers that went to a local retailer and near the Chobani the three months following their promotion.
The use of location analytic software, such as that of SOLOMO, allow companies to see the amount of valuable impressions their event is creating through data on passerby, those stopping, and those staying around the experience for longer periods of time. By combining the raw event experience, the online analytics of participants posting content and analytics from the location, the measurement pallet creates a more robust picture of experiential success than ever before.
For the full article, visit http://www.eventmarketer.com/article/chobani-cover-story-mcguinness/.