SDV Marketing Natives: "Experiential Marketing
Since Marketing Natives was brought to Switzerland by the SDV (Swiss Direct Marketing Association) in January 2013, over 220 marketing enthusiasts have registered. Last Monday, the community met to discuss «experiential marketing.».
The community and event series brings marketing students and young professionals together with industry experts at six annual events. At the second event last Monday, about 120 marketing natives were in attendance as the four international speakers shared their experiences and stories:
Manuela Brunner, Group Account Manager at Serviceplan Suisse, introduced the topic. For her, one thing is essential in experiential marketing in order not to get lost in the crowd: A creative idea. With inspiring campaigns, Brunner presented the five criteria that make this idea successful in the first place. But what has changed in recent years? Advertising has to be adapted to the changing use of media, but the story has remained the same.
As experts in storytelling, the Marketing Natives invited Ali Mahlodji, founder and chief storyteller of Whatchado. Mahlodji had a dream: He wanted to create a handbook for life stories. So in 2011, he started asking the same seven questions to a wide variety of people. Whether subway riders or German presidents, he and his team have since interviewed over 1'400 people. Users of the web portal who identify with the story can apply directly for similar jobs.
However, successful ideas also often arise by chance, so Matt Cashmore, Digital Director at Blackwell's in London. We have the Hilton ducks, for example, to thank for a special offer on rubber ducks. Cashmore developed another "gimmick" during his time at the BBC. For example, elements of the British TV series "Spinal Tab" were incorporated into the website of "The Voice UK.
Successful marketing through gaming - that is the approach of Gabe McIntyre. The Dutchman describes himself as a college professor, game designer, digital artist and dudeist priest. Using examples from Ben & Jerry's, Domino's and Coca Cola, MacIntyre demonstrated the importance of Feedback Loop and Recruitment Factor. During his presentation, he raffled off tickets for his workshop "The Game Beyond", which will also take place in Zurich in the fall and is designed to give participants an even better understanding of the systematics of gaming in marketing.
The next Marketing Natives event will take place on September 9, 2013 on the topic of "Marketing CEOs. Group CEOs tell Marketing Natives about their career, their path to top management and describe their everyday life on the top floor. In addition to tips and tricks for their own careers, guests will gain a personal insight into life at board level.
Marketing Natives Switzerland
The Marketing Natives community brings together international marketing professionals and marketing students in a vibrant community under the care of the SDV Swiss Dialog Marketing Association. The offering includes six major marketing events per year in Zurich with international marketing speakers, accredited marketing qualifications and ongoing marketing job opportunities for community members. Since its founding in January 2011, Marketing Natives has become the successful community for young marketing professionals in the German-speaking world. Marketing Natives is represented in Vienna (under the care of DMVÖ) in Hamburg (supported by DDV) and in Switzerland (powered by SDV).
