The Experience

Rob Martin, principal and managing director of MM2 Public Relations gave a presentation on intergrated marketing in the world of public relations. "Everything is happening through social media," stated Martin, while emphasizing the accelerated movement towards technology.  According to Martin, public relations and marketing have dramatically changed in recent years.

"Markets would typically just tell you how it is...now it is a two way conversation," stated Martin. Throughout the presentation, Martin elaborated on the experience of consumers. He argued that the development towards this new marketing practice continues to benefit companies, agencies and organiztions. "Consumers are beginning to dictate the channel. There are two main factors, the shift in media influence and consumer interactivity," stated Martin.

Martin shared one of his recent campaigns that involved a vacation home rental company. Interns hired by the company drove an old station wagon, from a popular Chevy Chase movie, while promoting the company from city to city. While the interns continued on the road of promotions, a microsite tracking
thecar allowed people across the country to interact with the campaign by voting for which city the car would drive to next. The interaction between the population and company greatly increased the visibility of the business. However, practicing intergrating marketing before the interaction aspect of the camapign improves the success rate.

"Starting before the interaction makes the campaign more successful," stated Martin. Another successful campaign involved going to the homes of consumers and suprising them with a product. Various ideas and innovations tempt the new marketing strategies beyond what past marketing experts even fathomed. Interactive campaigns utilize every new medium accessible by the public, including Kellog's recent "Share Your Breakfast" campaign. "Every breakfast picture that a person sent in they give a free breakfast to someone who needs it," stated Martin. Campaigns sure as this one impact the community as a whole and encourage giving back while increasing interactivity.

The point being- do not allow yourself to become tangled in the cords of technology, we all sometimes become distracted by technological strategies, when all the while, the most effective way to reach out is through on-the-street campaigns. Creating the experience and "the buzz" can best be accomplished through  face to face interaction. So get out there and generate the experience!