jerryking + marketing + experiential_marketing   3

Cirque, Sid Lee team up to create marketing ‘events’ - The Globe and Mail
Jun. 20 2013 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Cirque du Soleil is bringing its sense for spectacle to the marketing world, teaming up with Montreal ad agency Sid Lee to launch a branded entertainment company. The joint venture will aim to help brands create experiences that people actually want to watch, listen to, and experience. The joint venture, Sid Lee Entertainment, has been a year and a half in the making, and is an attempt to address a fundamental shift in advertising: away from pushing messages to consumers, and toward creating engaging content....Marketers have been approaching Cirque for years to develop entertainment projects, Mr. Lamarre said, but the company was unable to figure out how to do that without having it conflict with its own brand.

The goal is to create events engaging enough that the brands behind them can sell tickets, Mr. Cesvet said – and to potentially create a new economic model for an industry in flux.

“With advertising, we’re still selling hours,” he said. “What we want to do with this entertainment division is transform the revenue stream of our business … what clients expect from agencies is a lot more complex. You have to do an app, you have to do interactive experiences. I don’t think the value is recognized.”
marketing  branding  brands  Cirque_du_Soleil  Montreal  advertising_agencies  partnerships  joint_ventures  events  event_marketing  ideaCity  product_launches  customer_experience  experiential_marketing  content_creators  live_performances  interactivity  inbound_marketing  entertainment  Sid_Lee  Susan_Krashinsky  creating_valuable_content  fascination 
june 2013 by jerryking
MARKETING: Selling by doing, not telling
20 Aug 2007| Globe and Mail Blog pg. B.5.| by Harvey Schachter.

MARKETING: SELLING BY DOING, NOT TELLING

If you're selling complex, intangible services, turn your next sales presentation into an action session where the client can sample what it is like to work with you. On RainToday.com, Charles Green tells of the firm that began its pitch session with: "We have 90 minutes with you. We can either do the march of a thousand slides, which we're happy to do, or we can get started now and begin to work with you. After 85 minutes we will stop, and you'll have first-hand experience of exactly how it feels to work with us." Buyers need a way to determine your expertise, and the best route is by offering them a sample rather than hearing you list your achievements.
presentations  execution  marketing  Harvey_Schachter  pitches  action-oriented  experiential_marketing  enterprise_clients  intangibles  services  sales  salesmanship 
march 2010 by jerryking

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