The New York Times recently ran an article about Pariano, a town on the Amalfi Coast region of Italy where, they claim, the mythic Sirens of “The Odyssey” tempted the equally mythic king of rocky Ithaca to lead his ship onto the rocks. The story, however imaginary, brings to mind the single most illuminating question asked of me in college and remains a great question for legacy brands:
What song did the Sirens sing?
Dude, ear plugs are like 99¢ at CVS
The answer actually matters. In fact, it matters a lot if you develop brand marketing for a living.
The lights! The cars! The pumping music! The attractive people on spinning turntables! My aching back!
Yes, I attended the New York International Auto Show and lived to tell the (precautionary) tale of experiential marketing done well…and not so well. Over the new few posts, I’ll point out how some marketers really made the most out of their residency at the Jacob Javits Convention Center and those who didn’t.
I’d like to start out with a winner, at least in my book: Subaru. Subaru understands its audience, also known as nerds.
Here’s what I learned:
Experiential marketing is a great opportunity to capture email from an interested party
There is no substitute for understanding your customer
Revenge of the (Station Wagon) Nerds
Oh, Subaru, you get me. Your exhibit shot a marketing arrow right through my heart.