Javelin Experiential

Given the wide range of views on what experiential marketing encompasses, it follows that literature on the subject abounds. Since many of these books rival college textbook prices, we thought we’d start a reading list challenge to lay down the definitive word on which titles are worth your time and money, and which ones are not.

INK-N-IRON is a celebration of custom culture, Americana and the art of rebellion. It’s a true festival experience that has music as an important element, but that element supports everything else that is going on, rather than dominating.

The diverse and passionate people who attend are the heart of the experience: Latinos in cuffed Levis and greased hair, punk rockers with pink Mohawks, custom bike builders with pompadours, and more. They come to explore and experience vintage collectibles, hot rods and kustoms, burlesque, art, fashion, 280 of the best tattoo artists in the world, pin striping, pin-up contest, BBQ, beer, hand crafted merchandise, and – of course – an incredible lineup of music.

My first Event Marketer Summit was a blur of speakers, case studies and seminars, getting lost in the hotel, stealing sombreros, and eating my weight in Mrs. Fields cookies. The days were crammed with engaging speakers, “Belinking” and conversation. On Monday I attended The EX Award Gala, along with other Javelin folks, to represent Bacardi B-LIVE in the Best Nightlife Program category. Cheering for ourselves and our competitors was equally fun, and we looked damn good doing it!

There is something alluring about in-your-face authenticity. It’s sensational yet attractive like The Fonz. He got what he wanted seamlessly, without sacrificing his values.That is, until he jumped the shark.

Where can we find some intellectual street cred and big brain support for our beloved discipline, experiential marketing? It is with keen insights and modern truths we can see and prove that the human mind is the ultimate experiential consumer—that experience drives all perception and opinion forming.

Like you, I do my marketing homework. The plethora of expert supposition/opinion/fact is enlightening, but who can keep up with it all? In an effort to simplify what we need to know as experiential marketers, brand stewards and idea-generators, I propose we take a break from information overload and adopt some of Oscar Wilde and Paris Hilton’s axioms about life that are applicable to marketing. They’re certainly easier to digest than the next must-read Fast Company book-of-the-month.

U2’s 360° stage is one of the biggest sets ever built, weighs 170 tons, and requires 200 trucks to transport the elements. It was originally nicknamed The Claw until the Spaceship idea formed around the overall look.