Welcome to the first MOGXP case study chat! We’ll be talking with our founder Sheila Steinmark about real-life examples of experiential marketing in action. Sheila has worked in marketing for 25 years, and on campaigns with major national brands. Even though we are practicing safe social distancing at this time, we can still share success stories for inspiration. Let’s find out more about the successful BSN marketing campaign.
Q: Who was the client?
Sheila: Today I’ll talk about our client BSN. They’re a sports nutrition brand, offering products like protein powders, pre-workout and recovery drinks. BSN is a bold brand – they want to be “in your face” and “steal the show”. So we needed a strategy that would work for them.
Q: What was the biggest challenge with this client?
Sheila: The market for weightlifting nutrition products is pretty heavily saturated, so we needed to think differently. Most brands just send a rep to a bodybuilding or weightlifting competition and call it a day. But that’s not the way we do it at MOGXP.
Q: What kind of experiential marketing strategy did you do for this client?
Sheila: We used a micro-targeting strategy – seeking out 2-3 events that were attended by athletes like the NFL Flag Football World Championships. By doing this, we could still reach that athlete audience in a place where they weren’t swarmed by BSN’s competitors. There are many protein powders out there, but get behind our clients because we believe in their products and mission.
We also did guerrilla sampling tours where we visited military bases, beaches and boardwalks, and first responder events. This helped us reach the potential customer who isn’t a professional athlete but is very interested in a healthy lifestyle and sports nutrition when it’s presented in the right way.
And the right way for MOGXP is ALWAYS education via organic conversations with our audiences. When we meet the audience where they are found naturally, hanging out at their lifestyle intersection, we are able to succeed with Local Impact Marketing.
Q: What takeaways did you have from working with this client?
Sheila: Working with BSN really drove home the importance of micro-targeting. This is a concept we use a lot at MOGXP and that’s worked well for me in my 25+ years in marketing. We need to reach a wide audience for the brands we represent – but in a thoughtful way.
You can’t just market your product to the same audience as your competitors if you’re in a saturated market like sports nutrition. You’ll get lost in the crowd and you’ll be over your marketing budget in no time if you’re spending money to attend expensive events surrounded by ten of your biggest competitors.
On the other hand, if you hand out samples of a sports recovery drink to 1,000 people who haven’t worked out in ten years, you’re not going to convert those to sales. And you’ll waste a lot of time and money on those samples too. Thoughtfully targeting the right potential audiences who are truly likely to love and purchase a product saves time and money while driving real sales – and keeping loyal consumers.
We Can Help
Our clients know that we base all decisions on consistency. This means, an experience at the right place, the right time, and sending the right message to the right people, from the right brand ambassadors.
Even though we cannot be out and about at this time, we can still help you plan a successful future event!
Want to learn more? Contact our expert team at MOGXP here. We’ll work together to identify the best opportunities to make your experiential marketing campaign a success.