Apr 19

The Final Frontier

Guest Post by Melissa Vigue, Peppercommotions

April 19 Last week I received an email from WSJON – the Wall Street Journal’s Office Network. The offer stated that I, on behalf of my clients, could reach thousands of young, affluent professionals in the one place we spend the most time – the office. 

The premise is this: Brands can engage potential consumers via “experiential marketing” (think samples and live demos) in hundreds of office complexes nationwide. Sounds great, right?  As someone who executes brand experiences and a real believer in forging a connection with consumers, my gut says, “Yes, another opportunity for our clients.” 

As a consumer and a commuter who is hawked everything from haircuts to handbags on her way to the office, I‘m not so sure. Hitting that lobby, waving to the doorman and racing to the elevator are a delicately choreographed dance and, frankly, one of the last places where I want to be solicited.

Do I have time, or more importantly the desire, to stop and try a sample or hear more about this great new {insert product here}? Keep in mind; this is coming from a New Yorker. For those who commute here, you know what I mean. Is this different outside of major cities? Would suburban corporate parks be more receptive? Maybe.

In my opinion, marketers can’t go wrong with food, beverages or technology and services (think dry cleaning delivery) that can make my life easier. The risk is putting a brand’s reputation on the line to engage consumers in a new way. If I am approached in such a way that leaves a bad taste in my mouth (pun intended), I am much more likely to talk, blog, or Facebook about that experience. 

Whatever your take on this new – or final – experiential frontier, it will be interesting to see how it plays out, both for marketers and consumers.