Canadian Retailer - The Marketing Issue - 45

PARTNER MESSAGE PADULO X

Experience-the difference

Retail marketing has always been about engaging the audience and appealing to their
tastes and desires. Experiential marketing takes that premise one step further.
BY SEAN C. TARRY

IN the world of retail marketing, the cus-

tomer experience is everything. Whether
you're talking about print, digital, radio,
out-of-home, in-store or any other type of
advertising, the experience for the customer has got to be an exceptional one.
And, with so many retailers searching for
the right mix and the right way to present
their marketing messages, experiential
marketing is helping some cut through
the noise. Rich Padulo, President at
PADULO X, speaks to Canadian Retailer
about its benefits.
Canadian Retailer: In today's world of
instant gratification and zero patience,
how does experiential marketing help
retailers engage customers?
RP: We all know emotional beats rational
thinking when it comes to most purchase Rich Padulo, President at PADULO X, leads the experience.
decisions. I've never been a believer in
CR: What's in store for the future of retail
making someone cry to sell product. Guilt, fear-they
experiential marketing?
may spur one purchase. But creating happiness connects people. If you have two friends-one makes
RP: Greater investment in putting the prodyou happy, the other sad. Which do you think has the
uct in people's hands, in pre-promotion to
better chance at a healthy long-term relationship with
draw the right traffic to the events, increasing
you? If done properly, an experiential marketing apsocial amplification to ensure one customer
proach can win over both the heart and mind, transin real-life can share their positive impreslating into sales and brand loyalty.
sions with millions, thus increasing sales.
And, yes, technologies like virtual reality
CR: How does data help inform the decision of
will increasingly come in to play as the tech
experiential marketers?
comes down in price.
RP: I learned a long time ago that the adage "if you
build it, they will come" is wrong. At PADULO X, we
use data to not only target and engage the consumer
To find out how PADULO X can help your brand
pre-event, but also during the events via social. We
reach more potential customers and enhance the
call it Social Sampling-where we post "old school
loyalty of existing ones, visit www.padulox.com.
testimonials" to millions that may be interested via
social, greatly increasing our reach. In addition, we
collect data, live at each event, in a way that makes it
useful and beneficial to our clients post event. The net
result is we get more of the right customer to the event,
way more people experiencing the product via social,
and prompt greater conversion for the client.

www.retailcouncil.org/cdnretailer

THE MARKETING ISSUE

| CANADIAN RETAILER | 45

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