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Marina Haydn from The Economist: Experiential marketing is fantastic for changing brand perception and attracting subscriptions
Manuela Walfenzao| 22 de marzo de 2016
La activación ofrecía a los peatones, helados con insectos para hablar sobre la crisis alimenticia
The Economist won this month the award for Best Brand Strategy given by the Marketing Agency Association MAA from the UK, for its experential campaign Discomfort Food. This initiative is aimed at attracting urban subscribers by offering them to taste ice creams and crepes with insects as a way to relieve global food scarcity.”Experiential has been a fantastic way of not only changing brand perception but also converting to subscription. Success behind it is that it is a genuine experience, it’s unforgettable and there’s a conversation taking place” said Marina Haydn, SVP Circulation and Retail Marketing for The Economist. She added that despite the advantages of digital marketing, it has a short life but with experential you have people’s time and you are speaking to them as another human being. The Economist is full of content and has a wide range of stories that can be used in subscription marketing, explained Haydn, which is “a much more dry way of marketing. Through using our content and turning it into an activation we can speak to our readers in a much more interesting way, interest them in the product, surprise them and then hopefully convert them to subscription” she said.”We’re trying to position The Economist as a brand that is an advocate for change. We are looking for future orientated subjects” ended Haydn.
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