Most marketers know the Seven Ps of marketing: Product, Price, Place, Promotion, People, Process and Physical evidence. But Scott Schenker, general manager-events at Microsoft, has put his own spin on it with what he calls the Four Ps of Experiential Marketing: place, purpose, pride and (cross) promotion, “Four things that can make a distinction between a show and our show—a good show and an effective show,” he says.
Our interview with Schenker on Microsoft’s inaugural Ignite conference, the result of six legacy events consolidated into one, is the cover story feature in our December issue. Here, a closer look at Schenker’s Four Ps:
1. A Sense of Place.
Schenker says this is the easiest to measure and most important of the Four Ps. “I don’t want attendees when they walk in the door to say, ‘I’m at McCormick Place.’ I want them to know they’re at a Microsoft event,” Schenker says. “Your mother should be able to tell you where they are and why.”
2. A Sense of Purpose.
This should answer the question for attendees, “Why am I here?” Schenker says even a tagline like “Spark the future” prominently placed throughout the venue is just enough to start to frame the conversation.
3. A Sense of Pride.
“We’ve all seen the situation where you walk in and the on-site staff does not show pride in what they’re doing, so we don’t care either,” Schenker says. Pride is contagious and can often be generated with small things like bright, friendly t-shirts—and staff attitudes to match.
4. The Opportunity to Promote.
Schenker believes event marketers can better facilitate the hallway conversations and unintended learnings that attendees crave by cross-promoting other products, sessions and learning opportunities at every point in the show. At Ignite, the team runs a highlights deck before presentations and throughout the venue to promote something attendees may not have known about. “We’re offering content to ‘bump into’ that you may not know you are even interested in,” Schenker says.