Microsoft Defines the Four Ps of Experiential Marketing

Microsoft General Manager-Events Scott Schenker

Microsoft Defines the Four Ps of Experiential Marketing

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.

 

See also:
EM All Access: Inside Microsoft’s ‘Portfolio Perspective’

This story appeared in the December 2015 issue
Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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