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expert profile - Richard Vincent, CEO of Pierce Smartfusion


Richard Vincent, CEO of Pierce Smartfusion talks gives his expert insight into working within the experiential marketing industry.



Not got time to watch a video? Then check out the main points below...

What is experiential marketing about?
"Pierce Smartfusion is an experiential and digital agency. It doesn’t really matter where the interaction occurs, we’re about creating experiences that change consumer behaviour. We know that experiences have the biggest impact on consumers. We know that when you physically interact with a product, service or brand it changes your perception or behaviour more than any other communication. The challenge is always about how many people you can interact with. So what we do is we combine that interaction with the efficiencies of digital and really amplify that experience."
 
"So we may have a connection with 10,000 people but we encourage them to use social media, online and mobile tools to carry that message for us into their communities. We’re a firm believer in, if we can get the consumer to carry the message on behalf of the brand because it’s fun or rewarding then the brand’s going to benefit so much more from that - from a message coming from a peer – than from the brand itself telling them."
 
Can you give an example of a memorable campaign you've worked on?
"A great campaign that proves our theory and really got traction is one we did a couple of years ago called Star Sync. And that was about really trying to get consumer in the USA to engage with Nokia and the subject of music. We used a social platform that we created that allowed consumers to share their content, there was physical element that involved a tour where consumers could lip sync to different music tracks and then they could put it online and get their friends to vote on it. From that it rolled into bigger and bigger events until eventually, about 6 months after we started and about a million consumers interacted with it, we ended with a live video shoot in LA that involved Panic at the Disco and our 20 winners took their lip syncing to a whole new level where they got to do it with a real band. The music was then released and hit number 5 on the Billboard chart, supported by the video and the product placement and the Nokia consumers involved with it all the way through."
 
What do you think will be the next big thing in experiential?
"If there are two things that are certain in my mind, it’s that social networking will increasingly be about eco-systems, about how things are built on top of platforms rather than new platforms and secondly, that’s it’s all about the increase in mobile apps."
 
What makes a good experiential marketer?
"The way that communications is consolidating, there’s a need for people in experiential marketing and events jobs to cover all the disciplines – not just staying in a box that is “event”, “digital” or “above the line”. Those who can see communications as a board platform and then dive into their specialism will do really well. Those who say, “I’m just an event person” or “I’m just a producer of music gigs” – well, there aren’t going to be just music gigs going forward. There’s going to be integrated, digital, online, streaming gigs. If you can’t do that – or at least appreciate it and plan around it, you’re going to have a problem."

For more advice on finding an experiential marketing or events job, drop us a line here. Search for the latest jobs in creative and design, or an advertising, marketing or PR job now.
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