Jackie Zach
January 25, 2024
This episode of the Make More Work Less podcast dives into the 6 S’s of experiential marketing with Jackie Zach and Mike McKay. They begin by discussing how marketing should tell a story that resonates with prospects, using a framework that includes the mess, turning point, and success. This narrative structure helps customers identify with the struggle and the solution, driving engagement. The second key aspect is standing out from the competition by highlighting unique qualities that differentiate a brand, while still staying familiar to the target audience.
The conversation continues with a focus on sharing valuable knowledge without expecting immediate reciprocation and the importance of staying on-brand in all marketing materials. Mike also discusses the value of investing in pay-to-play events and influencers, emphasizing how these opportunities connect you with like-minded people who can drive business growth. Finally, the episode touches on the importance of SEO, especially leveraging tools like Google’s offerings, to ensure businesses can generate inbound leads. Throughout the discussion, Jackie and Mike offer practical insights for creating meaningful marketing strategies that not only attract attention but also build lasting customer relationships.
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Podcast Transcript:
Jackie Zach: Welcome back to the Make More Work Less podcast! I’m Jackie Zach, and I’m here with my co-host Mike McKay. Today, we’re talking about the six “S” factors of experiential marketing, which I absolutely love.
Mike McKay: That’s a lot of alliteration—six “S”s of experiential marketing!
Jackie: I had to say it slowly!
Mike: Yeah, and there are a lot of sixes coming up. Let’s dive in. Experiential marketing is all about putting your prospect into a story.
Jackie: Yes, exactly!
Mike: In marketing, it’s about showing someone whether your product can solve their problem. For us, it’s about clearly communicating the problem we solve and helping people see if they have it. Ultimately, marketing is about timing—the right solution meeting a person’s needs. And stories play a huge role because storytelling taps into how our brains are wired. So, the first “S” is showing the struggle through a story.
Jackie: Similar to a movie or book, right?
Mike: Exactly. We use a framework from James Malinchak: the Mess, the Turning Point, and the Success. The mess is the emotional challenge, the turning point is how someone decided to take action (like choosing our coaching), and the success is how things changed afterward. For example, imagine someone looking for a place to impress their date. They find a high-end restaurant and have an unforgettable experience. That’s a streamlined version of storytelling.
Jackie: Got it. What’s the second “S”?
Mike: The second “S” is standing out. In marketing, you want to be both familiar and different. We talked about this in a previous episode where we discussed NLP (Neuro-Linguistic Programming). It’s about highlighting how you’re similar to what people are used to, but with a unique edge that makes you stand out. For example, a restaurant might offer great food, but it could also have a luxurious ambiance that sets it apart from others.
Jackie: That makes sense. What’s next?
Mike: The third “S” is sharing knowledge without expecting anything in return. It’s all about educating your audience without assuming they’ll automatically feel obligated to reciprocate just because you’ve taught them something valuable. Share helpful insights freely.
Jackie: Good approach! What’s the fourth “S”?
Mike: The fourth “S” is your style—stay on brand. I was reviewing our website with Shuumi yesterday, and I realized some of the photos didn’t match our brand colors. For example, there were pictures with bright orange hues from a place called Monona Terrace. It looked out of place with our brand, which uses white, red, gray, blue, and black. When your style doesn’t align with your brand, it can confuse people or make them skip over important messages.
Jackie: That’s a great point. What about the fifth “S”?
Mike: The fifth “S” is spend. This one’s a bit tricky for some people because it’s about paying to play, such as using influencers to share your brand. I used to be against paying for exposure, but I’ve realized the value is in connecting with people who are willing to invest similarly in their businesses. You can learn a lot from these high-investment environments, like high-end masterminds, where you get access to people who are serious about growing their businesses. So, you’re paying for the connections, not just the content.
And the sixth “S” is SEO. Nothing online has worked for us like Google My Business has. Over the years, we’ve spent tens of thousands on digital ads that didn’t deliver results. But once we focused on SEO—specifically Google’s tools—we started generating real inbound leads. People go to Google to find solutions, and if you’re visible there, it can make a huge difference for your business.
If you can get these six “S”s right—showing the struggle, standing out, sharing knowledge, staying on brand, spending on/investing in the right people, and mastering SEO—you’ll improve your experiential marketing efforts. But, as we always say, it’s also important to focus on the experience you want to create for your clients. What emotions do you want them to feel, and how clear are you on the story you’re telling through your product?
Jackie: Great points! This was really insightful. I even learned a thing or two today.
Mike: What did you learn?
Jackie: I had forgotten about the role of SEO, but now I’m thinking more about it and how we can stay on top of that.
Mike: That’s awesome. We also have an upcoming episode about ownership of information and how it affects your marketing, which I think you’ll enjoy.
Jackie: I look forward to it! Until next time, go kick some ass!