Clare Wynne was honored to be a guest on our partner’s Vlog discussing experiential marketing, staffing and glass-side trucks. Thanks to Rod at www.bulldogbillboards.com for having her on!
Rod: This is episode 3 of the Bulldog Vlog where each week I will be choosing a topic, and often plan to bring other industry experts to the show. Today we have Clare Wynn from M2W.
Rod: How did M2W come to be named?
Clare: M2W stands for Marketing to Win and Wynne is my last name.
Rod: This is our episode 3 and you are the first bonafide experiential marketing expert that we’ve had so I’m really excited to have you on and get to pick your brain about experiential marketing. Tell your website to everybody.
Rod: There’s a lot of examples of fantastic out of home advertising here as well. Let’s talk about experiential marketing. How long have you been doing this?
Clare: 17 years with M2W, previously I was with CBS broadcast doing events.
Rod: What’s the first time you ever saw experiential marketing?
Clare: Probably doing Blue Diamond Almonds at NFL or at Super Bowl games.
Rod: One of the reasons why I’m excited to have you on and I’m telling you the truth here: I don’t know anybody in the industry that travels as much as you, gets your hands dirty and involved in the campaigns as much as you do, and has as much fun as you do.
Clare: You don’t?
Clare: A lot of us in the industry are like that.
Rod: I tell you, I travel a fair amount. I don’t have as much fun. It’s not as glamorous as you make it sound.
Clare: It’s not glamorous.
Rod: You take some time, and you and your team seem to have fun and you take some time to smell the roses and I need to learn how to do that better.
Clare: I always tell people I’m really 27 I just look old.
Rod: No you don’t. Tell me what’s some of your favorite experiential marketing campaigns that you’ve been involved with?
Clare: A lot of them actually have to do with very not so sexy clients and not so sexy products. The Cellular phone industry
Clare: We didn’t really have anything chaotic. A lot of times you’re wildly ripping down a door, they broke in. I think the worst thing that ever happened was Macy’s allowed us to go in and do a flash mob for the Blackberries.
Rod: Right. So you got to combine social media with experiential.
Clare: Correct.That’s key.
Rod: Fantastic. You have a lot of brand ambassadors, right?
Clare: We have over 8500 brand ambassadors nationwide to date.
Rod: So they’re part time employees or contract employee?
Clare: They’re both. Ones that are consistent, they are part time employees. The big thing now is you can’t have independent contractors so we’re slowly but surely converting them all over to being employees.
Rod: Do you provide the staffing services to other companies?
Clare: Yes. Absolutely. We’ll see some of the larger agencies that you work with. Some of the big ones, because we’re a pretty small shop, we often contract out. They don’t want to do that. They just want to do the creative and let me tell you, staffing is tough.
Rod: What campaigns are you working on now that you can tell us about?
Clare: You know I’m trying to get Galbani, which is Italian cheese, through another second glass truck. This year, it’s going to be in Chicago. Last year we did it with you in Boston and New York. That’s how we met. I’d love to get your giant glass cube without somewhere in maybe seaport or New York or somewhere like that. Under one of our campaigns.
Rod: We’re in the advertising display cube and that is the XL glass wall truck. That’s the largest vehicle I have. Those would be fabulous cheese marketing cheese.
Clare: They would be. Other things we’re working on is an environmental tool with Blue Diamond almonds, which comes out very soon. We are also working with MoneyGram International. They’re based here in Texas. We do a lot more with them as far as … We call it football. Soccer effects.
Rod: Today on your website for the 3rd time in my life, I watched your video Saving The Universe. I love when the one guy, the lone marketer, is sitting as his computer and turns around and he says, “I got 4 lights today.” Wha wha”. Tell me the inspiration of that video.
Clare: What happens is that everyone tries to get an ROI on everything. You’ve got to have data entry, you’ve got to have names, you’ve got to collect leads. That’s fine but you’ve also got to impress your brand peer on peer so if a female who’s 40 who looks super buff and super cute is selling Quaker Oats rice cakes, she’s going to do great when she sells that to another 40 year old who’s looking buff who wants to either lose weight or wants to be looking good. Peer on peer marketing is fun, it’s exciting, and I think what happens is too many people get tied up in the analytics of how many people came in from my newspaper ad or my email blast or my postcard. But peer on peer, you can literally take them from the street directly into that store to buy a product.
Rod:Remember that you have a choice in your marketing mix so choose to integrate experiential marketing and out of home advertising.