Imagine this: an evening with your friends and others like you filled with custom cocktails and recipes featuring fresh berries, hands-on lessons from a professional pastry chef and a party-planner extraordinaire, and sweeping views of the bustling city courtesy of the GE Monogram Center. Now imagine that you’re the berry brand that brought this whole evening to life.
Experiential marketing is an increasingly popular way for brands to connect with consumers via face-to-face events that engage consumers and get them to share about their experience – whether in-person or digitally via social media. These events are staged by the brand to accomplish set goals, which can include:

• Increasing brand awareness
• Introducing new products
• Promoting key messages/initiatives

When strategically planned and executed, this type of marketing can achieve your brand’s goals, as well as establish invaluable direct consumer connections. And in this digital age, when just about everyone has a voice, it is incredibly valuable to build and have the support of consumers, especially those who frequently and “loudly” use those voices.

Age: 28 Current home: Hoboken, NJ Occupation: Speech-Language Therapist Moonlights as: Custom cake decorator Hobbies: Guitar-dabbling, running, cooking, photography and most anything outdoors Twitter handle: @baricohen

We recently had the pleasure of meeting Bari at a “spring entertaining bootcamp” hosted by California Giant Berry Farms and the Urban Girls Squad in NYC. Bari spread the word and the buzz about spring entertaining and California Giant berries even after the event by using the #freshberries hashtag introduced at the event. We caught up with Bari and she provided some great insights into the benefits of experiential marketing.

The Core: Prior to the Urban Girls Squad (UGS) event, were you familiar with the California Giant brand of strawberries, blueberries, blackberries and raspberries?

Bari: I had seen the California Giant label at my grocery store and had purchased them prior to the spring entertaining bootcamp but didn’t know any background about the brand.

The Core: From your experience at the UGS event, what qualities do you associate with California Giant berries?

Bari: Let’s see, the words I’d use to describe the berries are luscious, decadent, and vibrant in color and taste.

The Core: What qualities do you associate with California Giant Berry Farms the company?

Bari: I left that night’s event with the sense that California Giant is a reliable grower of fresh, delicious, juicy berries. I’m sorry; I can’t get past the berries!

The Core: How likely would you be to purchase California Giant berries over another brand given the choice?
Bari: I would be highly likely to purchase California Giant over another brand given the choice. (I’ve never tasted more delicious strawberries!!)

The Core: Last, and maybe most importantly, what kind of pie did you make with your homemade pie crust dough??? And do you have any pics of it?

Bari: I made the mixed berry almond pie with my pie crust and brought it to work for my coworkers. They thought I bought it because it looked so “professional” and the reviews were great, they loved it!!

We bet they were, Bari. And now, if anyone is still reading this (and not rushing out for fresh berry pie), what’s been your experience with experiential marketing? Is this a tactic that you’ve had success with or would consider for your brand/company/products?