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How to use Wrap-Marketing for new interactive ways of event marketing

09-10-2009 07:27 PM CET | Advertising, Media Consulting, Marketing Research

Press release from: ZENDOME GmbH

360 degree installation in a ZENDOME.75M designed by Dresden agency inolight

360 degree installation in a ZENDOME.75M designed by Dresden agency inolight

Soccer, Golf and other Sports are still responsible for the largest part of sponsoring turnover with German companies – this is the result of a new study by Ipsos, TNS Sport commissioned by the Pilot media GmbH. All in all however, the study also found out that the economic crisis lead to sponsoring budgets being reduced by 10 per cent. At the same time, EventKlima looked at the market for TNS-Infratest and found out that marketing events, in spite of the recession, are still a future oriented tool for B-to-B and B-to-C communication for companies to position their brands and products internationally.

This is made clear by the following: there is a need for effective marketing concepts which attract new clients and customers and also successfully keep existing target groups interested in the long term.

But what can innovative customer communication look like today?

As so often during a crisis it is not the Global Players who find the solutions, but rather smaller companies. The Berlin company ZENDOME, manufacturer of mobile geodesic architecture, is convinced by a new trend for the event market as an important tool for integrated brand management: Wrap marketing, the consequent step following successful concepts such as ambient or experience marketing.

In future, the ZENDOME.360°lab will invite potential customers into (branded) spaces recognizable from the outside, where they can actively immerse in the product, brand or service by means of movement. The interactive contents within these 360° (brand) worlds turns the product into an adventure, brands can be felt, use and advantages of services can be communicated perfectly. Ranging from 20 to 1000 square meters, these mobile spaces become real-time parallel worlds similar to holo-decks.

“This way the marketer can let the consumer immerse in the pro-active discovery of the product”, is what Dr Petra Hipp, marketing expert and managing director of saproma Healthcare Consulting & Management GbR is convinced of. “The fascination for a certain product is triggered by experiencing your own competence and control.”
This immersive entertainment creates an emotional connection to and recollection of the brand which is associated with emotions such as community, pleasure, excitement and fun as opposed to the competitor.

This holistic sensual experience of the brand starts with the architecture of the space: The membrane of the ZENDOME which can be fully printed with Corporate Design, logo, testimonials and all other desired motives of the company identity, attracts an audience at highly frequented locations as it also functions as innovative outdoor advertising.

This way, the eye catcher becomes a tool for unconventional virtual and analogue communication within the cupola and with the help of the digital worlds of the ZENDOME.360°lab. The total immersion in brands and corporate worlds within a closed space guarantees the undivided attention of the consumer. The complete understanding and emotional realisation of the brand will let the consumer forget the tiring sum of other competing advertising messages such as billboards, Citylights, Mp3s etc.

ZENDOME - Extravagant. Mobile. Mechanically perfect.

Since 2004 and as the first office of its kind, the Berlin company has furthered the quality development of geodesic structures for the event market in Europe and thus helped its spreading use within the MICE market. All features and the patented Advanced Frame Structure System have been developed according to the requirements of event marketing and have made ZENDOME unmistakably the first address in mobile architecture for companies looking for individual solutions for their brands.
The exclusive location offers space for ideas, for road shows, brand presentations, promotion, for corporate events ranging from consumption to art, sport or city marketing as well as integrated part of gaming applications and film productions in wrap marketing combining outdoor advertising with One-to-One communication due to its fully printable membrane.
ZENDOME feels part of the long tradition of efficient architecture which started with the Berlin engineer Walther Bauersfeld who built the the first geodesic cupola worldwide with the Zeiss Planetarium in Jena in 1923.
ZENDOME manufactures the geodesic domes following traditional crafting from powder coated and galvanized steel in Germany.

More about ZENDOME at www.zendome.com

Robin Britta Georg

ZENDOME GmbH
Schwedter Strasse 34a
10435 Berlin
tel +49 (0) 30 473 77 628
fax +49 (0) 30 473 77 629
mail robin.georg@zendome.de

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