Patricia Martin, Author of RenGen Answers My Questions for DishyMix
Q: If RenGen’s want experiences, can you give us some specific ideas as marketers about how to devise “authentic experiences” that create meaning and a bond to our brand?
A: Rule Number 1: Go where they are going. The RenGen are inner-directed and will gravitate to the experiences they enjoy. Be a presence there. Not old school sponsorship that is essentially means slapping your logo everywhere. Logo slaps are for lazy marketers. Infuse your brand into the experience. I blogged recently about a snowboarding event held in the heart of Manhattan. Tons of snow was imported and Jeep had a vehicle outfitted with a ramp so it was part of the competition.
