BROADCASTS.com

b'\\u201cI\\u2019ve been completely obsessed with this\\u2014not only how do we prove the ROI of these specific experiential programs but how do we do it at scale.\\u201d Jonathan Yaffe was one of the first marketing hires at Red Bull following the brand\\u2019s entry into the U.S. market. His first task? Quantifying their experiential marketing efforts. Today he does this for numerous brands through his company AnyRoad. We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Jonathan Yaffe\\nJonathan Yaffe\\xa0is the CEO and Co-Founder of AnyRoad (hailed one of Marc Benioff\\u2019s best investments), a data and analytics platform that powers the data behind many of the Fortune 2000\\u2019s offline experiences, including Absolut, the Kentucky Bourbon Trail, Michaels Arts & Crafts, Honda, Diageo, Peet\\u2019s Coffee & Tea, and the Golden State Warriors. Jonathan began his career in experiential marketing at Red Bull, and holds a degree in Cognitive Science from the University of California Berkeley.\\nEpisode Highlights\\n\\u201cExperiential marketing is all about the brand\\u2014about causing emotions in customers,\\u201d\\xa0Jonathan shared, adding: \\u201cAnd nothing is able to create these emotions at the level that experiences are.\\u201d\\nMeasuring the Kentucky Bourbon Trail.\\xa0While I haven\\u2019t traveled as much of the Kentucky Bourbon Trail as I\\u2019d like to (yet!), I do have a passport. As this brand experience is an AnyRoad client, Jonathan shared how and\\xa0why\\xa0measuring this experience is critical. \\u201cYou visit a distillery and all of a sudden it becomes their favorite brand based on that experience.\\u201d\\n\\u201cThe world of experiential marketing has been data-less,\\u201d\\xa0explains Jonathan noting that many brands like cola companies are still doing taste tests and counting smiles! Jonathan\\u2019s company AnyRoad\\u2014an Experience Relationship Management or ERM company\\u2014certainly sounds like a\\xa0better\\xa0road. \\u201cWe measure anything that changes behavior.\\u201d Speaking of smiles \\u2026\\nWhat brand has made Jonathan smile recently?\\xa0\\u201cI smile all the time,\\u201d Jonathan began. However, he found himself smiling ear to ear recently due to Lego\\u2019s exceptional work developing new products and experiences around their adult customers or AFOLs (Adult Fans of Lego). He also shared that Red Bull called their core customers PINOEs (People In Need of Energy). Naming your core customers can help you get even more specific with your branding efforts.\\nTo learn more about Jonathan,\\xa0check out the\\xa0AnyRoad website\\xa0and\\xa0follow him on Twitter.\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'