“Experiential Marketing” can mean alot of things to alot of people. How do you define it?
Experiential Marketing is essentially connecting consumers to a brand through people, places and things that embody how that brand fits into everyday life
In three words, describe your brand.
Thoughtful, Sarcastic and Open
You are designing an event or an experience that helps people connect to YOU. What’s it look like?
I always talk about how I can’t sit still, so an event that caters to my need for constant entertainment would be perfect. I’d call it “Uniformed Chaos: A Dream World According to Shayna” where you can do dozens of activities all at once…anything from blow up obstacle courses to Harry Potter trivia.
Name a game changing innovation.
That’s easy. The thing that I can’t live without: Chapstick.
How does your inner geek stay on top of emerging technologies?
Two ways: 1. Adweek. Their tech section or features on rising new agencies often open my eyes to new ideas. 2. Other geeks in my circles. My cousin for instance. He’s the type that will send me spectacles (snapchat sunglasses) to let me keep up with the latest trends. His inner geek is apparently big enough for the both of us.
What’s an important technology or trend happening in our industry right now? Why is it a big deal?
Ads and experiences are becoming more and more personalized. Interactive and targeted messaging are more successfully reaching specific audiences. Why is it a big deal to me? Because I notice it working on me. Even if some forms of this get a bit creepy or too targeted, I still see them pulling me in and bringing me product choices that make sense for me. Hate it or love it, it’s not going away and it’s only getting more in-depth as time goes on.
It’s 2028. What was the most important advancement that happened in the last decade?
Our government has become much more stable than it is at the current moment.
What’s the ONE trade or consumer event in the world you would do anything to attend?
I’ve wanted to go to Cannes Lions for a long time. First off, it being in the South of France doesn’t hurt. Overall though, my first internship at Grey is what influences me the most. I was in an environment where award winning work was a huge deal and celebrated. I love seeing the big ideas that agencies come up with and love seeing how far they go. As I’ve seen since early in my career, a lot of hard work goes into this industry and it’s great to see the final product and celebrate the ones that fought long and hard enough to preserve the big idea.
Tell our audience about one of your favorite “must do” travel experiences.
In college, I studied abroad in Scotland and I must say, it is the most magical place that I have ever been to. If you haven’t figured it out by now, I love Harry Potter and this trip was definitely Potter paradise. From the numerous castles you could explore to the coffee shop where J.K. Rowling wrote Harry Potter, the trip was a dream. Even the course work I had wasn’t bad –once I found out that it centered around mythical creatures and the tales that have come from Scotland (i.e. Mary Shelley’s Frankenstein).
What’s next on your Experiential Bucket List?
Next up: Greece. The country that lets me both nerd out over my love for Greek Mythology and enjoy paradise in cities like Santorini.
Give us a quote to live by.
“Be the person you needed when you were younger.” – Ayesha Siddiqi