Chief Marketer
we've got a lot to talk about
MAY 1, 2022

If a tree falls in the woods and no one is around to hear it, does it make it sound?

The age-old question, typically considered a philosophical thought experiment, can be applied to marketing as well—specifically the experiential industry—as a way to gauge the impact of your campaigns. Because if no one is really talking about it, and if it’s not generating buzz, showing up organically on social feeds and making headlines, it might as well have never happened.

That was the advice from Pepsi CMO Todd Kaplan at Event Marketer’s Experiential Marketing Summit in Las Vegas this week as he shared lessons learned from his more than 15 years at one of the most iconic brands on the planet. We review his tips and considerations for the experiential industry, including aspiring to deliver a cultural impact, leaning into earned and organic social media, creating “opt-in” experiences, and more.

While most brands are seeking alternative identity solutions as a replacement for third-party cookies, others are further along the road to achieving first-party data capabilities. Take the northeastern U.S. grocery chain Stop & Shop, which is now four years into an ecommerce-focused program with a test-and-learn strategy that’s yielding promising results. Here are some of the lessons learned from Stop & Shop’s early-adopter approach.

Lastly, we consider the challenges of communicating marketing messages surrounding sustainable practices, products and companies amid saturated marketing channels and the threat of being perceived as greenwashing. From committing to doing the sustainable work before communicating about it to applying your vision at the community level, here are some tips for promoting sustainability practices to consumers—while avoiding potential backlash.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at or call (203) 899-8494.

Looking for a partner, technology provider or supplier? The search is over. Check out the marketer's #1 choice in partner resources, the Marketing Resource Directory, and find your next solution provider today.
This newsletter is brought to you by:

Marketers on Fire: Labcorp CMO Amy Summy

We spoke with Amy Summy, Labcorp’s first CMO, about its new campaign, how its purpose has evolved and the company’s strategy for growth.
Read More

Hendrick's Gin Activates an Underwater Fantasy World Spa Activation

Hendrick’s Gin’s multisensory, underwater spa experience in New York City featured plenty of the peculiar.
Read More

Noodles & Company Revamps Its Loyalty Program for First-Party Data Collection

How the company transitioned to a points-based loyalty offering for customers.
Read More

How B2B Social Marketers Can Balance LinkedIn Engagement With Conversion

Three tips for crafting messages that can increase your chances of resonating with target audiences on LinkedIn.
Read More

Kind Snacks Pops Up a Secret Farmers Market in New York City

A recent brand activation from Kind Snacks expected 500 attendees for its secret farmers market pop-up. Here's what happened when 8,000 showed up.
Read More

Partner Content
Your Toolkit for a Cookieless World

Don’t just survive — thrive in a cookieless world! Learn why third-party cookies are deprecating, how to pivot to a first-party data strategy, and the importance of putting privacy and consumer trust first. Download this free toolkit from OneTrust and start preparing for the end of third-party cookies in 2023.

Facebook   Twitter   LinkedIn

read more about
Loyalty Marketing: The Key to Unlocking Data
The Secret to Driving Revenue in 2022 and Beyond
Critical Data Enabling Brand Outcomes and Media Value
Never Mind the Next Normal: Bring On the New Now
People Attend Events--But They Join Communities
Global Versus Local Marketing and PR for Luxury Brands