Christian Jurinka, Managing Partner, Attack! Marketing

* Tell us a little bit about yourself and what you do at Attack!.

I am one of those lucky people that loves his job.  I choose to go to work every day and I look forward to what mountains we will climb that day and as I say to my sales people, what dragons we will slay for the day.  It is an exciting place and while we try to anticipate the actions of the day to day, minimizing surprises, they happen and they make the day even more interesting to see how my team responds.  I come to work most days in jeans and a t-shirt, or some comfortable derivation of that theme.  I like to solicit input from my team and help them come up with the best approach to issues, as I trust my people and know that ownership comes easier when you yourself are the architect for change.

So what do I do.  I meet with people to strengthen our company.  I meet with people to bring new business to the company.  I help to guide and motivate our team.

* How do you see text messaging helping the experiential marketing industry?

Texting has added an immediate method of connecting to consumers, engaging them in things like contest without having to fill out lengthy forms, and has given marketers and brands the ability to continue the conversation long after an event has ended.  This is the true power of texting.  Facebook has a similar draw and may be able to create more of an environment for a consumer to interact with the brand, but texting is the easiest way for people to connect and participate, whether it be getting snow report text updates from your favorite ski resort or donating money to the Red Cross, texting allows a direct connection to the consumer faster and easier than any other medium.

* Are you a texter? If so, when did you start?

I am definitely a texter.  Having spent ’99-’01 in Japan, I got a taste of texting long before it really caught on.  It was very interesting to watch the US market slowly adopt something that I had already experience in full swing in Japan.

* How have mobile phones changed the industry?

Everything has a mobile component now, thanks to mobile phones and smart phones.  Experiential campaigns must have a mobile built into whatever they are doing now.  The industry has woken up to the idea that the experience with a consumer should be ongoing and mobile has helped to make that happen, driving consumers online from an offline event, keeping them engaged online or via text updates, and then driving them back to the offline events via the same technologies.  Without these technologies, the ability to keep the conversation going with the consumer would be very, very challenging.  The other thing is that there are enough mediums and methods so that you can let the consumer decide how they want to be interacted with; twitter for some, text updates for others, facebook fan pages for still others.

* What tips would you give to anyone considering implementing text messaging or mobile technologies for experiential or event marketing?

Understand the right frequency and messaging so that you do not burn your audience out.  I referenced the Red Cross and my favorite ski resort.  In both those cases, they send me text updates in a timely and poignant interval without being spammy.  Realizing that anyone can opt out at any moment should temper your desire to over communicate.  Always asking the question, “What is in it for THEM”, is vital because if you are sending out messages that do not benefit your audience, they will tune out and turn off.  Another piece of advice, if you don’t know how to do it yourself, don’t try to figure it out via one of your events.  Events are vital and fragile.  You do not want to be testing out things in a live environment.  Either do rigorous testing prior to the event, or hire professionals to aid you.

* Any other thoughts about the future of mobile technologies?

I can’t wait to see what it does for us next.  I am looking forward to micro payments!

* What kind of mobile phone do you have and tell us about any apps you like.

I have a Samsung smart phone, running the droid operating system.  I have tons of apps.  My favorites would be my camera apps (Vignette or Retro Camera), the Urban Daddy app (very cool for finding a good bar or restaurant in your vicinity – especially when traveling), and of course, Google Maps.  Apps and the smart phone have changed the world.  There is no going back.

* About the expert:

Christian leads and drives strategy, marketing, sales and business development for Attack! Marketing, an experiential marketing company with offices in San Francisco, Los Angeles and New York.  It is a role that allows him access and influence in all areas of the business.  During his tenure, Attack! has grown into a multi-million dollar, INC5000 recognized business. Christian joined Attack! in 2003, after a successful career in Management Consulting at Accenture. He currently lives in San Francisco with his wife and two children.
Connect with Christian on LinkedIn