Written by: Vickie Sullivan  |  March 26, 2026

A Different Way to Get Attention in Crowded Markets

Pet adoption isn’t something I usually write about. But recently I read a story about a man who travels around New York City with shelter dogs on his back to help them get adopted, and it sparked an idea. Cool experiences like this can work for B2B companies, too, and they’re a great example of how experiential marketing ideas can attract attention in unexpected ways.

Here’s why:

• Stories are an excellent way to introduce a topic. To get attention on social media, the man (filmmaker Bryan Reisberg) started with a one-sentence story that tugged at the heartstrings of his followers. Highlighting the backstory, such as “found on the side of the road” increase people’s attention. People saw dogs as more than someone’s pet.

• These experiences allow you to target a rich environment. This animal lover didn’t try to attract folks to him. He went into the crowds with something different. Showing up with a dog in an “adopt me” backpack invited folks to approach and pet the dog without having to go anywhere or do anything special. For those not even considering adoption, it was a low-risk way to experience the possibility.

You can apply these types of experiential marketing ideas in low-risk, high-reward situations. Ask yourself: Where can I show up and be different? How can I set up situations for folks to interact with me? Put this idea on your marketing radar.

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