Key Elements to a Successful Experiential Marketing Campaign
Experiential Marketing isn’t easy, but after doing some extensive research, once I figured out what it was, obviously, I found four simple steps to help you improve your experiential marketing campaign.
- Sensory Integration: Yes, I’m talking about the 5 senses. This sounds simple but it really does work. People who attend these events in person and get to use their 5 senses are much more likely to remember the experience. You need to provide ways for customers to see, touch, smell, feel and even taste, in order for them to remember the event and your brand. Give out samples of your products (and food too), have music in the background and make the memory of the event stick with the customer.
- Interaction: Experiential marketing can be essentially drilled down to one on one engagement between brands and audiences. This, in turn, creates a meaningful interaction which is an essential part of the marketing campaign. Product demonstrations are one of the most authentic and interactive ways to describe your brand’s benefits. You can even use real-time technology, like live-streaming, social media and photo booths. If a consumer can’t be there in person, online Interaction can get the community talking and spreading the word about your product or service.
- Emotional Impact: Experiential marketing is all about creating and initiating mutually beneficial relationships. Establishing an emotional connection is a crucial first step in making relationships like these work. Really, it’s a crucial first step in any relationship. Anyways, making your campaign memorable will leave people talking after your event is over. Entertainment is a sure fire way to draw in crowds, so concentrate on making things fun and unique. Personal connections matter, and with so many impersonal ads out there, experiential marketing becomes a channel with the potential to increase that much needed personal touch. Harness the power of nostalgia where you can and embed your brand into your guest’s memories. This is a great way to trigger an emotional response to your campaign.
- Relatability: There’s no need for a barrier to exist between brands and customers. Brands are becoming more and more authentic by providing consumers with face-to-face interaction, as well as being vulnerable and open to listening. Experiential marketing allows these sorts of opportunities to come to life organically. This then creates authentic connections between people. Forget the pushy sales tactics and focus on building an inbound awareness of your brand to build a genuine relationship. Don’t forget about the importance of integrating authentic brand ambassadors that speak your language; they’re the ones that echo your corporate identity to consumers. Being relatable and accessible is the living embodiment of what a brand ambassador should be.
The Value of Experiential Marketing and How to Actually Pull it Off
Experiential marketing is a key component of many successful businesses. Just think Red Bull. You want to get people to remember this event and have a good experience so that they can associate it with your brand. While it takes some time and effort to execute, the value of experiential marketing is limitless for your company and goals.