Best Practices for Effective Experiential Marketing Campaigns
Experiential marketing is an ideal chance for your potential customers to interact and connect with your brand. A real-life visceral experience can make a big impact.
Today, marketing to consumers is not simply about being seen. Marketing focuses have shifted to creating an experience for target audience members as well as interacting and building relationships with them.
In fact, 70% of users turn into regular customers after interacting with an experiential marketing campaign.
This is likely because 65% of consumers say they better understand a product or service during these interactive opportunities. Many brands looking to utilize experiential marketing have a hard time finding the right way to begin.
What is Experiential Marketing?
This is a term that is widely used in today's digital marketing circles. And just as it sounds, it revolves around delivering some type of experience to your audience. In a nutshell, the experience is supposed to help consumers experience your brand and what it has to offer.
These campaigns focus heavily on engagement marketing that immerses consumers in your product or service. This creates a lasting impression on audience members and helps to convert many of them into long-term customers.
If you're able to use experiential marketing to connect with consumers on an emotional level, that's even better.
However, there’s a fine line between a good brand experience and an unsatisfactory one.
Set Clear and Measurable Goals and Outcomes
Like with any marketing campaign, you want to ensure that the goals you set are clear and measurable. Know exactly what you’re aiming for, whether that’s a 30% increase in social media engagement, 3,000 new mailing list subscribers, or
All of these goals and outcomes are easy to measure with analytics tools. And in doing so, you can see if you're able to meet or even exceed your expectations.
Play On the 5 Senses
Whatever you can do to appeal to the senses should be done throughout your experiential marketing campaign. For instance, if you can allow customers to taste your treats, smell your perfumes, feel your leather shoes, or hear and see the quality of your sound or visual content, then excellent.
This is the ultimate way to create an experience for your audience. You'll find some brands combining a multi-dimensional experience with 3D visuals and sound effects using virtual reality.
The key is to find what works best for your brand, consumers, and products or services.
Get Creative with Your Trade Show Appearances
Creativity during trade shows should not be overlooked. It’s easier than ever to incorporate interactive media into your next trade show experience. Look into brand ambassador services, giveaways, and pre-booked, branded transportation that is free to attendees. Trade shows remain a leading method for making connections. Whether you use creative incentives to get attendees to your booth like exclusive software demos or other previews or use creative outdoor advertising tactics, it pays off to get creative with your trade show experiences.
Create an Omnichannel Experience
Today's consumers are more connected than ever before--but not in the physical, in the digital. If you're able to create an omnichannel experience, it'll allow them to take home their experience and share it with others.
And it'll also give them an opportunity to reach out to your brand to convert if they don't do it the same day of the live event. If you can collect the emails and cell numbers of your participants, you can reach out to them to re-engage them with your brand.
Here are some examples of the different types of experiential marketing tactics you can use.
Now, this is a typical way of getting folks to come to your booth. But don't just show and tell, let them try it for themselves. Make it so that they're able to test out your product in a unique and fun way so that they'll want to give it a go.
If your consumers are able to see your product in action (in their own hands), then they'll understand how they can apply it to their own lives. Who knows, they may want to buy one on the spot!
Don't Just Create an Event, Create an Experience!
This shouldn't be a difficult task for you to pull off once you start researching what other brands are doing to create grand experiences with their experiential marketing. But if you need a little extra help with ideas for your upcoming event, you can enlist the help of the pros.
At VIP Outdoor Media, we specialize in corporate and special events. Contact us today to see how we can help turn your event into a great brand experience!