You may have never heard the term before, but you definitely know what it is. Experiential marketing has been going on for like, forever; it’s not something new. However, the effectiveness of experiential marketing to make companies connect with their audiences has led to an increase in popularity during the last few years. This type of marketing focuses on creating a series of events where the audience can try, feel, taste or smell your product or brand. As the name says it, it’s about experiencing the product.
And thanks to technological advances, marketers have been coming up with new, more exciting and enjoyable ways to promote their brands or products. Experiential campaigns allow consumers to have a personal experience with the brand and assess by themselves if and how it works for them. This encouragement of interaction along with a positive experience will also create a bond, a sense of loyalty towards your product.
We’re human, we have senses and we like physical impact and emotion. We also like to experience things for ourselves, and to know that we have a choice. This way of marketing immerses the consumer in an experience, contrary to talking to them through an ad or a billboard. And, it works, because it builds a more personal experience between the brand and the consumer.
Now that you have a better idea of what experiential marketing is, maybe you would like to give it a try? The following are a few tips to create your own experiential campaign.
You don’t have to have millions of dollars to create a successful campaign. The key is to be creative. There are many examples of cheap and creative campaigns done in the past that you can take ideas from. Contests or sweepstakes with prizes, interactive posters, public dancing, a big ball pit, photo booth, you name it. Evaluate your options and come up with something fun for people to experience.
The important thing about this kind of events is that they must be interactive. Brands are getting more and more social, and experiential marketing is the epitome of this. Social media plays a crucial role, because it serves as a bridge between consumer and brand. It allows constant communication with the consumer and prospects, before, during and after the event. You can propose a hashtag with the name of the event to encourage engagement and check on feedback. You’d be not only giving people the power to create their own content but also letting them advertise your brand for you, which is pretty cool.
Don’t Make It Just About You
A few years ago, the yogurt brand, Chobani, set off a campaign under the hashtag ‘#StopSadBreakfast”. They set up stands in 12 cities and gave away samples of their new product to people in exchange for their ‘sad breakfasts’. Of course, for every marketing campaign the goal is brand awareness and more sales. However, the message addressed a worthy cause: to raise awareness of the importance of having a healthy and nutritious breakfast. Their message was a positive one, and they wanted to show America the nutritious properties of yogurt. Without a doubt, they nailed it. They got to people to try their product and they generated loyalty towards their brand.
First, have a clear message, and then try that it is not just about your product. People don’t like to feel pushed towards buying something. Let them evaluate and experience it by themselves.
Creating a campaign where consumers can be part of an activity that reaches their senses, where they can have fun and learn something will raise awareness of your brand in a highly positive manner. Remember to make it interactive and fun, and encourage social media engagement so participants can share it with others.
These are just three key elements of a successful experiential marketing campaign. There’s plenty more that you can do, take this as a start.