Experiential marketing is the method of connecting with your customers on an emotional level. The aim is to trigger an element of emotion, or any other thought process that enables the customer to intellectually connect with your brand.
Creating an experience for your customers is something that is fast becoming one of the biggest elements of brand awareness and marketing. As marketing advances it’s saturation of online forms, conventional ways of marketing such as email are being devalued and other forms such as experiential are increasing in both popularity and effectiveness.
Image: Jared Tarbell
Successful experiential marketing can reap the following benefits;
1. Create A Captive audience
A captive audience is a group of people who are being communicated with as a secondary activity to their presence. Examples could be anything from giving out free samples at an event, to placing advertising in busses. You should aim for maximum engagement in the same way that direct response TV advertising issues a direct call to action to the viewer.
Web browsing is fundamentally a solitary activity. The participants of experiential marketing on the other hand are often part of larger social groups or families – and by sharing a memory of their experience with friends, a strong social memory is formed and discussions are more likely to take place in the future. Thus, word of your brand is more likely to spread.
This social phenomenon also has the advantage that once one participant has engaged with your brands social media, more are likely to follow due to the presence of activity within social networks such as Facebook and Twitter.
2. Use the Opportunity for multimedia generation
By evoking an emotional response from your customer, you have a great opportunity to capture some multimedia content which can then be utilised across your online presence. Most people are now very receptive to letting you capture content for online outlets. They get the benefit of evidence to share their experience, whilst you get valuable content.
Moreover – taking full advantage of your audience could see you handing out promotional materials; an effective example would be branded photos.
A photograph can evoke a fantastic response to brand loyalty. It can be achieved with a variety of systems in an event setting to give prospective customers a physical link to your brand that they can take away. You can also be sure that they are highly likely to take it home – along with your web address, social media information and even a call to action included in the package.
3. Build Brand Presence & Awareness
Experiential marketing in the vast majority of cases is a high impact temporary tactic – whether running a brand campaign focused on an individual stall or activity, or having a location at a festival or event, an engaging interactive activity can have a large physical presence that would not be achievable with a basic stand and promotional campaign.
4. Data Capture Like Mad!
One of the most valuable sources you can gain from any experiential marketing campaign is customer data. No matter at what point of the process – physically being with your customers allows you to capture the all important data that builds a base of customers.
Whether asking someone for their email to enter a competition, signing an activity disclaimer or accepting a business care package, data capture is a quantifiable measure of success for your campaign. This data can then be used to send out targeted online campaigns to people you know have actively engaged with your product at strategic times even months after you engaged them.
These are only some of the methods to utilise your current scope for marketing, but the most important point thing to take away is that experiential marketing is a concept – just because you have set up an activity does not mean that you will succeed.
Make sure your customers have an experience that they will never forget and the chances are, they won’t forget you either.
Dan Izzard is a technology blogger who writes for Space City about the latest in advertising production and marketing creation across a whole range of creative mediums. From producing advertising scripts for commercials, to creating unforgettable marketing campaigns for your business.