5 Things to Know About Experiential Marketing
By now you may have heard the term experiential marketing thrown around a time or two. If not, have no fear--after this quick read, you’ll have insight into the five things we think are important for you to know about the term ‘experiential marketing’!
If you work in the marketing field yourself, own a business, or just like to keep up with current business trends, we are here to break it down for you. So let’s dig in!
Adage defines experiential marketing simply: “messaging you can touch, feel or view in a physical space. It's on the rise in recent years as marketers of everything from cars to movies aim to make their brands a tangible presence in consumers' lives either in person or digitally through YouTube videos, tweets and Instagrams.”
So whether you realize it or not, experiential marketing trends are constantly being thrown at us across multiple platforms. Here’s five things to know about this quickly-evolving marketing trend.
Online or offline presence
Actively engaging consumers with experiential marketing tactics can happen through a variety of online platforms. Modern technology and social media allow brands to reach their different audiences in ways we could only imagine in the past. Along with making waves digitally, in person experiential marketing campaigns are also a highly effective way for brands to connect with consumers.
Need an example of what we’re talking about? Sure thing! When Netflix recently revitalized the popular show “Gilmore Girls”, they took teasing the premier to a whole new level. The producers actually sponsored one full day conversion of 200 cafes across the U.S. to bring to life the famous diner from the show. In transforming these cafes, Netflix provided an in person, tangible experience for it's consumers of what it’s like to ‘experience’ a famous location in the show.
Driven by engagement
The key to success with experiential marketing lies in the overall engagement that takes place during a campaign--views, likes, comments, clicks, shares, etc. You will quickly be able to identify if the campaign you are running is a success or a dud--then pivot your tactics for the next one. The overall engagement of each campaign can tell you whether or not your consumers are actually having a meaningful brand experience or not. Staying on brand and knowing who your target audience should be is crucial!
The teaching tool
Most experiential marketing campaigns set out with the overarching goal of teaching consumers something new, and/or giving them an experience they may not have even known they wanted--but they do! If your brand is struggling to gain the recognition it deserves or needs a credible push into the new age of marketing, take a deeper look into how this marketing method could help your brand. It could be that consumers simply don’t understand what you are trying to communicate about your brand, and this is where experiential marketing strategies come into play--to help educate consumers on what your brand is all about and foster the growth of genuine, meaningful relationships.
Allows physical interaction
Getting to interact with your consumers face-to-face can create a lasting relationship that will help set your brand apart from the rest. Yes, while digital marketing can be effective, it lacks the physical and emotional component that can develop between a brand and its consumers when brought together in one place. People love experiences and feeling like they can really connect and be a part of something. Can you blame them? So, if your brand can provide consumers with that feeling of connectivity, then you are on the right track towards experiential marketing success!
Builds authentic relationships
It’s all about the relationship. Creating strong, transparent relationships with your consumers will ensure brand loyalty and authentic engagement. These are the people who will be representing your brand and sharing it with their social circles, friends and families - all the while purchasing your products or services and expanding your brand’s reach.
What are some new and cool experiential marketing campaigns that you’ve come across recently? Share with us in the comments or on Facebook!