Table of Contents Hide
- What Exactly is Experiential Marketing?
- Why is Experiential Marketing So Successful?
- How To Plan An Experiential Marketing Campaign
- #1. Put the Customer First
- #2. Understand the Power of Storytelling
- #3. Allow your Brand Stories to Connect
- #4. Set Clear Goals
- #5. Identify and Research the Market for Experiential Marketing
- #6. Understand the Significance of Branded Experience in Experiential Marketing Example
- #7. Experiential Marketing Campaigns Should Have Results-Driven
- #8. Use Online and Social Media Channels
- #9. Make Sure Your Brand’s Event Marketing Strategy Includes value-added
- Example of Experiential Marketing
- Experiential Marketing Strategies
- Advantage Of Experiential Marketing
- Key Components of a Successful Experiential Marketing Campaign
- What are the 11 Experiential Marketing Pillars?
- What are the Four Experiential Learning Cycles?
- What is the Role of Experiential Marketing in Marketing?
- What Distinguishes Experiential Marketing?
- What is the Most Serious Issue With Experiential Marketing?
- Related Articles
If you have a large budget and are looking for marketing opportunities to increase brand engagement and awareness, an experiential marketing campaign may be the best option for you. Experiential marketing involves the creation of one-of-a-kind branded environments that immerse customers in a dynamic experience, sparking interactions and virality.
This strategy is designed to delight and excite customers while also achieving your brand’s marketing objectives. It is up to you to create an experiential strategy that fits your brand and market and moves you closer to your objectives. In this article, you will learn about the advantages of experimental marketing to a company, the strategies involved in running a successful campaign and an example of experiential marketing.
What Exactly is Experiential Marketing?
Experiential marketing is a type of marketing strategy that focuses on providing consumers with interactive experiences. Experiential marketing aims to engage consumers in a more personal and memorable way than traditional forms of advertising, such as television or print ads. Events, pop-up shows, installations, trade shows, and other physical activations that allow the target audience to interact with the brand in a meaningful way are examples of experiential marketing. As a result, experiential marketing is correct to consider it an example of live marketing as well. The goal of experiential marketing is to establish a positive emotional connection between the consumer and the company, which will result in increased brand awareness, loyalty, and sales.
Why is Experiential Marketing So Successful?
Essentially, experiential marketing opens up previously closed doors for a company. While digital media such as videos and email marketing allow marketers to help establish a brand voice, the voice is always speaking to, rather than with, the consumer. Experiential marketing brings that voice to life, resulting in a more complete, interactive, and appealing brand perception. This interactivity demonstrates the true nature and power of experiential marketing. A consumer will remember an event that is interactive and engaging.
Of course, you don’t want to overwhelm your attendees, but with the right direction and interaction placement, they will be happily engaged. Engagement is a standard of measurement for many marketing mediums, but none are as meaningful as those of experiential marketing because the engagement is in-person or face-to-face. Don’t worry; if you use session-tracking technologies, you can still return from your event with data-driven engagement results. However, because experiential marketing is more personal, each point of engagement will be more valuable.
How To Plan An Experiential Marketing Campaign
Although different strategies necessitate different steps, the following are critical to implementing this marketing plan:
#1. Put the Customer First
You must prioritize the consumer to cultivate brand ambassadors or brand warriors who can help you with word-of-mouth experiential marketing.
#2. Understand the Power of Storytelling
You should understand the power of storytelling because users who relate to a story form stronger connections with the brand and respond positively to your experiential marketing strategies.
#3. Allow your Brand Stories to Connect
Your brand stories should be true, and they should include personalities or characters that your audiences can root for, as this allows experiential marketing to be more conversion-oriented.
#4. Set Clear Goals
Marketers should establish clear goals and outcomes, as well as ways to measure those goals and outcomes, to maximize the success rates of experiential marketing campaigns.
#5. Identify and Research the Market for Experiential Marketing
To channel an experiential marketing campaign, marketers must first identify and thoroughly research their target market.
#6. Understand the Significance of Branded Experience in Experiential Marketing Example
You should always remember why providing real-world or branded experiences works by looking at some of the examples of the most popular experiential marketing on the web.
#7. Experiential Marketing Campaigns Should Have Results-Driven
Your experiential marketing strategy should revolve around developing a creative, engaging, exciting, and effective activation.
#8. Use Online and Social Media Channels
Marketers should look for ways to improve online engagement through social media and other channels.
#9. Make Sure Your Brand’s Event Marketing Strategy Includes value-added
Try to offer users something valuable that can channel brand awareness and allow your audiences and users to act as brand ambassadors.
Example of Experiential Marketing
Experiential marketing has been a new trend for some successful companies, Some of these companies include
#1. The Home Alone House and Airbnb
Fans of the classic holiday film “Home Alone” had the opportunity to spend one night in the movie’s iconic house in 2021. Airbnb collaborated with 20th Century Fox to create this experiential opportunity, which allows participants to spend one night in the house with “Buzz” (an actor from the film) as their host. The lucky winner only had to pay £21 for one night, which resulted in massive publicity for the Airbnb brand.
For the past three years, Refinery29 has hosted the 29Rooms event, which consists of 29 individually branded and curated rooms with creative activities such as sound-making punching bags. Each year, the theme changes, with the most recent being “Turn It Into Art,” and the rooms are designed in collaboration with a variety of brand partners ranging from artists to consumer-facing companies. Participants are encouraged to participate in an immersive experience, creating something unique in each room.
To promote the new Skoda Yeti, the company covered the vehicle in ten tons of ice. The public was asked to guess the weight of the car as well as the weight of the ice and thus had a chance to win the car.
#4. Red Bull
Red Bull is associated with risk-taking and boldness. Also, Red Bull organized a skydiving event in 2012 with the assistance of professional skydiver Felix Baumgartner. The goal of this event was to show how a brand could push itself to new heights.
#5. T-Mobile Angry Birds Live
T-Mobile created a real-life version of the Angry Birds game for the public. People could play the game on their phones and enjoy the real-life effects on the street, which included exploding pigs and a live band to accompany it.
Experiential Marketing Strategies
Marketing experts weigh numerous options before deciding on a strategy. These strategies are developed and implemented after a thorough examination of the brand investment and customer base.
#1. Plan Events to Introduce New Features
This strategy will not only generate much-needed buzz for the event but will also aid in establishing direct contact with the customer. For example, ‘X’ Brand hosted a pool party to introduce their energy drink to the audience.
#2. Product Launch Parties
These, on the other hand, are specifically designed to introduce a product to the audience. However, brands should exercise extreme caution when using this option because the first impression is often the last. Mobile companies, for example, in experiential marketing, frequently organize product launch events to introduce a newly designed phone.
#3. Experiences with Virtual Reality
Certain companies sell VR kits to their customers, allowing them to fully experience the product or service. Certain car companies, for example, provide VR kits to their customers so that they can enjoy a virtual ride without leaving their homes.
#4. Marketing on the Run
This entails engaging in a brief conversation with the customers and interspersing surprises to keep things interesting. For example, Brand ‘X’ approaches a customer, strikes up a small conversation, and surprises him with some gift hampers in exchange for quick responses.
#5. Actions and stunts
A strategy that includes a stunt has a better chance of staying in the customer’s mind for a long time. Company B, for example, invites ten customers to a group conversation, but each is invited to a different location. This will come as a surprise to the customers when they learn about it.
Advantage Of Experiential Marketing
Experiential marketing has a distinct set of advantages for the company that make it a powerful tool for stimulating your next campaign:
#1. Media and Influencer Attention
A bold and innovative experiential marketing campaign can help your brand capture media and influencer attention. Such events are newsworthy and seem interesting to the public, so the media loves to cover them. A creative marketing campaign that includes a bold initiative captivates the media and helps your brand gain more media coverage.
#2. Social Media Exposure
Audiences enjoy sharing their amazing brand experiences on their social media platforms. As a result, your brands get a lot of free exposure on social media and can be seen by a lot of other users.
#3. Becoming Extraordinary
In a crowded marketplace, an experiential marketing campaign can set your company apart and break the mould. Audiences want to see something different, and experiential marketing fulfils that need. To position your brand as innovative, incorporate experiential marketing into your marketing strategy.
#4. Remember Your Brand
Every company wants this to be remembered so that its audience will return to it. Experiential marketing is a non-traditional method of marketing that the audience does not often get to experience. If your target audience enjoys your brand’s campaign, they will most likely return to it in the future.
#5. Word of Mouth
A brand is recognised by the audience in a variety of ways, the cheapest and quickest of which is word of mouth. If your innovative marketing campaign is well received, word of mouth will undoubtedly spread. Experiential marketing is an effective method of getting your audience to do your branding for you.
Key Components of a Successful Experiential Marketing Campaign
It is a common misconception that simply providing free samples of your product will suffice. It’s not that simple, and it takes a lot more effort to gain your customers’ trust.
The following factors will assist you in developing a better experiential marketing strategy for achieving your objectives in a company
#1. Target Audience
It is unnecessary to demonstrate your product or service to your entire customer base. Choosing and dividing it into sections is sometimes a better option. Determine which audiences are interested in participating in your experiential marketing campaign.
If you are launching an experiential marketing strategy, make sure there are a sufficient number of people waiting to use it. This can only be accomplished through proper product advertising. The primary goal is to make customers aware of your actions. Promotes your campaign on social media platforms such as Facebook, Instagram, and Twitter, among others. Experiential marketing is centered on an effective awareness strategy for effective marketing and branding.
#3. Background Connection
Customers will only test your product if they are pleased with the concept behind it. Create a suitable background for the product that will give them reasons to be a part of it. Make a connection with them by enticing them with exciting offers. Customers will thus relate to your brand emotionally, which will eventually benefit your product sales.
What are the 11 Experiential Marketing Pillars?
It is supported by 11 pillars: exceptional, shareable, memorable, relatable, relevant, personal, targetable, connectable, adaptable, engaging, and credible marketing strategies.
What are the Four Experiential Learning Cycles?
Reflective Observation (RO) and Abstract Conceptualization (AC) Active Experimentation: (AE) Concrete Experience
What is the Role of Experiential Marketing in Marketing?
Essentially, rather than simply conveying a message through advertising, experiential marketing aims to provide consumers with a tangible experience that they will associate with the brand, such as an exhibition service or a live interaction.
What Distinguishes Experiential Marketing?
Traditional marketing strategies, such as print, radio, and television advertisements, are typically one-way forms of communication that do not allow for much consumer interaction or engagement. In contrast, experiential marketing allows customers to actively participate in and engage with the marketing message.
What is the Most Serious Issue With Experiential Marketing?
Creating truly memorable experiences that resonate with customers is one of the most difficult challenges. It can be difficult to come up with unique and creative ideas that stand out in a crowded marketplace. Creating a memorable experience is critical to the success of experiential marketing.
Experiential marketing strategies are the most effective, but they are frequently overlooked when developing campaigns. They assist you in developing meaningful and emotional connections with your customers. And build long-term relationships. Experiential marketing represents a paradigm shift in marketing and event management.
Creating a winning experiential marketing campaign has never been easier, thanks to rapidly emerging marketing trends and new technology platforms. Top brands have already used experiential marketing campaigns to raise consumer awareness and engage them. It’s now your turn!
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