Product showcases, pop-up stores and content generating events. Experiential marketing campaigns aren’t just a blink in the marketing world - they’re memorable. You already know the basics and you’re ready to hear the benefits.
Here’s everything else you need to know about experiential marketing.
With the marketing landscape constantly shifting, brands struggle to stay relevant. Techniques that were successful before are now outdated and rejected by consumers - they’re just sooo last year. Brands need to ditch the traditional marketing avenues and dive into more creative campaigns that entice and engage.
Activation ideas can be anything from product samples right through to stunts, events and experience. Think of it as a way to immerse your customers in your brand as you engagingly advertise to them.
Interactive engagement is what makes experiential marketing so different compared to the traditional elements of the marketing mix. An amazing 91% of consumers said they had more positive feelings about a brand after attending a live event or experience.
A growing trend in experiential marketing is utilising all five senses during events to fully immerse consumers. Now, brands incorporate sight, sound, touch, taste and smell into strategies. With dwindling attention spans, engaging all five senses captures the attention more effectively.
Coca-Cola’s exceptional idea for its Sprite brand was one that had plenty of social media traction. The brand created an outdoor shower which resembled a massive drinks dispenser and placed them at beaches and other locations.
Don’t just take ourword my for it. Have a search of ‘#spriteshower’ to see how successful the campaign was for yourself.
To make the most of your experiential marketing campaign, don’t think about cutting any corners. That doesn’t mean spend, spend, spend. Throwing money at your campaign won’t deliver the success you’re looking for and it isn’t guaranteed to engage your audience.
Don’t blow all of your marketing budget and overspend on a campaign that doesn’t fit your brand. You wouldn’t expect Birkin to hand out free bags on the street but let me know if they do, I know a few people that are a sucker for crocodile print.
With careful planning and consideration, you can reap all these benefits of a successful campaign.
Experiential marketing isn’t all plain sailing as many brands are a little sceptical as it presents its own challenges. It’s not always easy to execute and reap results but when done right, your business will undoubtedly benefit.
Some common issues include the difficulty of measuring campaign success, targeting isn’t as accurate and there’s no real guaranteed ROI, but don't let that put you off.
With the right approach, you can easily beat these so-called challenges. Okay so, there’s no standard way of measuring the success of experiential marketing, especially when compared to traditional marketing avenues. But you have to take a different approach - much like this innovative technique has towards marketing.
Experiential marketing campaigns include a blend of channels and will require a different methodology for each campaign. But the main point is that it’s possible by using real-world data and a unique approach. If you’re not convinced yet, what are you waiting for?
You can give consumers a new way to experience your brand. Obviously, we couldn’t fit everything about experiential marketing in this blog post as we’d probably be here for a while. So, we just went and created an experiential marketing playbook instead where you can see how your brand can benefit.
Whether you’ve planned an experiential marketing campaign in the past and it's been a major success or it’s something you want to try, make sure to get your copy of our playbook. It has more advantages, real-life examples and inspiration to get you started.
Get your free playbook now using the link below and take your first steps towards a successful experiential marketing campaign.