First, What is Experiential Marketing?
Experiential marketing is a type of advertising that helps consumers experience a brand.
Differing from traditional advertising, experiential marketing attempts to captivate consumers within the product or brand by activating and engaging as many human senses as possible. At its very core, the main goal of experiential marketing is to craft an emotional and memorable connection (from experience) between the brand and the consumer so that it may create and encourage purchase decisions and customer loyalty.
How to Know Your Brand Needs Experiential Marketing
If you want to connect to your customer base in a way that leaves them with a positive, long-lasting impression, then you should go with an experiential marketing campaign. More telling ways to know that you may want to choose experiential over traditional advertising range from inconvenience to measurability. Some of these are listed below:
- Your customers know how to avoid and go out of their way to avoid your advertisements.
- Some customers may feel that traditional marketing is too aggressive, and don’t want to be bothered by receiving calls or solicitations. They want to find and experience your brand, not be overwhelmed by it.
- Your customers would rather interact with you via social media versus an advertisement.
- You’re reaching a large number of people who never interact—which means they are probably not your audience.
- Your customers feel that your brand is not interested in their values or needs.
- Your marketing team is working overtime on creating and distributing new messages, and seem to have little return.
- You have trouble figuring out the ROI or any other data.
From Traditional Advertising to Experiential—But Why?
Brands are turning to experiential marketing because of more and more people using ad blockers and fewer people watching traditional TV spots. Traditional advertising has not lost a bit of luster compared to experiential—which truly has the potential to create direct human connections and create more meaningful relationships with consumers.
But experiential marketing is much more than a consumer experience or event marketing. It’s your total brand experience, because of the variety of happenings going on before, during, and after purchasing and using your product. This marketing strategy can open your brand up to new ways that people can experience it all when exposed to it for the first, fifth, or millionth time.
Start with Experiential Marketing
There are definitely some key questions to think about when it comes to planning your next campaign.
- What will be the collective brand experience?
Plan the experience of your brand from the first touch to last to multiple touches. Think about the bigger picture.
- What strategy will you take to craft the experience?
While you’re thinking bigger picture, remember to stay focused. The strategy of your campaign will be more of an extension of your overall marketing strategy versus your only goal.
- What is your message? Who are you and what do you do? What impact do you have on people’s lives?
Providing a tagline that invokes your message where the consumer figures it out, rather than flat out saying it, is more of an experience for example. Think about what you can do to create that outcome.
- How will you produce and design this experience?
Forming a detailed narrative about the series of event-like experiences will help each person working on the campaign a great idea of how to design the overall experience.
- How will you emote this experience? What emotion will you portray to make the experience memorable to consumers?
Any experiential strategy should incorporate how you will engage consumers and affect them emotionally while creating a memory.
Contacting a professional is a great place to begin your journey to design your campaign and bring consumers their most memorable brand experience yet.
Getting Help on Your Experiential Marketing Journey
While we summarized some key pieces of experiential marketing, there’s a final step in the strategy involved in your campaign: placement. After the campaign is designed, your brand will need to reach the right people in the right place. Experienced experiential marketing consultants can assist you with the placement of your campaign. They can help you by finding the best location(s) for your brand’s or agency’s audience in different cities across the country.