Experiences are the basic elements of life. Everything that’s happening with us is creating a new experience.
Experiences have so much importance in our life, our life is made of experiences.
Some describe experiences in two types good and bad, but some say that an experience is just an experience, there’s no good or bad in it.
What do you think about experiences?
Using these experiences in marketing is called experiential marketing. Let’s discuss more about it!
What is Experiential Marketing?
People see a lot of promotional messages, advertising campaigns, billboards and so much more every day, and everyone has been fed up with these kinds of tactics.
What to do then if we can’t make use of these tactics of marketing?
At this point, we need to think about something out of the box, and that is experiences. Experiences create memories and memories are always memorable.
Experiential marketing provides an opportunity for its audiences to have face-to-face communications with the brands and their representatives. It is completely focused on creating memorable, creative, innovative, and unforgettable consumer experiences to establish deep emotional bonds between consumers and brands.
It’s sometimes also called engagement marketing as consumers engage actively with the brands through face-to-face communications to create memorable and unique brand experiences.
To create these types of engagements, emotional connections, lasting memories, and positive impressions, consumers are attracted and engaged with the brands through all five senses and deep emotions by using interactive methods and opportunities of generating unforgettable experiences.
So, have you absorbed everything about “what is experiential marketing?”
Now, let’s discuss the effectiveness of experiential marketing!
Why Experiential Marketing is so effective?
We all are emotional beings, and experiences evoke our deep emotions. Experiential marketing is a way to evoke those emotions that we want to have in our life by providing an opportunity to have such an experience in our life with our family, friends, relatives, and loved ones.
When brands provide such an opportunity to their consumers and consumers are building real-life experiences with the brands’ initiative then the company is not only getting new consumers but loyal ones that with time will turn into brand advocates.
Want to have such loyal ones and advocates for your brand?
If yes, you’ll need a refined strategy for that, and now we’ll discuss that strategy.
Are you excited?
Let’s explore the simple and successful strategy for creating an experiential marketing campaign!
How to develop an experiential marketing campaign?
Developing an experiential marketing campaign and strategy needs a thorough understanding of this concept. I hope you’ve understood the above-mentioned concept of experiential marketing. Now, let’s get started with the step-by-step process!
Understanding Your Target Audiences
I would say in every marketing strategy, this is the first thing everyone will consider to understand and define. Don’t direct all of the efforts in promoting your experiential marketing campaigns without knowing consumers first.
Most marketing agencies and companies don’t put their resources and money into work to research their ideal consumers and types of experiential marketing that resonate with the target audiences.
If you know what the needs, interests, desires, preferences, goals are and types of experiential marketing audiences might find exciting, memorable, meaningful, and worthwhile, you’ll be able to run a successful marketing campaign.
Define Your Goals
Goals, why are they have so much importance in everyone’s life?
Goals are the simplest measurement of your success. It’s just one but a well-known important factor to measure the success of anything, if you’ve achieved your pre-defined goals then it’s said you’ve run a successful campaign.
I hope you also would like to measure the success of your experiential marketing campaign!
If yes, then you need to define your realistic goals before starting the campaigns and build your marketing campaigns around those goals to achieve them. Customize the whole campaign according to your realistic goals.
We’ve added one word before goals “realistic” which means the goals should be achievable, and measurable. It also helps you in conveying the brand’s values and culture.
Create Clear and Personalized Messaging
How do you want to be called and treated with the words of some other person?
I hope you would like to be called by your name and want an offer completely aligned with your desires, needs, and goals.
Am I right?
I’m sure you’re nodding in ‘YES’.
So, wouldn’t it be great if you were able to create a clear and personalized experiential marketing campaign messaging for your target audiences?
It would be amazing and you’d achieve your goals in no time and with no extra effort.
It’s time to focus your energy on creating clear and personalized messaging according to your audiences and the goals you want to achieve through this campaign. Incorporate storytelling and personalized messaging to make brand messaging more effective.
Identify Key Performance Indicators
KPIs aka Key Performance Indicators are the quantifiable & qualitative measure of performance over time for a clear and specific goal that shows how effectively a company is achieving Key Business Objectives.
Now is the time you need for identifying your key performance indicators for the specific objective you want to achieve for your experiential marketing campaign.
KPIs can be anything that can affect the success of the business objective such as user experience, sales booking, queries, etc.
Develop an Engaging Value Providing Experiential Marketing Campaign
The better the campaigns are aligned with your consumers the better the brand will get results. You have information about your consumers who they’re and their interests, desires, wants, and needs along with the goals and what types of experiential marketing campaigns they’ll most likely want to engage with.
If your campaign is able to educate your consumers about something and bring value into their lives then it’s highly likely that it’ll be a successful one.
These are the 4 main types of campaigns you can incorporate into your experiential marketing;
Brand Activation
Brand activation campaigns are those which encourage consumers to actively participate in the event and engage with the brand.
Event Marketing
Event marketing is an experiential marketing campaign for a brand, service, or product through planning, organizing, and executing memorable, unforgettable, and promotional events. Through event marketing, consumers can directly connect with brand representatives and interact with them.
Retail Installations
Experiential retail installations can create memorable shopping experiences for shoppers as well as brands. If they get a valuable and memorable experience from your retail installations then people will willingly take pictures in the shop and outside the retail stores and post them on their social media platforms and share them with their friends and relatives.
Guerrilla Marketing
Guerrilla Marketing is about generating curiosity and excitement through surprise, unconventional interactions, interactive emotions, risk, and provocativeness in order to promote a brand’s products and services.
Check out more about this in our dedicated blog on “Guerrilla Marketing”.
These 4 main types of experiential marketing campaigns contain so many different small strategies in which some of which are;
- Conferences
- Parties
- Sponsorships
- Parties
- Test Drives
- Samplings
- Kiosks
- Pop-up Shops
- Contesting
- Meetups
- In-Store Experiences
- Auto Shows
- Trade Shows
Start building one of the most suitable experiential marketing campaigns for your brand and your target audiences.
Define Budget for Your Campaign
Defining a budget will help you in measuring the return on investment. Decide how much you want to spend on your experiential marketing campaign.
As experiential marketing includes so many moving and temporary things, before going out for promotions, we need to decide how much we can afford to spend on a particular experiential marketing campaign.
Leverage Augmented Reality and Virtual Reality
Augmented reality is so much more sophisticated in providing an enhanced immersive experience to its consumers. Augmented reality provides consumers with the ability to try out the products before buying. As AR is completely based on providing an immersive experience to the consumers, so it’s great to incorporate this marketing strategy in experiential marketing campaigns.
Click Here to Know More about Augmented Reality and how can you use it in experiential marketing campaigns!
Incorporate Omni-channel marketing to Promote across Marketing Platforms
Incorporating an omnichannel marketing strategy in your experiential marketing campaign will provide you visibility across your marketing platforms along with a uniform consumer experience.
We’re even talking about uniform consumer experience in this marketing strategy, so it can so much more fruitful if we’re following all the omnichannel marketing strategies during the promotions of experiential marketing campaigns across the marketing platforms of the brand.
Measure Results, Optimize, and Again Execute
Even if you’re getting outstanding results from your marketing campaign, you should measure results. Measuring results and tracking the metrics will let you know about the areas where you need improvements in your marketing strategy.
You can optimize those weak areas and get better results in your next experiential marketing campaigns.
I hope you have knowledge regarding everything that is necessary to run a successful experiential marketing campaign.
Now, let’s see some of the main benefits you can get from experiential marketing;
Benefits of Experiential Marketing
Want to know what benefits you and your brand can get from experiential marketing? The benefits of experiential marketing strategy and campaigns are;
- Increasing Brand Awareness
- Increasing Customer Loyalty
- Higher Chances of Converting Loyal Consumers into Brand Advocates
- Increased Lifetime Consumer Value through Outstanding Experiences
- Exponential Growth in Sales and with the help of one-on-one interactions of people with the brand and increased word-of-mouth marketing.
So, you’ve seen what type of major benefits you can get with experiential marketing strategy. Now, without wasting time, let’s move ahead and wrap up this blog.
Wrapping Up
Experiential marketing is all about “EXPERIENCES”. It doesn’t matter what type of strategy you’re using, your consumers should get an outstanding memorable experience with your marketing tactics.
For providing such an experience you can couple experiential marketing strategies with other marketing strategies such as storytelling, personalized marketing, Augmented Reality and Virtual Reality, Omnichannel marketing, Psychology in marketing, conversational marketing, empathy in marketing, sonic branding, geo-fencing marketing.
There are hundreds of marketing strategies you can incorporate with experiential marketing to provide unique and amazing consumer experiences. Build your own marketing strategy and campaign and launch it.
Still, have any questions or thoughts related to experiential marketing? Let us know in the comment section below!
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