Marketing

Experiential Marketing Strategy: Step by Step Guide To Create An Interactive Campaign

It is not easy to engage your target audience consistently through interactive campaigns. What you need is a proper strategy in place. Check out this guide on experiential marketing strategy to help you understand the basics of planning an experiential campaign in step by step manner.

The concept of experiential marketing is a simple one: engage the customer with a memorable experience and she will have an emotional connection with you. In the digital age, physical experience is what sets a brand apart and cuts through the cacophony the customer has to keep the shutout.

The numbers reflect this as well. A recent survey of chief marketing officers by Freeman found that 60% of them believe brand experiences are the most valuable way to create ongoing relationships with their key audience. More tellingly, a recent EventTrack survey concluded that 74% of potential customers are more inclined than before to purchase a product or service after participating in an experiential marketing campaign.

Even though experiential marketing is a phenomenon that is bound to raise the interest of any potential audience, the audience will not love it just because it is a live event. That's why you need to have a proper experiential marketing strategy to bring your brand to life.

experiential marketing campaign

This post is a part of our series on Experiential Marketing (visit the main page by clicking on this link) or download the guide directly in PDF format from below.

Download Free Experiential Marketing Guide

 

Here is a checklist that will help you create a brand experience that your customers will cherish.

1. Know your audience

This may sound obvious, but too many brands get caught up in trying to create something “cool” and forget who their audience is. At the planning stage, spend time with the sales staff and key account managers to understand who your audience is.

Invest time in developing a user persona that your campaign will aim to delight and figure out the right venue to mount your campaign. An experiential marketing campaign, however beautifully designed, will fail if it does not consider the surroundings in which the audience will interact with it.

For example, a recent campaign run in the underground subway trains failed as it expected the participant to be online - and the network underground was practically non-existent.

2. Have a clear message aligned with your brand

For a successful Experiential campaign, it is essential that you have a clear message to communicate to your audience.

For example, Red Bull is the energy drink related to risk-taking and boldness. In 2012, Red Bull organized a skydiving event with the help of a professional skydiver Felix Baumgartner. The aim of this event was to showcase how a brand could push itself to the extreme limits.

 

 

Decide on the message your campaign should project, and make sure it is clearly communicated to your audience.
While clarity is important, it is paramount that your message is in sync with your desired brand image.

Any dichotomy between what your brand stands for and what your campaign “feels” like can make your core audience feel cheated.

3. Offer something useful

The most successful campaigns are those that educate the audience and offer them something useful. This was true when Lifebuoy created history that marketers study even today. And it holds truer today.

For example, Lean Cuisine installed "scales" in Grand Central Station but these did not measure the body weight of the participants. Instead, it gave them boards to write down the merits they actually wanted to be weighed on.

This campaign made no attempt to sell the brand, but the target group participated in the campaign without any push from the brand - and got the brand even more eyeballs by sharing the boards all over the Internet.

4. Use Augmented Reality

Use Augmented Reality to bring the benefits of an online campaign to the offline world. Augmented Reality does not just create a ‘’wow’’ for your audience but also increases the brand recall.

Even more importantly, Augmented Reality is interactive by design. Your audience will not just look at it for a few seconds and block it out - they will actually engage with it and have a happy experience. In fact, your audience will automatically associate the happy experience with your brand.

5. Define your KPIs

It is important to measure the success of your campaign so that you can identify what works and what needs improvement. But how you measure this success varies based on the goals of the campaign.

A multitude of data will be generated from your experiential marketing campaign, but you will have to identify the metrics that work the best measure your progress towards the identified goals.

6. Make it fun

Fun is infectious. It spreads. And all your marketing efforts should be spreadable. The fun doesn’t necessarily achieve sales for you, but it does capture the attention of your audience. Even help them build into a community. Once you have their attention, it is for you to decide if you want to pitch a sale to the prospect.

For example, T-mobile created a real-life angry birds game version for the public. People could play the game in the phone and could enjoy the real-life effects on the street with exploding pigs and a live band accompanying it.

angrybirds

7. Begin with early planning

One thing that can really leave you in a difficult situation is an unplanned campaign. If you still rely on last-minute changes, it may cost you more than your budget. If you start planning and assembling the materials for branding early, you might be lucky to get some of it on discount or able to negotiate.

8. Research thoroughly

Research about your requirements and the materials that you need before you invest your money into your experiential marketing campaign. Also, don't forget to research the emerging trends in marketing and experiential marketing examples.

9. Promote Your Event

Social media is a giant in the field of promotions in today’s era. Use it to promote your brand, even better if you use experiential advertising. It is greatly beneficial to share your message to a large number of masses which will land up in an effective experiential marketing.

10. Enable User Generated Content 

User Generated Content is a form of content on blogs, videos or any discussion posts where the consumers can create and share it online, say a video shared by a customer where s/he was playing a game at experiential marketing events. This content is publicly available to other customers and end-users.

MPBA-0

User Generated Content brings the consumer together with the brand and does the marketing as nothing else can do. It incorporates the use of social media pro-actively in the digital platform.

Sometimes a content is more shareable and more brand intimate in one medium than any other. Since this content is created by real users, it is also called Consumer Driven Content (CDC). Make sure you include the possibility of generating User Generated Content in your experiential marketing strategy.

Experiential marketing is a paradigm shift in the world of marketing and event management. With rapidly emerging trends in marketing and new technology platforms, creating a winning Experiential Marketing campaign has never been easier. So, get started on your interactive strategy today. 

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