Experiential marketing is a type of marketing strategy that helps customers experience a brand or product. It benefits a wide range of audience by involving them with the brand in as many ways as possible. The motive behind an experiential marketing campaign is to let the customers build an emotional connection and memory with the brand. This eventually helps to make loyal customers and improve Customer Lifetime Value (CLV) for the brand. An Experiential Marketing campaign encourages a two-way communication between the brand and the consumer. It initiates communication on a personal level and brings about a profound emotional engagement with the consumer. This results in higher conversion rates at a lower cost to the brand.
There are a unique set of benefits of Experiential Marketing that makes it very effective to stimulate your next campaign:
- Attention from media and influencers- A bold and innovative Experiential Marketing campaign can help your brand capture media attention and influencers. Such events are newsworthy and sound interesting to the public, hence the media loves to cover such activations. A creative marketing campaign with a bold initiative enthrals the media and helps your brand to earn larger media coverage.
- Social media exposure- Audience love sharing their amazing experiences with brands, on their social media platforms. Consequently, your brands get a lot of free exposure through social media and can be seen by many other users too.
- Becoming extraordinary- Amongst the crowd, an Experiential Marketing campaign can make your brand stand apart and break the norms. Audience crave to see something different and experiential marketing does that work for you. You can include experiential marketing to your marketing strategy to position your brand as ingenious.
- Memorize your brand- Every company wants their brand to be remembered to ensure that the audience comes back to them. Experiential marketing is a non-traditional way of marketing which the audience doesn’t get to experience often. If your audience enjoys your brand’s campaign, then it will definitely come back to it in the future.
- Triggers word of mouth- A brand is recognized by the audience through so many ways, out of which the cheapest and quickest is the word of mouth. If your creative marketing campaign is liked by many people, they will certainly publicize it through word of mouth. Experiential marketing is an effective way through which the audience does your branding.
To know which type of experiential marketing is good for your brand, have a look at the types of experiential marketing:
- Content generating stunts- It is a direct, as well as an indirect way and is an ambitious form of experiential marketing. It is basically designed for a meaningful and secondary reach of the public. This type has to be creative and innovative otherwise it doesn't leave any impact on the audience.
- Immersive experience- It involves deep consumer engagement through which the brand tries to connect with the highest number of participants.
- Product showcase- The most common types of experiential marketing is the product showcase. When your product itself has a great impact on the public, branding is done directly by the product itself…
- Business innovation & services- This type of marketing can be done directly or indirectly where the company keeps a long-term goal in mind. One can add a more innovative and durable form to their brand’s marketing through it. It won't look like a proper marketing step to the customer.
Experiential Marketing Examples:
- Skoda- In order to promote the new Skoda Yeti, the company covered the car in 10 tonnes of ice. The public was asked to guess the weight of the car along with the ice and hence got a chance to win the car.
- Red Bull- The energy drink is 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.
- T-Mobile Angry birds live- 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.
Experiential marketing campaigns can be of great help for a brand to create and increase its awareness among the public. Learn how to create an experiential marketing campaign with the help of the following steps:
- 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.
- 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 about the emerging trends in marketing and experiential marketing examples.
- Focus on quality over anything else- An event organized poorly would only go far due to the money spent on it, but might not impact the audience's minds. Even if you have a small budget, focus on providing the best to your audience.
- 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.
Role of technology in Experiential Marketing
Technology is another platform that makes a brand stand out of the ordinary and roll eyeballs in an event. People are seen accepting technology in their lives and wanting to know more about it. This, technology plays a very important role in experiential marketing. Here are some technologies used in experiential marketing:
- Projection Mapping
- Augmented Reality
- Mixed Reality
- Virtual Reality
- Sensor Technology
Experiential Marketing Trends
Experiencing a brand in a live and physical space is a great feeling when the consumer can recognize the brand’s budget, creativity, and worth. The latest, emerging trends in experiential marketing could be listed below:
- Mobile apps- Mobile applications are hugely used to boost management during experiential marketing events. These apps carry data and analytics, engaging information for the customer and reach a large public. It is like a digital shop for the consumer where they can visit the product or service before visiting the store personally.
- 360-degree experiential content- It is the mode through which you not only reach the masses who visit your shop personally. It reaches the ones who are sitting far away but are impacted through your content. This is one of the most common experiential advertising examples.
- Technology- This segment has taken over the markets for a long time. People who have been experiencing technology, have developed a sense of memory and recognition of a particular brand. There are rarely any campaigns that lead the experiential marketing trends of current time without technology.
User Generated Content (UGC) in Experiential Marketing
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. 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).
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. Top brands have already successfully used Experiential Marketing campaigns to create awareness and engage their consumers. Now it is your turn!