What to Avoid in Your Next Experiential Marketing Campaign
Experiential marketing is more popular than ever before with many different brands. The question is though, is it working? With the vast use of data, experiential marketers are able to adjust their efforts on a whole new level and convey the most memorable consumer experience. However, there still comes some difficulties in the process.
Some issues with data-driven decisions are the lack of understanding the consumer experience, deficiency of holistic thinking, absence of opportunities, not leveraging social media properly, skipping investments, and failing to track ROI. When it comes to the lack of understanding the consumers experience, this is huge. The consumers are what gives the company its life and growth. The consumers are expecting such events to be tailored to them. If a consumer has a good experience, they are more likely to spend a greater amount in the future than those who have poor experiences. When companies lack holistic thinking, this means they are not thinking about the big-scale of the situation. Instead of looking at each experience as a one-off event, companies should leverage the skills, technology and integration before, during, and after their event. Next, when a company is absent in the opportunities for audience engagement, this can be particularly detrimental. Audience engagement should be the main support of the event. This creates doe the most significant and memorable experience for consumers. Social media is also a huge influence. It’s a quick, easy and interactive way to get the information out to the world. Not only can the company be posting on social media but the consumers may be posting about the event, sharing the event or commenting on the event, and there are so many different platforms for them to do so. Another thing that should not be looked over is the investment in software. Being digital has enables marketers to track, measure, and optimize experiences. Companies can use software to capture leads and scale their efforts in the most effective and efficient way possible. Lastly, failing to track ROI can lead to even larger fails. ROI is essential in defining value of the event. Depending on your goal, this could be looking at the total attendance, social reach, leads, and post-event sales.
As you can, see there are quite a few different things to be aware of when wanting to create the best experience for your customers possible but it’s not impossible.