Utilizing Experiential Marketing During the Holidays

open.png

The holiday seasons is a time of year where businesses put a lot of money into marketing their products and businesses to their consumers. These marketing tactics are crucial to creating a long-lasting relationship with consumers. Businesses have begun to utilize experiential marketing tactics to accomplish these goals throughout the holidays. The main goal of experiential marketing is to create a long-lasting relationship through fun, interactive activities. Many industries have taken advantage of these opportunities creating positive buzz about many businesses. It has been shown through statistics that the majority of holiday shoppers tend to go to brick-and-mortar stores rather than participate in online shopping as mentioned in How to target millennial holiday shoppers.

pink.png

Many successful experiential marketing campaigns involved shock or awe as a part of their activity to creating a positive memory with their consumers. One company that created a successful experiential marketing campaign during the holidays was Lancôme. During the 2017 holidays, Lancôme created a pop-up attraction in the Hong Kong airport while utilizing an interactive game. Lancôme created an interactive game called ‘Journey of Holiday Wonder’ with an opportunity for a free sample of Lancôme’s Miracle Secret fragrance. Throughout Lancôme’s entire campaign they declared to bring happiness and that they did. They saw a large amount of success through this campaign and enjoyed sharing these light-hearted moments with their consumers. This allowed Lancôme to be viewed as a business that values their consumers and puts their consumers first. Allowing consumers to value and trust Lancôme for many years to come.

A key factor when designing an experiential marketing campaign is social media. Every successful campaign is created to provide opportunities for consumers to share it on social media. Macy’s recognized this aspect of experiential marketing and created personalized Instagram gift guides for holiday shoppers. This campaign has allowed Macy’s to begin to reach the younger generations easier as well as combine online and in-store shopping. Macy’s has also utilized Pinterest to provide an interactive activity for consumers to find inspiration and hidden gifts that can be found at Macy’s. These campaigns have allowed Macy’s to touch the hearts of many new consumers while creating memorable experiences that will last them a lifetime.  One of Macy’s holiday campaigns “Space Station” is a replication of their Pinterest campaign.


What is your favorite experiential marketing campaign during the holidays?

 

What holiday experiential marketing campaign would draw you into their storefronts?

https://www.marketingdive.com/news/covergirl-plans-black-friday-opening-for-experiential-focused-flagship-stor/542661/

https://www.zdnet.com/article/how-to-target-millennial-holiday-shoppers/

https://www.psfk.com/2018/02/retail-fun-games-holiday-engagements.html

https://www.prnewswire.com/news-releases/las-vegas-decks-the-halls-for-the-holiday-season-300752232.html

https://www.marketingdive.com/news/macys-creates-personalized-instagram-gift-guides-for-holiday-shoppers/541468/ 

https://www.youtube.com/watch?v=trtkzNovg-I&feature=youtu.be  

How to Implement an AMAzing Experiential Campaign

concert.jpg

Experiential marketing is a marketing strategy that invites the audience to interact with the business in a real-world situation. It is a way of showing what the company offers and also what they stand for in a fun and hopefully also a memorable way. The dynamic puts the audience front and center and lets them really experience the brand on a personal level. Experiential marketing focuses on the interactions between the brand and the customer and building that relationship and affinity.

            There are a few things to keep in mind when trying to execute an amazing event and experience for your customers. One big one being taking advantage of research technology. There are so many different programs and technology based tools to help measure consumer responses to experiences in todays world. This way, you can gain intel without interrupting the experience of the audience. Once the event is over, there will be the chance to understand if the experiential campaign was a success or not. Another thing to keep in mind is to ask the right questions before the event. Know your audience better than they know themselves. Know who they are, what they want, what they need, what matters to them, and what problem this brand can solve for them. By better understanding the customers needs, the event can be tailored to their liking. Aside from research technology, light-footed research is also extremely important. Get to know the customer through focus groups, interviews, or surveys. With the use of research, it can be a great indicator of the success or potential success of an experiential campaign. After getting to know the customer, look at all the data. Data can help with recommendation to make sure your event will blow their socks off. It will help to make sure you are in the most efficient, quality driven, yet distinctive spot for your big day.

The experience should be unique, but on brand and also relevant to those who are attending. Try getting the audience involved in such activities that will draw them into the brand and give them and experience they will never forget. Some good examples of this are the use of hashtags, contests, etc. Try taking the event to the next level by really captivating your audience’s attention or expanding your consumer outreach. Do not let the event be overwhelming but set your brand apart from competitors with videos, AR/VR, or other such new and upcoming ideas to stand out. Expand your outreach so customers can be constantly connected and engaged even after the event has happened. With this, customers are more likely to keep coming back to your brand. Feel free to also communicate before and during the event as well. Most times social media is the easiest way to be quickly connected and it is also a great way to promote the event itself or upcoming events. Customers can also share photos, make posts, or respond to others about your event through the different social media platforms.

With those things in mind, it will help to plan the most impactful and meaningful experiential campaign.

 https://youtu.be/tLThFuFZmEA

 What are some of the most impactful ways to prep for an upcoming experiential campaign?

https://blog.hubspot.com/marketing/best-experiential-marketing-campaigns

 https://medium.com/ama-marketing-news/so-you-want-to-do-experiential-marketing-consider-these-4-things-first-745dc37b3805

 http://web.a.ebscohost.com.libproxy.uww.edu:2048/ehost/detail/detail?vid=0&sid=04ec0c55-180a-4850-a707-bf9dcba6f205%40sessionmgr4008&bdata=JkF1dGhUeXBlPWlwLHVpZCZzaXRlPWVob3N0LWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=127476794&db=bth

 https://www.entrepreneur.com/article/294900