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