When it comes to experiential marketing, getting it right is easier said than done. It’s very important to make sure that the experiences are authentic to your brand and relevant to your audience. When considering an experiential marketing event or campaign, here are some things to think about:
- Gather ideas and inspiration
What activities are of interest to your target audience? How do they spend their free time? How can your brand leverage these interests and create a unique, desirable and memorable experience? Social media as well as real life events can provide a significant amount of ideas and inspiration for how to connect with audiences.
- Getting to know your customers
What aspects of your brand resonate most positively with your customers? What feelings do people have about you? What are their favourite features or benefits? These are all valuable insights that can assist you in leveraging the essence of your brand and the emotions evoked. Review sites, social media, and questionnaires are all good places to start. Knowing your customers and what they appreciate about your brand, product or service will help you figure out how to use emotions and experiences to attract new like-minded customers.
- Define your goals
What is the purpose of your experiential marketing campaign? What specific outcomes do you intend to achieve? How will you know whether you’ve made it? What action do you want consumers to do right away as a result of their interaction with your brand?
Make certain you know what outcomes you want from each interaction and how you’ll measure success.
- Determine the value you will provide
What’s in it for the participants? The most impactful experiential campaigns provide immediate, tangible value to participants. Will it be a memorable photograph or video? Or will it be a fantastic adventure? In order to produce memorable experiences worth sharing, try to deliver value in as many ways as possible.
- Engage senses as much as possible
When it comes to your brand experience, what do you want customers to see, feel, and hear? What colors are you going to use? Will you include music in your project? What will you do to provide them a chance to interact with your brand? Immerse them in a sensory encounter that involves more than one of their senses, and it will almost certainly have a greater impact.
- Create unique experiences that are authentic to your brand
Experiences that are authentic to you brand values, history, positioning and/or perception are more memorable and mor likely to lead to greater engagement and loyalty.
- Measure, analyze, and improve
Experiential campaigns are very dynamic and require constant and consistent measurement and improvement. Monitor and act upon the feedback you’re receiving from participants, staff and stakeholders alike.
Experiential marketing is a fantastic approach to emotionally connect with current and potential customers. Strive to deliver unique and authentic experiences across a variety of touchpoints. Ensure your goals are clear, that you’re always trying to improve, and that you track your progress. If you can do this you’ll be a brand that creates and maintains devoted customers through fostering connections and evoking emotion.