While there are myriad ways you could choose to market your business; experiential marketing campaigns are uniquely placed to form meaningful connections between brands and their audience.
Experiential marketing is tangible. It allows consumers to immerse themselves in a unique experience that has been expertly tailored to their unique wants, needs and desires. If your brand successfully creates an experiential event that keenly appeals to your ideal audience it will be much easier transforming them into loyal customers who will advocate for your brand, both in person and online.
The importance of interaction
From product demonstrations to live-streamed events, interaction is key to all experiential events. Taking time to understand your ideal audience is critical. This is particularly true if you want to connect with your audience online, as you need to know where they’re spending most of their time to determine which platforms to target.
For in-person experiential events, appealing to the senses is key. You’re going to want to let people know where they can find you, so, in addition to promoting your event online, bold visual displays and music should be used to let people know you’re there. Once you have successfully captured their attention allowing your audience to touch and interact with your products and/or services will encourage a sense of familiarity.
Experiential marketing campaigns can break down barriers
Consumers want to feel a connection to the brands they choose to purchase from. This is why highlighting your brand’s values and displaying a personable side is so important. Your experiential campaign needs to be multi-pronged to ensure that regardless of whether people arrive for the nibbles or the special guest, they’ll stick around because they want to learn more about who you are and what you do.
The Instagram effect
Standing out from the crowd isn’t easy, especially when there are so many brands vying for the attention of the same audience. Experiential events are extremely Instagrammable, and if you can secure a healthy number of posts and shares, the outcomes could completely alter the fortunes of your business. Particularly if you manage to capture the attention of relevant influencers.
Related Read: The 5 Best Practices for Experiential Marketing
If you haven’t already started putting together your own experiential marketing campaigns, it’s not too late to get involved. In fact, experiential marketing is only just getting started and the good news is that you don’t need to max out your entire marketing budget if you don’t want to. You see, the success of your campaign won’t be determined by the money you’ve invested into it. Instead, it will rest on how much of your authentic self you are willing to present to your audience and whether you are able to form those connections that will both sustain your businesses and allow you to flourish.