Although it is often described as a marketing approach that takes things back to basics, experiential marketing is very well suited to the needs and preferences of modern consumers. For both the millennial and Gen Z generations, material wealth is being shunned in favour of real-world experiences that allow them to be fully immersed in something memorable and fun.
Brand events that successfully manage to stir authentically positive emotions within their audience can drive long-term brand advocacy as well as boost a range of other key metrics, including website traffic and social followings, over both the short and the long term.
Let’s look at a few experiential marketing strategies that could help your business to secure the kind of success you want to see in 2019 and beyond.
Street marketing has come a long way from the days of handing out flyers and this approach is often used by large companies and start-ups alike to communicate their messaging loudly and widely. From product demonstrators to samplers, there are a variety of ways to capture attention and create opportunities for valuable interactions using this approach to experiential marketing.
Capitalising on the element of surprise, guerrilla marketing can be an excellent way to exercise your creativity, capture attention and incite interesting conversations that can spread across social media. This is a cost-effective and highly memorable approach, but it is important to work closely with a company specialising in experiential marketing in London of other big cities, to ensure you comply with any relevant laws.
From conferences to industry events, there are a variety of ways to integrate an experiential approach into every type of event. Ensuring that all eyes are on you, having an interactive element to your display and an engaging team on hand to answer questions will help you to stand out from the crowd, even in the busiest spaces.
Experiential marketing gets potential customers into stores, ensuring that even disinterested shoppers leave feeling excited and positive about your brand. Delivering an immersive in-store experience will keep people engaging with your space for longer, increasing the opportunities for additional purchases.
The launch of a new product or service is an ideal opportunity for an experiential marketing campaign, because it will help to secure media coverage and ensure that customers know something new is available. Product sampling is an excellent way to pursue an experiential approach to brand activation, increasing exposure and the opportunity for meaningful interactions through the provision of free samples.
Any experiential marketing strategy you choose to pursue must prioritise brand interaction and the creation of unique real-world experiences that consumers can’t find anywhere else. Working with a professional company specialising in experiential marketing in London can help you to create a strong campaign shaped to meet a unique set of goals and objectives that will benefit your business.