Setting Up Your Experiential Marketing for Success
With modern day technology, we have found new ways to achieve virtually any task. Where once there were physical light switches in homes, they now can be operated right from your mobile device.
Technology is taking over, and shaping the way that we perform everyday objectives. We no longer have to walk in store to buy our groceries, household items and clothing. Instead, we can order all of it online and have it delivered to us in the very same week.
Engaging with customers to provide them the same experience that they would get in store can be difficult when there is no physical connection for your business to take advantage of. One way that marketing teams across the world are starting to achieve this is through experiential, or engagement, marketing.
This form of marketing is based on creating a positive and engaging experience for your customers, instilling a closer bond and creating a memorable interaction. It is a highly effective form of marketing, given that it plays directly on customer emotion, and evoking a physical response from the customer. This is done by creating the opportunity for people to engage with your online brand in person, and creating an immersive and interactive marketing campaign.
Experiential marketing campaigns are nothing new. In fact, a decade ago 20th Century Fox turned 12 American 7/11 stores into Kwik-E-Marts to coincide with the release of The Simpsons Movie. In the stores, customers could find limited edition drinks and food found within the popular Simpsons franchise, as well as life sized displays of characters from the show.
Red Bull are also notorious for their experiential marketing campaigns, the most notable of which was the Red Bull Stratosphere Jump in 2012. Garnering global attention, Felix Baumgartner set world records for the highest parachute jump, as well as becoming the first human to break the sound barrier without the aid of engine power. This marketing campaign was not only one of the most out there ever achieved, but gained worldwide coverage and remains in the minds of viewers to this day. This worked for Red Bull, whose motto “Red Bull Gives You Wings” sees them sponsoring and marketing through extreme sporting events.
For brands that are looking to delve into experiential marketing, it can be difficult to determine how to best to achieve this and remain in line with the company, and consumer interest. There are a number of contributing factors to determine when planning your campaign that can help to optimise your campaign towards your consumers, and reap the benefits of an interactive and engaging campaign.
Research Your Audience
A campaign that is successful is generally one that keeps the audience in mind. A company must first understand the influence behind your leads in order to drive them to the right part of your site, and eventually to convert them into paying customers. You need to understand what is behind your customers visiting your site, which goes beyond their locations, age and gender.
Creating a customer avatar could help with the process of determining what exactly drives customers to your business. By doing so, you put yourself in the shoes of the customer and better understand why they may need your particular products and services, what their driving force or situation is, and how to best market towards their desires in order to drive sales.
By approaching this, there will be more chance of creating a marketing campaign that will resonate with and engage your ideal customer base. By placing yourselves in the shoes of your target market, you can clearly visualise the way that they would respond best to marketing campaigns, and create an experience that speaks directly to them.
Measuring your Marketing
Marketing campaigns are driven through understanding the measurements behind them. For a larger campaign type, such as experiential marketing, it is vital to understand the data behind the campaign by examining the ways in which your marketing is received, you can better optimise your campaigns towards leads and what they respond best to.
Measuring different areas of your marketing campaign can better help you to understand the ways in which your audience interacts with your brand, and how the experience changed their perception of your brand. It can also better your understanding of the demographic of your audience, and measure ROI. Though this data collection, companies are able to better understand how their marketing campaigns are received, and conduct future campaigns in a way that garners an increased response.
Experiential marketing campaigns that thrive off the engagement of customers need to be conducted in an area that is easily accessible by ideal audience members. If you have measured your marketing campaign correctly, you should have an idea of where your target demographic is located, or points of interest/stores that they engage with. Choose a location to hold your experiential marketing campaign that is known to garner the attention of leads that are likely to convert into sales.
Create a Unique Experience
Experiential marketing is based on creating a one-off experience that will engage customers, heighten sales and garner attention in a unique way. The Red Bull Stratosphere Jump allowed people to tune into a historical event that was laced with danger and excitement. The 7/11 Kwik-E-Mart transformation allowed fans to step into a physical creation straight out of a cult classic show.
They offered a point of difference which drew attention naturally for their exclusive experience.
Find your point of difference, and highlight that in a physical space that is engaging and an experience for your customers. A valued and memorable experience can create a lasting effect to consumers, and place you above your competition.
Although it seems difficult to achieve, experiential marketing is one of the most memorable ways a brand can market their products/services to customers. When time is taken to research and understand the target audience, a marketing campaign can greatly benefit through a highly optimised approach. Ensure that your business assesses all avenues that lead to a successful experiential campaign, and create a unique experience that will drive sales and create a legacy for your brand.
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