How Do You Create a Successful Experiential Marketing Campaign?
There are dozens of marketing strategies businesses employ to attract new consumers, but in the age of digital marketing, launching a new product with an intangible advertisement may not be as effective as one would hope. Fortunately, some marketing strategies are timeless for a reason, and experiential marketing is a classic for a reason. If you want to enjoy an effective campaign to reach new consumers, then taking your strategy to the real world may be your greatest tool.
So, what is experiential marketing? You can think of this marketing strategy as any event where your business can directly reach the consumer to create experiences about your products. While this type of marketing can look like anything from running a raffle to providing taste samples, one of the best campaigns is an event to launch a new product.
Creating a Successful Experiential Marketing Campaign
Corporate events can be an excellent platform to create buzz about a new business or product, or even celebrate the ongoing success of either. No matter what you use an event for, this type of marketing campaign can be an excellent way to create an experience between your brand and your consumers. The key to experiential marketing is to use activation to interact with the targeted consumer and draw attention to the brand.
There are several events that can be used in this type of marketing campaign. For example, a classic product launch party or a gala is ideal for some brands. Other examples of activation events can include product sampling, stunts, and even immersive experiences. But regardless of the type of event you use, some components of a successful campaign include:
A turn key event takes all the stress of planning, organizing, and setting up an event out of your hands. By using an event planning service, you can count on a turn key service that will deliver a flawless, totally customized event for your brand. From top to bottom, an event planning service will secure a venue, organize materials, and even add a special touch that will make your event stand out.
Depending on the type of event you plan to hold, you may need security for your event. This is particularly important for brands holding exclusive events or events with a lot of buzz in the community. Whether you need a little security or a more robust setup, an event planning service will have you covered.
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Even if you aren’t launching a food or drink product, your event may still need catering. Catering is just as common for galas as it is for intimate small venues with only a few dozen consumers. Even if your event will be short, catering can be a good way to create a positive experience about the event, particularly if your catering is customized to your brand or product, such as cupcakes with your brand logo.
Material and Technical
Successful events are fully coordinated from the bottom to the top. From materials needed to decorate a venue to technical support that will run A/V productions or presentations, an event planning service will provide everything you need to create a fully customized experience. You can also trust an event planning service to fabricate materials for your venue according to your specifications or company culture.
Entertainment is sometimes necessary for certain events, such as galas. Whether it’s a string quartet or a DJ, event planning services are fully capable of hiring entertainment services ideal for your event. In fact, excellent entertainment may be the cherry on top of a good event and may be part of the draw for attendees.
Finally, a successful campaign will be scaled to your needs. Event planning services are fully capable of organizing events for a gathering of 100 people or 1000. Being able to scale your event to the number of desired attendees will give you an extra edge in hosting a successful event, particularly in terms of budgeting.
What Are the Benefits of an Experiential Campaign?
Event planning for corporations has been around for ages – and there’s a reason why this timeless strategy will be around for ages more. While it may seem like the digital age is phasing experiential events out of popularity, the facts suggest that experiential campaigns are just as effective as ever. Aside from the ability to use this marketing strategy to connect directly with your target consumers, there are several benefits to consider for these campaigns, such as:
They Are Highly Effective
If you thought that digital marketing strategies utilizing social media and email campaigns were the only way to advertise new products or build brands, then you couldn’t be more wrong. The fact of the matter is that experiential events are highly effective and generally produce the results you want.
Most consumers have a positive perception of a brand after an event, and they often go on to purchase the product or service promoted by the event. Even more impressively, a vast majority of these consumers also go on to become repeat customers after successful events. This is because successful experiences with new products or services create memories and trust in your brand.
While a digital strategy can generally reach more potential consumers, there are many consumers who won’t place trust in new products or brands that are advertised exclusively through the internet. This is particularly important for businesses that are trying to build or maintain brand awareness. By creating an authentic experience, you can make believers out of skeptics and utilize the benefit of word-of-mouth growth. Forming a positive experience about an event makes your brand authentic.
Engaging Social Media
Most social media marketing is related to using data to curate ads for consumers based on their browsing history, and while this is certainly one way to make sure your products are seen by your target audience, it may not be the only way to use social media in a marketing strategy. In essence, you can use an event to appeal to people who like to make memories and share them on social media.
In fact, by creating an authentic experience that people will want to photograph and share, you are building up the appeal of your brand. This is an excellent way to capitalize on essentially free marketing through social media, as sharing visual content can help extend the reach of your marketing campaign.
Positive Brand Connections
Building your brand is all about building trust in your products or services. But creating positive connections to your brand can’t only rely on basic marketing, especially if you have a new business or product. By hosting an event, you can create positive connections to your brand through interactions. If your connections are unique and memorable, you may be able to create trust between the brand and the consumer in a way that will fuel continued loyalty.
How Can You Measure the Success of an Event?
Of course, while hosting a memorable event and allowing consumers to directly experience a product or service is useful, most businesses understandably want to ensure that investing in these events will generate success in the business. Fortunately, there are several ways to measure the success of your event, such as:
Engagements and Conversions
Generating new leads is the basic goal of these events, so monitoring for new engagements and consumer conversions is a key data point to analyze. There are a couple of ways to measure engagements. Both during and after the event, you can check with sales representatives about how much your website was engaged, or even about how many people your sales reps interacted with during the event.
Measuring conversions is even easier, particularly if you are looking at website sales. You can measure these conversions by collecting basic contact information, such as email addresses, and then monitor sales from these addresses to judge how many event guests went on to become active consumers.
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For many businesses, the focus of an event is to create more brand awareness. Brand awareness is the bread and butter of a successful brand in the digital age, especially when so much of new business success relies on building a positive reputation. To measure the growth of brand awareness, you can employ a few different strategies.
One of the best and most direct ways to measure brand awareness is to use a survey to judge brand sentiment. Ideally, you should measure your brand awareness before and after an event to have a better idea of the growth accomplished by the event. And of course, you can also look at social media buzz by launching a hashtag and tracking the growth of engagements.
Naturally, the most obvious way to judge the success of an experiential marketing event is to analyze the sales earned through the event. Experiential campaigns are direct appeals to new consumers, which means that you may be able to increase the overall sales of your business through these campaigns. Looking at sale numbers before and after an event can be an easy way to ascertain event success.
There are other ways you can determine the success of your sales, such as measuring how many products were sampled during your event. Although this measurement will not indicate direct lead generation, it will give you a better idea of how many potential consumers you reached, which you can then compare to lead generation data.
Why Experiential Marketing Is Still Relevant
The way businesses market new products and services in the digital age is simply a faster version of the advertising strategies that were used in the past. Instead of relying on newspaper articles or television ad spaces, now businesses can tailor marketing strategies to consumers based on data analytics. But that doesn’t mean that digital marketing is the only way or even the most effective way to reach consumers.
Experiential marketing is still relevant because it’s still an effective way to introduce new products, create new social buzz, and build more brand awareness and reputation. Successful campaigns can easily generate new leads for new consumers and build up the reputation of the product. For more information about how to activate unique markets around the world with event planning services, contact King Sixteen today.
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