Good marketing makes an impact on the profits of your business, but a truly successful marketing campaign will make a memorable splash with brand recognition. Modern marketing strategies are designed to use the diversity of channels that businesses can use to reach and engage with consumers. One of the best modern marketing methods is experiential marketing.
How Does Experiential Marketing Work?
Experiential marketing is a strategy that allows your brand to market an experience. By marketing an experience, you can create an event that is memorable for your target audience, which will establish a positive experience for your brand that will make consumers into return customers. Essentially, experiential marketing works by utilizing the power of experiential memory to secure a long-term interest in your business.
Experiential memories are often associated with experiences, events, personal reflection, and major learning. Experiential memories are usually more concrete than other types of memories, so it makes sense to use the formation of these types of memories as a tool in your marketing toolbox. Also known as episodic memory, this type of long-term explicit memory can play an important role in creating a relationship between your brand and the consumer.
Crafting an Experimental Campaign
There are several steps to mapping out a successful marketing campaign. For an experiential campaign, you will need to focus on key points, such as engaging your targeting audience, utilizing other resources available to your business, and thinking outside the box to plan a memorable campaign. Some important steps include:
Planning Your Campaign
The planning stage for your campaign is all about setting goals and outlining ways to measure the success of your campaign. Your business will need to reflect and identify what “success” will mean at the end of the day. Being able to identify success, such as with increased profits, will allow your business to judge how effective the experiential campaign is.
For example, what is the goal for your campaign? Do you want to introduce a new product, create more interest in your business, or increase profits through brand loyalty?
Research Your Market
It’s also essential to understand your market and your target audience. Your consumer demographic will likely change from time to time, so having updated stats on things such as website traffic, the age range of your consumers, and their interests can all be essential pieces of information you can use to tailor your event. At this point in your planning, it may be a good idea to use data analytics to research what your consumer is interested in.
It’s also important to understand how you can connect with your consumer emotionally. The goal of an experiential campaign is to encourage the consumer to emotionally invest in your brand and your products. If you can connect with your consumer on an emotional level, you’ll be more likely to inspire brand loyalty and increase future business profits.
Create Your Online Presence
Social media is the single most effective tool modern marketers and advertisers can use to reach a target audience. If you don’t already have an online presence, building one up before your event is a good way to establish your brand and make your products accessible. Updating your website and social media accounts is a step in the right direction.
For brands that have already established a robust online presence, you can advertise your event through social media, such as with influencers or ads. Creating an online presence for your event, even if the event is offline and in person, is a good strategy to build anticipation for your campaign. For example, teaser photos on social media can generate interest for your event.
Engage Your Audience
You will also need to engage your audience by creating an experience that is tailored to their expectations. For your event to be successful, the experience must be related to both the brand and what the consumer is interested in. For example, if your brand is not related to food, then it may not make sense to have a food-related experience.
Engaging your audience is also about authenticity. When you are engaging your audience with a tailored experience, you may also want to involve the history of your brand and promote transparency. This will help you build trust between your brand and customers.
Examples of Experiential Marketing
An experiential campaign can take many forms. Although many of these campaigns are usually hosted offline as events for select customers, you can also think outside the box and use online events as a more cost-effective option to create an experience for consumers. A few examples of this marketing technique can include:
Pop-up shops are an effective way to use an experiential marketing campaign. A pop-up shop will sell limited edition products or early release products to select consumers. Many times, pop-up shops will be hosted spontaneously or will require exclusive tickets to loyal consumers. A good example is a pop-up shop related to a musician that sells exclusive merchandise or allows the fan to meet the musician to take photos.
Pop-up shops can, of course, be tailored to your brand and business. If you have a food-related business, then you can use a pop-up shop to offer samples of new products and take surveys of what consumers respond best to. Your event could even include a cooking class for a recipe that uses your products.
Entertainment is another way that you can create an experience for the consumer. By partnering with music venues, sponsoring concerts, or hosting comedy shows, you can create an experience for consumers that will be positively associated with your brand. Entertainment events can also include an interactive opportunity for consumers.
Virtual events are also gaining ground as a way to create an experience for consumers. Virtual reality and social media are often the easiest and most cost-effective ways to reach consumers. For example, virtual reality tours of exclusive content or even dance challenges can use the flexibility of social media to create buzz about a brand.
Virtual events can also be shared across many platforms at the same time, which will enable more consumers to reach your event through more channels. Additionally, virtual events can be tailored to redirect participants to your website.
Why Marketing an Experience Is So Effective
Marketing an experience is one of the most effective modern methods to advertise your brand and increase the profits of your business. It’s important to realize that an experiential campaign is more than hosting an event. Although events that include catering, entertainment, and technical aspects are fine options for some brands, other businesses may prefer a more nuanced approach to an event to create memories for consumers.
Create a Lasting Memory
Creating a lasting memory is essential to a successful campaign. When you create a lasting memory for the consumer, you are using the power of positive reinforcement to encourage future interaction with your brand. When a consumer has a positive experience at your event or through your campaign, this memory will inspire more brand loyalty.
Build Your Brand
Whether you have an established business or your business is just getting off the ground, an experiential campaign can be a good tool to use to build your brand. Your brand is the cornerstone of your business, sometimes even more so than the actual products you offer. The brand of your business must be recognizable, have a positive reputation, and must reflect the culture of your business.
In addition to advertising the product and service that you provide, your experiential campaign will also need to speak to the culture of your company. You can do this by using recyclable goods, for example, to highlight the fact that your brand is eco-conscious, which is important to modern consumers.
Use Social Sharing
Experiential campaigns are also successful because they use the power of social sharing, which can be seen in a few ways. For example, your products can be shared through word of mouth, which spreads the good reputation of your brand from person to person. People are more likely to trust people they know about product recommendations, so the power of human social velocity can spread the good word about your services and products.
You can also use social sharing by allowing social media to reach a much wider range of customers. For example, by implementing unique hashtags for your event, you will be able to use social media to rapidly reach customers more quickly, which will generate more interest in your brand.
An experiential campaign is a marketing strategy that uses the marketing of an experience to sell a product, idea, or brand culture. You can use this marketing technique in a variety of ways, and the more out of the box in your strategy, the more success you will have. To learn more about how to make your experiential marketing campaign successful, please contact King Sixteen today.