Experiential Marketing — What it is and How to Use It in 5 Easy Steps
As a marketer, you strive to create moments that inspire people. You want to create experiences for your customers that will make their eyes sparkle each time they talk about you. But is there a way to achieve that? Yes, through experiential marketing.
This article will discuss what experiential marketing is and how to use it in 5 simple steps.
Let’s get started.
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Experiential Marketing 101
Experiential marketing is a strategy that creates memorable experiences by engaging an audience in a real-world situation. According to a recent study, 60% CMOs think that brand experiences are vital to keeping a long-term relationship with an audience. Experiential marketing is all about uniquely creating brand experiences.
It lets your customers experience the artistic side of your brand and helps you avoid appearing sales focused. As a brand, you want to create a remarkable impact on your customers -an effect that will help them recall your name any time they see similar products like yours. Experiential marketing is a surefire way to achieve that.
In General, a brand tends to sell to their customer in a traditional sense. However, in the experiential form, the customer is marketing to you. If you grabbed their attention during your event, they are more likely to talk about you. This strategy is all about living the brand experience and sharing it.
We also refer to this type of marketing as “live marketing” or “engagement marketing.” There’s an overlap between event marketing and experiential marketing. However, not all experiential marketing campaigns are event-based.
Storytelling is a vital part of a brand’s success. Through experiential marketing, people will have their own stories to tell about your brand!
Now that we have discussed experiential marketing basics, let’s see how we can use it in 5 quick and easy steps.
How to Use Experiential Marketing in 5 Steps
Start Experiential Marketing with Planning And Thorough Research
This step can make or break your entire strategy. Before you decide on anything related to a process, you need to plan and conduct thorough research.
Specifically, you need to:
- Know your target audience and location well.
- Check the availability and prices of all the requirements in your campaign.
- Research the new trends in your area.
- Decide on a clear message for your campaign.
Checking if the people from that area are interested in your products is so crucial. If you target the wrong location and people, you will have very few attendees (Most of which won’t be interested in your brand).
For example, if you want to target a country audience for urban clothing, there’s a big chance that you are planning to fail.
Doing proper research will lead you to the right plan. That plan will serve as a blueprint for your campaign, which will save you from any disasters.
Use Social Media in Experiential Marketing to Interact
After researching about your event, it’s time to persuade people to attend it. And social media is an excellent tool for that purpose.
It’s not just about the live experience. It’s about engaging the audience before and after the event. And social media plays a significant role in this. Here are a few things to remember when using social media for experiential marketing:
- Use those social media platforms where your customers hang out the most.
- Create captivating content to persuade people to attend the event and inform those who missed the event.
- Your posts should have the same message that your exhibit will have.
- Create a hashtag and set up a photo booth so that people can take and share photos on their social media using your branded hashtag.
People go to events for several reasons, including fun, experience, and discovery. But if you send them off by educating them, you’ll have a significant impact on their minds.
For example, Whole Foods does a great job by educating their customers about their products’ health benefits and the people who work there.
Let Them Compete
The competition will engage them. After all, it’s human nature to compete and win. It will make them feel accomplished and instill the right image of your brand in their minds. For example, you can set up fun games related to your products.
It doesn’t have to be a competition entirely. You can set up environments where people can collaborate and make something together. It will create a sense of friendliness for your brand.
Let Your Creative Juices Flow
The idea here is to make them feel something so they can remember your brand. Use unorthodox methods to create environments where they can feel using all five senses.
Don’t be shy to do something new; this is what creativity is all about. Just research the rules of that area and safety concerns (step 1).
Make it fun. Bring something that will entertain your customers and grab their attention. After catching their attention, you can pitch your product or service if you like.
If your budget allows, then use augmented reality. This unique experience will give your customers a happy, memorable experience.
Just be creative. Be different.
Time to Hear from You
Experiential marketing is all about creating long-term relationships with clients by giving them memorable brand experiences. Planning and being creative matters a lot in this regard. Today’s guide will help you get the best out of your experiential campaign.
So have you ever implemented this marketing strategy?
Or maybe you want to share your experience with an event?
Either way, let me know in the comments. I would love to hear it.