In today’s cluttered marketplace, it’s more important than ever for brands to create unforgettable experiences that resonate with consumers. With the rise of digital advertising, it can be easy to forget the power of in-person interactions. That’s where experiential marketing comes in.
Experiential marketing engages consumers through immersive experiences, allowing them to connect with a brand in a unique and memorable way. It’s all about creating a physical experience that reflects the brand’s values and messaging.
Why is experiential marketing important? Because it creates a lasting impression on consumers. People are more likely to remember an experience than they are a digital ad or a print ad. And when they have a positive experience with a brand, they’re more likely to become loyal customers.
So how can you create an unforgettable brand experience through experiential marketing? Here are a few tips:
- Start with a clear objective: Before you start planning your experiential marketing campaign, make sure you have a clear objective in mind. What do you want to achieve? Are you trying to increase brand awareness, drive sales, or create buzz around a new product? Once you have a clear objective, you can start to think about how you can create an experience that will achieve that goal.
- Add Value: Traditional ads have a reputation for interrupting experiences rather than strategically adding value to the experience. Where can you enhance a guest experience? One example is offering new or interesting information (think edutainment). When it comes to activating sponsorships through experiential marketing, another example is to create a new experience within the larger footprint that would have otherwise not been possible. (think 1+1=more than 2)
- Be creative: The best experiential marketing campaigns are those that are creative and innovative. Don’t be afraid to think outside the box and come up with something that’s never been done before. The more unique and memorable your experience is, the more likely it is to resonate with consumers.
Nutella Breakfast with the Animals experiential activation
- Make it interactive: One of the key elements of experiential marketing is interactivity. Consumers want to be part of the experience, not just passive observers. Make sure your experience is interactive, allowing consumers to engage with your brand in a meaningful way.
- Omnichannel Approach: As one element of the larger marketing mix, experiential marketing should be amplified and integrated across as many other relevant channels as budget allows. This includes social media, influencer marketing, shopper marketing and other paid, owned, and earned media. One of the most effective ways to scale an experiential program is to tap into the power of local or national media channels to tell your brand story by identifying what value the experiential program has for guests. If you get to this step and it’s a struggle to identify the real value for the brand experience being designed, it’s time to go back to the first few tips listed above.
- Follow up: Once the experience is over, don’t forget to follow up with consumers. Invite them to join your loyalty program, offer them a discount on their next purchase, or even just ask about their experience. By following up, you can continue to build the relationship and turn them into loyal customers.
Experiential marketing is a powerful tool that can help brands create unforgettable experiences that resonate with consumers. By starting with a clear objective, adding value, being creative, making it interactive, activating across omnichannel assets and following up, you can create a memorable experience that will leave a lasting impression on consumers. So go ahead, embrace the future of marketing, and create an experience that will set your brand apart from the competition.