We, as consumers, are all about the experience these days. Over recent years, brands have consistently coming up with innovative ways to customize a consumer’s experience so that it’s unique. So naturally, we expect it now. So much so, brands have had to shift their marketing strategies to reflect just that. This is what we call Experiential Marketing.
Basically, brands aren’t relying on traditional advertising to catch the eye of a potential customer anymore. No, they are going way above and beyond the ads you see on TV or the side of the road. They are allowing a consumer feel, see, and hear a brand come to life!
Some benefits to making your brand’s marketing strategy an experience:
- Breathes life into a brand that is typically seen as static in magazine or online banner ads
- Allows for a more authentic representation on a brand
- Gives brands a chance to build one-on-one relationships with consumers
The sky is the limit when it comes to how a brand creates an experience for its consumers. Brands could hold a contest, integrate social media tactics, hold an event, gift influencers, and so on.
For your convenience and because we love you so much, check out highlights of some tried and true experiential marketing examples:
- Stunt: Plan an event or create content with one or several WOW factors. The wowness of the stunt should garner enough attention on its own by capturing the eyes and ears of plenty. And then hopefully, they’ll tell their friends.
- Mobile Tour: Put your brand on wheels and promote the hell out of it in high-traffic areas of big cities. Can we say free advertising much?
- Pop-Ups: Bringing a brand to life in a temporary rented space is especially great for brands looking to sell a product. Anything that is limited edition or available for a limited time is a guaranteed crowd pleaser.
- Events: Events allow for one-on-one consumer engagement, some serious brand immersion, and give a brand the ability to control a message…all in the hopes that consumers will snap some selfies or post an Instagram story to spread the word.
- Sampling: This might be the most straightforward type of marketing. (Here is my product. Try it out.) What makes it experiential is that the product is now in the user’s hand to use and make an informed decision on whether or not they like it. (Better than reading a Yelp review, right?) Plus when anyone is told they were chosen to receive a sample, it makes them feel pretty darn special.
Some of these examples might cost big bucks, but man, are they effective.