Does Experiential Marketing Work?
Marketing takes many shapes and forms, all the better to find the method that works for your business and allows you to engage the biggest audience possible. The bigger the audience, the more money you can potential generate after all. One marketing strategy that people use is known as experiential marketing.
This is marketing that directly engages consumers face to face, rather than through more abstract platforms such as social media or websites. The idea is that such marketing creates more engagement between the consumer and brand, creating a connection.
But, does it work?
Examples of successful experiential marketing campaigns come in many different shapes and forms.
Samsung, for example, used its sponsorship of the 2012 Olympic games to create experiential marketing opportunities across London. Locations for this ‘brand experience’ included St Pancras, Canary Wharf, and even Heathrow departure lounges. They showcased the new Galaxy S3 and Note by allowing people to play their Olympic Games app. No products were sold at the stalls, but they did help to generate interest with 90% of the people visiting the stall claiming they were more likely to buy a Samsung product in the future.
Another example, one with an entertainment spin, comes from the international phenomenon that is Game of Thrones. Part PR stunt, part experiential marketing it is an example of what can be done when the budget is of no question. In the lead up to their third season, the show placed a large dragon’s skull on Dorset beach. Around the size of a double-decker bus, it was impossible to miss and press coverage was huge. The subsequent premiere was the most watched in HBO history.
Of course, you could say that these successes are down to the brand of Samsung being internationally known or Game of Thrones being extremely popular. But, without a doubt, you cannot deny the successes that these campaigns garnered.
Common Experiential Marketing Tools
The most common offline engagement marketing tool is that of street marketing. This is marketing your brand or new products, in what used to be an unconventional method, in public places. Staff members will be either on the streets or sometimes in shopping centres trying to generate public interest in their brand. It is such a popular technique it has become a common sight on the high street.
The ultimate goal of street marketing is to help people to remember the brand in a way they may not have online. Either giving them a new impression of the brand from a personal approach, promotional product or it being explained to them in a way they may have never heard of before.
Other forms of common experiential marketing include entertainment marketing, event management, mobile marketing tours, immersive storytelling and even immersive technology. All of them are effective in their own way but are less likely to be used in comparison to street marketing.
The Big Picture
Ultimately, a comprehensive marketing strategy is needed for complete success. But, experiential branding is a great way to help get your brand on the street and to encourage people to talk about it. The more interesting an ‘experience’ you and your staff present, the more interested people will become. Perhaps leading them to your other marketing channels and allowing for greater conversion levels.
Do you want to put experiential marketing to the test? Get in touch with us online or call 02380 015 000 and we’ll be delighted to assist with marketing your business with high-quality promotional staff for your experiential marketing endeavours. We ensure they are the best people to represent your brand!