What is Experiential Marketing?
We often talk about how our promotional girls, and many other services, can help you to achieve excellent experiential marketing campaigns – but if you don’t really know what the phrase means, how do you know if it’s going to be any good for your business?
That’s why today we’re going to go back to basics, looking at exactly what experiential marketing consists of and how you can make it work for your company.
An Essential Innovation
As the good folks over at Marketing Made Simple tell us, experiential marketing was an essential innovation born out of the reduced impact from conventional advertising methods – as people began consuming a lot of their media online, traditional TV ads began to have less of an influence. Meanwhile, the heavy saturation of advertising has meant that, since the turn of the millennium or even before, people have been far more likely to tune out these promotions all together.
For a new era, then, we needed something a little different – and with so much virtual media, people have been craving something tangible, something real. Experiential marketing has stepped in to fill the gap, consisting of events that customers can get involved with, and allowing for real participation.
Generally speaking, then, experiential marketing consists of live events: things such as flash mobs, pop-up shops, in-store events and guerrilla marketing stunts. Crucially, these events – or experiences – should be themed around the products themselves, so those who participate are able to get a feel for how the product works and what it’s all about.
In the case of flashy stunts, such as an all-singing-all-dancing troupe breaking out some moves in the high street, the main purpose of an experiential marketing campaign is to give people something to gawp at, and to show the values that your brand represents – which in this case might be excitement and innovation.
Although the initial audience may not be huge (and you need to choose your location carefully to ensure that you are attracting the write views), the idea is to get people talking about it online – try to encourage tweets and social coverage as well as, if you can arrange it, some input from the media.
Proving Your Product
Other types of experiential marketing can be more about building trust and loyalty by demonstrating how great your product is. This might include setting up a pop-up location on a busy high street and allowing people to come in and get a free sample of your wares.
Of course, the whole purpose of experiential marketing is to offer something new, so if none of these options sound like quite what you’re looking for, don’t be afraid to innovate! Whatever you choose, we’ll be right there to support you: just contact Breeze People today to get us on board.