like the opportunity to add an extra dimension to your marketing campaigns?
Would you want to stand out from your competition?
your answers were ‘Of course!’ and ‘Of course!’.
have great news: experiential marketing does just that for you. It’s a form of
marketing that aims to form a memorable connection between the consumer and the
brand to make a lasting impression, influence purchasing decisions and
ultimately build brand loyalty.
increasingly popular form of marketing utilized by both large brands and small
companies. Especially with the rise of new video possibilities, such as Live
Video, Virtual Reality and 360° Video, creating original
experiential marketing campaigns is now easier than ever.
While traditional advertising options (such as radio,
print and television) communicate the brand verbally and visually, experiential
marketing tries to immerse the consumers within the product or brand by stimulating as many human senses as possible.
It leaves a lot more room for you to play with marketing combinations, since
your strategy will be able to factor in any of the human senses, instead of
just two (seeing and hearing).
Additionally, you can record the interactions or experiences and post it on social media, with the goal of going viral. That way you repurpose your experiential marketing strategy through the use of video content.
Now that we know what
experiential marketing is, let’s try to understand why we would even consider it?
The number of goods and
services has increased dramatically over the last decade, making the competitive landscape as a whole increasingly crowded. In order to stand out
in this modern world, you will have to stand
out. This is where experiential marketing plays a huge role.
A clever example is a specific part of Coca-Cola’s James Bond
Integrated Marketing campaign, supporting Coke Zero’s association with the Bond
movie ‘SkyFall’. Consumers at the Central Station of Antwerp, Belgium were
invited to ‘unlock’ the 007 in themselves by partaking in their personal 007 mission.
Their prize was exclusive movie tickets to the movie ‘SkyFall’. See the video
below to re-live the event:
This experiential marketing campaign is also a perfect
example of what we mentioned earlier: you can repurpose your unique campaign through the use of video
content. This way you share the bonding brand-consumer experience with the rest
of the world, creating a large-scale guerrilla marketing effect.
Knowing what experiential marketing is and applying it
in real-world scenarios is only half the work, since measuring the results
and using this information for future marketing efforts is key to success.
So, how do we
Generally, it’s best to focus on at least three main
key points: brand sentiment, social media engagement and sales.
Brand sentiment refers to the emotion or opinion
conveyed in a brand mention, which can be either be considered positive, negative
or neutral. We can measure this by conducting brand awareness research and determining
brand influence. The first can be researched by sending out surveys to
consumers, the latter can be determined by monitoring increases or decreases in
loyal consumers (consumers that stick around and actively engage).
Social media engagement is relatively easy to measure,
as long as you stick to the golden rule: create a connection between your
experiential marketing event and/or video and a distinct hashtag! As long as you make sure the hashtag is simple and
memorable, you can now easily monitor the social media engagement
pertaining toyour brand. You can also search for brand mentions, in addition to
activity including your hashtag.
The last key point we want to keep an eye on is sales. If there is an increase in sales, thing must have worked out,
right? That could be true, but the fact is that you will never be able to know if a
particular sale was directly connected to your experiential marketing event
and/or video. That’s why you have to pay close attention to the timing of your
sales: if there are sudden peaks in sales right after your experiential
marketing event, then it’s more likely that these sales are
connected to it.
In short, adding an extra dimension to your marketing
campaigns will help you stand out from your continuously growing
competition. Experiential marketing is a great option with lots of room for