Experiential marketing is one of the most effective types of marketing, yet entirely too many businesses pass it up entirely as their small marketing teams are unsure of what it is and how to implement.
Approximately 65% of marketers are seeing an increase in sales as a result of experiential marketing efforts. Can you afford to miss out on that kind of growth?
What is experiential marketing? In short, it’s any type of marketing that focuses on providing a specific experience to customers. It’s often also known as event marketing, live marketing or on-ground marketing.
If you’re looking to excel at experiential marketing, the following three guidelines will help provide clarity about how you can implement it most effectively into your existing strategy.
Incorporating experiential marketing depends on preparation above all else. The following three guidelines will help you prepare your organization for success. They’ll help you nail down the who, when and where of your upcoming campaign:
Set a clear goal. What is it that you wish to achieve through experiential marketing? Are you looking to boost on-site sales?
Perhaps you strive to boost brand awareness? Or maybe you have an entirely different goal? Whatever you’re trying to achieve, write down a clear, concise goal that you can work towards.
Understand the audience. Who is your target audience for the experiential marketing campaign? What do they like?
Where do they spend their time online? How can you reach them effectively? Understanding the answers to these questions will help ensure success with experiential marketing.
Use proven methods. Discover existing proven methods of experiential marketing and put them to work for you.
There’s no need to reinvent the wheel; learn from these examples on how you create a unique campaign of your own based on others success.
Know Thy Desired Experience
The difference between success and failure with experiential marketing is how well you know your audience. What you understand about them will dictate how you craft your experiential campaign; it will impact the type of experience you create.
Speak with sales and customer service to help form a clearer picture of your target audience.
Understanding your existing customer base can help you establish an identity for your target market. Who are they? How can you create an experience that appeals to them? How can you create a positive impression of your brand through this experience?
Choose the Best Venue
Selecting the right venue is just as important as understanding your target audience. In fact, defining your target audience will help you decide on the best venue for your experiential marketing campaign.
Where does your target audience spend their time? Make a list. Out of that list, which location are people more likely to get involved with the campaign? Lastly, will you take the campaign ‘on the road’ to reach multiple markets?
Craft Your Message Carefully
What message will your experiential campaign send? Your message should match your brand’s overall tone while appealing to your target audience.
Your campaign and your overall brand’s message should fit like a glove; any disparity between the two will decrease the effectiveness of your campaign. You can use your experiential campaign to help adjust your brand image closer to your ideal image.
Now you’re prepared to succeed with experiential marketing! Remember to allot plenty of time prior to implementation in researching your target audience so that the experience you create will resonate with them.
Looking to learn more about experiential marketing?
Attend Content Marketing Conference 2017 to hear the experts speak about how you can grow your business with cutting edge marketing techniques.