Looking for ways to create a strong and lasting connection between consumers and your brand? Experiential marketing is a promotional strategy that is growing in popularity among marketers as a method that uses unique experiences to connect consumers with brands. In other words, it’s all about creating an emotional connection between the consumer and the brand.
If that sounds a bit broad, it’s because there are many opportunities to make those connections happen. There are a few other things to know before getting started.
What Is Experiential Marketing and How Does It Work?
Because it involves creating and sharing experiences with customers and prospects, experiential marketing is an effective way of getting people to interact with your brand in a more personal and memorable way. Experiential marketing can take many forms, but at its core, it is all about creating an experience that people will remember and want to tell others about. Done well, it can be a powerful addition to your toolbelt for building brand awareness and loyalty.
Some ground rules for creating an experiential marketing strategy:
- Directly engage consumers.
- Invites them to participate in the evolution of your brand, products or services.
- Focus on creating positive experiences with brands.
- Stimulate word-of-mouth promotion.
Many forms of marketing focus on creating positive experiences between consumers and brands. However, experiential marketing differs from other forms of marketing in that the emotional connection is what allows you to create a lasting impression in the consumer’s mind. These experiences can take many forms, but they all have one purpose in mind. The goal isn’t to sell; it’s to create a positive and memorable experience in the hope that the consumer will connect with the brand on an emotional level.
How to Stimulate Brand Promotion That Seems Authentic
You may be wondering: But how do you stimulate word-of-mouth promotion? Isn’t that just encouraging people to spread the word to other potential consumers? Well, yes and no. This type of marketing can take many forms, but it often includes elements of “live” communication and interaction, even if in a virtual setting. As such, it generally takes one of three forms:
- Engagement marketing
- Live marketing
- Event marketing
Marketers play a role by creating a physical space that will allow customers to interact with their brand. This can take the form of an event, pop-up shop, or even a branded car. Customers are then able to get a first-hand experience of what the brand has to offer, rather than just seeing it advertised. This allows for a more personal connection with the customer, which can lead to increased brand loyalty.
Consider Introducing Your Brand at an Event
Naturally, live events lend themselves well to this type of interactive strategy. Still, it doesn’t have to be a formal event – or really an event at all. People are attracted to authenticity, and that can work in your favor. Opportunities to introduce your brand offerings to the public range from college campuses (if your target runs young) to local festivals that are open to the public.
However, even in a casual setting, introducing your brand can be a daunting task. There are a few things you can do that can help make the experience more positive:
- Focus on how your brand can meet the needs of attendees.
- Make sure your brand has a presence on social media.
- Don’t overlook the power of well-written content.
- Don’t push too hard.
With a little planning and some strategic thinking, it will be fun and rewarding on both ends of the relationship.
Digital Marketing Partner Can Help with Your Experiential Marketing Campaign
Like any marketing campaign, experiential marketing can be just one strategy of a larger plan. But executing every aspect of your campaign can be time-consuming and work-intensive in a way that not every growing business has the capacity to handle. Why not make the most of your marketing dollars and partner with a marketing agency that has the resources and know-how to fill in all the gaps?
At Connections Marketing, our specialists are ready to handle the content creation, social media, and analytics for your next experiential marketing campaign. We get that there’s no one size fits all in marketing. We can take on either part or all of your campaign while letting you know what’s missing from your strategy. Contact us today so you’re ready to go “live” tomorrow!