Experiential marketing is a branded event focused on engaging people offline, in the real world, creating a brand presence at an offline event to earn attribution but generate less of an actual interaction with consumers. Experiential has become one of the most effective marketing disciplines in the world. Its symbiotic relationship with content and social media have seen it become not just an alternative to traditional media but a powerful tool of modern marketing.
A well planned experiential campaign enhances a brand’s profile, raises product awareness, drives product demand, and effectively communicates the brand’s voice and identity. However, when running an experiential marketing campaign, there is a lot that needs to be considered to ensure that the campaign is well received.
- Know your audience:
Although it may seem obvious, something that can be overlooked in the effort to be ‘cool’ is ensuring that the experience is suitable to the target audience. For an experiential campaign to be truly successful, the experience has to be one that appeals to the participant, leaving them with a lasting, positive impression of your brand that encourages brand advocacy. It is only possible to create this synergy once the target audience has been defined.
- Choose the right venue:
Once your audience is defined, selecting the right venue is vital. It becomes easier with the following questions in mind:
- Where do the audience spend their time?
- Out of those locations, at which ones are they likely to be willing to stop and watch, or get involved in the campaign?
- Will the campaign be run from one location, or be taken ‘on the road’?
The wrong choice of venue will reduce the opportunity to engage with the right consumer and ultimately lead budget slack.
- Develop your unique selling proposition:
Whilst it’s vital to create an experiential marketing campaign that is a good match for your product’s target market, and select a venue the market participant attend and are willing to engage with you at, it’s also important to make sure that the experience aligns with your brands core values i.e. Make your event relevant to your brand story.
If there is a disparity between the ‘feel’ of the campaign and your brand’s desired image, then the experiential campaign may not be as effective as it could. An experiential marketing campaign can be used as a way to alter the public’s opinion of your brand, to be closely aligned with your ideal brand image.
- Get your pricing right and set a realistic budget:
Set the right price for proper brand positioning, this price should be reasonable enough in comparison with competitor’s price to allow competitive benchmarking. There should also be schemes in place for revenue maximization. Take your fixed and variable costs, market size, pricing and combine to create a budget for the event.
- Define Your Key Performance Indicators & Methods of Measurement & reporting:
You really need to start measuring the success of your campaign before you begin. It’s important to define your KPIs and goals before you get started. This way you can set in place various methods of measuring success in advance. As such, the goals of your campaign will determine how you measure success. Make full use of social media platforms and management tools to track hashtags and mentions, as well as engaging in social listening. Mentions and sales data will be useful, but it is equally important to pay attention to what people have said about your campaign – what they loved, what bored them, what they hated and why
- Expand the reach: Go online
Identify and connect with key influencers on social media and online pages before the event and get them involved, build a support network by reaching out to friends and family, existing audience and potential sponsors.
Create a video of the day and upload it on YouTube as early as possible.
Create a Twitter hashtag for the event, and make it known to your audience. Offering a prize to those using the hashtag can increase uptake in its use.
Spread the word via social media, emails, blogs, blogging and PR
Set-up social monitoring of not only your hashtag, but also product and brand keywords, and venue specific keywords, and have staff primed and ready to respond to any comment.
Better still, reach out to us at Madison and Park Limited firstname.lastname@example.org for an unforgettable experiential campaign.