From emotions to logic and values of the target audience, experiential marketing is all about appealing to an audience’s senses. Understanding how the target audience will likely think and feel is the key to creating a successful experiential marketing strategy.
Once you understand this, insights can be leveraged to develop a marketing campaign designed to make audiences connect on an emotional level with a product or company.
The attention span of the customer is the shortest that it has ever been, so now companies must find a way to connect with them on multiple levels while making a quick and lasting impact. The use of visuals portraying dreamy and powerful visions of customers interacting with products or services is a great example of how companies can use experiential marketing to evoke a desired emotional response from customers.
As consumers are continuing to tune out and become desensitised to all types of commercials, adverts, and marketing messages, experiential marketing is an excellent way of grabbing the attention of potential customers. More and more marketers are realising this and turning to the use of it.
Adding Heart to Your Product Experience
The consumer of today wants to have memorable experiences and feel that they have connected with brands. A recent Eventbrite study found that Millennials are spending more money on experiences than actually buying things. Therefore, creating an engaging, immersive experience that your audience can’t resist is important for tapping into the experience-driven market of today.
Understanding the needs and values of your audience also demonstrates to them that you listen to them, therefore making it more likely that they’ll end up doing business with you. Make sure to leverage the data on your audience to find out what really makes them tick, from there you will be able to use these findings to really drive engaging brand experiences.
Relevant Giveaways and Contests
Experiential and event marketing was found to be the top strategies used by B2B marketers (at around 70%) when it came to creating memorable brand experiences with their target audience. Using this kind of marketing when your company has a promotional giveaway is a sure-fire step to success.
Items such as pens, coasters and stress balls have become outdated and are often just thrown in a draw never to be seen again, so thinking outside the box and going for something more innovative and out of the ordinary can only be of benefit.
Giving away interesting items that can become real conversation pieces is an excellent idea, as the conversation will inevitably turn to your brand. An example of the kind of item you could give away include free VIP passes to an event you are running. Or perhaps your brand has released a new product – creating a competition via social media giving one of these new products away with plenty of hashtags will get people talking.
Interacting with Modern Culture
Looking for ways to effectively infuse cultures current values and purpose into your marketing tactics is an excellent way to leverage experiential marketing.
An example of this can be seen with Harry’s – the online shaving accessories subscription company. Harry’s created a pop-up shop to increase customer conversions, it did this by allowing customers to come and trade in their razors for a new Harry’s kit. As expected, customers amassed in great numbers to the pop-up shop.
Brands are now experimenting with modern technologies, such as facial recognition, contextual calibration and emotional awareness (biometrics) to ensure that marketing efforts align with consumer wants and needs.
Creating a Transformative Journey
Brands want to be able to take their customers on an emotional journey as part of the experience that goes with experiential marketing. Infusing storytelling elements to create excitement and inject emotional highs and lows is a brilliant way to do just that.
Creating an immersive journey that makes your audience feel as though they’re part of the action from start to finish will be of huge benefit. As by using elements such as design, colour, and music, it allows you to convey the brand experience that you want to.
Many well-known brands make use of the storytelling approach to evoke an emotional response from audiences with great success. Nike’s Equality Campaign which is an excellent case study in emotionally powerful, positive social change movement, Dove also has a similar storytelling approach as well. Other companies that make use of storytelling in their marketing include Google, Weight Watchers, and Apple.