Experiential marketing is gaining popularity, with more businesses attempting to provide memorable experiences for customers in order to boost sales.
According to research, 84% of businesses use events and experiences to market their products and services to customers. However, if your brand lacks meaning, simply following a trend won’t ensure success.
What does it imply to be a purpose-driven company? It means defining who you are—your mission and values—and then developing business and operational models that accomplish those goals. It’s all about making a long-term difference in the world. And there’s a long-term benefit when consumers connect with this message.
Create Purpose-Based Campaigns
Meet them where they’re already expressing their opinion: on social media. Practice social listening and reacting to comments—both positive and negative—quickly to strengthen your brand-customer connection. This allows you to access consumer sentiment, provide input on goods and marketing campaigns, and even enlist brand ambassadors.
You may use your knowledge of what customers want to develop an experiential marketing campaign that is in line with your company’s objective and identifies where improvements are required in your present marketing strategies.
Here are four indicators that your experiential marketing efforts lack meaning:
1. They don’t follow your brand values or maybe regarded unkindly.
It’s crucial to authentically tell your brand story in a way that’s relevant to customers for an experiential marketing campaign to be effective. Consumers are savvy and can detect phony sophistication and boastful behaviour a mile away.
Brands must also be careful not to send the wrong message. An Amazon promotion for its program “The Man in the High Castle” caused offence. The show explores what life might have been like if Germany had won World War II. Riders were upset, and the ads were cancelled as a result of this promotion’s resemblance to the Japanese rising sun and other symbols.
If something goes wrong, reach out to your public relations or communications team for ideas on how to handle negative attention from the media.
2. They aren’t attracting the proper client.
When you have a complete understanding of the consumers that your company serves, the marketing techniques and messages you plan will be more effective. This allows companies to focus their efforts on their most reliable source of business while also reaching out to other people who think and act similarly. When brands build experiences that don’t appeal to customers, they’re squandering money on marketing.
However, this doesn’t imply you should be afraid to break the mould. When Ford Europe made the bold decision to debut a vehicle at a gaming convention, it took a unique approach. While Ford Europe’s executive director of communications and public affairs acknowledged that gaming is popular among younger people who aren’t planning to buy a car, he argued that it might help make an unforgettable impression on future consumers.
3. They’re uninteresting.
Fast-paced consumer trends continue to accelerate. If consumers have “been there, done that,” your event or experience will not generate the buzz you desire. Brands must constantly try new methods to bring their brand narrative to life in exciting, innovative ways.
Lean Cuisine ran a successful campaign in which passers-by were intrigued. Women at New York’s Grand Central Station were urged to weigh themselves on custom-built scales. However, the “scales” were merely boards that measured women’s achievements rather than their weight. They included things like “completing medical school” or “serving others.” The program promoting healthy living instead of just weight got more than 200 million social media impressions overall.
4. You haven’t achieved any consumer insights.
Experiential marketing allows businesses to obtain deep insights into their customers and offer real-time data regarding sales, awareness, sentiment, and customer connections. This data helps marketers design future experiential retail ideas and campaigns by letting them figure out what drives revenue and remove ineffective components from their marketing plans.
Consumers were asked to describe a memorable event or experience they had attended in an EventTrack study. Here are some ideas for businesses seeking to launch an impactful and educational experiential marketing campaign based on the responses: Make the experience accessible, immersed consumers in interactive games or competitions, give samples, foster a sense of discovery, offer an emotional link, and make sure it’s fun.
When it comes down to it, advertising and social media marketing are simply not enough in today’s changing marketing climate. Create an experience that connects with customers and reflects their values to take your brand to the next level. That is what establishes a customer’s loyalty for life.