Also commonly referred to as “engagement marketing,” experiential marketing is designed to create an immersive, memorable experience for the target consumer. This strategy goes beyond traditional marketing tactics by providing consumers with the opportunity to actually interact with your brand, potentially on a deeper, more emotional level that fosters and solidifies brand loyalty. You may have heard of experiential marketing but aren’t sure how to incorporate it into your current strategy. Although there are no one-size-fits-all answers, there are some key steps that you should familiarize yourself with before bringing an experimental marketing plan on board. The following are five strategies designed to help you incorporate experiential marketing into your game plan:
Understand Your Audience
Conducting extensive market research to identify the personal preferences, interests, and purchasing behaviors of your audience provides you with a good foundation for your marketing campaign. Being armed with this knowledge will help you design experiences that resonate with your target audience. Remember — the more you know about potential buyers, the more impactful and effective your marketing efforts will be.
Define Your Goals
A clear definition of what you want your marketing strategy to achieve will refine your campaign and improve its chances of success. Ask yourself if your main objective is to increase brand awareness, generate new leads, speak directly to an existing customer base, or enhance overall customer loyalty. Naturally, there will be some overlap with some or all of these goals, but be sure to prioritize the one that most closely represents the current needs of your business.
Create a Memorable Experience
The core of experiential marketing is to provide your target audience with a memorable experience that leaves them with a positive lasting impression. This can be achieved in a variety of ways, including events, pop-up shops, interactive installations, product demos, and virtual reality experiences. The key is to engage the senses and emotions of your audience in real-time. For instance, if you represent a food brand, hosting a cooking class allows participant interaction with a positive end result.
Leverage Technology
Technology offers many tools that enhance experiential marketing and engage consumers in innovative ways. Augmented reality and virtual reality both can be used to craft immersive experiences that captivate audiences. Social media platforms remain powerful tools for extending the reach of your marketing efforts, especially when it comes to establishing a brand identity and engaging customers with your products or services. Occasional live streaming lets you reach a broader audience.
Collaborate with Influencers
Partnering with relevant influencers is a great way to get your message out to a greater number of potential consumers. Choose an influencer who’s developed a loyal following, has established trust and credibility, and whose followers align with your target audience. Influencers can be particularly helpful for adding credibility to your experiential marketing campaign.
Keep in mind that experiential marketing doesn’t end when the event does. Be sure to nurture leads by reaching out to those who’ve participated to keep the momentum going. Sending personalized thank-you emails, offering exclusive discounts, or inviting them to join your loyalty program helps convert leads into loyal customers.