Living in the digital era of people using ad blockers, and tuning out TV spots more and more, it’s a real challenge to succeed through traditional advertising, and it seems like turning to experiential marketing is the only solution for successful brands that want to create direct connections and more meaningful relationships with their current and potential consumers.
Consumers are inundated with clutter of marketing content, to the extent that only six seconds is what their attention span is nowadays.
If you are struggling with getting past that hurdle and inspire consumers instead, turning to experiential marketing can help you in the effort of creating more meaningful and engaging interactions with your customers. Marketing experts now agree that experiential marketing is the perfect way of providing a tangible experience and unique impressions among consumers.
But what is experiential marketing?
Rooted in event marketing, experiential marketing encompasses in-person, out of the box events, or simply brand-audience interactions that foster an experience.
It uses brand experiences to engage with customers in a way that the audience interacts with the brand through real-world experiences (brand activations).
Brand activations include not only pop-up events, or activities at company’s booth at a larger-scale events and festivals, but also any meaningful experience a customer has with a certain brand by either testing their product, connect with the displayed content tied to their campaign in an authentic way, or any other activity that leaves lasting impression with them about that brand.
Some of the crucial aspects of this immersive marketing approach include putting the consumer first, and using the power of storytelling.
Successful experiential marketing strategies are customer centric oriented and create stories that make stronger connections and emotional responses between the customer and the brand, are infused with personalities, and involve characters the audience feels compelled to support and identify with on a deep emotional level.
Additional best practices include:
Experiential marketing generates authentic, meaningful experiences through the use of memorable and non-traditional marketing methods which are grabbing attention and helping people to remember the brand on one side, and improve brand awareness on the other side.
Consumers are invited to interact with a brand via all of their senses in a genuine way, creating an experience that is fun for them, and is highly likely to be shared via social media, as we all know they love to capture and share their favorite moments online.
Combine the fun factor with the high return on investment, and it’s easy to see why experiential marketing campaigns are a win-win.
Google’s pop up donut shops
Glenfiddich: Join the experimentality
Nike’s Vaporscape installation from the Vision-Airs exhibit
UK Store Sleepover
Experimental Marketing Agencies understand the complexities associated with keeping the attention of your consumers and can create an impactful activation for your brand.
This article was provided by PSP Media, a Experimental Marketing Agency in New York
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