Marketing the products is becoming easy and difficult at the same time. The advancements in digital technology make it easy for brands to market their products. But the new and powerful ad-blockers are creating problems for brands. In this scenario, brands are now shifting to another form of marketing called experiential marketing. It is a powerful marketing technique involving the customers in the marketing process.
Modern marketing is not about features and benefits. It is now about products and experiences. The brands make a product, and customers experience that product. Experiential marketing aligns the user experiences with your brand. It increases the customer’s loyalty towards a brand. The problem comes in its implementation. Newly formed brands do not know how to implement this type of marketing. Keeping this in view, today’s article is all about how to implement experiential marketing. First, there will be a description of the importance of this marketing and then ways to implement it. So, let’s start our discussion with the following question;
Why is experiential marketing so powerful?
An experiential marketing campaign is an organised way to create user-brand experiences. This experience brings success to the company and joy to the customers. Successful campaigns engage at least three of the five basic senses of customers. The five basic senses are touch, sight, taste, sound, and smell.
The thing that makes these campaigns so powerful and impactful is the benefits. These campaigns are win-win campaigns. The users experience the products without buying them, what could be more interesting than this. A brief description of the benefits that make it so powerful is as follows;
Pretty simple and straightforward, right? What could be more beneficial for a company than its strategy works to bring benefits. The essence of experiential marketing lies in its work. A survey by The Academic Papers UK showed that more than 74 per cent of customers attending such a campaign were happy with the brand. Sixty-four per cent of the attendees who experienced the brand’s products bought the products. You can see it is powerful because it works.
Liberty to experience
As the name suggests, this marketing strategy is related to experiencing the products. This experience generates authentic brand awareness. People come to the event and experience the brand’s products without buying. This liberty to experience the products does not let people forget the brand. Whenever they think of buying a product like yours, they will surely think of your product. It happens because they have already experienced your product through their five senses. Thus, this experiential marketing creates a tangible bond between customer and brand.
Chance to interact with the brand
Interactions and real-life experiences make this marketing more powerful. It is very beneficial for the people who want to first interact with the brand and check its products before buying. Brand interactions usually bring fun, entertainment and joy. Experiential marketing gives brands a chance to present their best side to their customers.
How is experiential marketing implemented?
After the above discussion, you must know what experiential marketing is and why it is powerful. One thing you do not know is how to implement this type of marketing. The implementation of this type of marketing is not easy. You have to make a thorough plan before doing anything. Below are some of the things that you should consider in the implementation of experiential marketing;
Clear marketing goals
The first thing is going with clear marketing goals. Goals are the drivers of businesses. If you have clear goals in hand, it means your marketing campaign is going to be successful. Without clear goals and performance standards, you cannot achieve what you want. The goals also help you stay on track and work according to the plan. Every team member of the brand must know their responsibilities. This thing will help in avoiding any emergency. Thus, clear goals, action plans and performance standards are necessary for implementing experiential marketing.
Give customers value
Giving value is the most important thing in marketing. Many brands forget this, and they do not give their customers the value they want from the brand. This triggers the button of unreliability on the brand. Sometimes, the customers note very little things. For example, you should send them a follow-up message after their visit. This message will show that you care for your customer and give them value.
Involve as many senses as possible Experiential marketing is all about the basic senses of humans and customers. The brand representatives make customers try their products. Upon trying, make sure that all the senses of the customers are in use. The customers must be using all five senses while experiencing a particular product. The sensory touch of your brand will not let the visitor forget your brand. It is why you should involve as many senses as possible.
Encourage social sharing
Today’s age is of social media, and you should capitalise on it. Let the customers take photos and videos of your brand products. If possible, you should also contribute to this by taking photos with them. It is highly likely that your visitors will share the photos on their social media profiles. Upon sharing those photos, they are also doing marketing of your brand. It is called amplified experiential marketing.
Analyse the data
After a campaign, it is time to measure the degree of its failure and success. The data of the customers you collected during the marketing campaign will help you in this measurement. You match that data with your goals. If you are satisfied that you have achieved all your goals, it is a success. If this is not the case, you may need to conduct a follow-up campaign. Come up with a better plan in the follow-up campaign and try to achieve your goals.
Customers nowadays choose to experience things rather than see them online. Experiential marketing gives them chances to interact with their favourite brands. Experiential camping can consist of multiple engagements. Different guidelines about their implementation are available on the internet. Surely, you can look for them there.
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