It’s hard to believe, but we’re already more than half-way through 2018. So, if you haven’t evaluated how your marketing efforts are contributing to your goals, now may be a good time! And, if your efforts still need a boost, you may want to try adding “experiential marketing” to your strategy.
Because, according to an AdWeek1 article, experiential marketing can help forge lasting relationships with your customers, increasing the sales cycle over the long haul. And, using experiential marketing to promote your business can offer customers a more pleasurable experience with your products or services, creating a more loyal fanbase in the process. These loyal customers lead to lifelong sales and can increase your company’s revenue in the future.
Below are some of the tips contributed by the Forbes Agency Council that may be helpful in applying the “experiential marketing” model to your business.2
- Consider your audience persona—Experiential marketing can be an excellent way to connect with your audience, but it isn’t always the best strategy for everyone. Before you dive right into it, consider who you’re trying to reach, where they will be receiving information and how best to connect with them. There’s often a gap between what you think your audience wants and what they actually want.
- Do your own research—Experiential marketing is not a new concept, but the applications and uses of it are. If you are going to sink good marketing money into experiential, then make sure you understand how people want to experience marketing. The idea is to give the consumer enough content so they can picture themselves a part of your brand. Facebook Live, Snapchat ads, 360 and dynamic content are just a few examples.
- Make it worth sharing—If you are thinking about investing in experiential marketing, make sure to create strong impressions, interactive experiences and emotional connections between your brand and your consumers. Improving your credibility and influence can give you a great opportunity to showcase why your brand is unique and recognizable. Doing this will lead to people wanting to share your brand.
- Be bold—When it comes to experiential marketing, the only goal is to be remembered. For brands, this means that the concept of the campaign is more important than anything else. To be successful, experiential marketing campaigns need to be built in such a way that it delights, shocks or surprises the end audience first — and then, provide them the tools to share it with the world. Be bold, have fun.
- Design with Instagram in mind—You can design an amazing experience, but if there is not a spot for someone to take an Instagram photo, then it won’t be shared online. Look at the Museum of Ice Cream. The full experience is made for Instagram, and that is why it has become so popular. Every person takes Instagram Stories and photos inside and shares them with their followers. Now you have to wait months before you can get a ticket.