What is the secret of a good story? A happy ending? Maybe a valuable lesson or unexpected plot twists? The story described in it makes the story popular and exciting. This is who, what, where, when and how.
Marketing specialists love interesting stories. They tell their customers through messages and content. Experiential marketing or empirical marketing helps to bring them to life, it is also called impression marketing. This direction is far from new, has already repeatedly proved its effectiveness and is widely used in practice. But how to implement it?
To begin with, what exactly is experiential marketing?According to the SMO (Social Media Optimization), marketing experience is a mutually beneficial interaction between the client and the brand, designed to create relevant engagement. These two interactions go beyond sending messages and consist in creating the ability to interact with the brand in real life.
This is beneficial both for customers who are experiencing an interesting practice, and for brands who are reaching their goals by satisfying their customers and by making a profit. Just imagine, 49% of visitors to events create videos about them, most of which they share on social networks. People talk about catchy events and the brands that organized them. But what does experiential marketing look like in practice and how to implement it with a limited budget?
Table of Contents
1. Use Virtual Reality
Marketing tools such as virtual reality and round-robin videos are very popular. More than half of consumers are willing to buy from a brand that uses virtual reality. And if the video is in 360 format, then viewers are twice as likely to watch it till the end.That’s why virtual reality is the marketing specialistâs best friend. First of all, it allows you to change the environment and make the potential customer feel something new or experience your product or service offers in a different way. Think about what kind of experience your brand can create. Realize your best idea in virtual reality format or video projection advertising by Grassroots Advertising or another company.
2. Transform the Space
For example, Warner Bros. turned the local tattoo parlor into a brand zone dedicated to the heroes of the film “Suicide Squad”.Even if you do not have a huge budget, do not miss the opportunity to transform the space around you. For example, you can collaborate with a local business that has the same target audience as yours.
3. Look for Partners
To transform the space, it is necessary to obtain permission and offer certain benefits to partners. This kind of collaboration is called mutual benefit. That is why when creating a strategy it is necessary to get to know the interests of your possible partner.When planning your experience, think about the brands you can collaborate with. Maybe you can attract others with your event.
4. Teach People Something New
If you wonder why people don’t want to recognize your brand, maybe they just don’t understand it. This is why 58% of customer experience experts believe that simplifying products and processes should be a priority for companies. But you can also create valuable educational experience that will help your audience learn more about your offer.
5. Let People Create Something
People are much more creative than you might think. 70% believe that creativity is a valuable quality, but only 44% believe that they possess it. Perhaps the task of marketing specialists is not to show their own creativity, but to provide consumers with the opportunity to show it. The result is a fascinating and memorable experience and of course your brand in the memory of consumers.
To do empirical marketing, you need to engage as many feelings as possible. Bright displays with powerful visual elements such as websites and visual media such as print ads, which should not only attract attention visually, but also evoke dreams of places that are pleasing to humans. When you create consumer experiences, a feeling of mutual understanding is created between the product and the consumer, which helps to make a product or service more desirable at every meeting.
Since experiential marketing is connected with the consumer at several levels, the strategy is ideal for modern sales and marketing campaigns. Reducing attention requires any actions from the marketing team, it can be a new ad, funny event, a new product launch or sampling. You need to make a new impression, otherwise you’ll lose a number of consumers.
