WHAT ARE THE BENEFITS OF EXPERIENTIAL MARKETING?
In today’s society, people are more skeptical about brands than ever before. Coupled with the rise in social media, brands are required to be more transparent and work harder for people’s attention and brand love.
Experiential marketing techniques allow brands an incredible range of different creative ways you can truly connect with people in the real world. By delivering one-off, real-life engagement, interactions and experiences you can start a conversation about your brand. This can be hugely impactful when compared to selling through simply pointing out key benefits in a one-way monologue.
Alongside this clarity of brand message, there’s also a higher tendency for wider reach as people are more likely to recommend a brand to family and friends following a positive brand experience.
WHERE DOES EXPERIENTIAL MARKETING FIT IN THE MARKETING FUNNEL?
Experiential techniques can work seamlessly with all other marketing channels, for example bringing to life an advertising campaign in the real world, sampling products, creating content or driving awareness of a launch with a PR stunt; it all depends on the brand, and the challenges being faced.
Brands often begin a campaign by choosing which media channels to exploit, then brief the matching agencies accordingly. This channel-focused approach can make briefing experiential agencies difficult since it has no preset format upon which to hang the expectations of a prescriptive brief. Recently however the fragmentation of media, combined with more sophisticated targeting, has seen the nature of client briefs begin to change. We have moved away from a media first, idea second approach, towards one where it’s the idea that comes first, and the media second. This is the perfect approach for experiential, because it leaves the brief open for a full range of possibilities to be explored, resulting in more effective campaigns.
HOW DO YOU MEASURE EXPERIENTIAL MARKETING?
There’s lot of different ways, but we start by questioning those who have interacted with the activity and then monitoring their behaviour and interaction with the brand after the campaign. Each activation will require a unique methodology, which we develop with EMR – Sense’s dedicated department of measurement and evaluation.
IS EXPERIENTIAL MARKETING EFFECTIVE?
Absolutely, but it completely depends on the brand and the problems that it’s facing. As experiential covers a broad range of activations, it means finding the right technique for that challenge and creating something impactful in a particular way to produce tangible results.
HOW DO I COME UP WITH IDEAS FOR AN EXPERIENTIAL MARKETING CAMPAIGN?
That’s where Sense can help. Every campaign should be developed by first looking at what the brand needs to achieve within the market place, and in their organisation, along with reaction or action being sought. Therefore, a brief focusing on the business problem and media neutral; this open approach will allow your agency to deliver a strategy and creative that is truly unique to your circumstances.
Your budget will play a role in just how creative you can be with your experiential marketing campaign, although not the factor. If you’re looking for ideas, guidance or just someone to throw some of your concerns at, get in touch with Sense today.