It’s all about the consumer experience.
Trying to come up with the best way to target your audience can be tricky, and expressing your creativity through words alone just doesn’t cut it anymore. In a busy world, where consumers are constantly distracted by the modern age, their digital toys and busy lives; we need to work a little harder to get their attention and make some noise.
So what can you do?
Experiential marketing is a way to connect the consumer with the brand, face-to-face, creating an unforgettable experience. According to Effective marketing company, 98% of consumers exposed to a brand at an event are more likely to talk up a positive experience, with two-thirds mentioning the brand.
With consumers being bombarded with in-your-face TV adverts, and the same old billboards on their journey to work, the modern consumer is not always engaged with traditional advertising channels.
Experiential marketing gives brands the opportunity to spread their message creatively, in their own unique way and make the experience more personal for their consumers.
Here’s a few of our favourite experiential marketing campaigns that just seem to get it right:
All you have to do is watch the video and you’ll understand how awesome this is! The #LiveForNow campaigns touches on something that every creative mind is wishing they could do. They go for the extraordinary and the extreme without the corniness or the stupidity. Even though they’re dramatically using world ending disasters to promote Pepsi, they still express their message of ‘Live for now’ in the best way possible.
Travelling can be such a pain in the backside, especially when you’ve just been on an 8 hour flight and your exhausted. What makes it worse is having to wait possibly hours for your luggage to come onto the baggage carousel but on this occasion Zappos was here to help to make that experience a little happier. Everybody loves a good game and when your waiting hours for your luggage there’s no better time to play one, and thats exactly what they did!
This ad is one that particularly caught my attention, and I think Greggs really hit the nail on the head with this one. Without revealing their brand name until the end of the campaign, they still managed to engage consumers into participation. The top secret to their campaign is, not only a good coffee, but discreetness. Most people are nosey, and when they don’t know what something is, they want to find out. Keeping their customers curious made the experience that little more memorable.
What if you were singing holiday carols to a few friends at a karaoke bar, when suddenly your performance became a concert broadcast before thousands on the Jumbotron at a professional basketball game, in Times Square and on the screens of nearly every New York City taxicab? Whether you like beer and your a big fan of Heineken or not, I can’t imagine one person not enjoying this experience. As embarrassing as it probably is for the poor person singing, it creates a memorable experience for everyone whilst keeping the topic in mind. This creates great exposure for your brand.
Experiential marketing has proved to be a successful (and fun) way of reaching out to your audience, but for this to succeed, you need to find the right approach for your brand and it’s message. Once this has been achieved, then you can enjoy the success of your accomplished, new campaign!