Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


What is Experiential Marketing? What Are the Examples?

Introduction.

Your primary goal as a marketer is to communicate with your customer base in an organic and meaningful way.

Especially if you want to have a customer base that shares their (preferably positive) experience about your brand with other people.

If you act correctly, it is possible to benefit from experiential marketing.

We can say that experiential marketing is a new generation marketing approach. It's more than just bombarding people with messages and advertisements. Experiential marketing is authentic in nature and has unlimited opportunities to grow your business.

Research shows that if a brand has a positive experience at an event, they are 74% more likely to shop from that brand.

So much so that even after shopping, this person remembers his experience and feels loyalty to this brand, and becomes a loyal customer of the brand.

Now let's take a look at what experiential marketing is and the benefits it offers.


 What is Experiential Marketing?

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


As the name suggests, experiential marketing is about giving customers a physical experience. It is also known as interactive marketing.

Experiential marketing, which is quite different from classical marketing methods, is twofold. The experience you create as a brand is experienced by people themselves.

You may have heard of the phenomenon of event marketing. In some marketing-based activities, experience is at the forefront, while in others it is not. Generally, event marketing is a one-way method and does not contain interactive elements.


Why is Experiential Marketing Important? What are the Benefits?


Let's be clear: No marketing technique is as effective as authentic and well-crafted experiential marketing.

A more authentic and special bond is established with people; The positive experience that people experience remains in their minds for a lifetime. This opens the door to word-of-mouth marketing all the way.

Read Article; Inbound Marketing: A Complete Step-by-Step From Beginner To Advanced.

According to Forbes, experiential marketing strengthens lasting bonds between the customer and the brand. It also allows you to develop your strategy by collecting vital data from participants. These campaigns follow an integrated approach. 

Their primary purpose is to provide a tangible, offline experience of a brand, but an online dialogue around the brand also needs to evolve.

1. Closer Relationships.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Numerous studies show that people are increasingly relying on traditional marketing methods. People no longer want to be shown a commercial, but instead, want to experience the product by trying it themselves.

This is especially true for the 18-35 age group.

According to a study, people aged 18-35 no longer trust traditional media. Another study shows that 72% of these young people care about having a good time rather than buying a physical product.

Considering these changing human behaviors, the importance of experiential marketing increases even more. If you want to connect with people more deeply, experiential marketing is exactly what you need.

2. Word of mouth Marketing and Social Impact.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Experiential marketing allows a brand to establish a closer relationship with both current and potential customers, as well as potentially creating social impact.

Because customers have a good time at an experiential marketing event and tell the experience to others. (Friendly environment, social media, etc.)

According to the Event Marketing Institute research, 98% of people who attend an experiential marketing event either take a photo or a video; He shares this content on his social media account. That's a fantastic rate for word-of-mouth marketing.


17 Inspirational Experiential Marketing Examples.


Sometimes studying what professionals do is the best way to learn. In this section, we will look at the campaigns organized by brands that use experiential marketing effectively.

1. The Economist.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


The British-based The Economist magazine and media organization, which has been published since 1860, is a very influential company that publishes on topics such as international relations, politics, finance, and technology.

The Economist is generally known for its technical style and publishes mind-blowing, long, and complex articles on topics that shape the future.

To change this image and appeal to different people, The Economist magazine offered a very different experience that lasted 2 years.

In this way, people who were interested in the content of the magazine were also reached in the context of an event. At this event, people were offered marginal foods such as recycled water, worm ice cream, fried grasshoppers, leftover smoothies.

Thanks to this event organized by the magazine to raise awareness on issues such as sustainability, recycling, food safety, and the future of agriculture;

Gained 25,000 new subscribers and £1.7m. The revenue earned was 1.8 times more than the cost of the campaign.


2. Red Bull: Stratos.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


If you went online on October 14, 2012, you may have encountered the live broadcast of the 'Stratos' jump.

Since Red Bull emerged as a brand, it has always been associated with extreme sports in the media. But in 2012, the company took content marketing to a different level. Let's say he broke the world record.

Read Article: What Is Content Marketing - "Complete Guide Step-by-Step".

The record for the highest free jump was broken with the Stratos campaign, created by Red Bull together with Austrian Felix Baumgartner.

So what was the record? He jumped from 38,700 meters, that is, 40 kilometers above the Earth's surface. To make this incredible jump, Red Bull put Felix in a small capsule and sent him into the stratosphere in a giant helium balloon. 

Not only with his jump, but only with his preparation for the jump, and getting to this height was enough to break the record. Red Bull broadcast the entire event live and has over 8 million views on YouTube. If you want to watch it again, you can watch the summary video posted by Red Bull.

Lessons for Marketers.

  • Don't underestimate the power of tension when hosting an event. Witnessing something new is a personal experience, even if it's a little scary. The better the result, the longer it will stay in your audience's mind.

  • It's also pretty cool if you can get your brand into the record books.

 

3. Google: “Building a Better Bay Area”.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Corporate philanthropy is on the rise. Between 2012 and 2014, 56 percent of companies increased their donations, and Google is no exception. 

When the search engine giant San Francisco donated $5.5 million to nonprofits in the Bay Area, it allowed the public to determine where that money would go, in a never-before-seen interactive way. Google allowed people to vote online, but also tangibly involved Bay Area residents.

Read Article: Branding: A Complete Step-by-Step Guide From Zero To Hero.

 For this, large, interactive boards were installed at bus stops, restaurants, and food trucks, and local people could vote using these boards.

This experience reaches people 'when they have time to change things. This is an important aspect of experiential marketing: it allows people to engage with the brand whenever they have time.

 Maybe that's why 72 percent of consumers are positive about brands that offer great experiences.

And this concept works in this experience because it uses the 'you're already there' thinking. This is undoubtedly the case for those waiting for the bus or heading to the food trucks in San Francisco. So while these people are 'out there, Google offers them a few different opportunities:

  • get to know local associations and vote for them.

  • Interacting with a brand without having to use the products.

  • Finding out about Google's benefits indirectly.

Thanks to the online voting integration and the #GoogleImpactChallenge hashtag, the campaign reached 400,000 votes in three and a half weeks.

Lessons for Marketers.

  • Create a branded hashtag so attendees can share their experiences on social media. By adding an online element to your campaign, you can also enable participation in your campaign online.

  • Get it local. It's always a good thing for a big company to show their love for the area they're in. In fact, 72 percent of people say they would recommend businesses that make such efforts to their family and friends.

  • Remember the 'you're already there' approach. Find out where your target audience spends their time and interact with them there. It will be easier than getting people to come to a place where they don't normally spend time and attend the event.

 

4. Lean Cuisine: #WeighThis.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


It's alarming today that ads are constantly telling women that they need to change something about themselves. Even if you look at the TV for two minutes, you can see this message appear many times.

That's why it's refreshing to see brands like Lean Cuisine, whose weight loss used to be central to their marketing strategy, move away from a diet-centric message. The #WeighThis campaign is a great example of this

As part of the campaign, Lean Cuisine opens a 'weighing' exhibition at New York's Grand Central Station and invites women to 'weigh'. What makes the event different is the following:

 The scale exhibition is actually made up of cardboard on which women can write how they want to be 'weighed'. And instead of focusing on their weight in kilograms or body image, women are 'weighing' with things like 'starting college at 55', 'looking after 200 homeless children every day, or 'raising four kids alone.

The best part of this experience is that participants don't actually interact with any Lean Cuisine products. Nobody is stopped and exposed to questions like 'Do you want to try our product?' No one is ever asked to do anything. The exhibition itself persuades people to stop, observe and interact freely.

Lean Cuisine seems to have figured out what message it wants to convey: “Of course we make products that support a healthy life.

 But do not forget about your personal achievements. These are more important than the numbers on the scale.” However, given it instead to market in a way straight into the center offers an interactive experience in the field of this message.

Yet the experience was clearly associated with the brand. The company's Twitter account and brand hashtag were written for everyone to see, making it easy for people to share their experiences on social media. The entire #WeighThis campaign reached 204 million people online.

Lessons for Marketers


  • Don't interrupt people especially if you want attention like Lean Cuisine. If you create an experience that adds value to the people passing by, you increase the likelihood that people will attend the event.
  • Identify the message your brand wants to convey. It may or may not be tied to a product, or even a message your brand hasn't delivered before. Then create an experience by centering that message.

 5. Volkwagon: Piano Staircase.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Smile, you're on the piano camera!

Volkswagen caught people's attention in 2009 by transforming the stairs in a subway in Stockholm, Sweden, into a giant piano. As people went up and down the stairs, each step made the sound of a different key on the piano.

 The campaign was part of a project called 'The Fun Theory. According to this project, people were more inclined to do something that looked fun.

But for Volkswagen, the message of entertainment is more than just a musical ladder. As the automotive industry is starting to take big strides towards producing environmentally friendly products, Volkswagen wants to help people build healthy personal habits.

“Entertainment is the easiest way to change people's behavior,” says Volkswagen and project partner DDB Stockholm (an advertising agency). As a result of Volkswagen's piano ladder, 66 percent of passengers at this subway stop chose to use the stairs instead of the elevator.

Lessons for Marketers

  • Find the 'fun' factor in every marketing campaign you launch. It's easy to focus on how your brand will solve the customer's problem. But can it also entertain people?
  • After finding the 'fun' factor of your campaign, find the 'good' factor as well. Hosting an experience gives you the chance to impact not only those who use your product but the community as well.

 

6. Misereor: Philanthropy Posters.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


When was the last time you used cash to pay?

It's hard to remember, right? We cannot stop using our credit cards. Globally, it is estimated that there are 357 billion cashless transactions each year.

 Knowing that we often take our credit cards out of our wallets, the German charity Misereor decided to turn this bad habit into an act of charity that we can donate to.

In the campaign they call SocialSwipe, digital posters were installed at the airports showing some of the social problems Misereor is trying to solve (for example, it is represented by the image of hunger bread).

Card readers are also installed with the screen, and when you go and swipe your card through the reader (for only 2 euros), an image appears as if you are dividing the bread with a card.

Read Article: Buzz Marketing: A Complete Step-by-Step Guide For Beginners.

What makes this campaign even cooler is that when you look at your account statement, you see a thank you message from Misereor and a link to convert your 2 euro donation into a monthly donation.

 It goes without saying that this campaign requires close coordination with banks, airports, and mobile payment platforms. Therefore, this experience should not be limited to one time.

 This is why people who have had this experience are then sent a thank you message and a monthly donation link on their bank statements.

Lessons for Marketers.

  • Visualize the impact of participating in the experience. People interacting with this image knew exactly where their money would go, they really felt like they were sharing a mass of bread with a poor family.

  • Collaborate with other brands to create an even better experience. For example, Misereor has contracted with stripe.com for payment technology and various financial institutions to send the brand's message to users' account statements.

  • Don't be afraid to build relationships with your potential customers. Even if you don't take your campaign online using hashtags, find a way to remind participants of the experience.

 

7. Guinness: Guinness Class.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


One of the types of marketing is marketing for luxury brands that 'stimulates your desires', according to Harvard Business Review's definition. Luxury vehicles, designer clothes, private jets, the things we aspire to have.

What made the Guinness Class experience unique was the private jets. For several weeks, brand ambassadors dressed in Guinness cabin crew uniforms traveled to bars in the UK, offering customers the opportunity to win different prizes.

To participate, customers had to order a pint of Guinness. After doing this, they would win their rewards via the mobile application by shaking the tablet brought by the flight attendants. 

There were many prizes to be won, from passport covers to keychains, but every night one lucky person won the grand prize: a free flight to Dublin in a private jet, with 4 friends. What we love about this experience is that Guinness has been able to integrate something everyone desires into the campaign.

 According to Guinness Western Europe marketing manager Nick Britton, this campaign helped the brand stand out as 'not satisfied with the ordinary'.

Read Article: Great ways To Build A Positive & Outstanding Company Culture.

It is very important and difficult for a brand that is almost 257 years old to maintain its authenticity while adapting to the changing environment and consumers. 

However, Guinness did not have to make any changes in its products in this case. Instead, an experience was created that addresses changing customer preferences (78 percent of millennials would rather spend money on unforgettable experiences than buy expensive stuff).

Lessons for Marketers.

  • Think about what your target audience might desire and what you would like to associate with your brand. Then create an experience by putting it at the center.

  • If you are going to require the purchase of the product for participation, take it appropriately. In this example, participants had to purchase Guinness to win the prize, but they were already at a bar that served Guinness.

 

8. GE: Healthymagination.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Think experiential marketing is only for brands that sell directly to consumers? Think again—67 percent of B2B (business-to-business) marketers say events are one of the most effective strategies they use.

It's no surprise, therefore, that General Electric has prepared a tailored experience for industry professionals to experience the Healthymagination initiative. The Healthymagination campaign, on the other hand, focuses on solutions in the field of health, especially for developing countries.

To better demonstrate the impact of this initiative, GE worked with the agency to create a 'movie set' of different health areas where Healthymagination will take place: a rural clinic in Africa, a clinic in the city, and an emergency room. 

The goal was for doctors to show live to 700 participants how GE's healthcare technologies play a role in each setting.

When people measure the success of experiential marketing, the first thing they look at is how much dialogue it has created. 71 percent of the participants share these experiences.

 In the case of GE, the Healthymagination campaign aimed to get people to talk about a very important but disturbing topic: access to healthcare in poor areas of the world.

When you create an experience that physically engages people, it becomes easier for them to talk about uncomfortable topics. This can make a huge impact, and this marketing campaign even won the Business Marketing Association Tower Award.

Fear not: the same concept can be used for any subject that is not so serious but still disturbing.

Lessons for Marketers.

  • Experiential marketing can also be used for B2B brands. Think about who you're selling to and create an experience that will not only engage your target audience but offer the opportunity to experience your product or service the first time.
  • Make it uncomfortable. If there is a topic that is difficult to talk about or is 'illegal' at the center of your business, make it the center of the campaign. Prepare an experience that will initiate a dialogue. But don't forget to be respectful. If you bother people too much, they won't talk well about your brand.

 

9. Facebook: Facebook IQ Live.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Facebook, which also owns Instagram, has a lot of data on the way people use these platforms. That's why they created the Facebook IQ Live experience.

For this experience, live scenes were created that visualize the data. Among them is the 'sales' environment 'IQ Mart', which shows how the online shopper uses social media to make decisions. An excellent Instagram cafe has also been created, where people take pictures of their coffee and the surroundings.

The campaign wasn't just catchy. It also benefited the participants. 93 percent of respondents (over 1500) said the experience gave them invaluable insight into how to use Facebook for their business.

So what makes this information so valuable? Momentum Worldwide, the creator of Facebook's IQ Live event, describes the experience: "Once we understand what's important to people…we can be what matters to them." In other words, we can shape our message by centered on what is important to our target audience.

Facebook has achieved this for its brand by creating this experience. By creating this experience, it also managed to create a positive brand perception among some participants (including those who were previously unsure of how to use Facebook for business).

Lessons for Marketers.

  • Create an experience that works for those who aren't sure how to use your product or service. Get them to interact with your brand in a way that will show them how you can benefit them.

  • Bring your data to life. We love numbers but show them vividly, visualize what they mean. And since 65 percent of people think that live events work to understand a product, such an environment would be appropriate to do so.

 

10. Zappos: “Google Cupcake Ambush”.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Google has taken to the streets of Austin, Texas with a cupcake truck to promote its new photo app. But people weren't buying the cupcakes for dollars, instead, they were asked to take pictures using the photo app.

The event didn't just belong to Google. Zappos was also waiting to 'ambush' Google's cupcake truck with its own event: When you give cupcakes to the Zappos box set up next to Google's truck, it gives you a product in return.

To win the rewards of the Zappos box, you had to have bought a cupcake. In this way, both brands had the opportunity to exhibit themselves. 74 percent of consumers say that a branded experience makes them more likely to buy promoted products. In other words, both Google and Zappos gained new customers from this event.

But what we like most about this example is that it demonstrates the value of experiential marketing activities with multiple brands. Since Google and Zappos were in two different businesses, they were not attacking each other. Instead, they promoted each other (this is what happens if you choose the right marketing partner).

Lessons for Marketers.

  • See experiential marketing as an opportunity for brand partnership.

  • Choose your partner from brands that are hard to reach but have an audience that might be interested in your brand.

  • Make sure your partner will benefit from your audience as well. This experience must be earned by you, your partner, and the consumer.

  • When you choose your marketing partner, create an experience that requires each brand to 'exchange' their products or services with each other. In this way, participants will interact with both brands.


11. Docker: Docker Dash.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Docker is a software platform that enables developers to develop and run applications on different operating systems. This technology is called 'containerization. Although it is not a product that will attract the attention of most people, it seems to be a difficult product for businesses to understand. So let's get you to Docker Dash.

Meeting with Jack Morton, Docker used its own DockerCon 2017 software conference to introduce Docker Dash to the core market. So what made this product launch so unique? This was a game, not a product demo. The conference guests were also actors, not invited.

Docker Dash was a video-game-like simulation of Docker's application platform. 5000 participants were asked to come together and develop an app that overcomes a fun series of challenges within the game.

 Each challenge in the Docker Dash game introduced a feature of the Docker product to the players, while a new application emerged as the challenges were completed.

 It was a fun, collaborative experience that showed software developers why Docker is investing in the 'containerization' market and what they can gain from Docker's products. 

Docker Dash has caught the attention of over 3.6 million people. In addition to those who attended DockerCon, many people watched the event and shared it on social media.

Lessons for Marketers.

  • Participants get to know each other through conferences. When you create opportunities for participants to come together, you also pave the way for them to share new ideas. In this way, you can have more knowledgeable consumers.

  • Gamify your brand. Give people the opportunity to complete something by playing games. Thanks to the sense of success this will create, the interest in your sector will increase.

 

12. Vans: House of Vans.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


Vans has recently opened House of Vans mobile stores at skate parks in major cities such as New York and Chicago. In this way, spaces were created where skateboarders could come together and socialize, listen to live music, and, of course, skate.

Vans also unveiled its new shoes honoring David Bowie with skateboard-themed stores. For Vans, one of the shoe brands most preferred by skateboarders, opening mobile stores near the skate parks was a very successful step in terms of experiential marketing.

Lessons for Marketers.

  • Identify your target audience's hobbies and use them. In the example above, Vans knew it was popular with skateboarders, so he created an activity that would engage and delight skateboarders.

  • Similarly, if you know that your target audience is gathered in certain locations, move your experiential marketing campaign there. In this way, you create a perception as if you went to their feet.

 

13. Rick & Morty: Rickmobile.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


To promote the return of Cartoon Network Rick & Morty to the screens, the protagonist of the series began driving a car through the streets in the image of Rick, a time-traveling grandfather.

Cartoon Network, which mainly does its marketing on social media, managed to make the campaign go viral.

People started going after the Rickmobile. The location of the vehicle could be followed live on the website of the Adult Swim channel, which broadcasts Rick & Morty. 

When Rickmobile entered big cities, people gathered around the vehicle to take a picture with Rick's face, then they could go inside the vehicle and buy products related to the cartoon series.

Lessons for Marketers

  • You can use social media to increase interest and anticipation for your event, as Adult Swim and Cartoon Network do.
  • You can make your event shareable or interesting using quirkiness. This way, you can attract the attention of even those who do not follow your content or the company you are promoting.
  • You should also consider selling products. As in this example, Cartoon Network not only promoted the series but also managed to sell products related to the series.
 

14. Coca-Cola: FIFA World Cup VR Experience.

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.



Coca-Cola set up event space in Zurich during the FIFA World Cup in front of a train station where it offers a virtual reality experience. 

Thanks to this experience, you could see the soccer player running the ball next to you while standing in front of a screen. If you wanted, you could play ball with the football player or compete in your own little football tournament.

Lessons for Marketers.

  • While virtual reality isn't a technology within reach of all marketers, there are some notable strategies in this experience.
  • Consider bringing in an expert who can answer questions or offer advice to provide participants with valuable experience.
  • Don't miss the big events. If you know that a city or a certain area will be flooded due to a match or other event, set up your mobile shops in these areas. Keep in mind, too, that these stores must be associated with the audience or the event.
 

15. Build-a-Bear: Doc McStuffin's Bear Hospital.
Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.



To promote the new Doc Mcstuffins bears, the Build-a-Bear brand has opened 'clinics' in different parts of the UK where children can bring their dismembered toy bears. In these clinics, people in doctor costumes repaired dismembered teddy bears.

Even if the bear is not damaged, children can bring their bears for a 'checkup'; men in doctor costumes were examining the bears. In addition, parents could buy new teddy bears.

Children could play with Build-a-Bear toys, paint and watch television while waiting for their turn to be examined. Approximately 8 thousand children attended the event and the participants were very satisfied.

Lessons for Marketers.

  • If you're selling a product that families or children want, target children in your experiential marketing campaigns rather than purchasing parents.
  • You might also consider rewarding your customers for purchasing their old products by taking Build-a-Bear as an example. Although the brand intended to promote the new Doc McStuffins bear, it also made sure the kids could get their old bears fixed.
  • We see these companies succeed in their marketing campaigns by taking well-calculated risks. So don't hesitate to think creatively and collaborate when creating a new experience for your brand. Take the time to find creative ways people can interact with your brand, even if it seems crazy. People will speak highly of your brand if it aligns with what you're doing and is implemented properly.

 
16. Refinery29: 29Rooms.
Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.



Lifestyle brand Refinery29 has been hosting the 29Rooms event for three years now, describing it as 'an interactive funhouse with style, culture, and technology. As the name suggests, the event has 29 rooms specially designed for different experiences.

Participants experience something different in each room. Rooms are designed and implemented with a variety of brand partners, from real people like artists and musicians to companies like Dunkin' Donuts, Dyson, and Cadillac.

The 29Rooms event has a different theme every year. This year's theme was 'Turn into Art'. Participants were expected to create something using the surroundings in each room they entered.

For example, in a room they entered, the participants used boxing gloves and punched sandbags, making different sounds and creating their own 'music'. Indeed, we can say that it is a practical experience.

Lessons for Marketers.

  • Go crazy, but be brand-focused. The experience must be memorable as well as relevant to the participants.
  • Get together with artists and musicians to create new experiences. Especially choose the ones that are famous in the region where you want to create a new audience.
 
17. Globetrotter.
Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.



Globetrotter is a Europe-based outdoor and sports equipment company. The company, which produces equipment/clothing suitable for many situations and sports such as snow, rain, wind, climbing, trekking, running, agreed with an agency called ZipWolf to test its products.

In this way, people experienced Globetrotter products in conditions that reflect nature.

In other words, people wear the brand's coats in cabins at -30 degrees; they had the opportunity to try the rainproof jackets while the water was being drained from them.

Customers thus bought products made for harsh conditions by trying them out in a store that reflected these conditions. Globetrotter has also proven its claims by making its customers experience difficult conditions.

We can say that this event has an absolutely amazing concept in terms of word-of-mouth marketing and telling it in a friendly environment.


How to Organize an Experiential Marketing Campaign?

Experiential Marketing: A Complete Guide From Beginner To Advanced with Example.


If an experiential marketing campaign is done strategically and in a planned way, it will double the cost and provide a lot of benefits to your brand in the long run.

So, what should be considered when organizing an experiential marketing campaign?

1. Clarify Your Goal.

If you look at the experiential marketing campaigns of the big brands today, you'll see that the cost can be high. This is particularly evident in high-tech campaigns.

For this reason, you should know your target and your strategy clearly; You should make sure that your campaign will bring you a good return.

First of all, you need to set your goals as a company. What do you want to achieve? How will experiential marketing help you achieve this goal?

Remember The Economist's campaign. The magazine aimed to increase the number of subscribers. This was accomplished by targeting an audience that would like to try different things, ponder sustainability and recycling, and show interest in the magazine's publications.

2. Combine Real Experiences with Online Elements.

Announce your experiential marketing activity in many channels from social media to e-mail. If you do not adopt the guerrilla marketing tactic, make sure to let people know about your event and have them participate in it.

You can set up a separate website for participation in the event and inform people about the event through this website. You are not required to open a separate website; however, it still makes sense to open a dedicated website for experiential activity.

You can also develop a custom mobile application based on the type of event. It is also possible to determine a strategy such as sharing the data or content produced at the event through this application.

It is also extremely important to encourage the photos and videos produced in this event to circulate on social media by setting a special #hashtag for the event. 

Because the main purpose of experiential marketing is to give people an unforgettable experience and to let people tell about this experience to their friends and followers.

3. Deliver an Unforgettable Experience.

If you need to know one thing about experiential marketing, it is that the event has to be really exciting. So you have to shock people, make them release adrenaline, make them experience something they have never seen before in their lives.

For this, ideas, introductory preparation, research, technology, and resources are important.

If you're going to take an unconventional path like experiential marketing, your hard work should pay off; you should deliver a shocking experience rather than an ordinary or average experience.


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