In a world of countless products, services, and non-stop marketing, it can be challenging to catch consumers’ attention. However, experiential marketing has the power to grab and maintain consumer engagement.
Innovative experiential marketing strategies can help brands create one-of-a-kind, enjoyable experiences that influence consumers’ perceptions and purchasing inclinations. Here are some ways to implement innovative strategies in experiential marketing: 1. Get Creative!
1. Create Shareable Moments
Brand loyalty is built on emotions, and experiential marketing allows brands to connect with consumers on a more personal level. It goes beyond the gimmicks of traditional marketing, which bombard consumers with words that try to persuade them to buy their products or services. By engaging consumers in a memorable, fun experience, brands can create lasting positive associations with their product or service, and foster customer loyalty.
Innovative brands recognize that customers are looking for experiences that go above and beyond a simple sales pitch. Consumers are tired of feeling coerced by witty phrases in billboards or emails, and are seeking out companies that are authentic and that make a real difference in their lives.
In-person experiences allow marketers to showcase their personalities, values, and offerings in a way that competitors cannot. In addition, experiential campaigns often encourage participants to share their experience with friends and family on social media platforms, which can increase brand awareness and generate free publicity.
While some in-person experiential marketing events require expensive facilities and logistics, some can be done remotely. For example, during the pandemic of 2020, Redbull live-streamed a skydiver’s high-altitude jump to engage viewers, even if they couldn’t physically attend an event. Spotify also used a virtual experience to educate users on its app features and brand partnerships. Its immersive, multisensory marketing was a hit with consumers and garnered millions of views on social media.
2. Tailor Your Activations to Gen Z
Gen Z consumers want brands that are authentic and that they can connect with on a personal level. Incorporating experiential marketing into your strategy is a great way to humanize your brand and create an emotional connection with your target audience.
Using experiential marketing to promote your brand will give your audience an opportunity to interact with your product and create their own experiences with it. This will help to differentiate your brand from competitors and set you apart in the minds of your audience.
The best experiential marketing campaigns are those that showcase a clear sense of purpose and value. Clearly communicating your values and mission to Generation Z will help to drive engagement and sales for your business. This can be done by promoting inclusivity, highlighting diversity, or being transparent in your communication with the consumer. For example, FentyBeauty, created by Rihanna, is a beauty line that celebrates diversity in skin tones and makeup colors.
Additionally, incorporating technology into your experience will allow for more personalized messaging and recommendations that are tailored to your individual customers’ needs. This will further build trust and strengthen your relationship with your consumers.
3. Leverage Social Media
A key component of experiential marketing is the ability to reach a wider audience. One way to do this is by leveraging social media platforms such as Facebook Live, Instagram Live, and Twitter’s Periscope to stream live events, providing a real-time experience for those who can’t attend in person. This is a great way to build brand awareness and encourage participation.
Another way to leverage social media is through branded hashtags and creative content that promotes your event. In addition, it’s important to measure the impact of your campaign by tracking key performance indicators (KPIs) like reach and impressions. KPIs can help you identify any gaps in your strategy and ensure that your campaign meets its goals.
It’s also essential to integrate your experiential marketing campaign with other digital marketing strategies. This can include activities such as email marketing, SEO, pay-per-click advertising, and content marketing. By integrating your experiential marketing with these other digital initiatives, you can maximize the visibility and engagement of your campaigns.
When it comes to experiential marketing, it’s all about creating a memorable and positive experience for your target audience. Whether that’s by identifying your audience’s needs and interests, or through creative storytelling that aligns with your brand values. After all, research shows that people are more likely to remember how a brand made them feel than what they actually bought from them.
4. Get Creative
In a world where consumers can easily install ad blockers and unsubscribe from email newsletters, marketers struggle to get their message in front of their target audience. Experiential marketing can help them stand out from the crowd, forging strong connections with consumers on a deeper level than traditional marketing campaigns.
A successful experiential campaign requires a clear understanding of what your brand wants to achieve. Once you know this, you can craft experiences that align with your goals and provide the right value to your consumers.
One way to do this is by encouraging consumer participation. A fun competition or friendly challenge is a great way to generate buzz. For example, to promote their new iPhone 13 Pro with advanced macro functionality, Apple ran a photo challenge that encouraged users to share their best photos using the hashtag #ShotOniPhone.
Another effective experiential strategy is to support a social cause. For instance, Lululemon used their Pride Month initiative to boost brand awareness and build loyalty with runners. They partnered with LGBTQ+ rights groups to host a variety of Pride-themed events, including running races, yoga sessions, and even a pop-up shop.
Finally, a great experiential marketing strategy is to be creative. There are endless ways to make your brand stand out from the crowd, such as using an interesting location or creating a unique experience. For example, women’s lifestyle brand Refinery29 created a “29Rooms” campaign in which they invited artists and nonprofits to use their space for a unique pop-up experience.
