Experiential marketing campaigns are an investment in your business. As with everything in your business you want it to be successful so you have great ROI. The keys to successful experiential marketing campaigns are dynamic and should be constantly evaluated for your product or service and the consumers targeted by your campaigns.
Experiential Marketing Keys To Success
As consumers and brands evolve and mature the approach taken to research, develop, implement, and measure experiential marketing changes. To build the most effective next generation pop-up experiences for brands the way marketers frame experiential marketing needs to stay up to date on consumer habits and preferences.
Connect With Consumers Through Emotions
The most effective experiential marketing campaigns are those that encourage interaction by appealing to consumer’s feelings of pain or passion. The experience your experiential marketing agency designs should position your service or product in the context of the consumer’s frustrations or interests. Doing so will position your brand as the enhancer or solution. Reflecting on how consumers react to these approaches helps craft future campaigns and products that have even greater focus and effect.
Introduce Prototypes & Refine
Today’s marketers know how valuable consumer reaction is to developing products and services. Using experiential marketing events as a place to show new products and record consumer reactions, is an incredibly powerful tool. Businesses get to both introduce new products and use the reactions to refine final designs. Using this data correctly ensures that you’re developing and marketing the most exciting products that your consumers actually want.
Thousands of dollars are spent in focus groups where consumers are paid for their opinions. Experiential marketing can generate the same valuable insights at live events where more consumers participate and do so without being compensated. Consumers that interact with your experiential marketing event do so because they are interested in your brand, are loyal to it, or are simply curious.
Meet Your Consumer Where They Are
Simply setting up an event and inviting people to come isn’t how today’s experiential marketing works. Today the most effective campaigns match their approach to the time, place, and even mindset of consumers. Understanding your consumers through market research and knowing the best type of event to connect with your audience is the key. When live events are fun and engage the crowd it is shared with friends via social media and extends far beyond the event.
Partner With Complimentary Brands
While most companies feel like a lone wolf in marketing it is important to realize that the service or product you offer is just one part of a consumer’s day. Choosing logical and complimentary products or services to pair with helps introduce consumers of one brand to the partner’s brand and both are able to increase awareness and come away with valuable reactions from consumers.
Incorporate Samples, Sweepstakes, or Giveaways
Another way to draw an audience in is a “something for nothing” offer. They pay you the attention of coming to your pop-up and are rewarded with a trial or sample of your product or service. Not only can this increase awareness and loyalty but it gives an incredible opportunity to get customers genuine reactions. Imagine a drink company rolling out a new flavor and wanting customer’s reactions. Instead of just mass producing it and getting it on shelves it is possible to have a trial run bottled and taken out to events. As consumers get a free sample the company gets incredibly valuable live reactions to their new product. This data can help refine the product or completely scrap the project.
Evolve Your Metrics
Key performance indicators might be neat and easy to track in the digital world, but in experiential marketing the metrics used to track performance of an event must evolve. Today’s social media, mobile, and biotracking abilities make it possible to collect real time sentiment about your experiential marketing event. This allows you to reach new levels of understanding consumer insight. Capturing and analyzing this data helps companies refine how they reach out, what they offer, and become more marketable.
PromoGroup Experiential Marketing
Our team can help research your consumers, design an experiential marketing event around them, and help you increase your awareness and mine data. The time, place, and approach of your experiential marketing campaign will decide its reach and allow you access to valuable consumer reaction data. Let us help you increase your brand’s awareness through carefully designed experiential marketing campaigns. We can help you on any scale you wish including local, state, region, or even a nationwide campaign.