Impact Consumers with Experiential Marketing
If you are in the business world, you know having an effective marketing strategy is essential. Whether you are just building your company and looking for ways to advertise effectively, or whether you are trying to breathe new life into your company with an innovative marketing campaign, why not look into experiential marketing?
What is Experiential Marketing?
Experiential marketing is often centered around a specific event to promote your product and create a lasting impression on potential customers. There are many ways you can implement this technique effectively, in your brand's marketing strategy.
Examples of Experiential Marketing Campaigns
Go Big or Go Home:
Some companies host major events to advertise their products and services. For instance, the lifestyle brand Refinery29 holds an event that features a funhouse of 29 rooms representing culture, style, and technology. Each room contains something different, whether it be a musician, artist or display, and each event has its own theme.
Although major events like this can be effective, it is important to remember to always incorporate your brand theme into everything that is being presented. Also, be sure to cater to your audience. Getting big-name acts to play at your event can also be a sure way to get a lot of publicity.
Create Something Attention Getting in Everyday Life:
Another clever experiential marketing campaign was created by Lean Cuisine. They put up a row of scales in New York’s Grand Central Station. Women were to weigh in, but, the catch was the scales were actually writing boards where they could weigh in, not in pounds, but in what they were looking to accomplish or had already accomplished in life.
Here, the product sent the message that there were so many things that women should be measured by rather than their weight. It showed that the brand wanted to send a message of positivity. And, while campaign did not blatantly advertise the product, it was clearly branded on the display, giving consumers enough of an opportunity to make a connection.
The Philanthropist Approach:
Charitable giving is on the rise and can be effective in showing companies that give in a positive light. When Google was at a loss as to the best charities to donate to, they let the public decide. They did this by creating interactive posters that were displayed in bus shelters, food trucks, and restaurants, giving consumers the relevant information.