Impact Consumers with Experiential Marketing
The beauty of this campaign is that Google gave its customers an opportunity to participate when it was convenient for them. For instance, if someone is waiting to catch a bus, or for food to be served, that is a great time for them to whip out their phones and take a chance to vote. This is a smart approach as opposed to offering an experience that causes disruption to consumers.
An Event With a Cause:
Events are very effective in marketing, and while some are more recreational, others are informative. One example of this is GE’s Healthymagination event where industry professionals learned about how GE’s healthcare technology was helpful in different types of medical situations around the world. This was done through the creation of movie sets where guests could view instances where Healthymagination was effective.
What was nice about this event was that, by creating an interactive experience, the brand facilitated a medium where people could discuss an uncomfortable issue (i.e. the need for health care in impoverished countries).
Create a Cross-Channel Marketing Strategy
So, are you sold on the idea of experiential marketing for your company? If so, here are a few things to remember. Be sure to provide physical documentation of your events like photos and videos so you can share them on social media. This way people can get a taste of the experience you are offering, even if they weren’t able to attend the event. It’s also good to create a branded hashtag to get people talking about the experience.
Experiential marketing can be a very powerful tool when it comes to the success of your company. However, it takes advanced, out of the box thinking to come up with something effective that will not be disruptive to consumers.