Experiential marketing is a crucial component in engaging audience. Experiential marketing offers an opportunity to merge a cohesive branded message
Experiential marketing is a crucial component in engaging audience. Experiential marketing offers an opportunity to merge a cohesive branded message in a wholly immersive way. If it is not part of your marketing mix for 2019 then you need to review your business plan. However experiential marketing activations can be precarious and not all are successful. Here are a few tips to make sure you nail your next experiential marketing campaign.
Whether you have a thousand page or a two-page plan they should start with the basics. The objectives, background and strategy. When planning to undertake brand activations, it is important to clearly define your goals and objectives. Key to this process is to identify the 3 Ws. (When, Where and Why.) The 3 Ws should always be in sync with the marketing efforts.
The main idea behind conducting a brand activation is so that the audience can get to talk about a brand or product in a positive way. But if you think it is only about having a cool idea, you are wrong! It is important to create a simple story that your target audience can understand easily. Tie the message with the brand story. Make it simple to understand and the audience will gladly share stories on the product.
Experiential marketing, in a nutshell, is audience engagement. However, brands should look at engaging an audience in meaningful ways through the experience. There are several ways to engage the audience. It could be through a chance to share and interact with the brand digitally (social media), physical interactive activity or even a chance to get people engaged. The key is to get creative.
We cannot insist on this any much. Brands should always ensure they discuss with their agencies and plan all the logistic issues down to the tiniest detail. Without detailed logistical planning, you will undoubtedly have unexpected things come up which are likely to pull your focus from tasks. Plan out each step of your experiential activity, and have a consistent process for execution.
Like in most of the marketing efforts, it is always important to gauge the impacts as well as the ROI that activations have brought. After the campaign is complete it is important to gauge whether it was successful based on the set measurable, and trackable goals made during the planning phase. Set goals accordingly and then take advantage of tools to track and measure so you know whether you have been successful in your attempt. Key is to have the data on the audiences view about the product or brand.
One of the biggest mistakes brands make is to cut off conversation with the audience soon after the activations. Brands miss out by not extending their strategies past the activation events. It is important to leverage the buzz and conversation created.
By simply adhering to these points, you will have already taken one step to ensure a successful experiential campaign.
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