Experiential Marketing

Live events are the most common form of experiential marketing. They are a great way for brands to entertain consumers and integrate social media while creating brand context on a real-time basis. Events can be used to introduce consumers to new products, promote a product launch, or bring in customers to a location.

Marketing events have been around for a while, but with the emergence of online platforms, they can now be presented virtually. There are plenty of online event platforms enabling marketers to create engaging marketing experiences which can engage users over the internet.

Why You Should Invest In Experiential Marketing?

Experiential marketing works! Experiences are what customers want today. Brands can create and deliver experiences that will improve their products and services, and consumers will pay for them. Data have proven that, over time, the value attributed to an ‘experience purchase’ increases, and that people are 4x more likely to invest in an experience than an ordinary product.

Memorable experiences are personal. They make customers feel like they are buying from a familiar personality because they have been engaging with that persona in another context. That is why brands have also started investing in immersive experiences. These experiences can generate more leads, sales, and long-term loyalty than traditional marketing efforts.

Benefits Of Experiential Marketing

Brands can use experiential marketing to communicate with their customers on a personal level. The method is not perceived as traditional marketing by consumers. In addition, it allows companies to convey their values and mission to customers.

It allows brands to meet consumers where they are and to provide interactions that are more relevant and engaging. Experiential marketing allows brands to see how consumers interact with their brand and test out new ideas in real time.

Experiential Marketing Best Practices

When developing an experiential campaign, it’s important to map out the different components. It’s essential that each aspect of the experience helps humanize your brand and that a ‘buzz’ is created.

Create a measurement framework in advance of the experience. It's difficult to link visitors to revenue and true impact. Many brands are using metrics such as Net Promoter Score (NPS) and purchase intent to understand the success of customers.

Be intentional with design. Great design will make or break your online experience. Customer interaction is now mostly limited to a digital medium. Whether you’re selling across multiple channels or can only interact digitally, great design will make or break your online experience.

Listening to your customers is critical to the success of a business. When conducting customer surveys, the insights garnered will provide actionable information that will help improve operations and provide valuable data that can be used for analysis.

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