Last week, we discussed what not to do when you are putting together an experiential marketing strategy. Let’s talk about how you can build a strategy for success.
First of all, we define experiential marketing as a type of marketing strategy that directly engages consumers, allowing them to experience all sides of the brand, including brand values, brand story, product/service offering, and brand personality.
You are setting up a brand experience for your target audience and it is important that you do it right the first time because experiential marketing can take up a lot of resources when it comes to time (planning and execution) and budget.
Here are a few things to consider to make your next experiential marketing strategy a complete success:
Think about cross-channel promotion (alert, alert: Buzzword used!)
I am not a fan of buzz-words, but if you are going to make the most of your experiential strategy, then you have to think multi-dimensionally with your strategic planning. There are so many opportunities for shared content across multiple platforms, but you should also think about integrating these activities so it all ties together. Technology exists, so you may as well use it to its full potential when it comes to getting your brand out there.
With information overload hitting consumers from all directions, having a singular, strong message that is repeated in creative ways will have a stronger effect.
Brand recall – give them something to remember
Whatever idea you decide to bring to life, you should think about tactile, interactive ways your audience can experience your brand. Think about the five senses and try to affect as many as possible. Real life experiences are worth sharing. In the digital age we are living in, as long as you give someone a compelling visual, they will likely share it online. Not only will your brand experience be forever inked on the internet, but it will also become a memory that will trigger positive association to your brand.
Create a personal connection with your audience
If you are tapping into all of the senses when it comes to brand recall, then you should also think about tapping into emotions and shared values. Often, people might not remember minute details, but they will remember how something made them feel. So you need to find ways to become emotionally relevant to your audience and show that you care what they are feeling.
The number one rule when it comes to emotions and values is to be authentic. Your audience will be able to see right through you if you are not being real with them. This can have the opposite effect than what you had intended.
Tell your story, tell any story
While you want people to experience your brand and what it has to offer (products/services), the way to get through to your audience is to tell a story. It has to be about more than just a hard sell. Before you sit down to plan out your experiential tactic, get your brand house in order and that will create a great foundation for you to execute and experiential marketing strategy.
Think outside of your box
Being the first to do something will make you memorable if you execute it well, however, if you are pushing your own limits, it will also make it memorable for your audience. While brands are constantly being measured against each other, there are so many factors that go into the consumer decision-making process. Each brand will have their own set of limits to what they are able to accomplish and you have to continuously strive to push your own boundaries. Thinking creatively about your own strategy will allow you to have those aha moments while taking your audience along for the ride.