Experiential marketing: A new way to engage customers
In the connected, 24/7 digital world of today, experiential marketing stands out because it happens offline, in real life. Known also as engagement marketing or interactive marketing, experiential marketing is a strategy that gives customers a hands-on connection to a brand.
Some benefits of including an experiential marketing strategy to your overall marketing plan are:
- Experiential marketing creates buzz around your brand
- It assists you in building relationships and brand affinity with customers and clients
- Free publicity! Fun concepts are often picked up by media outlets
- Social media shares. This is related to the free publicity. If your brand is trending on social media, news outlets and other media are likely to hear about your efforts
The purpose of experiential marketing is to get people talking, whether it’s in person or via social channels. Peer endorsements are still one of the most powerful forms of marketing. According to Data Intelligence Today, 92% of individuals trust their peers over advertisers when it comes to making purchases.
Similarly, if you engage your customers on an emotional level, the effect of your marketing is even more powerful. A report by Capgemini found that:
- 82% of customers always buy from a company that they have a high level of emotional engagement with.
- 81% of customers who are emotionally connected with a brand will tell friends and family.
- 70% of people spend twice as much on brands they connect emotionally with.
Experiential marketing gets people talking and involves them with your brand. Three common types of experiential marketing that you have likely come across in your day to day include:
- Guerrilla marketing
- Installations in retail shopping centres
These examples often make customers stop and ask, “What is happening here?” That question is the first step of the customer involving themself with your brand and searching for more information.
So, how can you get your customers to engage with your experiential marketing campaign? Here are three tips.
Host an event
If you plan on undertaking a guerrilla marketing campaign or hosting a cool installation in a shopping centre, turn it into an event. For guerrilla campaigns you may want to invite your loyal customers to take part or watch. Provide a time, date and location.
Make it shareable
Whatever you choose to do, make it shareable via social media. This is the easiest way to get people to talk about your brand and create that buzz. You could choose an easy hashtag to remember or pick something quirky, like a pun.
If possible, provide the opportunity for great imagery. Whether it’s a photowall where your customers can take a picture of themselves or a cool art installation that they can film, give your customers the opportunity to show rather than tell others about their experience. As they say, a picture is worth a thousand words!
Make it exclusive
If you have a database of subscribers, perhaps on a loyalty card system or for those who receive your brand newsletter, promote your exclusive opportunity to engage with your campaign. It could be for the first 100 through your shopfront or for VIPs only. Whatever the nature of your exclusivity, this allows your customers to feel unique and special, heightening their feelings towards your brand.
You could offer small classes or workshops in store, allowing your customers to trial a new product. For example, Nespresso now offer in store coffee making classes so customers can try new flavours or strengths. Engaging your customers in actually using your product is a great way to ensure that once they make a purchase they will actually use it. In the case of Nespresso, this means customers will use the coffee pod machines and will come back to continue making pod purchases.
Similarly, stationery brand Kikki K also offer goal setting and organisation workshops. The Swedish CEO often flies internationally to host the workshops herself. While these workshops don’t relate exactly to stationery, they do bring customers in store and this allows the brand to showcase their wares while giving customers a memorable experience.
It is the memorable experience of experiential marketing that creates brand recall and allows your customers to connect with your brand. If you would like assistance creating a memorable experiential marketing campaign for your brand, contact Green Door Co today.