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Experiential marketing can help a brand to forge a deeper relationship with its audience and inspire loyalty. Ultimately, this will lead to sales and long-term customer retention.
Red Bull’s Flugtag events are a great example of experiential marketing, as they convey the company’s values of fun and excitement. Similarly, NBC’s Peacock Playground at SXSW was an immersive experience.
Physical Events
Physical events are real-life experiences that happen in the real world and can include anything from a concert or game to an interactive showroom. These are often a great way to get consumers to interact with your brand on a more personal level, especially when the interaction is fun and memorable.
In general, people are more likely to buy a product from companies that they’ve had positive emotional experiences with. This type of marketing can also help to create long term customer loyalty. One example of this was an experiential campaign that Google ran, in which they used the internet to promote a real life hero—the Himalayan politician Shyam Negi.
This kind of marketing can also be used to introduce a new product or service. For instance, Samsung’s experience center allows customers to try out their latest products and technology. The company also offers presentations and workshops for attendees, which helps to increase consumer engagement.
Besides being an excellent way to increase customer engagement, experiential marketing can also be used to showcase your company’s values. For instance, Lululemon’s dedication to Pride Month has increased brand awareness and loyalty. Similarly, Red Bull held a series of Flugtag events that emphasized their brand values of excitement and exuberance. In addition, companies can host charity events to raise funds for a cause that resonates with their audience.
Virtual Events
In an age of ever-increasing competition and the relentless stream of marketing messages, brands need to step up their game in order to stand out from the crowd. This is where experiential marketing steps in, allowing businesses to connect with their target audience on a more personal level.
As the name suggests, experiential marketing is all about creating memorable experiences that make consumers feel as if they are being personally touched by their favorite brand. It is a powerful marketing strategy that can be applied to different industries, from retail and technology to hospitality and healthcare.
Virtual events can be as creative and fun as their physical counterparts, allowing marketers to reach a wider range of consumers. They can be short-lived, one-off installations that last for a few hours or permanent features on your website or social media page. The latter is a great option for B2B companies that want to deliver experiences to multiple audiences at the same time, such as dealers and distributors, analysts, press, and customers.
Benefit Cosmetics used a digital version of its in-person Beauty Bar experience to promote its new brow products. They sent out virtual tokens that were redeemable for product samples or a free online consultation on the company’s website. This was a smart way to attract the attention of millennial consumers while encouraging them to take part in the campaign.
Product Demonstrations
Product demonstrations allow customers to experience a product first-hand and can be done in person at events or online. They are a great way to combat misinformation or preconceived ideas about a product and are an ideal way for brands to interact with potential customers directly. It also provides an opportunity for businesses to collect feedback, which can be used to improve products or identify new audiences.
When planning an experiential marketing tactic, it’s important to set goals and priorities for the campaign. These could be anything from driving traffic to a website or increasing sales engagement. It’s also helpful to determine how the experience will be a vehicle for building brand loyalty. For example, when Volkswagen turned a staircase into a piano keyboard in 2009 to get people to walk up the stairs, it was an experiential marketing success that increased foot traffic 66 percent.
Moreover, it reflected the company’s values of fun and excitement in a unique and memorable way. Similarly, Red Bull’s Flugtag is an experiential marketing event where participants build and launch human-powered airplanes, which aligns with the energy drink’s branding around exhilarating experiences.
Increasingly, experiential marketing tactics are incorporating multi-sensory components to reach consumers at the top of their emotional hierarchy. This can be done by integrating sound, visuals, and scents into the experience.
On-Premise Events
The second general type of experiential marketing involves bringing brand values to life through events or activities that customers can experience. This is often done with a real-life element, such as a physical event, but can also be virtual. For example, the Red Bull Flugtag races use the energy drink’s values of adventure and exuberant living to connect with audiences.
When brands run these experiences on their own premises, it’s called on-premise experiential marketing. This can be anything from live events to enjoyable activities that a business organizes on its own premises. The benefit of on-premise experiential marketing is that the brand is in front of its own audience, which helps to build trust and loyalty.
A few examples of on-premise experiential marketing are a pop-up shop for beauty products, a virtual photo booth where people can try on makeup and other items, or an interactive billboard that uses video chats, gamification, gesture recognition and more to let consumers interact with it. Bose used one of these billboards in New York City to show consumers what it stands for and give them an immersive experience with its product.
No matter the type of experiential marketing a business chooses, its goal is to deliver a one-of-a-kind experience that lets individuals experience a company’s value proposition. This can help them form a favorable perception of the brand, exhibit a higher purchasing inclination and become loyal to it over time. 3D printing service company.
