Marketing is an activity that requires a level of strategy and research to be successful, very few if any marketing campaigns have been successful without careful planning and the same applies to experiential marketing.
Whether you are conducting experiential marketing in London, New York, Brisbane or Paris unless you take the time to plan your campaign you could well be setting yourself up for failure.
Experiential marketing is the use of experiences in real world settings to engage with customers so that a relationship with the brand or product is developed. As such the idea for the experience has to be great, as does the implementation and running of the event if success is to be achieved. But how do you come up with a winning idea?
1. Make sure that you know who your target audience is and what they are all about. Then you must deliver them an experience which appealing, in the right place and also relevant to them.
2. Relevancy should be key throughout the generation of ideas; it should not only pay heed to the consumer but also the brand image and sensibilities.
3. Any experience you choose to promote should be multisensory; it should also be interactive and ideally encourage members of the public to participate.
4. The idea and experience you deliver to your customers should be easily definable from the marketing activities of your competitors, otherwise you may struggle to stand out in crowded marketplaces.
5. You will only be able to conduct a great experience of your target audience are aware of it and as such it is important to consider promotion of the event so that it attracts media attention and participants.
6. Ideally any experience you create will have the option of being presented in a personalised format, paying attention to the details of the participant and interacting with them relevantly.
7. Utilise all of the technology at your disposal throughout the event, particularly social media as this offer significant opportunity for promotion pre, during and post event.
8. Be organised on the day and make sure that the logistics are careful executed. There’s nothing worse than knowing your experience would have succeeded had it not been let down by logistic details.
9. It doesn’t stop at the event however, be sure to follow up on your participants using email and social media and allow them to give feedback for any future campaigns.
10. Finally and probably most importantly make sure you have fun with your event and your participants will as well.
Hopefully these experiential marketing tips will help you to execute your campaigns successfully. By following them there is a good chance that you will achieve ROI on your initiatives.
source: The Marketing Trends