As a Marketer, you want to bring your brand positioning to life in an emotional and engaging way.
Consumers also want to interact and connect with brands in a way that’s rewarding to them.
Experiential Marketing or Live Activation allow consumers to develop that connection and give brands the platform to build that unique engagement.
The best way to reach consumers in an emotional and engaging way is to create experiences that they actually want to be a part of. If experiential marketing is done right, it will not only encourage your core target to buy your product, it will help your brand to build loyalty with consumers and generate positive word of mouth.
Fact: The overall experiential marketing space is growing. Marketers now see the increasing importance of experiential marketing to their overall marketing objective and ultimately achievement of sales target for the business.
Notable Study Findings
To ensure your experiential marketing delivers agreed results for your brand and business, you need to consider the following:
1. Link your experiential marketing strategy to your marketing objective.
Key Question: Will your experiential marketing strategy support achievement of your marketing objective?
If your marketing objective is to increase for instance Penetration, Frequency of Purchase/Consumption or Quantity purchased/Consumed per occasion, ask yourself, how will this experiential marketing event or activation support the achievement of this marketing goal.
2. Define success for your experiential marketing programmes.
Once you are able to draw a straight line from your marketing objective to your experiential strategy, set & agree tangible measurements with your experiential agency that will that support achievement of your marketing KPIs. If your marketing objective is to increase penetration of your brand, investing in experiential marketing events that will drive Trial, Sales, Lead generation, etc. is a good idea.
Even though the primary objective for your activation may not be sales, find a creative way to infuse sales and (or) trial into your experiential marketing investment. From the onset, agree reporting metrics, reporting template and time of reporting with agency. Closely monitor your experiential marketing activities and the deliverables. Review and optimize along the way if need be. Do not wait until the end to review. Use an Experiential Marketing agency with an ROI mindset and outlook; an Agency that will make the best use of your marketing investment and make your experiential marketing budget work harder and smarter.
3. Use relevant multiple digital channels to boost your experiential marketing investment.
Leverage your offline activities online. Amplify your offline experiences on the right digital channels and post relevant content of your events to drive awareness, interest and engagement of your branded experiences or activations before, during or long after the event has ended.
This new era of digital transformation has changed consumers from passive audience to active audience and if your event is done right, digital can give your brand wings to fly! Strategize, Track, Measure and Review digital performance of your online spend.
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