It’s no surprise that we, as marketers, are always looking for new ways to disrupt the market and landscape to better reach our audiences. Many of my closest peers and professional connections know that I have a special interest in experiential marketing (in a basic sense, immersing your audience in your brand). Heck; I’ve written about it in our blog once before, here.
My previous post was one focused on educating and sharing a new perspective of learning about a newer strategy that’s on the rise in the world of marketing. Outside of the “experience,” however, what really are the benefits and selling points of this strategy and why even consider it? This time around, I explore some of the most notable benefits and why you should give it more thought in the future.
Experiential Marketing Benefits:
- Truly convey messaging and tone: Instead of saying it, showcase and deliver it. In this case, don’t just say it, but spray it.
- Show brand in a new light: If people end up expecting the same thing from your brand, new and bold tactics can surprise your audience… for the better.
- Make your brand human and relatable: Show that your company isn’t only in it for the money. You’re invested in your audience and can connect with them on a personal and informal way.
- Taking creativity to the next level: Guaranteed that you will stand out from competitors with new and exciting tactics.
- Tap into growing technologies & news: Location-based apps and advertising is constantly evolving. Leverage that for a more personal touch and show that your brand is on the forefront of emerging technologies and in tune with industry developments.
- Expand portfolio of marketing tactics and mediums: break out of the same old direct mailers and e-mail marketing to increase the breadth of your company’s marketing portfolio
- Establish and build brand loyalty: I’ve seen lifelong brand loyalists switch brands because of experiential marketing tactics. Show the unparalleled benefit and people will follow.
- Brand recall/unaided awareness: “remember that time that company did that really cool thing that one time?” Yeah, people will talk about your brand without overt advertisements or prompts.
When it comes to event marketing, some of the results are staggering. In regards to sampling, grassroots activations and large-scale mobile tours, consumer participants react positively to a brand in such a way that they want to stay involved with the brand. Just take a look at some of these numbers:
- 98% of consumers exposed to a product or service at a brand event will positively mention it later, with two-thirds specifically mentioning the brand.
- 93% of participants allow brands to stay in touch with them via promotions, email and other advertising.
- Almost 50% of participants end up purchasing sponsored products.
Whether you’re looking to gain a firm grasp of market share, refresh your brand, or even better connect with your audience, this avenue of marketing can open up new doors that will excite your marketing team and leave a lasting impression on your audience.