Experiential marketing builds brand memories.
An ice cold Coke you shared with your grandfather. That favorite t-shirt you wore until it literally fell apart. The hat you received on a company cruise. Some brands are more than just products; they’re part of our lives. Now imagine brands using marketing to create these types of experiences and feelings.
That’s experiential marketing.
But what exactly does that mean? And more importantly, how do you do it?
More than simple advertising or PR initiative, experiential marketing create a closer bond with consumers by creating a fun and memorable experience. It creates feelings of goodwill and positivity, which are then associated with the brand.
For example, if your target audience plays golf, consider building an experiential marketing event on the course. From on-site club fittings to customized hand-forged ball markers, there are a plethora of options you can use to create an exciting and memorable experience for everyone in attendance.
But it doesn’t have to be a live event. Experiential marketing works just as well online.
To create your own unforgettable marketing experience, here’s what you need to do:
- Grab your customer’s attention
The average consumer has an attention span of eight seconds. That means to make an impact with your experiential marketing you need to immediately speak to them in a way they can relate to. Be relevant. If your customers love cooking, create an experience around the kitchen. If they love video games, give them an interactive technology experience.
- Know where your customer is and go there (or bring them to you.)
To create a marketing experience, you must go to them. If they’re concentrated in a particular neighborhood, go there. If they frequent certain websites, be present there. It’s impossible to create experiential marketing without someone to experience it.
- Know your own brand.
Be yourself. Use your existing brand voice to reach out to your fans. Create an experience that reaffirms what you stand for, not one that runs counter to it. This allows customers to make a long-term commitment to your brand.
- Create an experience.
Once you have your audience’s attention, it’s time to create an experience. Find a way to create an immersive memory. Maybe it’s with a custom-fitting on a Caribbean cruise. It could be a giveaway that lets recipients choose their own gift. Whatever it is, it should allow your customers really experience everything your brand stands for.
- Have a mutually beneficial touch point.
Marketing is not a one-way street, especially experiential marketing. Give people a marketing experience they will value and it will resonate and have expanded reach. Experiential marketing by its very nature needs to work both ways, for your audience and for your brand.
There are many different ways you can utilize experiential marketing and nearly as many strategies to implement it. Whether your focus is promotional, tactical, cross-channel or stand-alone, if you stick to the principles of your brand, experiential marketing can create an unforgettable impression.