Today, what brands do matters even more than what they say. With the help of experiential marketing, brands are able to connect with people in ways that can transform their image, fostering relationships to turn consumers into advocates.
Especially during this digital age of virtual communities, it’s no secret that brands rely heavily on social media to interact and engage with consumers. However, due to the overwhelming clutter of online marketing, brands are now challenged to do more than just exist within the social sector. With the average person looking at their phone over 150 times a day, brands must also differentiate themselves offline by creating memorable opportunities to engage and build relationships with their consumers. When properly executed, experiential marketing has the potential to improve brand value and performance by generating inspiring, exciting experiences that consumers want to be a part of, and in turn, share socially with their online community. There are four important factors in amplifying online presence through experiential marketing that every brand should consider when developing their digital strategy.
1 – Quality of Interaction
An experience has more impact than exposure. It drives people to take action – whether it be purchasing or sharing with friends online – because they feel as though they have a personal relationship with the brand.
2 – Establishing Relationships
Rather than rely solely on the volume of impressions, experiential marketing allows for a deeper, more genuine relationship with consumers, enabling them to feel a connection with the brand rather than simply being exposed to it. Relationship building is key to establishing long-term advocacy for your brand, both online and through word of mouth.
3 – Power to Interrupt
With more and more ads flooding the digital marketplace, consumers are becoming immune to the clutter. They can’t possibly take in all of the messaging, so they frequently ignore it as a whole. By executing an experiential campaign, you can be certain that people will not only see your messaging, they will also remember it in the long-run. By inviting consumers to take part in an experience, brands can develop a competitive advantage, while organically increasing brand awareness among their target demographic.
4 – Targeting the Right Consumer
Experiential marketing appeals to those who are interested in taking chances and learning new things. Whether it’s trying a new food product or testing out a new phone, consumers will walk away with an increased perceived relevance of the brand and a greater intent to purchase. Not to mention, a positive brand experience impacts consumers in a way that encourages them to share their experience socially among friends with similar interests.
Have you seen any experiential campaigns lately that made an impact online? If so, share your experiences in the comments box below.