How can Experiential Marketing help your branding?
If you are dabbling between top marketing ideas, then we are sure that you have come across a term called Experiential Marketing.
Engagement marketing, sometimes called “experiential marketing”, “event marketing”, “on-ground marketing”, “live marketing”, “participation marketing”, “Loyalty Marketing”, or “special events” is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand.
Consumer engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand.
Experiential Marketing makes sense because it has so many benefits. Here are some of the top reasons why you should adopt experiential marketing:
Appeals your senses and product with experiential marketing
One of the most popular reasons to conduct an experiential marketing event is that it allows the consumers to communicate with your brand in the most relatable ways ever. It can connect with your touch, hear, taste and even feel the product. Shoppers are more inclined towards purchasing food or a beverage if they can sample it beforehand. For example, consumers who can make an olfactory connect with scented candles are more likely to buy it. So, most service companies can provide consumers with simple opportunities that can help them in sampling products with usual senses. DJs play their music as a measure to sell the equipment quality. Hence, the best way to appeal to your audience is by simply offering them experiential marketing.
Helps in direct interaction with the brands
Any audience can place their trust in a brand where they can achieve direct interaction. For instance, brands today can directly be communicated with the help of social media pages or even e-mails. When consumers talk to a brand through phone, they are basically talking to a customer care executive who is based thousands and hundreds of miles away.
A crucial aspect of marketing is the interaction it offers to consumers. When a viewer can access the brands through the different channels at pretty much the same time. However, some of these interactions can be quite humiliating. Experiential marketing, on the other hand, allows consumers to speak to their favourite brands directly. When a consumer attends an event, there is direct connect because people can meet eye to eye, shake the hands and help create better relationships.
Brands can convey their mission and vision both with experiential marketing
Research shows that most consumers can develop loyalty to a brand when they have similar values. But something like mission statements, values and even goals are quite hard to convey with the help of simple, conventional and traditional advertising methods. When it comes to social media, the different variants of digital media can make it much simpler to convey the story of your brand. Attract consumers and hold their attention with the help of captivating their attention. When you convey your key beliefs and your experiences, it will become a lot more valuable.
Social media becomes even more powerful with the help of experiential marketing
Social media has become quite a trending platform. When you go on to combine it with experiential marketing, it becomes a lot more useful to share your message. For instance, Instagram is one of the best examples of experiential marketing. When you have a platform where people can share their experiences live and real-time, you will get a lot more traction. Invite them to have an incredibly memorable experience wherein they can get grassroots advertising done.
Higher proven analytics
One of the biggest advantages of experiential marketing is how well it reflects on your performance. You will see a hike in your sales analytics and the reach of your products would definitely be a lot higher. In today’s day and age, with so many visual tools available to us, analytics has become the core of comparative performance insights. Hence, with the help of experiential marketing, higher proven analytics is sure to be one of the biggest by-products of experiential marketing.
All of the aforementioned benefits should definitely motivate you to opt for engagement marketing. It is surely one of the best ways to offer your viewers something different and unconventional in the market. At All Stars Digital, our experts curate different strategies to ensure that your target consumer base interacts well with your brand in the most effective ways possible.