Marketing May 1, 2015

Putting the ‘experience’ in Experiential Marketing

Experiential marketing is usually delivered at large events or roadshows, and is a marketing technique that has embraced well in consumer marketing, especially for fast-moving consumer goods (FMCG) brands such as health and beauty and food products. But we think it’s a great tool that any business can use to engage with their target audiences (and it works amazingly with promotional merchandise too!)

What is experiential marketing?

‘Experiential marketing’ has become one of the latest marketing buzz words of recent years – but what is it? An experiential campaign tends to be a live, memorable and interactive brand experience that aims to build positive engagement between your brand and your customers.

For inspiration, check out some great examples of experiential marketing that have been rounded up on the EConsultancy blog, who emphasise that:

“The premise is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience. If a brand event stirs genuine positive emotions within people then they are more likely to associate those emotions with that brand, which is more effective than just showing them a Facebook ad”.

Here are ten benefits of putting the ‘experience’ in your marketing for great results:

1. It engages with all five senses.

Most marketing uses just two senses: sight and sound, but experiential benefits by being able to use all five! It’s the ‘multi-sensory’ experience that helps brands form an emotional bond with their consumers to achieve a deeper and longer lasting impact with their brand. Obviously, you need a super creative idea that will attract and hold your audiences attention too!

2. It’s (said to be) the ‘most memorable’ marketing technique.

It is an engaging and often entertaining way of presenting your brand and product’s key emotional and functional benefits, face-to-face with your potential target audience! Meeting face-to-face means that your messages are not only communicated, they are understood and experienced. BUT – it’s also one of the more expensive mediums due to its need for physical resources such as people, clothing, product samples etc…

3. It can increase short term sales

There’s no doubt in our minds that experiential drives immediate sales better than most marketing techniques. Why is that so? Well, if your experiential campaign is targeted to the right people, you can generate interest, and if your event staff (brand ambassadors) are engaging, with the right samples and promotional products, that give people a reason to purchase. According to research by ID, experiential campaigns have generated up to 3000% sales spikes in a single day!

4. It’s good at changing brand perception

Experiential is one of the few marketing channels where consumers can interact face-to-face with your brand, and brand ambassadors can ensure that consumers interpret the brand’s messages in the right way (and so improve your brand perception!)

5. Consumers enjoy the experience

In a survey of 1000 consumers, 87% preferred the chance to interact with a product than be told about it on television (Source ID research 2004 (MyVoice research); 2005 (HPI research group)

6. It encourages advocacy

On average, 64% of consumers who interact with an experiential campaign will tell at least one person about their experience. (Source ID research 2004 (MyVoice research)

7. Consumers respond well to the personal touch

Experiential is the generous discipline. This is not a hard sell method, and the consumer gets a personal reward from participating, such as a promotional item, which is likely to enhance brand loyalty. (Source ID research 2004 (MyVoice research)

8. Complex messages can be easily explained

It is also a powerful way to prove or demonstrate the promises that your brand makes in your marketing materials and advertisements. For example, the presentation of a new product feature is always best done face-to-face where questions can be answered, and queries clarified, and people can physically trial the product.

9. It can act as a powerful support to other marketing…

Consumers that have engaged with a brand’s experiential activity are more likely to notice and respond to its other marketing communications. (Source ID research 2005 (HPI research)

10. Experiential marketing stands out.

Did you know, that as consumers, we’re subjected to up to 4000 marketing communications per day?! That’s a heck of a lot of messages – and a bit too much noise and clutter in our opinion! But with this in mind, it means it can be hard to make your brand messages stand out from the pack. Experiential stands out from the media clutter as it stimulates all 5 senses and requires a voluntary, physical engagement.

Ideal products for brand experience events

“Experiential campaigns are closely linked to promotional merchandise as they often include some form of promotional”, says our marketing manager Hannah. “Bespoke promotional products help to maintain brand visibility and are an essential part of any experiential marketing campaign”, she adds.

The ideal kinds of products that you can use for brand experience and experiential marketing events include things like:

  • Promotional clothing
  • Cotton shoppers
  • Promotional bags/Carrier bags
  • The possibilities are endless

Can we help with your experiential campaign?

All of the above can be produced by us to extremely fast lead times – so for those last minute ideas, we can make them a reality for you! We’ve got bags (no pun intended!) of experience in coming up with great ideas for marketing campaigns and events, working with events and experiential agencies as well as directly with our clients’ brands. We can produce sampling stands that can be used to display bags with promotional giveaway items for the audience to take away as a lasting memory of your brand. Why not get in touch to discuss your requirements further?

Complete Branding Solution

We’re experts in providing the Complete Branding Solution for our clients, so please get in touch today to discuss your requirements and how we can help you with your branded merchandise and clothing. Call us on 08707 500057 or drop us a line by email.

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