The 3 Most Important Things to Remember When Activating Experiential Marketing
It’s easy to become lethargic living in a time where products are ordered with the click of a mouse button or receiving products through Artificial Intelligence that can automatically recognize when you’re low on a product and order it for you. Safe to say, there’s no substitute for experiencing a product first hand.
There are many places that provide ample opportunities for consumers to try products, and on the flip side, ample opportunities for brands to give consumers opportunities to try products. Many brands are now beginning to reach new consumers through experiential marketing. It’s important to approach your experiential marketing campaign the right way.
Here are 3 things to remember when you’re preparing your next experiential activation.
#1 .) Research and Understand What Resonates With The Customer
Highly successful marketing campaigns tailor experiences specifically for their audiences and to achieve an experience which will wow your ideal customer you need to truly get inside their head. What is it that makes your customer tick? What is it that resonates with your customers? What demand is your product filling?
#2.) Pay Close Attention to the Data
Marketing campaigns are only as marvellous as their measurements. Largely sized campaigns may create beautiful content such as photos, and generate a fun story, however without the metrics detailing the experience, you will be left in the darkness with a lack of understanding of how effective your marketing spend was. Try to imagine for a second putting money in a gas pump without it telling you how much gas you’ve actually pumped.
What’s great about Experiential Marketing is that there is a significant data set, stemming from points which represent demographics, how consumers move throughout your experiential activation, which products consumers are specifically interested in, how far your content moves throughout the internet, how many impressions event photos created online, how many products were sampled out, how many app installs occurred, how lead generation did brand ambassadors sign up, what was the overall sentiment, and many, many more.
Having access to this type of data will help you understand the value of your experiences for both the brand and the consumer alike.
#3.) Pick The Perfect Location For Your Experiential Activation
If you’re planning to create an Experiential Marketing Activation, one of the biggest decisions you will face is choosing where you will connect with your customers. Having outlined and researched your target audience demographic, you already know where they’re going to be before they get there. The location can make your break your activation, so make sure you’ve done your research.
We hope this article helps you on your way to creating awesome marketing campaigns for your brand. Contact BeCore today if you’re interested in discussing how we could help produce your next Event.
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