Many brands today are using a tactic known as experiential marketing to aid in the creation of a positively memorable customer experience. Positive customer experiences have been proven to build brand loyalty and thus, drive sales. Unforgettable experiences leave a customer wanting to come back to do more business or refer their friends and family to check it out on social media.
The most optimistic results stem from teenagers, of which 80% said that experiences are valued over physical objects and that a positive brand experience through experiential marketing would increase their purchase consideration.
60% of women mentioned that it was more likely that experiential marketing would cause them to buy a product than would TV or the Internet. What’s more, 75% of women surveyed said they would tell others about their experience.
So what we’re seeing is tremendous, tangible results from experiential marketing across the board of demographics in terms of influencing consumer purchasing behavior. Additionally, we’re seeing online chatter increase during and after an experiential marketing activation both in social media and in referrals.
So what are brands doing with their experiential marketing efforts? Have a look at some recent activations:
Farmers Insurance Experiential Activation
Farmers Insurance featured a pop-up photo booth experience at the Farmers Insurance Open at Century Club of San Diego which included fun props to take photos with friends and share on social media. They also allowed guests to take home their very own photo along with some very useful free swag. ( Sunglasses. )
Nutella’s World Nutella Day
Nutella created a unique experience on the Santa Monica pier to film a World Nutella Day series. Nutella invited passersby to try out Nutella with breakfast at a giant breakfast table placed on the world famous Santa Monica Pier. Consumers were able to sample the delicious Nutella spread and enjoy a meal with new friends and other breakfast connoisseurs cooked up by local chefs.
Harley-Davidson Experiential Marketing
Harley-Davidson created a unique Experiential Activation at Winter X-Games to connect with younger consumers in Aspen, Colorado. They displayed their latest and greatest Bikes and allowed consumers to take a closer look at the brand, and experience some of their new products.
Sonos Studios at SXSW
Sonos created a unique activation in a house at the heart of SXSW in Austin, TX. Bands playing, KCRW was broadcasting live from inside the house, they set up a series of enticing audio/visual installations including a vintage musical instrument called the theremin.
Nike Hall of Phenomenal
Nike created a soccer hub in NYC during the World Cup including programming such as youth clinics, futsal games, foosball, customized products, interactive photo experiencing and world cup viewing parties.
Palm Breeze Viceroy Hotel Launch
Palm Breeze launched their product by creating the ultimate vacation experience for guests at the Viceroy Hotel in Santa Monica, CA. Celebrity actress, Shay Mitchell emceed the gala and greeted guests for selfies. The experience included photos ops, music, a fashion show, gift bags, Palm Breeze cocktails, flowers, blow dry bar and a nail bar.
If you have questions about Event Production or Experiential Marketing, don’t hesitate to contact BeCore today at: (213) 747-3123