Experiential marketing is the process of creating an immersive experience for the consumer. Experiential marketing allows consumers to engage with the brand. With experiential marketing, the sky is the limit. From an instore activity to a massive event where consumers can engage with many brands in one go. Creating engaging activities for consumers to take part in and experience something unique.
Creating cool interactive activities that bring the consumers closer to brands.
Live and interactive activities, on-the-go activities makes it more accessible for the consumers.
Experiential marketing Best Practices
The Core idea:
Experiential marketing is a process that brings consumers closer to the brand. This kind of marketing is also well known as “live marketing” or “event marketing”. The core idea is to create an experience unlike any other. Allowing consumers to engage with the product. It can be a massive event or a small in-store activation that offers free samples.
Wherever you want! Well, of course, you have to get the permissions and pay the taxes but other than that these activities can be conducted anywhere at all. From a shopping mall to the small store at the corner of your street. All the venues can be used and all kinds of audiences can be catered to meeting the requirements of your client.
Consumer Experience is the key
Allowing the consumers to experience your products on the spot encourages them to purchase it. If you have a product that is edible than you can create an activity that you can feed free samples to the consumers and the consumers upon tasting the product are able to have an experience that stays with them when they are purchasing the product. Such as Nurpur which is a dairy product brand decides to set up a stall at a Mall. With the core strategy to engage the consumers in trying the smoothies and shakes made with Nurpur milk. People will be running to the stall to get a free sample of the product.
Similarly, if Samsung sets up a stall at one of the malls. Samsung will display its products around the stall and create engagement activities around it that will encourage the people to engage with the brand. How to create Engagement Activities?
Activities that allow consumers to interact with the brand are called engagement activities. These activities can be anything from sampling free food to playing a game to win a free gift hamper or participating in a game. Some brands create photo booths. That allows the consumers to capture unique and cool pictures of themselves. These consumers can upload these pictures on their social media platforms with relevant hashtags. Let’s explore some other activities that can be created to engage the consumers on spot.
Various kinds of engagement activities can be created and we are going to list them for you right here:
Have you ever seen the word free and not seen a crowd of people gathered around it? I haven’t. As soon as people know there is something free being offered somewhere they will be eager to get it.
This is why a lot of new brands attempt to approach their target market with free sampling. Free sampling as the name suggests means to give away free samples of the product to the oncoming traffic of consumers. Its popularity among brands is because it helps build brand awareness.
This is the reason why this approach is mostly used during the introduction phase to create awareness. These kinds of activations are mostly conducted by companies that have perishable goods. Such as juices, milk, tea, or other edible items.
Use Case Experiential marketing:
This is one of the best types of activation ideas. Being able to develop various use cases and allowing consumers to experience the use case on spot.
This can be a really exciting activity as dozens of people not only interact with the brand but also learn something amazing about your product or service. Such as if you are a Mobile Data Cellular Service company, you can conduct activation by offering people to use your mobile data or Wifi for free. This way they can experience the speed of the internet and the quality by themselves. You can also make them watch a youtube video to assess the streaming speed of the internet.
Similarly, for a dairy product, you can invite a chef who develops unique and exciting milkshakes and smoothies with your brand. This way the audience not only gets the taste of the product but also learns a recipe that stays with them.
Product Experiential marketing:
Allowing consumers to not only physically touch the product but also experience the various features being offered by the company falls in the category of product experience. Have you ever been to a shopping mall and seen the big OLED screen TV playing various videos?
With people hanging around watching the videos and a salesperson making his sales pitch. That’s how you experience the product on the spot. Similarly in the mobile industry, a lot of brand managers believe in conducting activities that allow prospective consumers to learn more about the features that the product offers. If you happen to know the brand Samsung. That has a vast array of TVs, VR and Cell phones, and many other technological products have an activation called the Galaxy Studio.
This experiential marketing activation has been conducted in multiple countries so far and is still continuing to take place in some. Not currently though due to COVID-19. However, you get the picture. At every Samsung Galaxy Studio, they have all their products displayed along with specific areas dedicated to each feature offering of the mobile or the Television.
Games & Engagement Activities:
How do you ensure that when the consumer comes to your stall they remain there for a longer time? While also spending their time in a valuable activity that keeps them engrossed and engaged. With fun engagement activities that allow consumers to participate in a game or a family activity. That the child and the mother can be a part of together. These games and activities can vary from VR experience to Ring toss games well known as carnival games. These games are fun for both the parents and the children. At the end of the game, you can offer them a small giveaway as a token of appreciation for participating in the game.
Pack a punch for your dear consumers. Making small giveaway boxes that can be given to consumers on playing games and winning lucky draw box entry. This can be something pleasant and keeps consumers engaged to remain on the stall. Making sure your consumers stick to the stall and captures pictures of themselves at the stall.
Since everyone loves taking pictures these days and posting them on social media. Why not appease them with just what they want. Creating a photo moment where your consumers cannot resist to capture a photo of themselves or their family members.
For instance, you can develop an exciting photo frame photo booth for Mother’s Day. That is bound to invite mothers to capture pictures with their little ones on Mother’s Day. Alternatively, for a mobile company, a creative photo booth can be developed that highlights the camera features of that phone.
All this sums up to offering consumers an opportunity to connect with the brand in a unique way. Creating memories is the goal for each of the activities so that when the consumer goes shopping for the product. Creating top of the mind is the most important aspect of experiential marketing.