Attention the audience is one of the most valuable commodities in 2019. Companies that can attract and maintain it, find success. Who can’t? Well, they tend not to last long. That’s why experience marketing has become so popular lately!
In this article, we will explain what experience marketing is, five best practices to help you find success with this strategy, and three examples of extraordinary experience marketing that you can learn and get inspired.
What is Experiential Marketing?
According to Wikipedia, experience marketing, also known as engagement marketing, is:
“A marketing strategy that directly engages consumers and invites and encourages them to participate in brand evolution or brand experience.”
In other words, experiential marketing is when a business allows its target audience to interact with it in real life scenarios. That way, businesses can show consumers what it means, not just what is offered for sale.
This type of marketing strategy has increased lately and has proven to be quite successful – 65% of brands that use it report increased sales. This is because marketing is based on the experience of humanizing the brand and allows them to provide a unique experience to their audience that they cannot but share with their family and friends.
If this sounds like a marketing strategy that you want to use for your own company, keep reading! In the next section we will look at some best marketing practices based on experience.
What Is Experiential Marketing
Experiential Marketing Best Practices
Experience marketing sounds great, doesn’t it? But before you jump in and plan your first brand experience, look at these five best practices.
1. Prioritize Your Audience – Always!
Marketing efforts based on your experience will only succeed if you consider your unique audience and plan experiences that you know they will enjoy.
In 2015, Google collected and conducted experience-based marketing campaigns to promote its new photo application. The technology company established a food truck in Austin, TX and distributed free cupcakes to anyone who shared photos with the application.
This is a fantastic experience marketing idea! But if your company’s audience is very health conscious or allergic to sugar, you don’t want to run this type of campaign. This is what we talk about when we say “prioritize your audience.”
When you know and understand the people you are trying to reach, you can give them an experience that they enjoy and remember forever.
2. Set Goals and Measure Results
Before you actually host your experience marketing initiatives, make sure you have specific goals and ways to measure them.
You can, for example, try to share 1,000 samples of your new product, accommodate 300 or more people at your event, put 100 new names on your company’s email list, or convince 50 people to use your branded hashtag on Instagram or Twitter.
After your goal is chosen, find a way to measure it. That way you can easily find out how effective your experience marketing efforts are and you can learn how to improve your campaign for the future.
3. Don’t Sell, Tell
Stories are very strong and brands that do well tend to find more success than those who are just trying to push the product. When that happens, an experience-based marketing campaign is the right place to tell stories!
But how can your brand embrace the story? We have several ideas:
Share Benefits: When talking about your company’s products, don’t list features, share benefits. For example, instead of telling people that your new social media marketing software is integrated with Facebook, Instagram and Twitter (features), talk about how your customers save a lot of time because they can access each platform at once.
Show Your Company Personality: Your brand personality is part of the story – don’t be afraid to show it to your audience. Have fun and be a little weird or weird if it suits you. This will attract your audience.
Follow these two tips and you will be able to tell interesting stories that will connect with your audience instantly.
4. Maximize Online Engagement
Experience marketing is all about direct interaction. But that doesn’t mean you have to completely forget about online involvement. In fact, your brand’s online presence must always be at the forefront of your mind during your engagement marketing event.
So, include your website, blog, and social media site in your experience. This will give your company far greater reach.
Something as simple as creating a branded hashtag and asking event participants to use it can really benefit your company and increase brand recognition on a large scale.
5. Understand Why Experiential Marketing Works
Finally, never forget why marketing experience works: because it creates emotions and arouses the senses. These things, in turn, will encourage your target audience to think positively about your organization and tie them to it.
By prioritizing your audience, telling great stories, and utilizing the online tools you want, you will be able to fully utilize the marketing experience!