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Experiential marketing 101

What is your last memory of a brand? Is it related to the object or service being sold or the experience you had when you saw the object? Experiential marketing is concerned with the immersive experience a customer has which shows how the brand can fit into the life of the target customer. In the meanwhile, it also helps a brand to build a long-term connection with its audience. So, let’s dig deeper into experiential marketing.

When considering the types of activities that are involved in experiential marketing, we need to remember that they are all in-person activities. We need to have face-to-face interactions to build the connection between your brand and your audience. Let’s look at four activities which you could participate in.

Four activities which you could participate in

1. Give out samples

This is probably the easiest marketing activity to do especially if you are a product-based company. It is essential though that you put your best foot forward and ensure your product sample is well-presented and those giving out the sample dress the part. By being dressed strikingly, they will get the attention of your audience and help to build a connection with your target customer.

2.  Create a publicity stunt

Though publicity stunts may have a bad name, they can be effective if used well. This is where you need to understand the brand persona you would like to portray to your clients. If you would like to come across as fun-loving, you could try a flash mob. You could try to break a world record which is related to your product or industry, or sponsor someone who is trying to break a record. There are many ways that you could do something to grab the attention of your customer.

3. Do a product demonstration

Does your product sell better when people understand how it works? By creating an interactive product demonstration, you can help people to understand your product better and how they can benefit from the features of your product.

4. Use an event

You could create an industry expo with a group of brands which complement your business and use the event as a marketing experience, or you could create a stand which encourages attendees to come to it and then have a game or experience which makes them use some of their other senses to interact with your brand.

Let’s now look at seven points to keep in mind when designing your immersive experience.

Seven points to keep in mind when designing your immersive experience

1. Do a health and safety check

It is crucial to ensure whatever activity you choose to do with your audience won’t have bad repercussions on their health or their safety. Someone getting hurt during your experience won’t help to build a positive long-term connection with your audience.

2. Focus on the brand story

Like any good relationship, you need to focus on the audience. Tell them a story which will tug at their heartstrings and make them fall in love with your product and brand. Focus more on developing a connection than pushing a sale.

3. Get dressed up: Looks matter

It is the first thing a person notices before they even interact with your brand. Therefore, you need to ensure you dress the part. Ensure that the place where your experience takes place looks good and that the people who are addressing your audience are dressed appropriately.

4. Use the senses

You have hooked your customer with sight, but what about smell, touch, and sound? Ensure that you evoke as many senses as possible. This will help to cement the experience in someone’s mind and then when they hear the song or smell the fragrance, they will associate it with your brand.

5. Encourage sharing

Create a hashtag or sound that people can use when sharing about your experience. This will help your experience to touch more than your immediate present audience.

6. Be sensitive to the culture

You may believe that an experience would be great, but will it be accepted in society or offend them? You must consider the social context where your experience will exist.

7. Don’t disturb the peace

Your audience may love loud music but if you do this in a quiet area or next to a place where silence is valued over noise. You could get the wrong connection. Therefore, it is important that your experience is considerate of others.

By following these seven points you will be well on your way to creating an exquisite experience which will speak directly to the heart of your customers.

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