• What Makes (And Breaks) Experiential Marketing Campaigns? November 8, 2019

    What Makes (And Breaks) Experiential Marketing Campaigns?

    Whether it’s a simple, non-pretentious storefront display, or a high-budget, high-voltage marketing activity, experiential marketing campaigns are everywhere.

    These simple yet impactful, grounded yet colossal experiential technology campaigns rule the roost when it comes to value for money, handsome ROIs and interpersonal customer connections.

    More so than traditional marketing gimmicks, that often involves loads of money, effort and manpower yet don’t guarantee profits or loyal customers, brand activations change the face of the marketing game.

    Leading market research shows that around 90% of entrepreneurs believe in the power of experiential marketing campaigns, and about half of these plan to invest a good amount of money in digital brand activation solutions. 

    As effective and as promising as experiential technology campaigns are, there are still some do’s and don’ts of experiential marketing to keep in mind.  As with everything else in the marketing world, there are certain key elements involved that can make or break an experiential marketing campaign.

    No matter how good your intentions are, you can still get stuck on some pointers while planning a great brand activation.

    Below, we bring to you some key facts and points that can make or break your experiential technology campaign. 

    1. Location

    location

    Even if you get everything right, from solutions to brand experience to influencers and larger-than-life settings, your brand activation can still fall flat if the location is wrong.

    Selecting a good location for your experiential marketing campaign is as important as say, selecting the right digital brand activation solutions and the right brand activation agency

    The location that you choose shouldn’t only be large enough to hold the footfall that’ll be arriving at your event, but should also resonate with your audience. 

    You should take care of the fact that your chosen location fits in well with your brand aspirations and ideology, and that your audience demographic relates to it in a tangible way.

    As an example of a successful experiential marketing campaign ->

    Lean Cuisine, a fitness food joint, executed their #WeightThis campaign in the middle of the Grand Central Station in New York. The location was smack dab in the middle of the city, and landed Lean Cuisine a mega footfall of curious audience and commuters travelling from the station!

    Another example is ->

    Wrangler’s experiential technology campaign that took place at National Finals Rodeo in Las Vegas, Nevada. The location wasn’t just an extremely popular spot which led to a brilliant footfall, but also resonated well with the brand’s ideology and innovative mix of modernity and traditional cowboy culture!

    2. Quality

    Quality of the digital brand activation solutions that you choose should be good enough to give your guests a great time and a memorable experience.

    This is true even if you’re an upcoming start-up, or a company with a relatively smaller budget for brand activations. 

    After all, first impressions are important, and in order to save on your budget if you cut back on the quality of your experiential marketing solutions, it will adversely impact your brand image. Here are 6 ways to succeed in your experiential marketing efforts.

    The key here, is to not go for extra-pompous, showy solutions but those that actually work, and make your guests feel connected to your brand. 

    The Google Home Mini Donut Shop installation is a good example of this. They installed a simple conveyor belt that carried donuts and handed over surprise gift boxes to guests that answered a simple question. 

    Nothing fancy, just plain consumer fun and brilliant imagery!

    3. Influencers

    After deciding on the location and the quality of your experiential marketing solutions, the next thing to consider is influencers and brand ambassadors. 

    Any successful experiential marketing campaign is driven by two factors: the digital brand activation solutions used and the number & stature of the influencers who attend the event and share information about it. 

    You’ll have to put in time and effort, along with some research in selecting the right influencers to spread the word about your brand activation event. 

    There are plenty of influencers that abound in the social media world, and its on you to decide which ones fit well with your brand’s ideology and resonate well with your audience.

    An example of this is the ->

    Alabama Tourism Department’s brand activation in New York, wherein they sent well-trained representatives to the city to answer all things Alabama and basically, sell the town’s heritage to the tourism industry. 

    4. Measurement

    Experiential marketing solutions, at their core, have higher ROIs and solid measurable metrics for your brand. This means that, for every single rupee you spend on your brand activations, you would want some tangible success value back! It could be a certain number of leads, a specific amount of followers on your brand’s social media accounts, or anything at all. 

    What is important here, is to set a specific target or goal early on, well before your experiential marketing campaign takes off.

    Having a clearly defined goal in your mind wouldn’t only help you invest better in your experiential technology campaigns, but would also let you measure analytics and success rate in certain terms. 

    5. Documentation

    However great your digital brand activation solutions were, the thrill and the experience doesn’t have to die there. You can document the experiential marketing solutions of your brand via live videos, and then stream that on your social media profiles. It will serve both purposes, that of popularising your brand amongst people who are unfamiliar with it, and to let those users who missed out on your brand activation event, a sense of presence in the event!

    The purpose of experiential marketing campaigns is to make your customers feel connected to your brand and provide personalized brand experiences to them. If your customers couldn’t attend the event physically, then it’s up to you to provide them with a virtual experience of it!  These are 8 brilliant experiential activation technologies for events that you must try.

    These are a few examples of a few do’s and don’ts of experiential marketing that you should keep in mind. Taking these pointers into consideration, you can build a wonderful, memorable experiential marketing campaign for your brand, and realize your marketing dreams in no time!