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Wednesday, October 29, 2014

Top tips for an effective experiential marketing campaign

Marketing tips and techniques
Experiential marketing is an alternative to conventional methods
By Bill Turner

Often called engagement, live or participation marketing, experiential marketing is a strategy that directly engages the customer and invites to actively participate with the product or service to increase awareness of your brand.

It is not to be confused with field marketing, while they both bring the product to the customers; field marketing provides information about the product through leaflets and sampling. Experiential marketing can be an effective instrument to test products or as an insight tool. To help make it an invaluable campaign, here are some top tips to make it work for you.

Select the best venue


The location is one of the important factors for a successful experiential campaign. When choosing a venue you need to ask yourself; where do people spend most of their time? Will the campaign be run from one location or taken on the road? Will they be willing to stop and get involved in the campaign?

Shopping centres are an effective location use in an experiential campaign as a majority of people who are looking for a break in their shopping spree might take advantage in participating in the event.

Engage the audience


One of the first things you need define your campaigns target audience. For it to be effective, it has to appeal to an audience’s interest and be suitable for your chosen target. At its heart, experiential marketing is all about creating a memorable experience that engages the senses through touch, sight, taste, sound and scent. To help with this synergy, you should define the audience first, and then create a campaign that will leave a long lasting impression.

Quality staff


While the message and engagement is important, you need to ensure that the event is properly managed and manned by quality staff. They should be poised to help the audience engage with the product, be energetic and intelligent. You should also invest in hiring the services of a professional logistics company who will be able to deliver stock, promotional material and merchandise with quick efficiency to any location you need.

Use modern techniques, but keep it personalised


Social media is an excellent tool in making people aware of an event and talk to your audience. Make the online experience interactive and allow them to share their experiences of your campaign via hashtags, Twitter and Facebook. Invest in technology that promotes and encourages real time conversations and that will allow you to engage with your audience. Customers will warm up to a company that add a personal touch to their services.

Take in the customer response


A great benefit of an experiential campaign is the immediate feedback you can receive from the audience. It is important to take on their comments, or criticism on board for future campaigns, or to rework your strategy in real time.

Experiential marketing is all about engaging the audience and providing them with an experience to ensure they will remember the product and your brand. Using the advice mentioned above and applying them to your campaign is an excellent way to start a long lasting relationship that will develop to valuable customer loyalty.


About the author: Bill Turner is a quiet person with plenty of experience in writing and the press, he now lives by the coast and lives a simple life.

Image: Geralt/Pixabay; US-PD