From Planning to Execution: Successful Experiential Marketing Strategies

05 Jul

From Planning to Execution: Successful Experiential Marketing Strategies

When you’re planning your next big event, you want to ensure that you sell as many seats as possible and maximise your revenues. To do this, you need to take a close look at marketing and consider a segment known as experiential marketing. What does this mean and what are some experiential marketing campaign examples? Let’s explore.

What Is Experiential Marketing?

Experiential marketing strategies help you invite your target audience to interact directly with your brand, build awareness or encourage action. There are many different experiential marketing techniques, and these include such diverse activities as pop-up stores or augmented reality campaigns. The key is to get your target buyers to engage so they pay attention to your message and upcoming event. 

How to View These Campaigns

Successful experiential marketing techniques should be as innovative as possible so you stand out from potential competition. Think ‘immersion’ and ‘interaction’, and move as far away from traditional passive advertising techniques as you can. Many companies use these modern techniques during events to introduce their products and services directly to attendees. Prospects are in a favourable environment and can interact with the service or product on their own terms.

It is crucial to ensure that any encounter with the prospect is memorable and resonates as much as possible on a personal or emotional level. Remember that the prospect is not simply receiving a brand message, as is the case with traditional marketing, but they’re taking an active role. This will help them to shape their own brand perceptions and may make them engage more deeply with the activity in question.

Coming Up with the Best Campaign Ideas

Experiential marketing teams love to run their campaigns in public spaces where an audience will naturally gather. Busy high streets are great, and this is why pop-up shops work well in shopping centres and other highly trafficked locations. People are going about their lives and any connection here can become a more organic experience and far less intrusive.

Many of the better campaigns use multiple different senses, which can help to drive a much deeper emotional connection. Don’t forget that most adverts and marketing messages are one-dimensional and simply use visuals or audio in isolation. For you, the more senses that you can activate, the more memorable the connection will be for the prospect.

Crafting Your Campaign

Begin by establishing the overall objective, setting a goal and crafting the message. You need to dial in the budget by taking into account all the costs such as asset development, printing, staffing and rollout. Be realistic as you set a timeline.

Once the framework is in place, start looking at the design concept. You might want to share a mood board with others on the team to get further inspiration. Are you able to achieve some of your bolder ideas? Crucially, can you create these designs within your budget and timeline parameters?

When you venture into a public space, you may well need permits. Ensure this process is underway with plenty of time. Also, you may need to ship your marketing materials or giveaways, which may call for some complex logistics. How will you coordinate with your vendors, event staff, talent, influencers and more?

Getting the Best Support

As you can see, experiential marketing campaigns can be complex, but they can often be well worth the effort. Still, make sure that you work with specialised agencies like Eventeem to get the best staff members you can find. And in the meantime, check out these publicity stunt examples for inspiration.