What are the objectives of every successful experiential marketing campaign?
The modern consumer has clearly shown that television and radio commercials don’t cut it anymore. People need something more than the 30-second, non-interactive promotional features they have seen since time immemorial. Thanks to ad-blockers people now skip advertisements on YouTube and other video blogging platforms. Netflix and Prime Video help the viewers watch their favorite TV shows without interruptions. Almost every web-user has dedicated pop-up blockers and ad-blockers on their browser to streamline their viewing experience.
In short, marketing executives need to work a little harder than they were working yesterday to reach their target audience. Research shows that the best way to reach the target group is by leveraging emotional and engaging content that opens new pathways of interaction. Brands need to create new experiences that consumers want to explore. The same research also highlights the importance of similar emotional and engaging experiences in generating memorable moments that increase brand recall.
Increasing unaided recall and improving sales are the ultimate goals of every marketing campaign. However, the objectives of experiential marketing plans are significantly different from the traditional marketing campaigns –
- Developing consumer experience
Conventional marketing techniques that include print advertising and TVCs do not consider the consumer experience extensively. The objective of experiential marketing campaigns is to create better experiences for the consumers that interact with the brands. It can improve brand impression and inspire brand loyalty among the participating audience. It is possible since the brands are not advertising or pushing a product. They are allowing the audience to participate in exclusive events that show them how their lives would change in the presence of the product. It is a covert advertising message that people not only enjoy but also appreciate in a world of push notifications and pop-ups.
For example – NFL recently used experiential marketing to ensure that the ticketholders get their money’s worth. Apart from the big-money events, the marketing company turned the NFL into a pan-city experience. People saw regular high rises transform into screens for light show projections, Super Bowl-themed decorations at malls, important crossroads and stations, and interactive games at the stadium. Check out Roots3 Productions experiential for more exciting examples of contemporary experiential marketing.
- Collecting more data
Knowledge drives every conversion and every sale. It is the fuel that powers every company and corporation. Marketers need data on their consumers to reach them at the right place at the right time. Offering interactive experiences to your customers will help a brand collect the necessary data from the consumers. If you are wondering why this method sounds so familiar, it is because we are talking about a facet of big data. It is a part of event-based marketing.
The consumers interested in participating in the events usually exchange their contact details for a share of the experience. While enjoying the event, they also learn about the new product and the brand. While some marketing events are open to all, some are parts of other sponsored programs like concerts, magic shows, themed parties, and specialty events. Consumers provide their information as the admission price. That contributes to a company’s data lake. With the advent of big data tools that can assess real-time consumer data, businesses can now create personalizable messages, add more value and boost engagement on the spot.
- Improving the understanding of a new product
As we have mentioned before, when a person becomes a part of the marketing experience, he or she receives value-adding information about the brand and its products. It is one of the actual goals of any marketing campaign to boost the understanding of the product. While people avoid television and radio commercials, they typically go out of their way to participate in a new-age event marketing experience. Any brand that masters the artistry of presenting the product as a part of this exclusive experience can get the message across to the audience successfully.
Around 65% of all consumers prefer experiential marketing over traditional TVCs when they have to understand a new product. People state that experiential marketing events help them more than commercial or traditional marketing in comprehending the USP and benefits of a new product or brand. That reminds us of the incredible virtual shopping experience Swarovski and MasterCard created for their customers.
While experiential marketing might seem like a big commitment, it has the power to draw the target audience to a particular brand or line of products. There is no longer a necessity to cast a wide net for enrapturing a handful few paying customers. You need to think about out-of-the-box techniques to approach your audience with new experiences that will engage them emotionally. Experiential marketing adds a necessary twist to every marketing campaign to make it exciting and noticeable for every type of audience.