Experiential marketing, or engagement marketing, is a type of marketing, where emphasis is on giving opportunities for the target audience to experience a brand. Unlike traditional advertising, such as printed media, which uses a visual medium to communicate the benefits of using the company’s product or services, experiential marketing focuses on how our products / services can give a remarkable experience and create an emotional connection with the customers. The ultimate goal of it is to increase customer loyalty and thus affect purchasing decisions.
1.Set Your Goal
Every marketing campaign must have their own specific goal with a defined purpose and budget. Without clarifying those elements, the campaign will easily lose focus, affecting the effectiveness of the campaign.
2.Understand Your Audience
Always remember to ask yourself what your audience actually needs. Provide them something that they already want to experience. You can get more information on your target customers’ needs through reviewing their previous consumer activity. Or, you can get first-hand information by talking to your employees, such as the customer service representatives, on the most frequent requests from your customers.
3.Co-operate With Your Team
A successful experiential marketing campaign lies in making full use of your entire team’s skillset, from designing, to planning, and executing. Listen to your team, as their experience can help you avoid any problems that might arise. Having a skilled and enthusiastic team will also help the campaign run more smoothly..
4. Create Interesting Content
How do you catch your audience’s attention? By thinking out of the box. Experiential marketing works by getting your audience to respond to something that they haven’t seen before. The success of experiential marketing campaigns thus depend largely on their uniqueness and fresh content. Never forget the element of “fun”.
5.Use Cross-Platform Promotion
Social media has become essential in catching the attention from your target audience. The high reach of social media can help to boost your campaign, especially during its launch. You can promote your campaign on social media platforms such as Facebook and LinkedIn, as those who already follow your social media platforms will be more likely to be interested in your company and updates.
6. Use Metrics To Measure The Effectiveness Of Your Campaign
Without having metrics that you want to track, you cannot analyse the effectiveness of your campaign. Throughout the campaign, ensure that you collect data so as to analyse how the campaign is going. After the campaign, too, ensure that you do your post-campaign reporting well.
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