Don’t just think digital marketing, think experiential marketing
Multiple articles around the internet claim that all businesses need is digital marketing to survive and succeed. This ideology couldn’t be farther from the truth. Call it digital marketing, inbound marketing or whatever you want to, your marketing strategy is incomplete if it only involves the practices mentioned above. Marketers around the world know that unless you combine ‘inbound’ and ‘outbound’ methods, you’re not going to succeed the way you expected to.
One such outbound method of marketing is experiential marketing. Experiential marketing is all about creating memorable customer experiences which provide opportunities for brands and their target audiences to interact. It has been around for a while but falls surprisingly short of becoming a priority for brands. Tribe carried out two surveys in 2012 which studied consumers’ attitudes to different marketing channels. Results showed that more than half of 1100 respondents preferred experiential marketing over radio, press and television.
Some ways that brands can benefit from experiential marketing include:
- Improved engagement
- Enhanced brand awareness
- Greater levels of brand recall
- Enhanced brand loyalty
- Improvement in message relevance
- Encouraging repeat purchases
Brands have unlimited opportunities to innovate in experiential marketing to create a memorable experience. For instance, IKEA’s sleepover event, where the furniture company invited 100 Facebook fans to spend the night at its London Essex store. The fans were provided goodie bags, snacks, massages, manicures and more. The brand also used the opportunity to offer tips on choosing the right mattress and bedding and how to get a better night’s sleep. Other great examples include Coke’s Friendship Machine in Argentina and Volkswagen’s Piano Stairs in Stockholm.
So what do brands need to keep in mind while launching experiential marketing campaigns?
- An intriguing narrative
- Incorporating the all-important element of surprise
- Ability to connect with the audience
- Professional execution
So don’t restrict your brand to digital marketing approaches alone. Employ experiential marketing and create memorable customer experiences which in turn provide opportunities for brands and their target audiences to interact.
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