Experiential marketing is a new and effective method to help bring customers to your business.
By providing unique experiences and memorable marketing strategies, a business’s customer base is more likely to stay for the long haul, share the business’ products, and interact with the brand.
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What Is Experiential Marketing?
Experiential marketing is a marketing tactic that increases customer integration and interaction with specific products and services provided by a company.
Instead of just pushing products towards a certain target group or niche, experiential marketing helps engage customers with certain products that are tailored to their needs and wants.
Experiential marketing provides customers with the ability – and the want – to engage with the brand through the products and services on offer.
Brands can build deeper relationships with their customer target market by offering products and services that create a unique experience.
Why Is Experiential Marketing Important?
Keeping your customer happy and satisfied is arguably one of the main aims of most businesses across the world.
With happy customers who want to keep coming back for more, businesses can rely on a steady stream of capital.
Experiential marketing can help increase interaction between a niche target market and the leaders of a company.
Still, this type of marketing tactic helps boost customer feedback, satisfaction levels, and retention rates.
What Are The Benefits Of Experiential Marketing?
There are numerous benefits of experiential marketing vs. other marketing choices for new and old businesses alike.
The main advantages of this type of marketing ploy are as follows:
- Personalized and customized customer engagement
- Deeper and more meaningful connections between the customers and the brand/products
- Positive immersive experience and first touchpoint between customers and the brand
- Shareability between customers and their network
What Do Experiential Marketers Do?
Experiential marketers are in charge of conceptualization and executing the brand’s experiential strategy for client interactions, serving as a combination of a brand ambassador and manager.
A marketer will help create live campaigns, brainstorm how to boost brand awareness, perform market research, track performance, and work with other teams in the business.
Experiential marketers help build brand awareness for a company through meaningful F2F interactions between a customer and the brand.
By increasing the brand activation, experiential marketers focus on driving the company’s personality, ethos, foundation, and inspiration directly to the customers.
Engaging the customers’ five senses helps further the chance of customers staying with the brand through the long haul, providing meaningful customer insights and creating the best experiences for all of the customer base.
How Can Experiential Marketers Help You?
Experiential marketers can create an experiential marketing campaign that can increase brand loyalty!
Experiential marketers will create a campaign by doing the following:
- Gather inspiration from the provided products and the brand’s ethos
- Learn more about your target market and niche
- Know the goal of the business
- Determine the value of the products on display
- Engage customers
- Connect with your audience
- Create a unique and memorable experience
- Analyze the experiential marketing campaign and improve for next time
How Much Do Experiential Marketers Cost?
Experiential Marketers typically cost between $25,000 and $250,000, depending on the size and scope of the project required by the company.
Companies can work together with experiential marketers for both short-term and long-duration projects or hire the same person multiple times to create a personalized experiential campaign.
The average price of experiential marketers price per day comes to approximately $291 average, with the lower range coming to just $171 and the upper-end of marketers coming out to $900 for a day for specific marketing campaigns.
Who Hires Experiential Marketers?
Businesses that need to connect on a deeper level with their target market should hire experiential marketers to bring in a wide customer base and increase brand affinity.
Companies who find themselves in a rut when it comes to customer retention rates and interaction should hire an experiential marketer to connect with the consumer through engagement marketing.
What Is An Experiential Marketing Campaign?
An experiential marketing campaign is a methodical way to formulate experiences that will connect with your brand’s customers, align with your brand’s methods, and benefit your customer base.
Why Experiential Marketing Campaigns Matter?
An experiential marketing campaign is one of the best and fastest ways to connect with customers personally.
This is arguably the best opportunity to directly connect with your niche target market and create memorable experiences that can provide a deeper connection and personalization to the business.
What Makes Experiential Marketing Campaigns So Powerful?
Experiential marketing campaigns need to find what makes it unique and “fun.”
Instead of just thinking about the numbers or how to solve someone’s specific issue, the brand and the experiential marketer must determine what will make their customer base happy.
What Makes A Good Experiential Marketing Campaign?
Businesses must understand the best practices of what makes a good experiential marketing campaign before hiring an individual or composing their strategy to reach their target audience.
Identify Audience Hobbies
One of the main aspects of a good marketing campaign is learning how to identify the hobbies and the personality of the audience and using this in the campaign.
If the customers like one specific thing, markets need to address this in their outreach methods.
Identify Audience Locations
The second characteristic of a successful marketing campaign is identifying the audience’s main locations.
Make sure you know where the audience is located to directly connect with them and make them feel like you are approachable.
Host An Expert
Hosting an expert at a live event or online experiential event can make the audience and your customers feel like you are directly connecting with them, adding value, and answering their questions or concerns.
An experiential marketing event can be a great way to meet your attendees.
Know What Is Valuable To Your Company
If your company stands for a specific cause, such as LGBTQ+ rights, then consider integrating a noble cause with your experiential marketing campaign to support a value and use a fun tactic.
Connect With Other Brands
Connecting And forming a relationship with other experiential brands that you otherwise would not be associated with can open people’s eyes and create a new relationship that can benefit both businesses.
Consider joining forces with another product or brand to provide a unique customer experience.
Have Fun!
Have fun with your customers by providing an exciting brand experience – but don’t forget your brand activation!
Don’t just host a bouncy castle or golfing event and forget to mention WHY the customers are there.
Give Out Freebies
Everyone loves free stuff.
Whether you are giving out free water bottles with your company’s logo or you are offering a free petting zoo for the customer’s children, this can help increase the memorableness of the brand experience for consumers.
Offer Children’s Activities
Just like a free petting zoo, offering family-friendly activities increases the likelihood that those with children will attend the live event.
Deliver An Intimate Experience
Experiences and connections don’t always have to bring hundreds of numbers.
Instead, you can host private and intimate events that make the customers feel like you are getting to know them on a personal level.
This can increase the experience, drive social interactions through social media sharing, and provide a more profound sense of personalization.
Best Examples Of Experiential Marketing Campaigns
Checking out the leaders in experiential marketing campaigns can help provide businesses with ideas and a template for their future customer interaction ideas!
Airbnb – “Fresh Prince Of Bel-Air”
Airbnb, the owner of the “Fresh Prince of Bel-Air” house, and Will Smith all joined forces to create a memorable experience for the hit-TV show’s 30-year anniversary.
The Fresh Prince of Bel-Air house was decked to the nines with all of the notable Fresh Prince memorabilia and put on the house share giant, Airbnb, for an unbelievable $30 per night!
Although the guest pool was very limited as to who could rent the house due to the Covid-19 pandemic and safety guidelines, the online social media sharing and the media coverage used various event marketing channels to promote their businesses.
3D Oreos At SXSW
Oreo gave customers the chance to print their cookies using a 3D printer at the South by Southwest Convention!
After being shared on Twitter and other social media platforms using the hashtag #eatthetweet, this is a great example of an experiential marketing campaign using social media channels to go viral.
HBO Escape Room
HBO used an elaborate setup at the SXSW Conference to promote Game of Thrones, Silicon Valley, Veep, and other new releases on this streaming giant.
Escape rooms have become some of the most modern event marketing strategies, utilizing in-person experiences and engagement strategies that are more effective than traditional marketing.
Jetblue And The Ultimate Ice Breaker
JetBlue, one of the leading airplane transportation companies across the world, took advantage of everyone’s desire to head to a hot and tropical spot for a quick getaway.
Playing on people’s wants and needs – who doesn’t want a trip to the beach in the middle of winter? – this airplane megalith began promoting flights from chilly NYC to the Golden State in one of the most successful experiential marketing campaigns.
Placing summer accessories inside an ice block in the middle of New York, like snorkels, flippers, flip flops, water bottles, and towels, immediately brought a summer getaway to people’s minds.
Partnering with the Greater Palm Springs Convention & Visitors Bureau, JetBlue was able to piece together a powerful experiential marketing strategy.
Pro Tip:
Learn even more about experiential marketing from industry leaders at the top marketing conferences in the world.
They’re a great way to network and learn for yourself from the people who ran some of these campaigns directly.
How To Start An Experiential Marketing Campaign?
Marketers or businesses can begin an experiential marketing campaign by doing the following steps:
- Identifying the company’s marketing strategy
- Staying consistent in messaging and brand experience
- Appoint brand ambassadors
- Coordinate an experiential event with your business calendar
- Integrate the campaign into the overall event marketing scheme
- Utilize new technology
- Build the experience around the customer
How To Start A Marketing Campaign For A New Product Or Brand?
Marketers can create a campaign for a new product or brand by adhering to the following principles and ensuring the campaign stays successful.
An event marketer can do just that by staying current with analysis and performance logistics, focusing the experience on the customer’s safety and engagement, training the business team to boost engagement and personality, and encouraging social media sharing.
How To Start A B2B Or B2C Marketing Campaign?
Starting a B2B marketing campaign begins with the following steps:
- Identifying the target audience by defining the buyer persona
- Creating your website with engaging content
- Optimize your online presence using SEO tactics
- Run pay-per-click advertising campaigns
In addition, businesses can start a B2C marketing campaign by using the following principles:
- Personalize your content marketing
- Host engaging contests and events
- Utilize SEO on your online presence
- Create retargeting programs for lost consumers
- Promote membership programs for freebies and deals
- Use social media platforms
- Build online relationships
Understanding the benefits of experiential marketing campaigns can influence any business to try this strategy to retain customers, create unique experiences, and promote their business.
Hiring an experiential event marketer can help companies personalize their company and create more meaningful relationships with their niche market.
