Tips & Tricks of a Successful Experiential Marketing Campaign
Over the time, you must have gathered about the growing importance & demand for experiential marketing, as it’s the most effective way for companies to connect with their customers. Experiential Marketing campaigns can enhance brand awareness for a wide variety of products & services and can be targeted at the audience of different mindsets of consumers as well.
As you must have understood from my eBooks, the SECRET of Experiential Marketing is not enough to conduct a successful experiential marketing campaign, and thus, it requires to follow few steps to rise on that ladder. Let’s count them!
1. BRAND KNOW-HOW
It’s very important to understand a brand foremost, and only then, a plan can be sketched out further. Understanding a brand constitutes of knowing the CI (Corporate Identity), Real-time & Digital Presence, Company Mission & Vision and Aim & Objective of their products & services. If there is a difference between the ‘feel’ of the campaign and the brand’s sentiment & outline, then the experiential marketing campaign will not produce effective results.
1Brand Research
2Brand Awareness
3Brand USP
1Brand Target Group
5Brand Influence
2. DEFINE KPIs & CAMPAIGN OUTLINE
Before you do anything like, come up with any campaign ideas – you need to start with defining the KPIs (Key Performance Indicators). There are many ways to deliver a brand experience, i.e. by organizing events for consumers where they get to test the product(s) and participate in live demos, or be a part of pop-up stores or outdoor performances, etc. So, whatever is chosen, the prime thing is to keep in mind that the consumers try & indulge in the experience of the product and enjoy its benefits. Well, the KPIs need to be obtainable and they need to be traceable and data-driven as well. Once you’ve defined your KPIs, you need to identify the metrics you’re using to track the success of campaign. Having a clear set of goals in mind makes it a lot easier to define and measure the success & effectiveness of your campaigns. Reporting on the experiential marketing campaign is important to show event success and ROI.
Campaign Message
Context of Campaign
Effectiveness Measurement
3. MULTIPLE MEDIA CHANNELS
When we talk about media channels, the idea is that we’re living in the digital age and it’s necessary to socially connect and foster a network for the brand positioning for the campaign; so as to understand the reach & thinking of the consumers. The creative team makes sure that all traditional ATL (above-the-line) campaigns including TV commercials, print ads, radio spots and billboards maintains the same message across all the media forms & channels. At the end, the key is in consistency whenever the consumer is experiencing the brand’s product or service in the campaign.
Now, the most important thing for the success of any campaign is that at least thousands of people reach at the event venue, when millions are informed through social media, advertising tools & techniques, and PR promotions of the campaign. Thus, it’s necessary to integrate social media that from pre-event to post-event. By doing so, it not only ensure that the campaign is valued for each dime, but also assures that the campaign message has delivered to a broad-wide audience in one go.
4. FIVE - SENSES FEEDBACK
The idea is to analyze the brand sentiment and provide customer feedback, which only helps in bettering the brand’s product or services. The great thing about experiential marketing campaigns is that one gets the feedback and views of the consumers instantly, which enables to either improve or maintain the standard of experience provision there & then. In case, there’s no clarity in the campaign message, things can be fixed & changed to guarantee successful experiential marketing campaign to carry forward; since the goals of the campaign should be data-driven & practically possible, which then can help to measure the effectiveness of the campaign.
