Experiential Marketing and why do we need a Maven to design experiential campaigns?
Experiential Marketing, we all are aware of this as it has been around for a while. Many companies had inculcated this in their marketing strategies to create an impactful impression on the customers. Sales are important but the brands have realized that to be running in the market they have to be memorable by creating Brand loyalty and Brand Awareness. Experiential marketing brings the bond of customer and the brand closer by immersing them in a fun-filled memorable experience. Good experiences are memorable and experiential marketing delivers an experience. These campaigns stir the emotional quotient of a customer which helps them associate themselves with the concerned brand, which is very much needed. There have had been many examples where good experiential marketing has taken customer satisfaction to a different level.
Let’s have a look on some successful experiential campaigns-
Jet blue an airline company in New York, created a successful campaign in Winter to promote their direct flight from New York to Palm Spring. They placed different accessories in 6*6 feet of ice cubes and told the New Yorkers that everything was for a grab. They only have to take the accessories out from the boxes with whatever they have. Wasn’t it cool, anyways who can escape themselves from some free gifts? This campaign was a success and brought more tourism to the city of Palm Spring.
Jet blue Experiential Marketing- “Smash the Ice”
In India, One Plus has been actively engaging in experiential marketing and believes that it has helped them know their audience well and has also diminished the barrier between brand and customer. In these three-four years, they have indulged in much experiential marketing like setting Popup stores, engaging them with games and rewarding many consumers as their Brand Ambassador. Well this Brand Ambassador is quite interesting, isn’t it? This has helped them create a good word of mouth and also, we know, the best Mobile Company award was taken by, none other than One plus.
One Plus – Experiential Activation
Brands come up with new ideas to woo their customer and in this, experiential marketing has proved to be a great success. It taps the customer’s emotion providing them with an everlasting experience. Customers today are bombarded with ads and jargons from different brands to catch their attention. Thus, making an identity in this noisy world is what each and every brand wants.
If this experiential marketing is as good as it sounds, anyone can create and think of it and execute. Then why a maven is being approached to and if not, why they are important for designing some out of box campaigns. There is always a difference when a maven performs a task whether it be anything, it stands out with perfection. The same goes with an experiential campaign if mastered upon they can be successfully run with a powerful impact.
How a maven would help you and your brand to stand out in the crowd?
- They know the market
- They know the elements appropriate for a particular campaign
- They will visualize
- They will analyze
As I have also mentioned above a numerous time a GOOD marketing campaign, thus making it clear that not anything works for everything. Same it is with experiential marketing, it is all about creativity and imagination, something unique and out of the box also provided that it hit the right target and the right chord.
An experiential marketing campaign invests a lot of cash for its run, one wrong step can make all the money go in vain while not making any impact. In this era where the competition raises neck to neck, for each and every brand it is utmost important to remain the foremost choice of consumers. We have seen many successful examples of experiential marketing which has been executed after long research with additions of innovation and creativity to sway customers. There have also miserably fail campaigns which have not only created a hole in the pocket of the company but also have tarnished their image. One of them is-
Amazon for one of its show- ‘Man in the High Castle’ in 2015 covered the New York subways with the modified versions of both the Nazi coat of Arms and the rising sun flag of Imperial Japan. The new Yorkers thought it as offensive and were asked to be removed by the government.
New York- Subways transformed for the promotion of show in Amazon- “Man in the High Castle”
Thus, it is necessary to be on the check with the customer’s mind and their likes for being effective before presenting it to customers.
The motive of marketing campaigns is to build a buzz amongst the consumers and make a positive impact in their mind which would last longer and bring their positive image, ultimately boosting the sales. A whole process is set to bring out a successful campaign where each and every step are being studied and measured. The process includes many moving parts such as research, planning, executing, measuring and leaving a gap of some unforeseen events. An expert never works on let go idea, they work on the evaluation of every probability, thus keeping a check on each penny used wisely and effectively. Experiential marketing is a big issue in terms of execution or the money spent on it, each point ought to be jotted well.
So why to take a risk, master your campaign with a master.
