Experiential marketing to create memorable experiences

Experiential marketing, sometimes referred to as engagement marketing or XM (by the cool kids) is loosely defined as messaging you can touch, feel or view in a physical space. Creating a memorable and interactive experience makes customers feel as if they are part of a brand, which encourages a stronger degree of emotional engagement.

This growing trend has flipped traditional advertising on its head. Instead of viewing an audience as a passive receiver of information, customers are invited to actively contribute to the creation and evolution of a brand.

Get people talking

Research has shown that word-of-mouth created by experiential marketing is the most common and powerful tool available for businesses, generating 50-80% of customer activity. It is essentially about providing customers with the opportunity to share their experiences, which makes a brand’s story relatable and relevant to its audience.

A physical event only targets a limited amount of people directly, so the goal is to create an exciting and share-worthy experience. A cool activation on its own won’t have a massive impact unless it is supported by a well-prepared digital strategy. If you want content to be posted on Instagram for example, make sure you clearly communicate a unique and relevant hashtag. This allows the audience to easily share their content, and ensures they do it through the desired platforms. In turn, you have a great way of measuring increase in likes/followers/interactions etc. and therefore ROI.

Drawing in an audience

New Beach has worked extensively with shopping centres, which provide a perfect environment for interactive experiences. But locations such as a supermarket, festival, train station or airport also lend themselves well, be creative! If you want to increase foot traffic, an interactive experience is a great way of engaging your existing customers and drawing in new ones.

A good understanding of your target audience means that you can tailor the experience accordingly. Is your product aimed at millennials? Grab their attention by creating a game-like interaction or by incorporating innovative technology such as virtual reality, big screens, iPads etc. On the other hand, if your brand is more directed at the not-so-savvy generation, leave out crazy complicated fast-speed technologies as this may only scare people off.

Stand out in the crowd

In a crowded marketplace it is crucial to stand out. Creating these noteworthy experiences gives a company a competitive advantage over competitors.

Through experiential marketing a brand can be playful, innovative, witty, fun and conversational. It’s a great way to build relationships and connect with people. By communicating on a more personal level, brands and audiences are shaping a story together.

Do you think experiential marketing could benefit your business? Hit us up and we’ll come up with some exciting ideas that won’t blow your budget!

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