We use cookies to offer you a better browsing experience, analyze site traffic, and personalize content. Accepting this message signifies your consent to the use of cookies on our site as described in our privacy policy. You can change or disable your cookies at any time through your browser settings.

I Accept I Decline

Experiential marketing is taking the advertising world by storm


Marketers around the world are starting to harness the tremendous power of experiences as a way to market their brand.



Instead of going through more traditional means of media, experiential marketing creates a lasting impression and stronger relationship with consumers far and wide.

Here's everything you need to know about creating experiences that last:


AvatarExp Background

“What is Experiential Marketing?”


Experiential marketing focuses on helping consumers experience a brand by immersing the consumer within the product like never before.


More and more, this practice is becoming an ingrained philosophy among marketers;

one that can be applied to any brand. The general idea of the over-arching strategy is to engage the customer in the marketing and sales processes, in a way that suits them.

Immersing the consumer in an experience versus talking at them through a billboard or bus ad creates a more personal connection with the brand. And it works — according to a study by EventTrack, 70% of users become regular customers after an experiential marketing event.

EarthExplorers - Shark

Bell Helicopter Background-teal

So you think you're suited to give it a try?

Let's uncover more about why this strategy works.


The Basics of Launching an Experiential Marketing Event

There are many moving parts in an experiential marketing campaign, including researching, planning, executing and measuring. Here are the main aspects that you need to know:


Budget

The budget should always be your foremost concern for any new campaign. Understanding the size and scope of all the work involved will help you strategize more efficiently and effectively.


Strategy

Collect all your stakeholders to discuss your goals for the event, as well as logistics, tactics and measurement. Determine what a successful event looks like to them.


Operations

Define team assignments and devise a course of action. Communicate effectively with your team, vendors, and show organizers often and more often.


Giveaways

Promos set you apart from your competitors. Decide which incentives will best communicate your UVP to the audience.


Promotional Incentives

Try to create buzz around your event - what makes it special? Maybe the draw is a charitable cause, special prizes or celebrity appearances.


Measuring

After the event is over, measure the results to determine your success. Did you meet your goals? How can you improve? Communicate best practices and key learnings to sponsors, stakeholders, clients and other partners.

HaloFest Background

There are plenty of tactics to make your event successful.

Let's discuss how to set yourself apart from your competitors.

Start the conversation

Experiential Marketing Tactics

Now that you know the basics of what goes into setting up your own experiential marketing event, you need to learn about specific tactics that will let you be successful. There are a few experiential marketing tactics that you can employ to boost your overall strategy.


Social Media Engagement

Social media is one of the most essential parts to making your experiential event successful. By allowing the brand to reach the consumer before, during and after an event, it’s a key platform to stay in constant contact with a prospect.

Here’s how:

1. Use the Best Platform

Where does your audience live online? Each social media platform serves a specific audience, so make sure that you’re advertising on the best one for your needs.

2. Build Engaging Content

Users won’t care about your post if they don’t find it interesting. Ask questions, post polls or quizzes, or put up videos to better engage your audience.

3. Create Consistent Messaging

Your messaging is directly related to your event goals. Make sure your exhibit aligns with what you’re saying in advertisements, social posts, brochures, etc.

4. Encourage Sharing

Encourage sharing so that you reach new networks. Create a hashtag, set up a photo booth, offer prizes for posts so your attendees will share it with their own circles and other attendees.

 

Bring Your Brand Ambassadors

Brand ambassadors bring something unique to your event. They serve as the liaison between consumer and brand, allowing a meaningful conversation to transpire. Guests want to find out how brands will affect their lives for the better. Brand ambassadors can start the conversation, offering salespeople an opportunity to close the deal.

Here’s a few tips on choosing the best brand ambassadors:

1. Identify Your Goals

Whether you’re trying to develop brand awareness or increase the amount of leads, your goals will determine your team members.

2. Understand Event Requirements

What do you need your brand ambassadors to do? Will they be conducting product demonstrations, talking to attendees about a specific UVP, or posting on social media? Choose those with experience that best matches your event requirements.

3. Getting Help to Find the Right People

From tech experts to sales people and influencers, there are a number of different people you can employ as brand ambassador. Determine who will create the biggest impact for this particular event.

4. Offer Incentives

With an incentive, people will be much more likely to become ambassadors. You can offer free products or services, or even payment, to create interest.

 

Live Streaming

With new social media platforms and features growing in popularity, people can engage in your event whether they’re physically there or not (and with minimal cost to you). Keep your audience updated by using live video feeds to help your network stay connected with your brand.

There are a number of ways to engage your audience with live streaming:

1. Perform Live Product Demos

Live product demos are a boon to any event marketing strategy. Live streaming gives you the perfect platform to showcase your products in use.

2. Host Live Q&A Sessions

People have questions, and social media provides a great venue for any person to inquire about a brand’s offerings. Hosting live Q&A sessions will make people more comfortable with your product overall.

3. Go Behind-the-Scenes

People love to experience behind-the-scenes of any event. Show what it’s like to set-up, teardown and interact with the team that’s behind the booth/stand.

4. Repurpose Live Video Content

Live video will give you plenty of ideas for repurposing content. Take a live Q&A session, for example, and repurpose it into a FAQ page on your website, or even turn it into an extended video explanation.

 

Creating an Immersive Experience

Today’s technology has changed the way businesses draw customers. Rather than a one-dimensional event, you need to incorporate a number of elements that grasp the consumer’s attention. Here’s a few to get you started:

n200_PhoneScreen3

1. Pre-Promotion

Pre-promote your event on social media, search ads and by traditional means — whatever will best reach your audience. Search ads let you target certain keywords/queries where traditional ads help reach a broader audience and raise brand awareness. Generate excitement, improve attendance rates and amplify your message. A pre-event campaign will set the expectation that the event is dynamic and can create the fear of missing out.

2. Registration Page

Now give your attentive audience somewhere to register. Whether it’s a registration page on your own website or through a third-party app, a registration process offers assurance and helps set expectations about who will be attending, so you can plan accordingly.

3. Create a Social Event

Today, people keep their social life organized through platforms like Facebook and Twitter. Create a social event so you can invite people and keep them informed about event happenings. 

4. Offer a Main Attraction

The main attraction is normally what gets people in the door. Your main attraction could be a guest speaker, special performance, celebrity appearance or grand prize drawing.

5. Request Post-Event Action

Once the event is over, keep in touch with all prospects through follow-up requests. Continue to offer incentives, discounts or content that will appeal to your newfound connections. This drives customer engagement and encourages brand retention.

 
sunset-gradient-background-lr

Get Started on Experiential Marketing Today!

Experiential marketing is a fantastic way to transform a market of consumers into brand loyalists through hands-on, unforgettable experiences. Get your brand noticed — increase attendee engagement, build awareness and achieve your event goals with immersive marketing. For more in-depth information, follow this guide to create your own successful experiential event now!

 

Get Started with GES

Need help from GES Customer Support? Contact Us