Imagine a tool so powerful that it could yield results faster than any other traditional marketing tactic. Not only would you be able to cut through the clutter and reach out to your audience, but also engage and get a reaction from them.
Enter the world of experiential marketing.
In today’s overly connected world, the amount of messaging we receive on every digital channel is staggering. Studies show that consumers see about 4,000 ads every day. On top of that, brands also have to compete with their audience’s social networks, friends, emails, text messages, and so on. With this amount of noise, there’s no wonder that consumers have raised the bar and become selective about the content they engage with.
Creating a Bond with Your Audience
Digital marketing has made it easier for brands to reach out to and engage a wide audience. However, most of the messages received through these channels don’t stick in the consumer’s mind. Just think about it: you can probably remember the content of a billboard you saw a few days ago on your way to work, but you can’t tell what the ad on the website you visited ten minutes ago was about.
Although we live most of our lives in the digital world, we still crave real connections. That’s why we go to concerts, attend events or watch sports competitions. The emotion and excitement of these experiences make us feel closer to our peers and, by extension, to the brands that happen to initiate them. Even when it comes to simple things, such as watching a horror movie, studies show that consumers feel a great attachment to the brands nearest to them when they’re scared or along (interesting, huh?).
The beauty of experiential marketing is that it allows you to spark powerful emotions and build a lasting connection with your audience that could transform into brand loyalty. And, it makes sense if you think about it: prospects are more likely to engage with your brand and mention it to their friends and family if you provide a unique and immersive experience than if you were to reach out to them with a standard online ad or sponsored post. We’re not talking about PR stunts here, but experiences that engage your audience and make them excited to share it with their network. Think about IKEA’s slumber party, Refinery29’s 29Rooms events or Red Bull’s jump from space.
Blending Digital & Experiential
You don’t have to burn a hole through your marketing budget to offer engaging brand experiences. Today’s technology has made it easier for brands to augment their digital marketing efforts and increase brand loyalty. With a VR headset, for example, you can enable prospects to see how it would be if they would use your products or services. If you’re a travel agency, you could use virtual reality technology to show prospects how the hotel room would look like or what they can expect to see when they reach their destination. These experiences engage all five senses, empower the consumer, and make them more excited about your offer than traditional tactics.
You could have advanced tools that measure every possible metric, from impressions to click-through rates – and, that’s all good and necessary. But, the smile you manage to put on a prospect’s face is priceless. And, that’s where experiential marketing can make the difference and help you build a powerful bond.