Our fearless leader, Luly B, received some writing cred in The Great Business Project, A Digital Magazine for Entrepreneurs, by Entrepreneurs, available now in the Apple Store. Check out what she had to say about experiential marketing in her article below entitled, “Experience This: How Experiential Marketing Makes Your Brand Stand Out.” You go, girl!
Marketing is changing daily. It’s getting more and more difficult for your brand to stand out from the rest. But as a marketing professional, I feel that one of the greatest ways for brands to differentiate themselves is through experiential marketing. This strategy allows customers to experience a brand through a direct engagement with a person using sensory tactics. Creating brand awareness, and even the opportunity to go viral, makes experiential marketing the next best thing for brands to create a more integrated approach in their marketing efforts to characterize themselves (and not to mention, it’s a total blast for us marketing folks).
While logistics and budget play a major role in what can be done, there are many types of experiential marketing strategies. Here are a few:
The Pop-Up: A pop-up is a temporary experience, commonly seen in large events that already generate a lot of foot traffic and whose attendees align with the brand’s overall target market. Veuve Clicquot popped some bubbly at several key locations throughout Miami’s Art Basel event last year with their Clicq’Up Lounge and Champagne Bar. People were wined and dined with gourmet bites in an ultra luxe space that had a retro chic food truck and was decorated in Veuve’s signature yellow.
Augmented Reality: Brands are upping the ante with full on computer-generated sensory experiences that use video, sound, and graphics to create a real-world environment. Lego uses augmented reality to show people what a boxed and sealed toy looks like built in 3D. By scanning the product with a special kiosk in the store, the model comes to life, with moving parts and all.
The Installation: Admittedly, this is my technical term for this type of experiential marketing. This resembles an art installation with a direct or indirect interactive component that allows people to engage with it. A few years ago, Carnival Cruise Lines launched its “Fun for All. All for Fun.” campaign with a series of stunts that involved the world’s largest beach ball and a piñata the size of a barn. It’s big, it’s beautiful and it creates a “wow” factor.
The Street Team: A traditional street team is typically used for passing out flyers or promotional items at events. My firm, Chispa Marketing, recently took this concept to the next level with a promotion for the Greater Miami Convention & Visitors Bureau’s Museum Month program. Aligning with their new ad campaign, It’s So Miami, we brought to life one of the ads with a group of bikini-clad models sitting and observing the art at a key location at Miami’s largest art walks.
Fun. Memorable. And sometimes outrageous. Whether on a small or large scale, experiential marketing allows brands to create unique experiences for potential customers. Backed by a strong online marketing campaign, this strategy not only builds brand awareness and allows people to connect directly with your brand in a totally different way, but can also generate the results you’re looking for. Email marketing, special landing pages and social media integration allows you to continue the relationship with folks and can lead to more business in the future. Woo hoo!
For more examples of some really cool experiential marketing, click here and enjoy.