5 Tips to Kickstart your Experiential Marketing Campaign Traditional definitions of Marketing no more hold. Their place has been taken up by Digital and Experiential Marketing. Digital marketing lets you reach an audience when they are most willing to listen to you, regardless of where they are and what time of the day they are browsing aisles. Experiential Marketing fills the gap left by digital - face to face interaction and a real-world experience. While it may sound like a daunting task to mount an Experiential Marketing campaign, here are 5 tips that will make it easy to execute. 1. Know your audience This may sound obvious, but too many brands get caught up in trying to create something “cool� and forget who their audience is. At the planning stage, spend time with the sales staff and key account managers to understand who your audience is. Invest time in developing a user persona that your campaign will aim to delight.
Find out where your audience spends time so you know where your campaign will run.
Experiential marketing exercise performed at the wrong venue will not get the right audience, however good the design may be. 2. Have a clear message For a successful experiential campaign, it is essential that you have a clear message to communicate to your audience. It is equally important that your message matches your desired brand image.
Any dissonance between what your campaign “feels� like and what your brand stands for will turn the audience away and may even make them feel cheated. 3. Give them something The most successful campaigns are the ones that educate the audience and give them something. This was true in the older era of marketing - think of Lifebuoy. It still holds true.
For example, Lean Cuisine installed "scales" in Grand Central Station but instead of measuring the body weight of the participants, they gave them boards to write down the merits they actually wanted to be weighed on. The campaign did not ever try to sell Lean Cuisine but got a lot of their target group to participate in the campaign without being asked. 4. Use Augmented Reality Use Augmented Reality to bring the benefits of an online campaign to the offline world. Augmented Reality does not just create a ‘’wow’’ for your audience but also increases the brand recall. Even more importantly, Augmented Reality is interactive by design. Your audience will not just look at it for a few seconds and block it out - they will actually engage with it and have a happy experience.
In fact, your audience will automatically associate the happy experience with your brand. Define your KPIs It is important to measure the success of your campaign so that you can identify what works and what needs improvement. But how you measure this success varies based on the goals of the campaign.
A multitude of data will be generated from your experiential marketing campaign, but you will have to identify the metrics that work the best measure your progress towards the identified goals. About WOWSOME WOWSOME solves marketers’ problems using mixed reality. Our obsessive Research in computer vision, integrated with marketing and advertising best practices, created the most useful suite of products in the segment. Our solutions merge marketing & edutainment, real and digital, founding a mixed reality that delights as much as it advances us towards an evolved lifestyle.