Experiential marketing has become all the rage in an age exactly where brand differentiation is tougher than ever.
To generate your brand stand out, customers can’t just see or read about it — they need to experience it.
- Experiential encapsulates any interactive experience between manufacturers and their consumers.
- Brand experiences are one of the best drivers of word-of-mouth marketing.
- The very best experiential marketing taps directly into customer emotions.
What is Experiential Marketing (and what is it not)?
Experiential marketing brings brands to life by generating interactive, memorable experiences in between brands and consumers. It gets in many forms — events, contests, viral content, product launches and demos, online challenges, and more.
It’s also one of the most efficient forms of marketing. A whopping 98% of consumers are more inclined to make a purchase right after having a positive experience with a brand. To boot, experiential marketing improves brand perception and increases sales.
One common misconception about experiential marketing is that it is simply another word regarding event marketing. It’s vital that you note that while experiential marketing includes events, it also encapsulates so much more.
Actually we’ve learned more than ever in the last year that experiences do not even need to happen in person — digital engagement could be just as effective (and frequently has a much wider reach) than an experience tied to a certain location.
The greatest benefit for brands implementing experiential marketing is the impact on word-of-mouth brand advocacy . Think about this:
- 92% of shoppers trust brands recommended by way of a peers
- People who enjoy a brand experience tell, on average, 17 people
If 92% of those people rely on that recommendation, you’re getting 15 potential prospects from everybody who has a positive experience with your own brand!
Whenever you’re planning experiential marketing and advertising campaigns, remember that it eventually needs to be about your brand. There’s no sense within planning a really cool event or even a fun challenge if it doesn’t lead customers back to your own brand and make them feel such as they know it better.
5 Creative Experiential Marketing Examples
Milka is an international delicious chocolate brand whose tagline is definitely “dare to be tender. ” In 2013, they set out to make customers experience this sentiment using their product as the vehicle.
Milka altered their manufacturing procedure to produce 5 million chocolate bars bars with exactly one square missing. In place of the square, customers found directions to a website where they could choose to have the square returned to them or send this to a loved one with a private note.
Quite simply, Milka invited consumers to dare to become tender by sharing their last bit of chocolate.
The results? More than 800K web appointments, 500K last squares sent to loved ones, 95K social media shares, and 1 . 3 mil euros in earned press. Not too shabby.
Lean Cuisine #WeighThis
Lean Food shifted away from their concentrate on diet marketing and instead presented a question to consumers: How do you want to be weighed?
In 2015, they created a powerful campaign around this issue, asking women about their accomplishments and showing how those accomplishments (children, romantic relationships, degrees, travel, personal triumphs, and more) weigh in on the scale.
A year later, they created a pop-up experience in Great Central Station, asking individuals passing through to write down the way they want to be weighed and including it to the brand display.
This experiential marketing effort created a significant shift in brand belief, from Lean Cuisine being a diet food to a brand that cares about their clients true worth, regardless of a number around the scale. It’s obvious in the videos that it resonated along with customers.
WestJet Christmas Miracle
WestJet Airline capitalized on the busy holiday travel period by putting a boarding pass scanner at an airport terminal departure gate. When tourists scanned their passes, Santa claus appeared to ask them what they wanted for Christmas.
Children and adults alike made their own Christmas wishes, asking Santa for everything from big-screen Televisions to cameras to Jones the Train sets in order to socks and underwear (ah, an old classic). Little did they know that a WestJet team was working to have got those gifts ready for all of them upon arrival.
Customers were surprised and even overwhelmed by the gesture. WestJet took what is typically a stressful experience (holiday traveling) and infused a feeling of Christmas joy.
When it comes to ROI? They created long-time loyal customers who experienced valued by WestJet.
White Castle Valentine’s Day
The pandemic forced brands to obtain creative with experiential advertising in a time when in-person events were mostly from the table. WhiteCastle didn’t would like their customers to lose out on their annual Valentine’s Time reservations and created a drive-in restaurant at 300 locations where couples could recreation area, receive restaurant-to-car service, and eat their dinner.
The experience came including a “Slider Lover’s Luv Channel” playlist and personal shoutouts and stories from customers. It may have looked different, but White Castle got creative and kept their 30-year Valentine’s Day tradition well.
Doc McStuffins Clinics
When Build-a-Bear launched their own product line in partnership with Disney’s Doctor McStuffins, they made it experiential by launching pop-up “bear clinics” in retail stores where children could bring their particular bears to be sewn and stitched up or just go through a regular check-up (for healthful bears, obviously).
Children were given the part of Doc McStuffins plus took part in diagnosing and treating the bears. More than 8000 children frequented the clinic locations in the UK and 75% of moms and dads rated the experience as “excellent. ”
The particular clinics managed to promote new items in a memorable way while rewarding current customers who also had already purchased a bear.
What’s the common thread?
The one thing all of these strategies share, despite their selection of industry, target audience, and products is that they tap into human emotion, the central part of any kind of real experience.
They focused not only on what value their products could supply but on how they could make people feel, and created experiences to show them. This is actually the power of experiential marketing.
How Content material Helps
High quality creative content is an important enhance to any brand experience.
If you want to discuss innovative content strategies for your own brand, contact Marketing Insider Group to learn about our own content solutions!
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