It is not difficult to create a marketing campaign. You just need an eye-catching image with a thought-provoking statement. But how can you create a campaign that will keep on working for your company or brand? Enter experiential marketing.
When it comes to social media, it is important that you engage with your target audience through experiential marketing.
Experiential marketing is a type of marketing that allows your customers to develop an emotional connection with your brand, which is somehow the end game of every brand. Remember the personalized bottles of Coca-Cola? That was an experiential marketing that lets your customers have an emotive experience.
But how can you get started on this type of campaign?
The palpable experience
One of the best things that you can do is to give your audience a real experience that they can remember and share for many years to come. The Up for Whatever campaign of Bud Light was a success. It has painted the town of Crested Butte in Colorado its trademark blue color and put some branding into its benches.
The key here is to make those experiences work for your brand and provide your customers plenty of opportunities to share those experiences as they go or collect memorabilia that will encourage them to keep on sharing their experiences after the event ends.
To maximize your campaign on social media through experiential marketing, you need to adapt your original message and use it for other channels, like content marketing and other campaigns. For that reason, it is a must that a campaign must be fun and addictive. It should also be easy to digest to capture the attention of all participants, thereby, compelling participants to keep sharing their experiences on social media.
You can maximize the passion of your loyal customers by turning them into your ambassadors. One of the things that you can do is to identify who your biggest supporters are. They are the ones who make comments on your post or frequently share your posts to others.
They are your customers or loyal fans who are willing to help you in spreading your message further.
These are the people you would want to invite and make them your brand ambassadors. Experts recommend rewarding them for sharing your message with a free ticket to your future events or a free product.
Experiential marketing does not have to be big. It can start small with an event that is already ongoing. But it does take a conviction. It involves 90 percent planning and 10 percent hope that it will succeed. You can have a great plan, but you will never know how it will work until you will take a leap of faith.
Events and experiences can provide a positive impact on your brand. After an event, the majority of the participants will have a more positive opinion about your company. And this is a kind of outcome that is difficult to ignore.
Are you using experiential marketing yet? Please share your ideas with us in the comments section below. Your input might be included in our future column.