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Experiential marketing campaigns have become much more attractive to businesses in recent years. The younger market of consumers is not looking for products as much as they are experiences that go along with the product. With this in mind, businesses can leverage their resources and make a truly memorable experience that will get these customers to return time and again. For those running their own businesses, let’s take a look at how to create a successful experiential marketing campaign so that you, too, can reach this key consumer base.
Understand Who You’re Marketing Toward
Despite having talked about just the younger generations, experiential marketing is a marketing strategy that appeals to people of all ages. One of the first things you will need to decide is who exactly your audience is. This focus will inform your future decisions about what kind of experience you want to provide. Don’t just try to do something “interesting”; try to do something memorable for a specific demographic.
Make Sure the Experience Matches Your Brand
The whole point of experiential marketing is to drive people toward your product or service. You could have a truly spectacular event or experience, but if it doesn’t get more customers to your doorstep, it wasn’t really successful. Your campaign needs to have a clear and understandable connection to your brand if you want it to be effective.
Don’t Go Overboard With the Budget
It is going to be tempting to put on the best show you possibly can, but all you really need to do is supply an experience that your customers will remember. People don’t need enormous spectacles to remember something, so you don’t have to break the bank on your experience. Focus instead on a smaller experience that will really mean something to each customer who interacts with it, and you’ll have a much higher return on your investment.
Follow Up With Your Customers
Just implementing the experience without any follow-up is one strategy you can take, but some of the more successful campaigns include a follow up with the customers to see how they felt about it. This allows you to get a feel for how successful you were in creating a memorable experience. Listen very closely to your customers’ feelings; they can help inform your next event.
Now that you know how to create a successful experiential marketing campaign, it’s important to remember why you began your campaign in the first place. Always keep your goal in mind—to foster a relationship with your customers by providing an experience they can remember.