Increase engagement through immersive experiences
Everything, including marketing, has transitioned into the digital world. Our phones are a part of our everyday lives. They sit in our palms, waiting to be used all day. According to NetMarketShare research, Google drives 96% of mobile search traffic. If you have the world at your fingertips, are you leaving room for experiences?
Experiencing life outside of the digital world is more important than people realize. But, the two do not have to be mutually exclusive. Companies are finding creative ways to stand out in the digital void, beyond traditional advertisements or commercials, and are drawing customers closer by engaging them in fun, real-world scenarios.
Experiential marketing is “a marketing strategy that invites an audience to interact with a business in a real-world situation. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for,” according to HubSpot. The primary purpose of experiential marketing is to experience a brand in a tangible, offline way, but still be centered around an online dialogue. Think about Flash Mobs. Dancers synchronize the time they are going to perform a choreographed dance to surprise a large crowd. Though the dancing is right in front of you, people in the crowd record it and share it with their social network.
65% of brands that use experiential marketing say that it positively correlates with sales. This is because the brand is creating a bond with their audience by stirring up positive emotions in a unique, short-term, and immersive experience.
Companies all over the world are trying experiential marketing. For example, MISEREOR, a German non-profit organization committed to fighting poverty in Africa, Asia, and Latin America, created the “SocialSwipe.” They set up digital screens in airports with images of problems MISEROER is committed to resolving, but it made people feel motivated to donate because of the immersive experience. A participant was able to donate by swiping their credit cards through the screen’s card reader. MISEROER wants to end hunger, so they made one image a loaf of bread with the words, “Feed them! Swipe your credit card and donate 2 euros.” Once the participant swiped their card, it looked like they were slicing the loaf of bread in half. To top it off, the participant would then get a thank you note from MISEROER on their bank statement.
The Social Swipe makes donating easier
When you start to think about your experiential marketing campaign, be creative, and think outside the box. The primary purpose is to have consumers experience a brand in a tangible, offline way while creating an online dialogue centered around the campaign. Even though it is an offline experience, it will end up online. Create a branding hashtag that participants can use when sharing the experience. When Forbidden Planet created a Ghostbusters booth in Waterloo, their hashtag was simple but was used. It was #ghostbusterswaterloo, precisely what it is and where it was. Experiential marketing is mostly event-centric. So, keep it local, which means taking action where people are already hanging out. Another thing to keep in mind is to create an engaging video post-event that highlights the “best of” moments.
Experiential marketing is an effective new way of marketing because it immerses people in a moment or a story, and it’s advertising without feeling traditional. Participants are going to post photos or videos, especially if it’s encouraged, to social media using the branded hashtag. This makes their followers want to search for your brand and find out more.
If you’re interested in creating an immersive experience to market your brand but are unsure how to start, contact Copy & Art. We have a team full of creatives who have experience in recognizing that people and moments together are what make our business successful. Email firstname.lastname@example.org or call (914)607-7888 for more information.