Staying relevant and in front of the consumer is so obvious to a brand strategy that is it easily done, right? Well, if you play your cards right, it can be. However, in today’s digital and connected world, sometimes it takes more than a simple strategy to keep a brand’s success on-going. And this is where experiential marketing steps in.
An innovative concept that forges closer ties between brands and consumers, experiential marketing is a highly effective way of capturing and retaining consumer interest which makes way for better customer experiences too, giving brands and marketing leaders ample reasons to embrace the shift to adopting experiential marketing tactics.
It’s All About Better Experiences
The goal of experiential marketing is to create lasting impressions on consumers that they want to share with others that ultimately lead to brand loyalty. It is not purely advertising a product, you are letting consumers see and feel what their lives would be like with it. In other words, you are creating an association between your brand and those positive vibes.
“Whether you are looking to entice immediate sales, increase your awareness, improve customer favorability or perception, rank higher on satisfaction scores or generate new leads, experiential marketing can address a specific challenge or drive overall marketing goals.”
Unlike advertising, experiential cannot be broken down into formatted executions like print or radio. Unfortunately, experiential is a little more complex than that. For a lack of a better definition, experiential marketing is like an art of expressing a brand’s purpose and proposition through a form of real-world consumer interaction.
Building Lasting Connections With Consumers
Many of the largest brands from American Express to the NFL have already begun building lasting connections with their consumers through experiential marketing, and the best strategies are those that extend beyond shopping.
For example, American Express’s AI tennis game at the 2017 U.S. Open was a huge success. This game allowed eventgoers to enhance their experience while associating American Express with something besides tickets and souvenir purchases. When brands are looking for innovative ways to build a deeper connection with their clients, it is vitally important for all brands to build an emotional connection in order to maintain a long-term relationship with consumers – whether it be through an interactive game at the US Open or photos at an event with social-sharing opportunities.
“Experiential marketing has the ability to transform and elevate the connections that brands build with their consumers, and that’s becoming increasingly important as consumers demand more personalization. With the benefits mentioned above and the many more that experiential marketing offers, it won’t be long before every industry catches up.” Forbes writes.
We live with information overload every day; there is so much noise and channel proliferation in the advertising space. Creating experiences is a way to break through that clutter and really stand out. When done right, experiential marketing creates a lasting memory, not just an impression, that will be recalled, and more importantly felt, for years whenever a participant sees your brand name, all the more reason for you to embrace experiential in your strategic initiatives.
ABOUT CMO DAY WEST COAST
Marketing has never been more complicated. Staying ahead of the latest trends and technology is a constant challenge for CMOs.
Increasingly, CMOs are seeking opportunities to gather together to debate the latest marketing trends. By working with our Members and Advisory Board, we are launching a series of 1-day events in major cities across the United States. We understand that for C-Level executives time is precious, so we are bringing the best content and solution providers to you.
That’s why earlier this year we launched our 1-day event series in New York. Now we’re taking these events to the West Coast with Transformational CMO presents CMO Day San Francisco.
Spaces are reserved for the best in the business. Apply to attend here!
Looking for more information? Download our exclusive event brochure here.
ABOUT TRANSFORMATIONAL CMO
This October, the 8th Transformational CMO Assembly in Denver is a unique event that challenges our attendees to learn how to anticipate what’s next for the highly complex marketing environment that has emerged throughout the year through a series of executive education roundtables, keynote presentations, collaborative think tanks, educational workshops, and networking sessions with our industry experts and advisory board over the course of 2 days.
Spaces are reserved for the best in the business. If you’re a CMO looking to stay one step ahead of the digital world, reserve your seat today >
Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!
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