Why You Need Experiential Marketing
Oh sure, any brand with a big enough budget can trot out a fancy experiential marketing campaign. Maybe even toss in a few dozen (or hundred) digital marketers, just for good measure. But what about companies whose pockets aren’t so deep? The good news begins with a quick definition of experiential marketing, and ends with the hopeful reminder that you may be closer to executing on it than you may think. First, “Just look to its name,” urges Hubspot. “Experiential marketing is participatory, hands-on, and tangible…a strategy that engages an audience with a real-life invitation to engage with — or experience — a brand and what it makes or represents.”
The most successful initiatives take an integrated approach, blending traditional marketing tactics, such as posters, banners and flyers, with digital tactics–including email and microsites, as well as social media and video. “When you consider that 49% of folks create mobile video at branded events — 39% of which is shared on Twitter — this makes sense…[plus], a branded hashtag can get people talking about the experience,” Hubspot reminds. If you’re already planning an event, adding an experiential component may only be a matter of granting your team permission to think bigger, bolder and more creatively than usual. Some experts recommend partnering with a larger complementary brand (ala GoPro and Red Bull), which helps offset costs and open up new co-branding opportunities. “It’s important for small business to realize that they can compete in experiential marketing,” says Gaston Legorburu, worldwide chief creative officer for ad firm SapientNitro. “It’s not just about the splash, it’s about the ripples.” Of course, enlisting the support of a talented marketing and creative services provider like Dynamark can help you put more people in the pool.