As traditional marketing goes by the wayside, many brands turn to experiential marketing to align with their target audience and drive purchases. According to Event Marketer, nearly 90% of event marketers are now focused on in-person events. That means brands will be finding different ways to activate, market and engage with their audiences whether that be through pop-ups, fabricated set ups or exhibit booths, or mobile activations.
Experiential marketing allows brands to directly engage with the consumers one on one, inviting them to experience the brand in real-time. These experiences help to create a personal interaction with their audience gaining buy-in to what the brand is trying to get across. It’s clear consumers are dying for that connection and creating memories, so it’s important for brands to be able to produce experiences that drive positive brand sentiment and influence customer to purchase. According to Forbes, “98% of users feel more inclined to purchase after attending an activation. The human touch and immersive experience goes a long way for brands, and pays off in the long run.” That’s important information for brand marketers to keep in mind as they develop their experiential marketing strategy.
Unlike traditional forms of digital marketing like paid media, conversion rate optimization, or SEO which focus on driving or improving traffic, experiential marketing is a strategy that completely immerses customers’ experiences with a product or service.
Another thing to note is the intent of Millennials and Gen Z who account for over 42% of the world’s population. These generations are proven to be more likely to spend money on experiences more than material goods. So, even if you are a product, considering an experience to sell your item will likely draw more sales than trying to make a cold sale to your customer.
A few tips we would suggest when thinking about your fabricated footprint:
Be Unique: With various brands out there, make sure you partner with a company that thinks outside the box and doesn’t conform to the norm. Be unique in your approach while considering your key take-away which will help set you apart from your competition.
Be Purposeful: Ensure the direction you choose serves a purpose and delivers what your audience needs vs what you’ve promised.
Be Authentic: We’ve said this before, if your brand isn’t coming across as authentic, you’ll lose credibility with your audience. Make sure your design compliments your goals and allows your demographic to intermix with the brand and drive positive sentiments.
Be Consistent: Probably one of the most important aspects to keep in mind is consistency. Make sure your creation is delivering the same visual and verbal message throughout the experience. With too many components, messaging can get lost and start to detract from your message.
Check out our experiential builds here. We’ll be waiting for your call!