Why Experiential is the Most Authentic Marketing, Tips for a Successful Mobile Tour, & Taking Experiential to a New Level [The EPS Water Cooler]

Authentic marketing tactics

 

When it comes to traditional advertising and marketing, the statistics can be concerning. While online and traditional marketing methods remain an integral part of a holistic strategy, data has shown that saturation is an issue. According to the New York Times, it is estimated that “a person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today.” Not only are consumers tuning these messages out, but they also see much of this advertising as impersonal, insincere, and sterile. In today’s world, a company that can show its values through authentic marketing will have an advantage. This week, the EPS Water Cooler features an article that demonstrates why experiential rules when it comes to authenticity. We also talk influencer marketing for B2B and why trade shows are well worth your time.

Authenticity is Your Goal, Experiential Will Help

In much of marketing, there is a barrier between the company and the consumer. Whether it is a television screen, an iPhone, or a billboard, there is often an impersonal tone to marketing. In a world filled with tone-deaf messaging, it is no wonder that consumers put an emphasis on a brand’s authenticity. Authentic marketing matters. Consumers want to know who a company employs, and what the brand stands for. They also want to have a two-way conversation with the companies they buy from. They want to feel heard and included. To achieve these authentic marketing objectives, experiential is the best course of action. There is nothing more personal that meeting someone face-to-face, engaging them, and creating a conversation. Experiential marketing humanizes your brand, allowing it to rise above the clutter.

Purpose driven marketing ideasEnsuring a Strong Brand Identity During an Event

As mentioned above, experiential marketing is one of the best ways to practice authentic marketing. Yet, experiential is not plug and play. This marketing discipline requires an immense amount of goal-setting, planning, and strategy. But, according to the article, “sometimes in the midst of trying to be the most surprising, exciting, fun or creative activity on the block, your efforts turn out gimmicky.” And there is nothing less-authentic than an event that feels like a ploy. But, there are simple rules that you can follow to help your brand stay away from the ordinary, and communicate what is unique about your company. Here are four steps that you can take to avoid losing your identity.

Emotional Labor in Event TeamsInfluencer Marketing as a Tool for B2B Experiential

Social media has changed the way society works. From peer interaction to marketing, the platforms are a dominant force in how we communicate. One consequence of this digital world is the rise of influencer marketing as a form of authentic marketing. Influencers are everyday people who have established an online following and credibility. They are trustworthy authorities, and their followers are highly receptive to their recommendations, likes, and preferred brands. In fact, the article notes that, “A recent research survey said the trending marketing tactic provides a 960 percent return on investment.” Often, people believe that influencer marketing is only for consumer brands. That assumption is wrong. Here are 3 case studies showing how companies incorporated influencer marketing into their B2B experiences.

Product SpecialistsWhy Trade Shows are Worth Your Time and Money

For many companies, trade shows are an important part of a yearly marketing mix. There are compelling statistics related to participation, whether as an exhibitor or attendee. One that many companies would see as a huge plus: “46% of executive decision makers made purchase decisions while attending a show.” Another: “51% of trade show attendees requested that a sales representative visit their company after the show.” These stats also show that over 50% are first-time attendees. This article posted by Entrepreneur makes the argument for trade show marketing, but with a condition. Attending a trade show is worth it “if it’s a good fit for your business. The trick to real success is to find the right show to begin with.” Here are 6 tips to making the most of attending the right trade show.

Don't make these experiential marketing mistakesHow to Use these 8 Essential Emotions in Marketing

As experiential marketers, we know the power of combining emotion with marketing. In fact, the term FOMO (fear of missing out) is used often in relation to successful events. Here, excitement, anticipation, envy, and host of other emotions combine until the consumer can’t help but take part. But, appealing to emotions is not exclusive to experiential. Using emotion to connect and create loyalty with an audience is used across the marketing spectrum. It is through an emotional appeal that brands become not only memorable, but compelling. This article breaks down 8 essential emotions and how brands can evoke them to communicate their marketing message.

DUAF 3How to Execute a Successful Mobile Tour

Mobile marketing tours are a key experiential tactic. In fact, many see mobile tours as one of the primary experiential techniques that launched the discipline decades ago. It is these foundations of experiential that have led us to where we are today. Mobile tours allow brands to engage consumers in many markets, tightly manage inventory, and use a tour manager to ensure consistency across activations. For many brands, a mobile tour is a vital piece of their experiential marketing tool kit. Here are 11 tips and ideas to managing and executing a successful mobile tour. From vehicle selection to consumer engagement, use this post as a checklist to make sure nothing is left to chance.

event gamesTransforming Traditional Retail into Experiential

The retail industry has transformed over the past few decades. From the original Ebay phenomenon to the current Amazon behemoth, online has given brick-and-mortar a run for its money. Yet, it’s important to take into consideration a less-well-known fact. People still prefer to shop in-store. While digital commerce is tremendously popular, people continue to crave the taste, touch, and feel approach to in-store shopping. The article contends that, because of the new role of online shopping, “the role of the retail store is shifting from purely pragmatic to more experiential. Moving forward, the key to survival for retail stores may rely on their ability to act as a living showcase for products and brands.” Here are examples of brands who successfully redefine brick-and-mortar to be fruitful in the 21st century.

Refinery29Refinery 29 Creates 29Rooms that Bring Experiential to a New Level

When crafting your own brand experience, it is important to look around and see what other experiential leaders are doing. From attendee engagement to event technology, there is a lot to take key learnings from. New York Fashion Week plays host to many brand experiences. But, Refinery 29 has created a stand-out immersive exhibition that has attendees and marketers alike taking notice. Rather than a single-concept event, Refinery’s exhibit featured 29 interactive “rooms” (which) showcased different experiences.” Upon entering, “visitors quickly learned that each room is highly interactive and meant to be explored.” Casper, Dunkin’ Donuts, and Juicy Couture were just a few of the brands Refinery 29 partnered with to create the audience-pleasing experience.

 

Experiential lies at the heart of authentic marketing. For those in the retail industry, proving authenticity can help your brand stand out and stay relevant. Download the free Experiential Marketing and Retail Guide today for tips on how to use brand experiences to drive brand awareness and revenue.

 

Experiential retail

About Kelly Springs-Kelley

Kelly Springs-Kelley is the Director of Marketing at EventPro Strategies. She has worked in the experiential marketing industry for more than 14 years and has loved every minute. Having begun her career in journalism, Kelly is thrilled about the role that information sharing has taken in the marketing world.

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