Experiential marketing strategies require an immense amount of planning. Every event is unique, and what you say and how you communicate with consumers can mean success or failure. It’s critical to remember that using technology and social media strategically and creatively when developing your marketing strategy can take your event from ordinary to epic. This week, discussions around the EPS Water Cooler focus on the best ways to court industry influencers, how to adapt the newest craze for experiential (yes, it’s Pokemon Go) and much more.
Social media users love hashtags, so much that they have become part of our language both on and offline. Hashtags were created as a way for people to have a larger conversation, and by definition they are a repository of information. Brands have incorporated hashtags into their experiential marketing strategies for a long time, but for many the effort has stopped at brand awareness. Harnessing and measuring hashtag data is a valuable way to understand consumer attitudes and behavior in real time. Luckily, there is software for that (some of which are free)! Check out your options here.
Now that experiential marketing has become mainstream, everyone is talking about ways to take events to the next level. Social walls, geo-tracking, virtual reality…the world of experiential is limited only by one’s imagination. Experiential is proven to foster long-lasting brand relationships with consumers of all kinds. But what about B2B? How can companies that market to other companies use experiential marketing? It’s not as difficult as you might think – read on![Tweet “Social walls, geo-tracking, virtual reality…experiential is limited only by one’s imagination.”]
Event marketing is a great way to build your brand, but segmenting your audience and targeting influencers can earn exponential rewards. Influencers are defined as individuals that have influence over potential buyers. Marketing directly to influencers can increase your reach dramatically when they share your content through their personal networks. As respected authorities in their community, influencers also give your brand credibility. But to get influencers to promote your message and your event, you have to make your content sharable. Here are 4 ideas to turn your influencer events into influencer adventures – ones they can’t help but talk about.
Guerrilla marketing has always been an attractive concept. This marketing discipline focuses on using unconventional methods to excite consumers. It is great at driving revenue, all with very little financial investment. In order to pull it all off, you have to create an event experience that wows your audience, but also one that is strategic. The right location, the element of surprise – smart brands ensure that they excel at all aspects of these experiential marketing strategies to produce a memorable event.
By now, even those who have tried to avoid Pokemon Go have likely ceded defeat. The phenomenon is everywhere and extends across the globe, from South Carolina to South Africa. But what many people in marketing might not expect is it’s presence in their professional world. Pokemon Go has infiltrated the event, experiential and meeting categories, as companies try to leverage augmented reality (AR) at their events.[Tweet “You have to create an event experience that wows your audience, but also one that is strategic.”]
Measuring experiential marketing ROI is often the topic of industry conversation. Yet, exactly how to measure return on investment still remains a mystery for some brands. New developments in technology have given us plenty of advice about how to gather data. It’s important to note however many companies also want to understand which data is meaningful and how it can help move their brand forward. Read more to discover which data points you should track, measure and analyze.
The Millennial generation was born with a SmartPhone in hand. Technology is second nature, and they have grown accustomed to its rapid development. They expect more, enjoy visceral experiences and are in the driver’s seat as it relates to purchasing decisions. The group is young and energetic, and experiential is a great way to build a relationship with them. Read on to learn why an experiential experience is so impactful to the millennial consumer.
In the experiential marketing days of yore, event photos were captured by the brand. Attendees were asked to turn off their phones and the event experience itself was limited to its posted start and stop times. Now a large part of most experiential marketing strategies focus on ensuring that events are sharable. Brands want attendees to pull out their phones, snap a selfie and share their photo on their 5 favorite social networks. This AdWeek article makes the case that, unless an event is sharable, it is close to meaningless. We now live in a world where events and social sharing are replacing traditional advertising methods. Unless your attendees are sharing content from your event, you have lost an immense opportunity.
Marketers love a captive audience, and have long seen commuters as a great opportunity. But, by nature, commuters are busy, on the go and are oftentimes rushed. How can brands break through the anxiety of the daily grind and deliver a brand experience that leaves a memorable impression? Here is a list of three experiential marketing strategies that targeted commuters in the right way to earn big successes. This list includes event details that show the what, where, why and how. Here’s to hoping your brand finds inspiration!
While we love to offer tips and trends to our community, it is also important to learn from the mistakes of others. Something that seems intuitive as it relates to an event might not work well in practice, or may even hinder your ability to be successful. Read on to see what marketers should avoid at all costs when planning an experiential marketing event.
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