At the core of many marketing initiatives is the desire to build brand loyalty. As many marketers know, experiential marketing is at the heart of how brand loyalty is earned. Experiential marketing allows companies to speak with consumers, rather than speak at them. Events help create a sense of intimacy and community with a brand. That intimacy leads to consumers becoming customers. And those customers then share their positive experience with others. In experiential marketing, brand loyalty is alive and well. This week we are featuring articles showing why experiential creates brand loyalty, and ways to improve your event engagement strategies.
Fan-based experiential marketing can achieve terrific results, with more and more companies jumping on board. And like any other area in marketing, there is a holy-grail. This is the ultimate place to reach your target audience where you will receive the most traction. For fan marketing, it’s not hard to guess that holy grail is the “big game”: the Super Bowl. In what is widely interpreted as one of the great comebacks in history, Super Bowl LI has lots of marketers taking note. There are several lessons showing what worked for the brands in attendance. Here Matt Boyer of rEvolution looks back on this year’s incredible game and the brands who won in the experiential world.
When brands engage consumers face-to-face, they are better able to build trust. That trust most often leads to an initial sale. Later, if that original brand interaction was memorable and the product fulfills a need, brand loyalty is likely to follow suit. As this article points out, it is important to “remember that 90% of all purchasing decisions are made subconsciously.” Creating a bond that sticks with consumers can have tremendous benefits, and experiential is a prime opportunity. But how do you know that you are doing experiential “right”? Although you might be reaching your short-term event goals, there may be missed opportunities. Consider these 5 key things when building your event to ensure that brand loyalty is at the forefront.[Tweet “When brands engage consumers face-to-face, they are better able to build trust.”]
Consumer engagement is a primary consideration when developing an experiential marketing strategy. Besides keeping the attention of your attendees, consumer engagement provides a way for your brand and the consumers to bond. And the data shows that these bonds not only last, but they drive purchase well after the event has concluded. Technology has provided companies with many consumer engagement options. But one of the best and most cost effective may be overlooked by many brands: video games. Since becoming mainstream decades ago, video games continue to evolve and remain popular. Here are 3 reasons to try video games at your next event, along with Doritos’ arcade game success story.
In the experiential marketing world, it is no longer acceptable to determine event ROI only on touches or foot traffic. Technology has given us insights and ways to gather data before, during, and after each event. Not only can we determine who we’ve interacted with, we can also track their resulting behaviors. Mobile attendee check in allows marketers to capture consumer contact information in an instant. Digital offers and coupons can show companies redemption rates and consumer behaviors in real time. Because of these advances, many brands wonder what the best ROI determination is for their company. Knowing how to set goals, what data to analyze, and how to make significant adjustments is an on-going process.
The marketing world is changing because consumer behaviors and expectations are changing as well. Consumers are entrenched in digital, but obsessed with experiences. Brand loyalty is found when brands can master and seamlessly incorporate both realities into their marketing strategy. Most recently, Mastercard showed the world exactly what experiential marketing success looks like. Not only did they craft a compelling campaign experience, they used the Grammys as their launching pad. Their campaign included both experiential and digital components – they even included a philanthropic angle. Read on to see why their success is enough to inspire any marketing team.
Most companies that attend trade shows on a regular basis understand the need for a robust pre-show marketing strategy. The time and expense involved in developing a compelling trade show experience is wasted if no one shows up. While best practices in trade show design should generate interest, like any marketing event, you need to create FOMO beforehand. But what about after the event? How do you follow up with warm leads and nurture others? How do you ensure that your efforts yield results and don’t leave any potential revenue on the table? Here are tips and ideas to successful post-trade show marketing and engagement.
Guerrilla marketing can take many shapes and forms. Yet, no matter what guerrilla technique you choose, guerrilla marketing catches people off-guard; it surprises and delights consumers. Guerrilla marketing most often takes place on the “street” or in a location where people are going about their business and do not expect a brand experience. Guerrilla is also often inexpensive. Rarely does it include event build outs or pre-event marketing. Guerrilla is often “as-is”, which is part of its strength. It can take the shape of sampling, PR stunts, street teams, and more. Here are two guerrilla marketing ideas to consider for your next campaign.[Tweet “Guerrilla marketing catches people off-guard; it surprises and delights consumers.”]
When it comes to consumer engagement at events, few technology methods get as much attention as virtual reality (VR). There are many reasons for this, the first being that virtual reality has become mainstream and thus more accessible. But while it has become common, many consumers have yet to try the tech, making it a wow-factor at events. Second, virtual reality allows brands to craft their event experience from scratch. Not held by the binds of reality, VR allows the marketing mind a chance to flourish in a world where anything is possible. Are you considering using VR at your future events? Here are 5 VR trends sweeping the experiential industry.
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