SOCIAL MEDIA & EXPERIENTIAL MARKETING: A WINNING COMBO
Updated: Jan 27, 2019
THE WEEKLY BOOST ISSUE 06
Although the world is becoming more digital by the day, experiential marketing is gaining newfound momentum. While consumers are used to gathering information and making connections digitally, nothing can quite take the place of face-to-face contact.
Marketers agree that brand experiences build loyalty, delivers on compelling engagement and is an effective way of achieving business objectives.
But there is a problem.
While many brands value the social currency of experiential marketing, they often aren’t leveraging it well enough to build the buzz and loyalty they’re after.
A BRIEF OVERVIEW OF EXPERIENTIAL MARKETING
Experiential Marketing is a type of marketing that seeks to engage as many of the five senses as possible, to create an experience that results in an emotional connection between customers and a brand.
Originally, this type of marketing was reserved only for big businesses who created these experiences through things like these: Field studies, Live events, In-store promotions and PR stunts.
These marketing stunts involve a lot of planning, and a deep understanding of the target demographic. It is usually used to add another level of complexity to your marketing campaign.
While big and bold events like this may seem out of reach for smaller businesses, the age of social media has created a new avenue for experiential marketing to shine. It has also amplified the power of these techniques to last far longer than a single day.
IN A 2016 EVENT TRACK REPORT, AROUND 70 PERCENT OF RESPONDENTS BECAME REGULAR CUSTOMERS OF A BRAND AFTER AN EXPERIENTIAL MARKETING EVENT, AND NEARLY ALL PARTICIPANTS CREATED CONTENT ABOUT THE BRAND EVENT OR EXPERIENCE.
IF A USER’S INTENSITY SWITCH IS DISENGAGED,
A BRAND’S MESSAGE WILL GO UNHEARD
But why should you go through the research, tempo, and money needed to host one of these events either online or in-person?
Here are five compelling reasons:
An experiential event can be used to encourage new and positive engagement on social media.
Online platforms and experience marketing both aim to give your brand a story and an image that customers love and trust.
Influencers can take the message from your events and amplify to their own followers
You’re offering immediate and true value to your participants
People who participate will talk about the event on social media
BY USING EXPERIENTIAL MARKETING TO DRIVE USERS TO SOCIAL MEDIA, BRANDS CAN SECURE SOME SHARE OF THE USER’S 85 DAILY SMARTPHONE USES.
Experiential marketing offers brands a vehicle to control the ebb and flow of torrential engagement. Consumers are eager to look up from their smartphones when you offer them an interesting experience. The best part for social media managers? They’ll happily dive back into the digital world to share it.