Magazine article Marketing

A Promotion: Experiential - Stand Out: It's Time to Bring Experiential into the Mix

Magazine article Marketing

A Promotion: Experiential - Stand Out: It's Time to Bring Experiential into the Mix

Article excerpt

Included from the outset as a core element of the creative marketing mix, experiential has the power to wow.

In the same way that you create standout for the consumer, to engage with the brand, experiential agencies need to create standout for the marketers and planners to understand why they should be using experiential marketing.

In the same way we need to communicate the brand message, product USP or sales drive - we should be able do the same for our own offering.

It's all too easy for experiential to be missed out of the marketing mix, using the excuse that it has limited reach, high cost of contact and basically is seen as hard work. Let's make sure that we have an answer to all these negative responses with strong case studies and proven measurements of the standout successes of the campaign.

As we know, experiential works very well either as an amplification of a mixed marketing campaign or to create the content for digital and PR amplification.

Technology boost

If experiential wants to make the most of its strengths, as well as strong creativity, it must constantly stay at the head of technology Even if the technology is not directly used in our campaigns, we must be aware of what is available and what is to come.

By embracing technology, we can ensure the consumer has a standout experience, engaging all the senses, which is at the very heart of experiential. If people are having fun, they will be far more willing to respond to the marketing message and have a good recollection of a brand.

An easy way to see how this is working is the advance in out-of-home (OOH) screens. Many OOH media-owners have invested heavily in new screen technology. This means that the experiential site can now interact in real-time with the OOH digital advertising in the vicinity. Not only does this create great content for the screens, it also drives footfall to the experiential site.

Added to this is the ease of amplification through PR and the incredible number of views possible on channels such as YouTube as soon as you deliver great content. In some cases, with just the right product and execution, this content will make it onto national TV channels.

So what's key? The success of these campaigns starts with the planning. Who do we want to target and in what sort of mindset? …

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