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Experiential Marketing: How to Engage Your Audience

October 26, 2015 By Matt Banner 14 Comments

Thanks to the internet, the business world is more crowded than ever. It empowers everyone to go out and take their own slice of success. As a result of this though, there are countless brands and businesses in every niche and interest category imaginable. Standing out is becoming more and more difficult as time goes on.

That’s why today I’m going to show you the secret ingredient that will make your brand stand out from the rest. It’s a little tactic known as experiential marketing and it is going to elevate your marketing to an entirely new level.

Secret ingredient marketing

Table of Contents

  • 4 Tips for Implementing Experiential Marketing
      • 1. Ensure That Your Brand is the Focus
      • 2. Reach out Digitally to Customers
      • 3. Build Loyalty Through Brand Association
      • 4. Make it Newsworthy
  • 3 Stellar Examples of Experiential Marketing in Action!
      • 1. The Adidas Derrick Rose Promotion
      • 2. Red Bull’s Stratos Jump
      • 3. The Simpsons Movie
      • Final Thoughts
      • Matt Banner
      • Latest posts by Matt Banner (see all)

4 Tips for Implementing Experiential Marketing

The basic concept of experiential marketing is that it is a form of advertising with a focus on helping consumers experience a brand. There are a lot of ways to do this, but when used correctly, the target consumer walks away with a memorable experience tied to your brand. Most types of marketing such as radio, print, television, and online blogs use verbal and visual cues to present a product’s benefits and features.

Experiential marketing seeks to engage as many other senses as possible, ultimately providing an emotional and memorable connection with the target audience. This type of marketing tends to create a stronger brand loyalty because the consumer has a more tangible and personalized experience.

In order to create this type of experience, you should consider starting a blog as a means of building up your online presence. In addition, here are four tips you should utilize:

1. Ensure That Your Brand is the Focus

The core focus of your marketing strategy should be on your brand. When planning your strategy, always keep in mind that the end goal is to show consumers how your brand positively impacts their lives. They should be able to relate with the brand as well. Based on the audience, you should strive to showcase the brand in a real world situation.

2. Reach out Digitally to Customers

Over 63% of adult phone owners used their phones to go online. On top of this, 34% of cell users go online almost exclusively using their phones and tablets. Connecting to your customers online is a huge way to bring them into your brand. Social media is an especially rich area for marketing prospects.

By targeting your audience through social media, you can seek them out where they are and connect with them in their daily lives. You can also engage them by building a blogging community with your target audience.

3. Build Loyalty Through Brand Association

The ultimate goal of your experiential marketing campaign is to forge an emotional bond between your customers and your brand. Doing this will secure their loyalty as well. Through your marketing efforts, consumers will know your brand and associate it with positive effects in their daily lives.

This leads to them gathering additional information on their own and eventually influences their purchasing decision. It all goes back to that first experience though. It should be a positive one, and it should be associated with your brand’s image and overall message.

4. Make it Newsworthy

Anytime you promote your product or service, make it a spectacle that people will want to talk about. The quality of the experience should be so monumental that customers simply must talk to their friends and family about what happened. This turns your loyal customers into ambassadors who then promote your brand via word of mouth.

3 Stellar Examples of Experiential Marketing in Action!

Now that you’re familiar with how experiential marketing works, it’s time to see it in action. Here are three examples of how companies created that one-of-a-kind experience for their consumers!

1. The Adidas Derrick Rose Promotion

Here’s a perfect example of a simple – but very effective – promotion by Adidas. To promote his new line of shoes, Derrick Rose himself showed up at the D Rose Jump Store in London. Customers who arrived were able to participate in a contest where they had to try and jump ten feet to reach a pair of the new shoes. If they did, they received a pair for free.

Ten feet is of course the regulation height for basketball hoops, which provided the brand with an association that connected the shoes with the sport of basketball and ultimately their guest celebrity, Derrick Rose. The entire event was filmed and include fun moments like Derrick helping a kid reach a pair of the shoes, to visitors performing the impressive jump themselves.

2. Red Bull’s Stratos Jump

Everything Red Bull does is centered on experiential marketing, but possibly the greatest high-octane stunt they pulled was the Stratos Jump. It was during this event that Felix Baumgartner broke a 52-year-old record for the highest recorded parachute jump. During his descent he broke the speed of sound!

What made this so incredible was how Red Bull managed to connect the event, and their brand, to their consumers. They built a great story around the concept and then provided their consumers with tons of high-quality images and videos to share via social media. The event itself was also filmed live for millions to witness. This created an experience for everyone involved that included them in the excitement.

3. The Simpsons Movie

Prior to the release of The Simpson’s Movie in 2007, 20th Century Fox partnered with 7-eleven to turn twelve of their stores into Kwik-E-Mart shops from the TV show. Customers could then visit the redesigned locations and purchase products from the show like KrustyO’s cereal, Buzz Cola, and even Squishee frozen drinks.

Interacting with the brand in the real world was a unique treat for both fans and newcomers alike – something they won’t soon forget.

Final Thoughts

While these examples were high budget campaigns, providing consumers with a unique experience surrounding your brand is the best way to build loyalty and awareness. It can be a huge stunt, or it can be as simple as a small sample of what your product or service offers. As long as it’s memorable and engaging, your strategy will be a success.

What experiential marketing ideas do you have? Has your company run a successful campaign using this tactic? Share your ideas and experiences in the comments below!

Examples of Experiential Marketing

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Matt Banner

Matt Banner is the author and lead blogger at OnBlastBlog. He focuses on writing content that helps beginners succeed at blogging.
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Filed Under: Marketing (WOMM, Inbound) Tagged With: experiential marketing

Comments

  1. Riya Chakraborty says

    November 2, 2015 at 9:38 am

    Hey
    The information on Experimental Marketing is really a good one. We have a startup and so I, guess these ideas will sure help us in the long run. Thank you for sharing it with us.

    Reply
  2. Purushottam Thakur says

    October 30, 2015 at 9:16 am

    Knowledgeable things always rocks dude..
    So this one is the really informative and acceptable with audience. Lol… better article on engagement

    Reply
  3. AMAR says

    October 29, 2015 at 11:52 am

    This is a good idea for me. i think i’am gonna try this at my blog. thanks for sharing

    Reply
  4. joyonto says

    October 28, 2015 at 2:48 pm

    It’s very interesting topic. I’m sure many will be glad to read this article. Thanks for sharing it. Its very important to Engage Audience on website. There some critical part describe on your article”Experiential Marketing: How to Engage Your Audience”.
    joyonto would love you to read ..BTL-AZ-ea45ec-75 Electric Single Zone Wine Cooler-32 BottleMy Profile

    Reply
  5. Bharat says

    October 28, 2015 at 10:54 am

    These tips are much helpful, a perfect marketing is essential to make business more productive.
    Thanks for sharing your views with us.

    Reply
  6. Jennifer Wright says

    October 28, 2015 at 2:45 pm

    I love that slide, I would totally take that down instead of an escalator! I watched that Red Bull Stratos Jump so intently and yes, that was stellar marketing!
    Jennifer Wright would love you to read ..Diner en Blanc Survival GuideMy Profile

    Reply
    • Gail Gardner says

      October 29, 2015 at 4:48 pm

      Hi Jennifer,

      I’m glad you like the examples I added. I wanted to make sure my readers could visualize what experiential marketing actually is.
      Gail Gardner would love you to read ..How Social Media Can Turn Your Business AroundMy Profile

      Reply
  7. Talissa says

    October 28, 2015 at 7:57 am

    This is a good idea for me. i think i’am gonna try this at my blog. thanks for sharing 🙂
    Talissa would love you to read ..Distributor KinataMy Profile

    Reply
  8. arun says

    October 28, 2015 at 7:50 am

    Great post, very useful tips for engagement with audience. 1 or 2 tips i am using in my blogging but i learn something new from here thanks for sharing such good post.

    Reply
  9. Niamal Wakil says

    October 27, 2015 at 2:37 pm

    Great post that’s why I come back again and again on this site.I think this site is our friend to our blogging communities.Blogging now is now not a easy job.But your explanation give some effective idea for blogger.

    Reply
  10. manish says

    October 27, 2015 at 11:17 am

    These tips are valuable as i always find a way to engage my customers in which i m lacking behind. Your post is adding valuable information to my knowledge

    thanks for sharing this article

    Reply
  11. Alan Clarc says

    October 27, 2015 at 11:03 am

    I am so thrilled I found your weblog, I really found you by mistake, while I was researching on Google for something else, regardless. I am here now and would just like to say thank you for a tremendous blog post and all round thrilling blog (I also love the theme/design), I don’t have time to browse it all on time, but I have bookmarked it and also added your RSS feeds, so when I have time I will be back to read a great deal more.

    Reply
  12. Christopher Jan Benitez says

    October 27, 2015 at 8:57 am

    Great examples of experiential marketing. I would really love to see a small business or startup get creative with this concept, given that most experiential marketing campaigns cost lots of money. I’m not sure if this counts as experiential marketing, but Orabrush launched a series of awesome videos promoting their products. It shows the company zany and fun-loving branding. I could imagine this to be not very expensive as well.

    Reply
  13. David S. Houston says

    October 27, 2015 at 10:24 am

    Thank you for great examples. This really makes sense to learn from such big brands. I plan to mix the knowledge I got here with the one at http://spinsucks.com/marketing/cta-or-die-eleven-tips-for-calls-to-action-that-work/ where calls to actions advantages are provided.

    Reply

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