Since the pandemic, many companies have embraced digital interactions. However, research from Gartner shows that consumers are beginning to look for something that goes beyond these experiences. In fact, this shift is causing 60% of brands to integrate real-time or real-space experiences into their virtual events.
This brings to attention the growing need for great customer experiences, which continues rising as more consumers turn to brands that seek to build better connections with their audience. Business professionals looking to capitalize on this trend can use experiential marketing as a way to meet the demand for more customer-focused interactions. Read on to discover how experiential marketing can provide businesses with a differentiating factor in today’s competitive market.
As the name suggests, experiential marketing is heavily focused on delivering a positive and memorable brand experience. Through this type of marketing, consumers would be able to more deeply engage with the product or service and develop a more meaningful connection with the business—resulting in brand loyalty and an increase in sales. Simply put, the efforts placed here would all revolve around customer engagement.
Business professionals earning their MBA in marketing may have heard experiential marketing being referred to as live marketing or event marketing. That’s because the goal is to immerse consumers into a live experience—which often involves events. This can include grand openings, pop-up shows, art installations, and live demonstrations, to name a few examples. Much of these experiences rely on a strong social element, making it even easier to generate engagement and buzz.
Experiential marketing has numerous benefits. It can help you create a more positive brand reputation, build stronger customer relationships, and even humanize your business. Additionally, it can be used to develop positive customer touchpoints, which can help make your customers feel more connected to your brand.
By creating fun and engaging experiences, you also boost your social shareability. These moments create opportunities for eye-catching content and compelling videos. You can then use the skills you’ve gained from your business courses to effectively market these moments on social media, increasing your brand awareness as well as engagement on that platform.
However, it should be noted that experiential marketing can require a lot of effort and a fairly large budget to make an impact. As such, you’ll need to analyze your business goals and available resources to determine the most effective course of action.
Successful experiential marketing isn’t just about generating buzz. It’s about creating authentic experiences relevant to your brand and audience. For it to make an impact, you’ll need to make sure that your efforts accurately reflect the needs and interests of your target audience.
You’ll also want to make sure that your efforts are aligned with specific business goals. This way, your customers are aware of the actions you’d like for them to take and are drawn to take them because of the experience you’re providing. This can be anything from brand awareness by sharing videos on social media to lead nurturing by building an email list.
Ultimately, you’ll want to determine the value that you will be providing and craft a unique and unforgettable experience that delivers while reflecting the unique voice and personality of your brand. You can always turn to your audience to gather insights and data, observe your competition for inspiration and ideas, and monitor your performance to make significant improvements. These considerations can help you make the most of experiential marketing in today’s ever-changing competitive market.
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