Get Out of the Office and Still Make Sales with This Radical Marketing Concept
“Experiential approaches are at the heart of what’s to come” succinctly writes Max Lenderman, a pioneer in the field of experiential marketing, a business strategy that provides the opportunity to play an active role in the lives of your customers.
Simply put, experiential marketing is getting out there… you know, in the real world. And talking to real people, letting them test your product; hitting the streets with your megaphone.
Businesses that provide a service have it easy – their ‘in’ to capture the hearts and minds of a consumer is built into person-to-person interaction. As a product brand, you’ve got a bit of a harder job.
A bike brand helps people get from Point A to Point B; a furniture brand organizes their homes. Even though your staff don’t directly deal with your customers’ day-to-day; your product serves a very real purpose in their lives. The role of experiential marketing for your small business is to allow your company the opportunity to be a part of the community you serve.
“Sponsorship, activation and experiential play an important role in fueling the growth of the Heineken brand,” spokeswoman Marni Kontovraki confirms. Notable campaigns that’ve taken their brand to the next level are The Pepsi Challenge, and Red Bull’s Stratos Jump, who got a man to willingly freefall from space. But you don’t have to be completely crazy to get your message across.
There are plenty of creative ways smaller brands are getting in front of customers. Pop-up shops are a great example. As is #HubbaBrand Specialized, who not only created an immersive brand campaign, but masterfully worked philanthropy into their bottom line:
Their Riding for Focus program is “designed to introduce students to cycling’s positive effects on health, wellbeing, and academic performance”. Once selected for the program, a school will receive a curriculum and up to 30 youth Specialized bikes and helmets, which works to build cycling (and consequentially, they’re brand) into the lives of young people.
Experiencing a brand tangibly is an invaluable asset. But when you’re a small business, every dollar spent matters. You don’t have time for invaluable assets – you need results and the ability to measure them.
“We will increasingly rely on real-world campaigns that require authentic engagements and live experiences. In other words, experiential will make marketing more personal, more responsive and more human” writes Lenderman.
Building relationships is among the best things you can do for your brand. And meeting people in person means potential to turn them into a loyal customer or brand advocate. In a world where all things are headed to digital, be the friendly face and handshake they remember. Create experiences that inspire your customers to stick around for good.
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