Experiential marketing is a good fit for any event or conference. Think about it – you are already there to man a booth and talk to people. You have a captive audience right in front of you ready to gain a better understanding of who you are and what your company does. This is the perfect moment to truly captivate people with something that goes beyond the status quo. And there are plenty of ways to go above and beyond it, amazing customers and generating business.
If experiences last a lifetime, then why not use that to market your brand? Businesses are dialing into what really makes experiential marketing work. Here are some ways to take your brand to the next level.
Invest in your brand
The amount of money that it takes to attend or plan an event can be overwhelming. It is easy to try and reuse material that you already have, but that hurts your brand in the long run. Customers catch on to a brand that has flyers from last year or an inconsistent theme to their booth. To be frank, it looks sloppy and you end up blending in with the rest. The more thought and budget you put into marketing yourself at an event will pay off. There are lots of ways to make your booth welcoming and attractive. Use this time to brainstorm some interactive ways to engage with others attending the event and utilize experiential marketing.
Create a campaign people will share on social media
In a report from the Content Marketing Institute, they found that 93 percent of consumers find user-generated content helpful when deciding on a purchase. Additionally, the Content Marketing Institute cited that 86 percent of millennials consider user-generated content to be a key indicator in the quality of a brand. Products that receive ratings, and lots of them, are more likely to be noticed. Events and trade shows are the perfect places for getting people to test out your product or speak to you about your service and get an instant review posted on the web.
Give out freebies
Handing something out at an event or conference is almost a given. A business card or flyer is better than nothing. But how many people will put those in their briefcase and accidentally forget about them? Don’t be forgotten! In addition to those kinds of materials, have potential customers take home something that they’ll be excited to show others. A graphic or a video is something new and original that most people will email to others or post on social media, giving your brand the visibility you want.
Capture data and generate leads
Don’t be shy! After you’ve drawn a potential customer or client to your booth, get their information while they wait in line to enjoy the activity you’ve brought with you to the event. This helps to optimize your experiential marketing in two ways. First, you can measure the success of your efforts. You can leave the trade show with data that will prepare you for the next event. Secondly, you have their contact information. Follow up each contact with their own personal note, recapping what you spoke to them about versus sending them a generic email. Using an app to capture these leads will help to keep you organized and on top of things.
Experiential marketing works because we’ve seen it first hand. When it came to Pampers launching their new 360° cruisers, we went to Arkansas to help out. Our 360° booth was a hit, and kids and adults all had fun creating a frozen moment. Get in touch with us and see how we can take your brand to the next level.