Consumers crave immersive brand experiences instead, and brands that provide these experiences earn lasting love and loyalty from their audiences. This isn't about showing off a product -- it’s about establishing two-way emotional connections that tie the brand to the lifestyle of its audience. Of course, memories can be fleeting, so brands need to keep their experiential marketing campaigns fresh, with post-event content. By attending to this goal, brands can keep the momentum going even after the big moment fades into memory. Give any experiential marketing campaign a boost with these four content strategies: 1. These people can spread the word via user-generated content; in today's society, that usually means social media posts from everyday people. Give influencers envy-inducing experiences. Fullscreen reported that 54.8 percent of people ages 18-24 in its study trusted influencer posts. Marketers usually think about experiential and influencer strategies separately, but combining the two can amplify the effectiveness of both. Sure, audiences that haven't had experiences with a particular brand might not trust its word, but those that already view the brand positively expect a steady stream of high-quality content.
Experiential marketing is about creating long-lasting memories. Harness content to boost any experiential campaign’s effects.
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Face it: Ads are boring. Consumers crave immersive brand experiences instead, and brands that provide these experiences earn lasting love and loyalty from their audiences. This isn’t about showing off a product — it’s about establishing two-way emotional connections that tie the brand to the lifestyle of its audience.
Coca-Cola is no stranger to this concept. The soda giant’s recent experiential showcase took place at the start of the 2018 FIFA World Cup. Participants enjoyed an augmented reality experience where they could play with the pros. These soccer fans will remember the role Coca-Cola played that day for years to come.
In that way, truly great experiential marketing doesn’t just introduce people to products. The experiences it fosters turn into memories, memories tied long term to brands. And when people adopt brands as part of their personas, they transform into loyal ambassadors.
Of course, memories can be fleeting, so brands need to keep their experiential marketing campaigns fresh, with post-event content. By attending to this goal, brands can keep the momentum going even after the big moment fades into memory.
Want to make your marketing more “experiential”? Give any experiential marketing campaign a boost with these four content strategies:
1. Leverage the voice of everyday consumers.
People tend to trust other people over brands, and that’s true whether they’re close to them or not. Nielsen found that 83 percent of people it surveyed took action based on recommendations from friends and family. And according to TINT, 75 percent of people in its study believed that user-generated content is more authentic.
Brands can benefit from these findings by leaning on the voices of brand advocates and other experiential attendees. These people can spread the word via user-generated content; in today’s society, that usually means social media posts from everyday people.
When consumers talk about a brand on social media, these engagements positively impact…
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