Experiential Marketing directly engages or immerses a target audience in a live event by including some type of interactive entertainment or learning environment, allowing the audience to step inside the brand and become part of it.
This type of marketing works particularly well with Millennials who cite live experiences as the best memories of their lives.
This generation also feels compelled to share their experiences with peers, particularly on social media; 49 percent usually share videos of these branded events and the photo share rate is even higher. Live events help users better understand a product.
- Establish a goal. What is the purpose of the event?
- What do you want to accomplish from the event?
- Who is your target audience? (Age, Gender, Demographics, Role, Pain Points)
- What is the single message you want to deliver? It must be simple, easily conveyed, and woven throughout the experience. It is essential that prospects experience this message in some way for it to be effective.
- Then, select a theme & decide on the promotional products to include.
- How do you want the audience to feel after the experience? And what do you want them to do? (i.e., leave contact information, share on social media, buy something, vote for something, schedule a follow up appointment.) Don’t ask too much and be specific or it won’t happen.
- What is the budget for the added experience? If generating better quality leads, the additional cost can be justified.
- Setting the scene- Backdrops, props, costumes. (i.e., busy office, football stadium, etc.) This helps convey the atmosphere and more fun when sharing on social media)
- Have people on hand to help them pose or take photos or video and encourage follow up.
- Register individuals as a “liker” on social sites. Ask them to share posts on social media.
Staffing your booth:
- The Wranglers. (Vivacious, gregarious, no-fear talent in the booth to encourage folks to participate. If not, people will pass by)
- The Closers. (Members of your sales team.) They can do product demos and qualify prospects, but they must understand the entire experience enough to make sure the initial message is carried through their presentation.
- Administrator. This is the person managing the event, the booth and the leads. This is the person redirecting talent, managing breaks, answering questions and filling in for others. This person knows how the experience should work from every angle and ensures things are flowing smoothly. If not, on-the-spot changes must be made for better flow.
Tips for getting the most out of your event:
- Promote the event both before and after the event.
- Rehearse and know how to follow up on objections.
- Understand what will entice show attendees to participate, and know what message you will deliver to them.
- Know how to qualify participants quickly and get good prospects immediately to a sales person.
- If you can’t make it fun, hire someone skilled in planning experiences to help you work out a strategy.
- Designate a follow up person before the event who will manage the follow up communications.
- Send follow up emails and phone best prospects within a few days of the event. (Memories fade)