Experiential marketing involves inviting your audience in order to interact with your brand name in a real-world situation.
These encounters are often hands-on, thrilling opportunities that help businesses engage with participants in a way that is different from interactions they may have got online.
Read on to discover new data about how businesses are investing in experiential marketing and ways to leverage the technique in your processes.
May brands invest in experiential marketing?
HubSpot Blog’s Marketing Sector Trends Report surveyed 1, 000+ global B2B and B2C marketing professionals and asked them about the marketing trends they currently leverage.
29% of marketers say they use experiential marketing in their roles, and of those who use it, 51% say it is the second most effective development they leverage. 83% of marketers also plan to continue trading the same amount or increasing their experiential advertising investments in 2022.
So , indeed, brands will keep and increase their purchases in experiential marketing and advertising. Let’s discuss the reason why.
Why are manufacturers investing in experiential advertising?
Real-life encounters help foster a feeling of connection that brands cannot mimic electronically. Esther Sauri, the marketer at Linkilaw Solicitors, told Business News Daily that experiential marketing is effective because humans are usually emotional beings: “When a brand connects around in an emotional way, we not only buy it, [but we become] loyal clients. ”
Online marketers also say that continued investments in experiences are due to consumers’ desire for connection and community with their favorite brands after a few years of digital-only options. Brett Hyman, founder plus president of NVE Experience Agency, told BizBash that, whilst production and security remain key, “2022 will be about generating the best in-person experiences that focus on a positive return on their time…it’s important we prioritize experiences as a way to foster your need for connection. ”
Health and safety actions still remain crucial for brand activations plus experiential marketing experiences, though, so Cara Kleinhaut from AGENC told BizBash that leaning into outdoor environments is a greatest practice: “Giving consumers an exciting and visually stimulating space to explore, especially one with great air venting and where we can time and manage the throughput, is very attractive to consumers today in my view. ”
Affordable Experiential Marketing Examples
1 . Harry Designs – Harry’s House
Musician Harry Styles released a good album, Harry’s Home, in May of 2022, and promoting this involved launching pop-ups in cities around the globe.
People could visit the pop-up and purchase merchandise, but the major attraction was a life-size version of the concept album cover that people can take pictures in as if they existed within Harry’s House. The image below features his album protect on the left and a fan recreation to the right.
It was an affordable way to develop a experience of audiences who seemed they were part of his / her world by constructing their version of your album cover. Furthermore, it generated free marketing and advertising for the album, as people were encouraged to talk about images of their working experience at the pop-up internet.
2 . DoorDash – Dash Course
Delivery solution DoorDash created an experiential experience to draw attention to the hard work its transporting drivers do day-to-day to seamlessly give food. The experience included food-themed inflatable obstacle courses where the brand challenged people to soar over hot canines or dive in the center of a donut.
The inflatables ended up being set up in a public space on university campuses, generating brand awareness from most people simply walking simply by, a free form of marketing and advertising tactics.
3. IKEA Sleepover
It was a cost-effective experiential marketing function for the business as it simply used it is existing products, just like beds, pillows, plus bedding, to help sleepover attendees build their sleepover setup.
A Facebook staff called “I wanna have a sleepover for IKEA” inspired the business enterprise to take action on this call for by randomly deciding on 100 members through the group and welcoming them to a sleepover.
The sleepover was obviously a hands-on, interactive practical knowledge that inspired an exciting new form of connection with guests, and it essentially offered people a free demo of its products. It was also cost-effective marketing strategies, as it simply utilized its existing items, like beds, pillows, and bedding, to help sleepover attendees develop their own sleepover installation.
It was additionally a cost-effective way to talk with audiences as it simply just used the products it already offered, such as beds, pillows, and also bedding.
Experiential Marketing Helps You Form Emotional Connections
Should you be hoping to deepen the exact relationships you have with the target audience, events, reviews, and interactions assist you establish emotional contact lenses that are much deeper than what can come from transmitting an email or a internet Instagram ad.