Experiential marketing gives businesses the chance to get back to basics and take their product directly to the customer. This innovative and flexible approach to marketing breaks down the business-consumer divide and puts the customer back at the heart of your business. When executed correctly, events can allow you to make profitable connections – in terms of potential leads and experience – and create B2C relationships that traditional advertising strategies just don’t have the potential to facilitate.
So how does it happen?
Why event marketing works
Last year, the Content Marketing Institute reported that 74% of B2C marketers think that in-person events are a more effective form of marketing than any other tactic. Although commercial advertising undoubtedly still has a place in any marketing arsenal, it doesn’t hold the consumer’s attention or allow them to experience a brand in the same way that an event can. Consumers are becoming progressively less impressed with tired and outdated promotional tactics, now searching for a more authentic business-to-customer experience – and it’s one-on-one engagement that makes this possible. Event marketing provides you with the opportunity to treat your consumers as individuals rather than statistics – and this acknowledgement of their worth is a way to convert brand loyalty into sales of your product or service.
Breaking the barrier
At the heart of experiential marketing, the aim is simple: to break down the barrier between the consumer and the brand. Once this divide is removed, you can begin creating authentic relationships with consumers – and this can have a monumental impact on your business.
Immersing your customers in a unique and memorable live experience means they’re not only likely to enjoy the event but also stand a greater chance of remembering your brand and what you stand for. This sort of positive engagement makes consumers more inclined to share their experience of interacting with your business with their friends and perhaps even other businesses. This all helps to spread the word of your brand – meaning you could end up reaching thousands of people by making a handful of connections at an event.
Event marketing is unique in that it provides one platform which can be utilised in a number of ways, according to each business. From bespoke companies to corporate chains, events provide a platform for everyone. When it comes to planning your marketing event, there are three golden rules to keep in mind:
- The consumer – Your target demographic should be at the heart of the whole process. From the way you initially approach them to any future contact, the purpose of the event is to reach out to prospects and immerse them in your brand by making authentic connections – and, done correctly, this will ultimately lead to future sales.
- The message – Events are an opportunity to showcase your brand, and this can be effective from the moment a consumer arrives at your stand. From your choice of colour scheme to the way you encourage audience participation, your presentation should be representative of your business in every possible sense.
- The follow up – Many businesses work hard to make their events a success by securing strong prospects, but they fall at the final hurdle by failing to follow up. Make sure you don’t lose out on a killer lead by contacting potential clients in a proactive and timely manner.
Experiential marketing allows you to take a flexible approach to the way you present your product – using face-to-face business-consumer engagement to create a powerful brand bond. Once this is established, the real brand experience can begin. By creating and implementing an airtight engagement plan, from event to follow up, you can keep the customer at the heart of your business at all times.
Display Wizard provides professional banner stands, pop up displays and exhibition stands to entrepreneurs across the UK, helping your brand leave a lasting impact.