Experiential: 3 Ways to Maximise Your Assets
20th January, 2012
With the London 2012 Olympics fast approaching we are due an influx of experiential campaigns in 2012. With headline sponsors of P&G, Coke and McDonald’s taking the majority of the London 2012 marketing opportunities – both in sponsorship as well as ramped up advertising campaigns, other brands will be engaging in shorter term experiential marketing to capitalise on this once in a lifetime opportunity.
Experiential marketing at its basics is a live brand marketing campaign allowing consumers to experience the product through their senses. It occurs in real time and is a two way communication between the brand and consumer – creating a lasting connection with the brand, which is then amplified through other marketing channels. Experiential activation offers a great way to showcase a brand’s products, or simply demonstrate what the company can offer with immediate feedback. Some examples of experiential campaigns we’ve run include Tracker’s Photo Booth for the What Car Awards 2012 and the EA Sports’ Game Hub at the London Irish Rugby Club’s St. Patricks Day Party.
Maximising Assets for Experiential Sponsorship Campaigns
1) Brand Positioning
With immediate feedback, experiential activities first need to ensure their audience is the right audience to be receiving feedback from. Ensure that you are very clear who the target audience is first and then decide how best to reach them and more importantly where to reach them.
Being relevant to the right consumers will provide both the correct feedback, but also will enable you to drive the communications further through additional marketing campaigns.
2) Engagement is Essential
You have to be engaging in activity consumers can relate to and want to engage with. The message and positioning should be clear and concise ensuring cut through. Providing people an experience that is on brand for the experiential activation, on brand for the company and also on brand for the sponsorship platform will create a cohesive message with all parties building resonance with the audience.
3) Make it Last
Even if your experiential activity is a one-off campaign, ensure you are making the most of it and that you have resources to support this. If the objective is to create a viral campaign through the experiential activity, do not forget to include a social strategy that will drive this communication forward through user networks and your own company network through user generated content, videos, competitions, etc.