Why Should You Consider An Experiential Marketing Campaign?
In the past few years, the marketing and advertising landscape has changed drastically. Traditional media used to be the most efficient way to reach your audience, but times have changed. All too many companies are employing the same strategy they have used for years, or are taking a “copy-cat” approach to gain new customers. Digitally, we are getting bombarded with intrusive web ads and thousands of posts on Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. All of these media messages being thrown at us on our phones, laptops, tablets, billboards, magazines, etc. have resulted in an insanely abundant amount of clutter that is making us all go crazy.
Although traditional and digital media strategies can be effective, they are slowly losing their power over consumers’ minds – audiences are ignoring marketing messages, staying off social networks, and fast forwarding through TV commercials. Consumers are tired of being marketed to everywhere they go (both physically and virtually) every single hour of every single day.
So how do you break through all of this clutter and mess? How do you create an emotional connection between a brand and a consumer without being annoyingly intrusive? How do you create an experience that is going to leave a lifelong impression and make your customer want to share your brand with everyone he or she knows? How do you get your brand out in the marketplace, to your desired target market, without being lost in the tidal wave of other marketing messages crashing down on consumers?
This is where experiential marketing comes in.
Put simply, experiential marketing is the best way to emotionally connect a brand with a consumer. Through the use of an immersive, interactive, and tangible experience, your brand can leave a long-lasting, memorable impression that your target consumer will want to share with everyone they know and will ever meet. Experiential activations can range in complexity and reach depending on the company executing them, but the key component of an experiential campaign is that the audience is engaged using as many of their senses as possible (not just sight, sound, or a combo of both). The end goal of every campaign should be long-lasting brand impressions/interactions, increased brand equity, improved sales, and a tangible return on your marketing investment.
At The Pineapple Agency, we combine our knowledge of traditional, digital, and experiential marketing to create strategic campaigns that are based on a unique, immersive experience that will leave consumers with lifelong memories.
We know that an experiential activation is the best way for a brand to break through all the clutter and really make a difference in the mind of the consumer. Our campaigns run the gamut from event activations, product tours, pop-up shops, to entirely custom, curated experiences. We aren’t afraid to think outside the box to captivate your audience by building a giant gum ball machine that dispenses robots, a smoke-blowing bull sign, or an 8-foot laser cube. The more unique an activation, the better chance you have to engage an audience in a meaningful way that will inspire them to share their experience with your brand.
A live, in-person activation is the key ingredient in any campaign, but we also mix in digital and traditional marketing strategies in order to attract and engage the target audience in as many ways possible. To accomplish this, we craft every strategy to entice the audience BEFORE the activation, engage consumers DURING the event, and keep the conversation going AFTER the campaign. This all-encompassing strategy is the best way to ensure that the conversation is about your brand, and that your message is not lost in all of the other marketing clutter out there.
