How Experiential Marketing Benefits your Business
As we cool down from the rush of Super Bowl 53 weekend, this Atlanta-based agency wanted to reflect on the use of experiential marketing we noticed throughout the city, and how you can observe some tactics, you can implement the next time you want to go big with your marketing efforts. This past weekend, everyone won in some way — whether it was getting some funnel cake you haven’t had in ages or watching your preferred football team have the chance to take home the trophy for their state. Some businesses like Verizon and DirectTV decided to bring their best too, adding to the overall experience in the city. The fact that you could visibly see the transformation Atlanta went through, especially downtown, shows how transformative businesses are willing to go.
What is experiential marketing though?
Experiential marketing lets companies create engaging experiences that immerse your audience and leave a memorable impression on them. These experiences are essential for a couple of reasons.
1. They engage the senses.
People are sense-driven, and with a lovely experiential marketing campaign, you can engage multiple at once to drive audience interaction. Verizon made good use of this with their Super Bowl LIVE experience, incorporating concerts (hearing), TV monitors to view the game if you were unable to get a stadium ticket (visual), and Bud Light Biergarten (taste) to draw in both locals and visitors. Those that went enjoyed a fun week of festivities, shared it on social media or by word-of-mouth, giving Verizon, the Super Bowl, and all the participating vendors more awareness and favorability, leading to some more conversions based on a good experience.
2. They show that your business is more than just its product.
With any marketing effort, it’s important to keep in mind what your customer would find value instead of just what you would find valuable or what your bottom line “dictates” as essential.
It’s easy to plaster what your business offers all over the event, but you wouldn’t want people to feel like they are in a sponsored commercial where sale prompts continuously appear in front of them. Instead, it’s good to incorporate a part of your business’s mission or culture in an organic way that will discreetly capture people’s attention. For example, Bud Light had their knight, Bud Knight, or “Dilly Dilly” placed on the corner of 101 Marietta Street, leaving its impressive presence visible hard to miss form most of downtown. Bud Light could’ve gone the cliche route of having a giant bottle of beer or just their logo and some text, but they decided to use their mascot, tying it into their TV Super Bowl ad and leaving a shareable mark on the city and Bud Light as a brand.
3. They’re impressive.
The best part about experiential marketing is that you have tons of room for the scale — the experiences you make can be as small or as massive as you deem fit. As long as you relate it to your brand in some way, whether it’s creating a pop-up experience for your customer’s four-legged friends or partnering with a cafe to uniquely introduce people to your products in a unique and filling way, there’s no limit to how you can engage your audience. Merely keep in mind what would be okay and what may cross too many lines. Outside of that, feel free to make an experience that will boost your business in a fun way.