While in recent years \u2013 with the onset of social media \u2013 companies can market to consumers more easily than ever. And yet, they\u2019ve found themselves lost in the white noise. With so many online ads buzzing around, consumers blank them all out \u2013 or they just block them.<\/p>\n
Nothing makes a lasting impression anymore.<\/p>\n
The solution was to go offline: back to the real world. Here, consumers are engaged in real-life interactions with a product or service. They can poke, prod, pry, and play \u2013 it\u2019s all about them experiencing the product.<\/p>\n
Experience unites us all.<\/p>\n
These events bring brands to life. But don\u2019t think of them as just another event. They\u2019re experience-led. That makes an experiential marketing campaign a bespoke event. Not off-the-peg but tailored and unique.<\/p>\n
You can harness public interaction to boost your brand through an experiential marketing agency. You\u2019ll both spread your message through word of mouth, but also, you\u2019ll capture some fantastic, genuine clips you can share on social media. It\u2019s a win-win opportunity.<\/p>\n
What is an example of experiential marketing?<\/strong><\/h2>\nAre you struggling to visualize how an experiential marketing event works? Experiential marketing can differ wildly. They\u2019re generally based in a physical setting. But increasingly, they also have a virtual component \u2013 driving the hype and buzz into cyberspace.<\/p>\n
Hashtags and shares are the media by which experiential marketing events ripple into the wider world. But what kind of events generate buzz in the first place:<\/p>\n
\n- Business events, festivals, awards<\/li>\n
- Samplings or demos<\/li>\n
- Stalls or demonstrations at a trade show<\/li>\n
- Unique, imaginative experiences<\/li>\n
- Retreats<\/li>\n
- Brand loyalty activities that create a social good<\/li>\n<\/ul>\n
![](\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing.jpg\")
<\/p>\n
<\/p>\n
Sparking any ideas yet? Here are a few mind-blowing experiential marketing examples:<\/p>\n
Airbnb and \u201cFresh Prince of Bel-Air\u201d<\/h3>\n
To celebrate the 30th<\/sup> anniversary of the legendary tv show the \u201cFresh Prince of Bel-Air,\u201d the homeowners teamed up to open the famous mansion to the public for only $30 per night.<\/p>\nExclusive. Sure. Experiential. Most definitely. The story generated extensive coverage for Airbnb \u2013 it also shaped its public image.<\/p>\n
Google Impact Challenge<\/h3>\n
In 2015, Google put aside 5.5 million dollars for ten non-profits throughout the San Francisco Bay area. But Google wanted locals to have a say.<\/p>\n
Around the Bay area, Google set up interactive posters as voting booths. Locals simply clicked on the non-profit they felt was most important. Then, once the votes were tallied, Google split the money based on the number of votes.<\/p>\n
Social responsibility can be at the heart of experiential marketing.<\/p>\n
Coca-Cola: Small World Machines<\/h3>\n
Coca-Cola isn\u2019t synonymous with world peace. Yet, in 2013, they set up two \u201csmall world machines\u201d in shopping malls in Pakistan and India. The machines were linked, and participants could see the other person. The goal was to work together and solve a cooperative task.<\/p>\n
The message: peace is possible.<\/p>\n
The campaign was a huge success. But it was also a risk. Taking overtly political messages is in vogue at the moment. However, if you pick a controversial topic, you risk alienating part of your customer base. Still, when it works, it works.<\/p>\n
Smirnoff Comic Book Party<\/h3>\n
When you think of Smirnoff, comic books might not be the first idea that leaps to mind. But Smirnoff knows a zeitgeist when they see one. This experiential marketing campaign is nothing more than an excuse for a giant party \u2013 and it worked!<\/p>\n
Hosting full-sized comic illustrations and inviting guests from all across the industry, they created an event with spectacle and glamour. This wasn\u2019t your typical black-tie event. It was a memorable experience, unlike any traditional marketing event.<\/p>\n
Nor did Smirnoff lose sight of their brand. Keeping to the red color scheme, bartenders dressed like fictional characters \u2013 serving classic Smirnoff drinks and cocktails, of course. It was their experiential marketing campaign; no one else could have done anything like it.<\/p>\n
HBO Escape Room<\/h3>\n
Almost every big-name brand is jumping on the experiential bandwagon. Why? Because it works. Even HBO, on the back of major hits, used the popular Escape the Room game to breathe life into their incredible shows. The concept is simple: a group of people are locked inside a room and must work together to escape. There are clues, mystery, and a little mischief.<\/p>\n
Needless to say \u2013 it was a massive hit.<\/p>\n
HBO tailored the escape rooms to three of their biggest shows: Veep, Silicon Valley, and, of course, Game of Thrones. Reinventing the game and these shows innovatively and engagingly is at the heart of a solid experiential marketing strategy. It\u2019s being creative and passionate about your product \u2013 and getting the customer to feel the same way.<\/p>\n
As people often put it: it\u2019s all about the hype<\/em>.<\/p>\nRalph Lauren\u2019s Be Part of the Art<\/h3>\n
Who doesn\u2019t want to feel glamorous for the day? When a global mega-brand like Ralph Lauren offers customers the chance, you know it\u2019s going to be unique. Drawing upon live art, music, and design, Ralph Lauren launched a contest for their fans named the \u2018Project Warehouse Campaign<\/em>\u2019.<\/p>\nWinners would be treated to a live portrait by famous artist Alexa Meade, a live music section by DJ and Producer AVICII \u2013 in a lounge with cocktails. Finally, they experienced their slice of fashion heaven. Ralph Lauren\u2019s top designer Arran Gregory created a personalized denim design for the guests.<\/p>\n
Photos and videos were promoted on social media platforms, as well as by the guests themselves. It worked amazingly, reaching a broader audience while rewarding their loyal customers. It\u2019s unlike any experiential marketing event before or since. And that\u2019s the point; it\u2019s a memorable experience whether you were there or not.<\/p>\n
![](\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing-1.jpg\")
<\/p>\n
<\/p>\n
What is the purpose of experiential marketing?<\/strong><\/h2>\nSounds like fun, right? But what\u2019s the point? How does marketing to a small number of consumers make a dent in your sales?<\/p>\n
That\u2019s not how to think about it.<\/p>\n
Rather, what you\u2019re trying to do is create an ad campaign led by your customers. Before, you\u2019d tell your customers what was amazing about your product. They\u2019d see the ad on tv and decide if they wanted it.<\/p>\n
No more. Today, experiential marketing creates buzz \u2013 an event to be noticed. Customers come along. They interact and appraise your product. What does it look like, how does it taste, who is it for\u2026 then, if they\u2019re impressed, they share the experience on social media.<\/p>\n
Now it\u2019s not a company that tells you the product is amazing; it\u2019s your best mate or dad or colleague\u2014someone you can trust.<\/p>\n
Experiential marketing does it all. But there are other benefits too. Experiential marketing helps<\/p>\n
\n- Brand awareness. <\/strong>How are you? And what are you about?<\/li>\n
- Lead generation.<\/strong> Network, and gather contacts and data on prospects.<\/li>\n
- Brand loyalty.<\/strong> Building an emotional connection with a brand keeps customers coming back.<\/li>\n
- Sell <\/strong>products.<\/strong> Rarely do people get to sample before they buy? But once they\u2019ve tried it, they\u2019ll want to buy it.<\/li>\n
- Broadcast on social media.<\/strong> Generate hype with a fun activity. Get your hashtag trending<\/li>\n<\/ul>\n
But how does all this translate to practice? Are big brands using experiential marketing?<\/p>\n
Yes. Yes. And double-yes.<\/p>\n
What brands use experiential marketing?<\/strong><\/h2>\nSports events are amongst the most popular times for experiential marketing. With thousands of people milling about, you can hook them into your product through a common interest.<\/p>\n
American Express<\/h3>\n
Take American Express\u2019s<\/strong> AI tennis game at the 2017 US Open. Young kids and adults alike joined in to play a quick game of virtual tennis. But, best of all, American Express built brand awareness and loyalty.<\/p>\nNFL<\/h3>\n
Even the Superbowl itself could be thought of as experiential marketing for the NFL<\/strong>. It\u2019s a landmark event that puts football on the map. Indeed, the 2017 Houston Super Bowl spilled into the wider city, with decorations and projection shows. It was all about hyping up the game ahead.<\/p>\nMasterCard and Swarovski<\/h3>\n
Now brands are also integrating the latest technology into experiential marketing campaigns.<\/p>\n
Not only is it novel, but it also sparks interest. For example, MasterCard<\/strong> and Swarovski<\/strong> teamed up to virtually showcase what Swarovski\u2019s luxury d\u00e9cor items look like in a home setting. Seeing as 65% of customers report that live events and product demonstrations help them better understand a product \u2013 you\u2019re not only selling the product, you\u2019re also educating customers about it.<\/p>\nNivea<\/h3>\n
You\u2019re trying to turn the consumers from passive watchers into active participants. For that, it\u2019s supposed to feel special and exclusive.<\/p>\n
That doesn\u2019t mean you need to abandon everything you know about marketing. To highlight their cellulite bump reducing product, Nivea<\/strong> covered a billboard in bubble wrap.<\/p>\nI mean, who doesn\u2019t want to pop bubble wrap all day?<\/p>\n
Red Elephant<\/h3>\n
Meanwhile, Red Elephant<\/strong> Car Wash had ingenious business cards printed out. On one side was a faux bird-dropping picture. But, when you picked it up and turned it over, it told you how to get your car cleaned.<\/p>\nSimple. Effective. Genius.<\/p>\n
Experiential marketing doesn\u2019t always need to be big and bold. Sometimes clever and subtle works just as well.<\/p>\n
M&M<\/h3>\n
Is there some simple controversy about your brand \u2013 use it. That\u2019s what M&M<\/strong> did by delving into the peanut versus regular debate. Rather than pick a side, they created \u2018flavor rooms<\/em>\u2019 where customers could visit and decide the next flavor the company should choose. The pop-up rooms were each dedicated to a different flavor, be it mint or orange. There were M&M-themed cocktails and, of course, plenty of snacks to try.<\/p>\nYou can bet how much hype it generated online. Everyone was clambering to visit.<\/p>\n
The most important takeaway is the value of fun. Experiential marketing can be real-world; it can be anything you imagine. So go a little wild. Put your customer in the driving seat with an experience unlike any other.<\/p>\n
Haagen-Dazs<\/h3>\n
Sometimes, however, you don\u2019t need to reinvent the world; you just need to give a fresh twist. Haagen-Dazs did just that at the Wimbledon tennis championship. Famed worldwide for their strawberries and cream, Haagen-Dazs saw an opportunity. Pioneering a new, limited-edition ice cream flavor (yes, strawberries & cream), they set out to Wimbledon to create a buzz.<\/p>\n
Branding themselves \u201cthe official ice cream of Wimbledon\u201d, they got people talking. They also brought along a booth with a swing, where famous tennis players, models, and influencers could snap some incredible social media pics. Meaning not only did Haagen-Dazs generate a buzz, but they also did it on a budget. Social media did the rest.<\/p>\n
It\u2019s genius experiential marketing!<\/p>\n
What are common mistakes in experiential marketing?<\/strong><\/h2>\nWhether you\u2019re trying to raise money for charity or create an experience that gets people talking, you\u2019ll want to avoid these common pitfalls.<\/p>\n
Poor prep<\/h3>\n
In experiential marketing, preparation is everything. You don\u2019t just create a cohesive marketing campaign overnight. It takes weeks or months of planning. As we always say, it takes a lot of effort to look effortless. Give yourself enough time to prepare and plan your campaign, and always keep in mind your target market\u2019s wants and needs.<\/p>\n
Thinking small<\/h3>\n
Experiential marketing is all about being bigger and bolder. Why limit yourself to the local? With social media and hands-on experiences, you can create an experiential marketing campaign beyond your local area. Perhaps you could even take your campaign on the road, with a roadshow to remember. Just think \u2013 the more people you involve, the more potential viral moments can occur. It only takes one!<\/p>\n
Assuming perfection<\/h3>\n
No plan survives first contact with the public. They\u2019re unpredictable. The major upside of this type of marketing is that you generate organic customer interactions and create a natural interest in your product. But it won\u2019t all go smoothly. If you\u2019re assuming everything will go to plan, you\u2019ll end up being unprepared.<\/p>\n
Try to think of all possible negative events (even the unsavory ones) and then devise a plan of how to deal with them.<\/p>\n
Being bland<\/h3>\n
Playing it safe \u2013 what\u2019s the point? You\u2019ll just get lost in the crowd. As we\u2019ve seen, experiential marketing campaigns are bold and creative. Ralph Lauren painted and clothed its fans; HBO locked them in a room and got them to escape. On paper, it sounds like a disaster; in reality, it was a wild success.<\/p>\n
Of course, there\u2019s a fine line between the bold and the mad. Campaigns should always stick to your brand\u2019s ethos and core selling point. Just think about how you can do it in the most imaginative way possible. Be innovative. Be inventive. Just don\u2019t ever be bland.<\/p>\n
Let\u2019s recap: What did we learn?<\/strong><\/h2>\nHere are the biggest takeaways from the guide above:<\/p>\n
\n- Experiential marketing is defined as an interactive, engaging event in which customers take part.<\/li>\n
- There\u2019s no single way to do experiential marketing \u2013 all it takes is an original idea.<\/li>\n
- Experiential marketing creates a broader impact through original customer social media posts.<\/li>\n
- You can truly push the boundaries with an experiential marketing campaign. Just remember to always relate your campaign to the product.<\/li>\n
- Customers prefer to interact with a product before they buy it. That\u2019s why all experiential marketing campaigns should be engaging, educational, and interactive.<\/li>\n<\/ol>\n
That\u2019s it\u2014your complete guide to experiential marketing. If you\u2019ve got a product to sell, market, or hype up \u2013 try experiential marketing. We\u2019ve got extensive experience transforming marketing campaigns into events customers never forget.<\/p>\n
Put your brand on the map. Be unforgettable.
![](\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing.png\")
<\/a><\/p>\n
![](\"http:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing-1.png\")
<\/a>
\nSource: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"After all, the goal of marketing is to be unforgettable. To educate, excite, inform, and engage consumers \u2013 so that next time they need something to buy, it\u2019s your product that springs to mind. Or even better, you trigger an instant desire for the product or service. That all sounds expensive. But trust us \u2013 […]<\/p>\n","protected":false},"author":1,"featured_media":223076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3331,18,3332,9021,3336,1],"tags":[3257],"class_list":{"0":"post-223075","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cape-town","8":"category-durban","9":"category-johannesburg-south-africa","10":"category-mypr","11":"category-pretoria-south-africa","12":"category-south-africa","13":"tag-mypr","14":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/223075","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=223075"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/223075\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/223076"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=223075"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=223075"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=223075"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
<\/p>\n
<\/p>\n
Sparking any ideas yet? Here are a few mind-blowing experiential marketing examples:<\/p>\n
Airbnb and \u201cFresh Prince of Bel-Air\u201d<\/h3>\n
To celebrate the 30th<\/sup> anniversary of the legendary tv show the \u201cFresh Prince of Bel-Air,\u201d the homeowners teamed up to open the famous mansion to the public for only $30 per night.<\/p>\n Exclusive. Sure. Experiential. Most definitely. The story generated extensive coverage for Airbnb \u2013 it also shaped its public image.<\/p>\n In 2015, Google put aside 5.5 million dollars for ten non-profits throughout the San Francisco Bay area. But Google wanted locals to have a say.<\/p>\n Around the Bay area, Google set up interactive posters as voting booths. Locals simply clicked on the non-profit they felt was most important. Then, once the votes were tallied, Google split the money based on the number of votes.<\/p>\n Social responsibility can be at the heart of experiential marketing.<\/p>\n Coca-Cola isn\u2019t synonymous with world peace. Yet, in 2013, they set up two \u201csmall world machines\u201d in shopping malls in Pakistan and India. The machines were linked, and participants could see the other person. The goal was to work together and solve a cooperative task.<\/p>\n The message: peace is possible.<\/p>\n The campaign was a huge success. But it was also a risk. Taking overtly political messages is in vogue at the moment. However, if you pick a controversial topic, you risk alienating part of your customer base. Still, when it works, it works.<\/p>\n When you think of Smirnoff, comic books might not be the first idea that leaps to mind. But Smirnoff knows a zeitgeist when they see one. This experiential marketing campaign is nothing more than an excuse for a giant party \u2013 and it worked!<\/p>\n Hosting full-sized comic illustrations and inviting guests from all across the industry, they created an event with spectacle and glamour. This wasn\u2019t your typical black-tie event. It was a memorable experience, unlike any traditional marketing event.<\/p>\n Nor did Smirnoff lose sight of their brand. Keeping to the red color scheme, bartenders dressed like fictional characters \u2013 serving classic Smirnoff drinks and cocktails, of course. It was their experiential marketing campaign; no one else could have done anything like it.<\/p>\n Almost every big-name brand is jumping on the experiential bandwagon. Why? Because it works. Even HBO, on the back of major hits, used the popular Escape the Room game to breathe life into their incredible shows. The concept is simple: a group of people are locked inside a room and must work together to escape. There are clues, mystery, and a little mischief.<\/p>\n Needless to say \u2013 it was a massive hit.<\/p>\n HBO tailored the escape rooms to three of their biggest shows: Veep, Silicon Valley, and, of course, Game of Thrones. Reinventing the game and these shows innovatively and engagingly is at the heart of a solid experiential marketing strategy. It\u2019s being creative and passionate about your product \u2013 and getting the customer to feel the same way.<\/p>\n As people often put it: it\u2019s all about the hype<\/em>.<\/p>\n Who doesn\u2019t want to feel glamorous for the day? When a global mega-brand like Ralph Lauren offers customers the chance, you know it\u2019s going to be unique. Drawing upon live art, music, and design, Ralph Lauren launched a contest for their fans named the \u2018Project Warehouse Campaign<\/em>\u2019.<\/p>\n Winners would be treated to a live portrait by famous artist Alexa Meade, a live music section by DJ and Producer AVICII \u2013 in a lounge with cocktails. Finally, they experienced their slice of fashion heaven. Ralph Lauren\u2019s top designer Arran Gregory created a personalized denim design for the guests.<\/p>\n Photos and videos were promoted on social media platforms, as well as by the guests themselves. It worked amazingly, reaching a broader audience while rewarding their loyal customers. It\u2019s unlike any experiential marketing event before or since. And that\u2019s the point; it\u2019s a memorable experience whether you were there or not.<\/p>\n Sounds like fun, right? But what\u2019s the point? How does marketing to a small number of consumers make a dent in your sales?<\/p>\n That\u2019s not how to think about it.<\/p>\n Rather, what you\u2019re trying to do is create an ad campaign led by your customers. Before, you\u2019d tell your customers what was amazing about your product. They\u2019d see the ad on tv and decide if they wanted it.<\/p>\n No more. Today, experiential marketing creates buzz \u2013 an event to be noticed. Customers come along. They interact and appraise your product. What does it look like, how does it taste, who is it for\u2026 then, if they\u2019re impressed, they share the experience on social media.<\/p>\n Now it\u2019s not a company that tells you the product is amazing; it\u2019s your best mate or dad or colleague\u2014someone you can trust.<\/p>\n Experiential marketing does it all. But there are other benefits too. Experiential marketing helps<\/p>\n But how does all this translate to practice? Are big brands using experiential marketing?<\/p>\n Yes. Yes. And double-yes.<\/p>\n Sports events are amongst the most popular times for experiential marketing. With thousands of people milling about, you can hook them into your product through a common interest.<\/p>\n Take American Express\u2019s<\/strong> AI tennis game at the 2017 US Open. Young kids and adults alike joined in to play a quick game of virtual tennis. But, best of all, American Express built brand awareness and loyalty.<\/p>\n Even the Superbowl itself could be thought of as experiential marketing for the NFL<\/strong>. It\u2019s a landmark event that puts football on the map. Indeed, the 2017 Houston Super Bowl spilled into the wider city, with decorations and projection shows. It was all about hyping up the game ahead.<\/p>\n Now brands are also integrating the latest technology into experiential marketing campaigns.<\/p>\n Not only is it novel, but it also sparks interest. For example, MasterCard<\/strong> and Swarovski<\/strong> teamed up to virtually showcase what Swarovski\u2019s luxury d\u00e9cor items look like in a home setting. Seeing as 65% of customers report that live events and product demonstrations help them better understand a product \u2013 you\u2019re not only selling the product, you\u2019re also educating customers about it.<\/p>\n You\u2019re trying to turn the consumers from passive watchers into active participants. For that, it\u2019s supposed to feel special and exclusive.<\/p>\n That doesn\u2019t mean you need to abandon everything you know about marketing. To highlight their cellulite bump reducing product, Nivea<\/strong> covered a billboard in bubble wrap.<\/p>\n I mean, who doesn\u2019t want to pop bubble wrap all day?<\/p>\n Meanwhile, Red Elephant<\/strong> Car Wash had ingenious business cards printed out. On one side was a faux bird-dropping picture. But, when you picked it up and turned it over, it told you how to get your car cleaned.<\/p>\n Simple. Effective. Genius.<\/p>\n Experiential marketing doesn\u2019t always need to be big and bold. Sometimes clever and subtle works just as well.<\/p>\n Is there some simple controversy about your brand \u2013 use it. That\u2019s what M&M<\/strong> did by delving into the peanut versus regular debate. Rather than pick a side, they created \u2018flavor rooms<\/em>\u2019 where customers could visit and decide the next flavor the company should choose. The pop-up rooms were each dedicated to a different flavor, be it mint or orange. There were M&M-themed cocktails and, of course, plenty of snacks to try.<\/p>\n You can bet how much hype it generated online. Everyone was clambering to visit.<\/p>\n The most important takeaway is the value of fun. Experiential marketing can be real-world; it can be anything you imagine. So go a little wild. Put your customer in the driving seat with an experience unlike any other.<\/p>\n Sometimes, however, you don\u2019t need to reinvent the world; you just need to give a fresh twist. Haagen-Dazs did just that at the Wimbledon tennis championship. Famed worldwide for their strawberries and cream, Haagen-Dazs saw an opportunity. Pioneering a new, limited-edition ice cream flavor (yes, strawberries & cream), they set out to Wimbledon to create a buzz.<\/p>\n Branding themselves \u201cthe official ice cream of Wimbledon\u201d, they got people talking. They also brought along a booth with a swing, where famous tennis players, models, and influencers could snap some incredible social media pics. Meaning not only did Haagen-Dazs generate a buzz, but they also did it on a budget. Social media did the rest.<\/p>\n It\u2019s genius experiential marketing!<\/p>\n Whether you\u2019re trying to raise money for charity or create an experience that gets people talking, you\u2019ll want to avoid these common pitfalls.<\/p>\n In experiential marketing, preparation is everything. You don\u2019t just create a cohesive marketing campaign overnight. It takes weeks or months of planning. As we always say, it takes a lot of effort to look effortless. Give yourself enough time to prepare and plan your campaign, and always keep in mind your target market\u2019s wants and needs.<\/p>\n Experiential marketing is all about being bigger and bolder. Why limit yourself to the local? With social media and hands-on experiences, you can create an experiential marketing campaign beyond your local area. Perhaps you could even take your campaign on the road, with a roadshow to remember. Just think \u2013 the more people you involve, the more potential viral moments can occur. It only takes one!<\/p>\n No plan survives first contact with the public. They\u2019re unpredictable. The major upside of this type of marketing is that you generate organic customer interactions and create a natural interest in your product. But it won\u2019t all go smoothly. If you\u2019re assuming everything will go to plan, you\u2019ll end up being unprepared.<\/p>\n Try to think of all possible negative events (even the unsavory ones) and then devise a plan of how to deal with them.<\/p>\n Playing it safe \u2013 what\u2019s the point? You\u2019ll just get lost in the crowd. As we\u2019ve seen, experiential marketing campaigns are bold and creative. Ralph Lauren painted and clothed its fans; HBO locked them in a room and got them to escape. On paper, it sounds like a disaster; in reality, it was a wild success.<\/p>\n Of course, there\u2019s a fine line between the bold and the mad. Campaigns should always stick to your brand\u2019s ethos and core selling point. Just think about how you can do it in the most imaginative way possible. Be innovative. Be inventive. Just don\u2019t ever be bland.<\/p>\n Here are the biggest takeaways from the guide above:<\/p>\n That\u2019s it\u2014your complete guide to experiential marketing. If you\u2019ve got a product to sell, market, or hype up \u2013 try experiential marketing. We\u2019ve got extensive experience transforming marketing campaigns into events customers never forget.<\/p>\n Put your brand on the map. Be unforgettable. After all, the goal of marketing is to be unforgettable. To educate, excite, inform, and engage consumers \u2013 so that next time they need something to buy, it\u2019s your product that springs to mind. Or even better, you trigger an instant desire for the product or service. That all sounds expensive. But trust us \u2013 […]<\/p>\n","protected":false},"author":1,"featured_media":223076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3331,18,3332,9021,3336,1],"tags":[3257],"class_list":{"0":"post-223075","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cape-town","8":"category-durban","9":"category-johannesburg-south-africa","10":"category-mypr","11":"category-pretoria-south-africa","12":"category-south-africa","13":"tag-mypr","14":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.myza.co.za\/press\/wp-content\/uploads\/2022\/04\/the-ultimate-guide-to-experiential-marketing.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/223075","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=223075"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/223075\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media\/223076"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=223075"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=223075"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=223075"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Google Impact Challenge<\/h3>\n
Coca-Cola: Small World Machines<\/h3>\n
Smirnoff Comic Book Party<\/h3>\n
HBO Escape Room<\/h3>\n
Ralph Lauren\u2019s Be Part of the Art<\/h3>\n
<\/p>\n<\/p>\nWhat is the purpose of experiential marketing?<\/strong><\/h2>\n
\n
What brands use experiential marketing?<\/strong><\/h2>\n
American Express<\/h3>\n
NFL<\/h3>\n
MasterCard and Swarovski<\/h3>\n
Nivea<\/h3>\n
Red Elephant<\/h3>\n
M&M<\/h3>\n
Haagen-Dazs<\/h3>\n
What are common mistakes in experiential marketing?<\/strong><\/h2>\n
Poor prep<\/h3>\n
Thinking small<\/h3>\n
Assuming perfection<\/h3>\n
Being bland<\/h3>\n
Let\u2019s recap: What did we learn?<\/strong><\/h2>\n
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<\/a><\/p>\n<\/a>
\nSource: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"