Experiential Activation in a Nutshell: Cracking the Code
Posted by Excollective on Jul 9, 2015
As part of a brand communications strategy, companies are increasingly adopting experiential marketing to create a strong and memorable impression and connection between their brands and customers. Unlike traditional advertising (radio/TV/print), experiential activations use experiences and employ any or all of the senses (seeing, smelling, hearing, touching, tasting) to allow audiences to interact with brands and products. The experience is fun and, when done well, the results – including heightened satisfaction, loyalty and sales – invariably justify the effort.
To give you a glimpse of what experiential activations can do for your brand, read on and see examples of cool and immersing campaign activations here:
Consumers can feel that your brand is more relatable.
In terms of your brand, being relatable means that your customers can understand exactly what your brand is all about – no confusion, no pretences. The messages conveyed through experiential campaigns are more concise and true, as people can validate them through their own experiences.
See how the language barrier is broken as North Face South Korea shows the world how to “Never Stop Exploring.” through their creative interactive kiosk.
Consumers can see beyond your brand.
One of the goals of traditional advertising in the form of print and TV is obviously for consumers to learn what your brand is all about. However, with experiential activations, perception becomes heightened because people are part of the brand story. Just seeing interesting images popping up all over a place one day could pique their curiosity and make them want to learn more about your campaign.
Consumers can have a taste of your brand’s relevance.
Is your brand contextually relevant? Activation campaigns ensure that your brand can identify with the target audience, also known as your marketing persona. Having your identified persona flock around your event means success for you!
Word-of-mouth is definitely the most effective and least expensive marketing strategy that you could employ – and experiential campaigns can be really buzzworthy. As you and your brand create good experiences for your consumers, they’ll be more likely to talk about exactly how they felt while connecting with your brand.
What is another way experiences can be validated? Through emotions – as all senses are tapped together, your event campaign can create the ultimate brand experience as well as inspire and motivate to buy.