By Sally Durcan, MD of Hotcow, FMBE award-winning experiential agency.
In a cluttered market place with a diverse range of brands competing for consumer spend and brands need to think outside the box to get noticed - quite simply in most instances nobody is listening.
Experiential speaks to people at the right place, at the right time, in an environment where people are listening and want to hear what you have to say.
We aim to create something extraordinary to break through the clutter of the ordinary - ie; everyday things - to create the Purple Cow syndrome ie: People have stopped to take notice.
With food and drink brands particularly the retail shelves are cluttered and most people have already chosen their brand of choice for solving their food needs/desires.
Consumers will change or at least try something new if a friend tells them about something they have loved and tried recently.
Experiential marketing is a pull marketing strategy and is necessary in the current marketing environment to retain and get customers to do your marketing for you.
It is important to note that Experiential Marketing is not limited to a simple sampling activity - it is much more diverse.
Sally’s ‘Top 5 Secrets’ for getting more ROI for your experiential buck in the current economic climate
Understand what the context of experiential means to your company and your industry and the value this can add to the bottom line.
2. Audience Targeting
Speak to people who are passionate about your brand and will spread your information for you because they love it.
No Sheep Allowed. Set a creative agenda that is unique for your brand. Doing what you have always done will only get the same results.
Communicate to customers using technologies that they understand and will respond to.
Long-term strategic planning will help you get more bang for buck - it will set the agenda for consumers to experience your brand and show a clear path to growth over time.
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