8 Experiential Marketing Tips for Start Ups - Tech Cocktail - MUST READ 1. BE “THE ONE” When planning campaigns with teams attending events or expos, strive to be the one booth that everyone at the event recognizes. The goal is to be the most visible brand at the event. A successful campaign should be judged by how many attendees experience the brand. 2. CREATIVITY Another vital element is ingenuity, which is something that cannot be taught. The concept of advising someone how to plan an effective activation is similar to a company commissioning a viral video, in that the ability to project how a viewer or consumer will perceive the brand is analogous to fortune telling. Brainstorm ideas with those who best know the brand, what it represents, and the objective of the campaign. It is critical that every idea mentioned at these sessions be explored and investigated, as the most memorable and unforgettable promotions are regularly derived from profound and provocative ideas which will ultimately spur raw emotional reactions within consumers. 3. APPEAL TO THE FIVE SENSES Dig into your memory bank and think back to kindergarten when learning about sight, sound, smell, taste, and touch. As mentioned throughout this article, success hinges upon the ability to appeal to the consumers’ senses. The beauty is when a company strikes a nerve with its audience who experiences the brand; the payoff can be tremendous and potentially be that elusive tipping point sought after by so many startups. 4. MAKE THE CAMPAIGN MANAGEABLE After a concept has been agreed upon, the process turns to designing the initiative to be both manageable and cost-effective. A startup can have the best idea in the world, but if they cannot figure out how to pull it off (and sometimes repeatedly), all they have is an idea and no campaign. Accordingly, it is necessary to be reasonable when strategizing. Breaking down a promo booth or equipment can be time consuming and extremely taxing when doing it on a weekly basis. With that being said, you must also “GO BIG” or at least fake it, but never lose the illusion that you have put all available resources into the activation. 5. APPEAR AS ORGANIC AS POSSIBLE Not in the context of food, but rather ensuring that the consumer’s experience is as natural an impression as possible. A campaign that doesn’t seem organic will resonate less with consumers. As a result, it is imperative to create a measurable campaign while maintaining its memorable qualities and quirkiness, which help connect the consumer with the brand. 6. BE MEMORABLE There are numerous marketing activations that have effectively had consumers talking for years at minimal cost to the company. For the most part, the largest resource involved was the time invested by the marketers to canvas the targeted area. And the time of startup founders and their employees is one of the few resources that (although valuable) is readily available. This is why experiential marketing is so powerful for startups. 7. MAINTAIN A LEVEL OF PROFESSIONALISM Energy and enthusiasm are often main components of a successful marketing effort. However, ambassadors must remain professional throughout the campaign even in the most enticing atmospheres. During promotions, there are plenty of opportunities for those involved to veer off track. However, to make the most of the opportunities, everyone must realize that during the event is neither the time nor the place. Celebratory cocktails can wait. 8. UTILIZE TECHNOLOGY Based on the new development of the experiential consumer, implementing data collection with the experience is of the utmost importance. Collecting data clarifies customer trends, allowing marketers to tailor campaigns to fully engage and convey an impression upon the end user. Technology can serve as a tool to provide that data. The ultimate goal of experiential marketing is for the consumer to remember the experience and discuss it with others after the campaign. More importantly, the consumer should recognize the brand and how it applies to their world. Experiential marketing is a perfect fit for startups, given that innovation and ingenuity, along with manpower (rather than disposable capital), are the perfect blend for an impactful campaign.
Posted on: Thu, 05 Sep 2013 04:29:57 +0000
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