Tag Archives for experiential marketing

Brands Can Rise Above The Ordinary

mini droneUnmanned aerial vehicles (UAVs), commonly known as drones, have been around for about a century.  Originally developed for the military, development of UAV technology has allowed commercial drones to become cheaper, lighter, and more sophisticated.   And with those advances, drones are now delivering your packages, taking photos, and helping brand marketers get their audience excited.

Drones combine fun, practicality and brand awareness in one product.  It’s not a big leap to envision the positive brand impact it would have on trade show attendees watching a flying mini drone demonstration at your booth while waiting to take a turn with their own mini UAV, and then providing their contact information for a chance to win a full-size recreational drone after the show.   Outdoor community events and employee team-building meetings would benefit from the same brand engagement exercises.  Think of it as taking experiential marketing to new heights!

According to one industry report,  consumer drone sales are set to surge in the next five years, with global annual unit sales increasing more than tenfold from 2015 to 2021.  Companies looking to rise above the ordinary by capitalizing on the popularity of this growing consumer trend should consider including branded drones in their 2018 marketing tool box.

Brands Connect With Experiential Marketing

hugExperiential marketing is a form of advertising that focuses primarily on helping consumers experience a brand.   Staging events with interactive experiences enable your customers and prospects to relate to your brand in a way that creates a memorable, long-lasting impression.  As a result, this type of emotional connection sets your brand apart from competitors, increases brand loyalty and drives sales.

Determining how to bring the event to the people and create a buzz-worthy interactive experience with your audience may seem like the biggest challenge of the planning phase, but in reality it is only the beginning of the discusson.

  • How will you advertise the event?
  • How will the event integrate with the larger marketing initiatives?
  • What social media channels can be used to reach the highest numbers of target consumers?
  • Which branded products should be used before, during and after the event to support the brand message?
  • Which emotion are you trying to associate with?
  • How do you keep the buzz going after the event is over?

The answers to those questions are different for every company, but the discovery phase is not.  Involving your expert corporate partners in the planning sessions is imperative to a creative and memorable event.  Your marketing team may know the demographics for your target audience, but may be less informed in the best content marketing strategy for your social media campaign or have little understanding of the best products available in the promotional merchandise industry to carry your brand message.

Once your planning team has been assembled, the driving mentality behind every suggestion should be how to connect your brand to the senses of the customers.  The booth should stand out; the experience should be creative, but natural (no cream pies in the face, please); and brand ambassadors should exhibit energy and enthusiasm in a professional manner.

Experiential marketing is the fastest growing category of the events sector for a reason.  Do it well and you’ll create brand advocates who will further spread your brand messages through word of mouth advertising, and become a loyal customer for life.