As a business, experiential marketing campaigns can be extremely lucrative if used correctly. When promoting a brand, many companies focus on other types of marketing, including field marketing and digital marketing. However, experiential marketing has its own unique benefits, enabling you to create a memorable experience for potential customers.
At Exposure Analytics, we’re an award-winning company that specialises in cutting-edge events analytics solutions, with a focus on live, experiential events. We have a range of experiential marketing technology products, which we can use to create an immersive experience for event attendees.
Here, we’ll go through some of the more popular types of experiential marketing, giving you impactful information about how our innovative technology can be used to create an immersive experience for all.
If you’d like to find out more about how we can help your brand, please call our experienced team on 0203 982 0997.
Experiential Marketing: Defined
Experiential marketing (sometimes known as engagement marketing) is a relatively new form of marketing, focusing on giving your target audience an immersive experience. The theory behind this is that the more memorable your campaign is, the more people will want to engage with your business. By creating a fun and unique encounter, you can connect with prospective customers, as well as improving customer loyalty for consumers who already purchase your products.
When implementing a new experiential marketing campaign, you’ll want to create a hands-on experience for event attendees, encouraging people to directly engage with your business.
As well as curating a situation that potential customers will remember for weeks afterwards, you can also allow people to try your products out in person. Statistical evidence provided by Arbitron and Edison Media Research shows that 35% of people who sample your products are likely to buy them on the same shopping trip.
As you can see, there are many benefits to implementing an experiential marketing campaign into your business.
Diving Into Experiential Marketing: The Most Popular Approaches
Now that you’ve decided you’d like to start using experiential marketing within your strategy, it’s time to work out which approach to take.
The campaign you implement will depend largely on your business and the products/services you’re pushing within your current strategy. You may even want to consider combining a number of different tactics, so you can ensure success across the marketing spectrum.
Let’s take a look at some of the most common forms of experiential marketing at the moment.
Create Tangible Connections at Trade Shows & Exhibitions
One of the main forms of experiential marketing is event attendance. This can take the form of either virtual events or in-person events, depending on your preference and the research you have carried out.
If you’re an active brand, you’ve likely attended a trade show or exhibition before, so you should know what to expect from these events. There will usually be hundreds of stands laid out, so the main aim is to differentiate your business from those around you. You want to ensure your brand stands out, building tangible relationships with customers during the event.
Instead of just handing flyers out, you could consider creating an interactive experience that will leave event attendees talking about your brand, long after the event has ended. For example, installing a photo booth or selfie station at your stand will get people talking, encouraging them to seek your stand out.
By doing this, you’ll create an immersive experience that visitors can take home with them, reminding them of your brand every time they look at the photos captured. You can also use these images within your own branding for future events and campaigns, creating a unique brand persona.
Another idea to consider is giving out free samples of your products. Naturally, this will depend on the type of business you manage and the items/services provided. For example, if you’re a food and drink company, dishing out samples of your goods will allow people to try your products before they buy them. As shown previously in this blog, a third of people who try your products will buy them after sampling.
Our experiential marketing technology products can be used at trade shows and exhibitions to judge how successful your event has been, using this information to improve the stature of your brand at future events. When implementing a new strategy into the event experience, you can measure your success with a range of metrics, judging your footfall and engagement rates.
For example, our EX Sensors can be utilised to analyse the following metrics:
- Dwell times
- Engagement rates
- Average visitor footfall
- Flow routes
- Heat maps
By using this technology, you can analyse the data, comparing it with previous events you’ve attended. This enables you to judge the success of your current experiential marketing efforts, so you can change and improve them for future events.
Engage the Senses with Interactive Brand Installations
Another experiential marketing technique to consider are pop-up brand installations. Instead of promoting your business at a dedicated event/trade show, you could create interactive pop-up shops in public areas. Not only does this play on the guerrilla marketing tactic of surprise, but the novelty will draw people in, providing a fresh experience for consumers in the area.
Depending on your business goals, you may want to consider creating a pop-up store in an unused area of a shopping centre, renting the space for a limited time. Or, you could keep it simple by setting up a stand in a prominent space of a bustling city centre, enticing passersby.
When creating a new pop-up installation, it’s important to make it as eye-catching as possible, so you can have maximum impact on your visitors. You can create a powerful social experience with your pop-up activation, allowing you to expand your audience and increase your overall brand engagement.
One idea is to promote a limited time only offer, encouraging people to get on board as quickly as possible. You could also consider giving out free samples of your items, as well as using product demonstrations. Product demonstrations allow you to show consumers how your items work, demonstrating their value in an effortless way.
This is another avenue in which our EX Sensors can be utilised effectively, enabling you to analyse your footfall and conversion rate, to see if your installation has been successful. Your recorded metrics can then be viewed on our Dashboard, allowing you to learn from your installation when planning out your future campaigns.
Share Insider Knowledge at an Exclusive Business Conference
Conferences are an important part of experiential marketing – whether you’re hosting a B2B or B2C event.
Conferences allow you to bring together a range of experts with similar interests from across the industry spectrum. Not only do they give you the opportunity to network with and learn from your peers, but you can also promote your brand effectively.
Before committing to a conference, you should scope out the industry so you can work out which events might be better suited to your business. If you can’t find the right niche, you may want to consider organising your own conference, giving you greater control over the event. Regardless of which option you choose, you’ll need to create a range of assets for the event, so it’s important to be as prepared as possible.
Depending on the scale of the event and the scope of your business, you may be able to host a stand at your chosen convention. Most events of this form have a set of speeches and seminars – if you speak to the right people, you may be able to arrange a speaking role. Naturally, if you prepare a good speech and practice beforehand, you should be able to win over event attendees to your business.
Conferences are also fantastic places to network. Over the course of the event, you should make an effort to interact with as many people as possible. Networking may open up other avenues and opportunities for your business, which can be used to build on your success.
At Exposure Analytics, we have years of experience creating impactful conferences for our clients, giving us the scope to help your business grow. Our Apex tool and our People Coordinates solution can be used to measure footfall and engagement at your conference, showing how popular your marketing efforts are when compared to other attendees. These tools are particularly useful when hosting your own conference, although they can still be used when exhibiting.
Discover Our Innovative Experiential Marketing Technology
At Exposure Analytics, our advanced tech solutions are at the heart of what we do, bringing continued success to every client we work with. Our products have a range of applications – however, they’re used most accurately with an experiential strategy.
We can help you to analyse and measure a wide range of metric markers at your events, whether you’re attending a trade show, hosting an exhibition, speaking at a conference or running your own pop-up installation.
Our main technology solutions are:
- EX Sensors – EX Sensors utilise active wifi signals to capture data, including dwell times, engagement rates, average footfall, flow routes and heat maps. They’re easy to install and use, containing simple yet effective reporting tools that allow you to effortlessly analyse the data you’ve collated. You can get deeper and more accurate insights using our sensors, safe in the knowledge that your data will always be protected.
- People Coordinates – Our People Coordinates system allows you to see the precise movements of visitors around your event space, showing which areas receive the most footfall. People coordinates is utilised via our powerful EX sensors, enabling you to reflect on the data gained to optimise future events.
- Apex – Our Apex monitor is another useful piece of tech that can give you insights into the success of your experiential marketing efforts. Apex can count the number of individuals within a defined space (including entry and exit points), as well as your overall footfall. Occupancy and engagement are tracked accurately, showing you which areas are most popular.
- Dashboard – Our event engagement Dashboard gives you access to real-time insights and reports, which is particularly useful when combined with our EX Sensors and Apex solution. Dashboard is a smart tracking system, providing live interaction metrics as soon as you need them – even if your event is still ongoing. This means that data about footfall, engagement, dwell time and more can be obtained with just the push of a button.
At Exposure Analytics, we’re incredibly proud of our innovative products, useful for anyone working within the experiential marketing world. With our cutting-edge tech solutions, you can compare a range of metrics from different events, allowing you to improve your reach, engagement and relationships with customers. When using our tools, you can keep on top of your data during any eventuality, which can be utilised afterwards to improve your future experiential strategies.
Embrace the Future with Our Cutting-Edge Tech Solutions
Experiential marketing campaigns can be extremely effective if implemented correctly. Not only can they help you to improve your overall engagement and reach, but you can also increase your overall customer base. Add our advanced tech solutions into the mix, and you will be able to create a successful strategy that can improve the stature of your brand.
At Exposure Analytics, we’re experts at what we do, able to provide you with all the data you need to make your event a success. Over the past eight years, we’ve worked on over 5000 events across the world, and we aim to cultivate thousands more over the next few years.
If you’d like to find out how we can help you with your experiential marketing campaigns, please get in touch and we’ll get the process started.