Posts Tagged Brand ambassador

A recent article posted on BtoB.com identified experiential marketing as one of the top 10 trends for marketers in 2010.  The article – titled “Optimism, Accountability, Social Media Top Trends” – stated that “nothing can replace face-to-face communications with consumers.”

We couldn’t agree more.

So, with 2010 upon us we thought it would be prudent to provide you with some best practices in developing an experiential marketing campaign.

Know Who Your Target Is
While this seems to be an obvious point it cannot be overstated enough.  All marketing campaigns, experiential or otherwise, start and end here.

Traditional demographics are important to understanding your target but they do not tell the whole story.  In today’s fragmented society, consumers have many layers of sub-segments.  You have to address all aspects of your targets need states – emotional, physical and social – to develop an experience that creates a lasting, meaningful connection with them.

This is best supported by an article which appeared in the Philadelphia Examiner in June of 2009 titled “Back To The Basics With Experiential Marketing”

“Break free from the traditional demographic parameters you were once taught.  Use them as a foundation for defining your target audience, but don’t stop there.  Remember, experiential marketing is about the emotions and logic involved in your consumers’ thought process.  If Stephen Starr [STARR Restaurants] would have stuck to the straight forward demographics of his potential customers, he would have developed a bland one dimensional dining experience comparable to the same restaurant chains we as consumers are getting bored with.”

If you develop a great experience but deliver it to the wrong consumer than you fall short on connecting with your target in a meaningful way.  And, that is at the crux of any successful experiential marketing campaign.

Brand The  Experience
In developing the experience, ensure the consumer touch points throughout are branded and uniquely ownable.

How?

First and foremost, your experiential marketing campaign has to showcase your product and brand.  It should allow consumers the opportunity to try while providing other relevant information which heightens their overall interest and engagement with your product or offering.

For example, a wine manufacturer executing a consumer tasting is best served to also share wine pairing suggestions and/or recipes for utilizing their wine;  common obstacles to purchase for consumers when selecting a wine Brand.

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