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Experiential Marketing: How Events Can Transform Your Marketing
Have you ever ended a story by telling the listener, 鈥淵ou just had to be there.鈥 This is the idea behind experiential marketing鈥攖he act of creating an event so compelling that those who attend find it hard to explain, and those who didn鈥檛 attend wish they had.
Sometimes you have to do more to generate sales than to simply run ads or send out emails. Sometimes to succeed, you have to create an experience to transform your marketing! If you鈥檙e new to experiential marketing, here鈥檚 how to get started:
5 Ways Events Can Transform Your Marketing
Think Like an Event Planner
Approach the challenge as if you were planning an event around your business and brand. Consider what you could do to leverage what鈥檚 unique about your products.
If you raise grass-fed beef, might you invite prospects to a dinner where local chefs show off their skills using your products? If you specialize in Grand Canyon tourist flights, would you consider a memorable 鈥榖arnstorming鈥 party to get prospects together in a fun and exciting environment near the beautiful places you鈥檇 bring passengers.
It鈥檚 up to you to decide what type of event would best tap into the interests and desires of your target market.
Create Buzz Before, During and After
Devote time to developing a strategy that gets鈥攁nd keeps鈥攑eople engaged. It鈥檚 all about creating anticipation, delivering on a promise, and making sure it鈥檚 not forgotten. Email customers and prospects prior to the event to encourage them to attend. Create a contest or giveaway that will bring them in. For ideas, check .
Once the event is over, follow up with attendees by email and thank them. Consider an offer to emphasize the point and to create more interaction and a possible sale.
Create the Right Atmosphere
Put some effort and budget into creating an atmosphere and make your event an experience for attendees. For inspiration, check out these event booths created by a leading experiential marketing firm.
The more you put into developing a theme around your event, the more interesting consumers will find it. You want to engage as many senses as you can.
Don鈥檛 Forget the Human Touch
Even the sexiest best-planned event can鈥檛 succeed unless you staff it with people who are passionate about your product and willing to spread the word. These would be your best, most charismatic employees鈥攖hose who are energized by the prospect of meeting potential customers and representing your company.
IMPORTANT: Nothing is more detrimental to your company鈥檚 image than an event staffed by employees who don鈥檛 want to be there. Consider hiring professional staffers, if your people aren鈥檛 cut out for this. It鈥檚 worth the investment.
Leverage Industry Events
If you don鈥檛 want to create an event on your own, consider participating in a trade show or seminar. Whether your business is selling grass-fed beef or flying tourists over the Grand Canyon, there鈥檚 a one tailored to your target market.
When your business makes a trade show appearance, it鈥檚 staking a claim and announcing to attendees that it鈥檚 a player鈥攅specially if it makes a memorable impression. And by 鈥榩iggybacking鈥 on a larger event, you can enjoy greater exposure than you might flying solo. The key to a successful event is to make it uniquely your own, and to create one that鈥檚 so memorable, attendees will spread the word.
No matter what type of business you鈥檙e in, you can raise your profile鈥攁nd potential profits鈥攚ith experiential marketing. Just follow the tips shared here to create 鈥榶ou just had to be there鈥 moments.