The integration of experiential marketing with digital media

The market is rapidly becoming customer-centric. In a millennial-driven economy, it is easy to see why brands are shifting towards experiential marketing. It is the type of marketing that commands engagement and events. However, does that also mean that it should have no digital presence?

What is experiential marketing really about?

Today, experiential marketing is about creating an impact, and the smartest of digital marketing agencies in NYC are combining the best facets of event marketing with digital marketing. Studies show that creating a digital presence of event-based marketing campaigns boosts the total impact of the campaign. It not only creates long-lasting memories, but it also evokes real relationships with the consumers in the long run. Visit the top NYC experiential marketing agency to find out more about establishing two-way communication with your target consumers.

The traditional channels of marketing relied on one-way communication with consumers. They pushed branded messages in the form of promotions, product brochures, discounts, and gifts towards potential customers. However, the newer models of marketing and advertising look forward to creating two-way channels of communication with potential buyers. The buyers have become more aware and demanding than they were ever before. They want brands to listen to their needs and demands.

Why should you consider investing in experiential marketing events?

A recent marketing study shows that more than 72% of the consumers who participate in events are likely to view brands positively after experiencing an exclusive event. Interestingly, experiential marketing is percolating into the B2B markets as well. Almost 50% of event-goers record videos and take photos on their mobile phones, and over 39% of participants share these videos and pictures on social media. That creates a decent exposure for any brand without looking at added expenses for social media marketing. Many brands provide incentives to the participants in the form of discount or coupon codes that they can receive upon sharing branded content on media. That is a delicate yet effective way of tying up experiential marketing with digital platforms.

How can low-budget ideas create a significant impact on the audience?

Lean Cuisine launched its experiential campaign in the New York Central station. It installed a gallery of scales that were boards, where the passersby could detail how they “would like to be weighed.” While some mentioned that they are going back to school at 55, another person wrote that she is the single mother of four, and another spoke about getting her dream job. These were instances of interaction between the people and the brand directly. Lean Cuisine asked women to weigh in, and the entire event found a place on Instagram under #WeighThis.

Some of the most straightforward events and interactive sessions have the power to move the mass. While most experiential marketing campaigns require a decent budget, to begin with, a rush of creativity at the right time can make up for small budget events. An event as simple as #WeighThis by Lean Cuisine managed to make an impact on the busy office going crowd at the New York Central station. That is what your experiential marketing campaign should be able to achieve, as well. 

Here are a few best practices to capture new audiences via your event marketing stint –

1. Begin with arrangement for live-streaming the interactions. You can edit the video later on for trailers and online adverts.
2. Make sure that you keep the message easily shareable with branded hashtags and URLs.
3. Leverage live-streaming platforms to give your target audience a glimpse at the behind-the-scenes of the events.

Live video leaves room for the participants and brand representatives to be candid. It is the best representation your brand can get on multiple media channels, especially if you are targeting a millennial audience.

How can you evaluate the response of the participating audience?

Apart from creating an immersive experience for your audience, you need to devise proper channels for feedback from them. The biggest mistake any brand can make while constructing an experiential marketing campaign is not listening to what the participants have to say. Virtual wardrobes and furniture placement applications from Ikea is just one example of turning a shopping channel into a feedback mechanism. Brands can employ other cost-effective methods, including social media listening, online feedback in the form of QR codes, and audience participation in the form of crowd-sourcing content on social media.

It is evident that the budget for conventional marketing and advertising will decrease in the oncoming days. With the prominence of digital media and the demand for experiential marketing, it is only a matter of days before the leading brands in NYC begin demanding an integrated experience for their consumers. The seamless integration of digital with experiential marketing requires the presence of a trained and knowledgeable team of marketing professionals, who know both the forms of marketing inside-out.