About Experiential Marketing
Nowadays for any brand to sustain itself in this cut-throat, ever-evolving market, it needs to instil a certain recall value in the minds of customers. Brands are increasingly looking for different strategies and techniques to provide customers with a unique experience so that the brand establishes strong, lasting connections, increasing the brand’s reach through recommendations and positive feedback. As an Experiential Marketing Agency Maxperience is all about building a brand’s connection with its customers.
Maxperience as a brand symbolizes our aim of maximizing the experiences of our clients and the people associated with our journey.
At Maxperience we take brand and customer connections seriously which is why we follow the Experiential Marketing model, also known as “Engagement Marketing ” a marketing strategy that invites an audience to interact with your business face to face. This marketing strategy focuses on engaging customers through branded experiences. The idea behind this type of innovative marketing is to focus on the buyer’s enjoyment, generating a positive feeling for the brand. The experience/feeling that the buyer experiences allows the brand’s products & services to be recalled for a longer period and create value in the minds of the customer.
It sounds a bit like Event Marketing which makes sense as Experiential Marketing campaigns do tend to be event-centric. Maxperience and its team aim to create an event, an experience for their brands to interact and connect with existing & potential customers and ensure that the brand makes a positive impact within the customer’s mind.
Why Experiential Marketing matters?
In all our years of operating as an Experiential Marketing Agency, Maxperience has realized that brands are looking for a persona that sets them apart from their competition and allows customers to not only value the brand but to recall them easily and create a sense of positive feeling every time the customer interacts with the brand.
It is observed that experiential marketing boosts a brand’s value and creates a lasting connection between the brand and customers. This allows the brand to collect vital data from customers that allows brands to improve strategy.
These campaigns take the integrated approach, keeping the primary purpose of brand experience at the top.
The campaigns can utilise digital mediums such as a digital museum or a video portraying select customer interactions. However, the most effective is to creatively create an event such as concerts, sporting events, art exhibitions etc.
One must keep in mind the 3 main criterias while strategizing the experiential marketing plan :
- The action should stimulate active participation & engagement of customers.
- Promotion of brand values & message (not just the product or service offered)
- Maintain communication with the audience.
How are brands using Experiential Marketing?
Maxperience’s creative team is passionate and dedicated to providing your brand with the right marketing experience. While going through our Marketing archives we found some amazing examples of creative Experiential marketing. Here are 3 of our favourite Experiential Marketing moments by other brands
Volkswagen: Piano Staircase
Volkswagen initiated their campaign “The Fun Theory” in 2009, by installing a giant piano on the staircase of a subway in Stockholm, Sweden. The campaign “The Fun Theory” suggests that people are more likely to do something that they enjoy or looks fun to do. However, the Volkswagen campaign wasn’t just all about fun, it had a deeper meaning, as the automotive industry started its environmentally friendly products, Volkswagen wanted to help people realise that they must take a step forward into a healthier lifestyle to go along with it.
Stats – as seen in the video 66% more people chose to take the stairs over the escalator in this particular subway exit, as a result of being fun!
Coca-Cola: FIFA World Cup VR Experience
During the Fifa World Cup, Coca Cola installed a VR experience for consumers in Zurich, Germany. The VR experience was installed in front of a train station. You could stand in front of the screen & show your football moves next to a famous football player. This experience allowed the attendees to have a unique interaction with the brand & create a sense of value for the brand.
Red Bull: Stratos
Red Bull has from the very beginning of the brand has been at the forefront of extreme sports. In 2012 they took that extreme to a new level by creating a campaign that was set to break world records. Red Bull’s superterrestrial marketing campaign featured Felix Baumgartner, a skydiver from Austria who partnered with Red Bull to set the world record for highest Skydive.
That record: 128,000 feet, about 24 miles above Earth’s surface.
How has covid-19 affected Experiential Marketing ?
Until last year, businesses were looking towards experiential marketing with shining eyes as this was the next big thing to help create a meaningful connection between customers and brands.
However, by early 2020, Covid-19 came like a force no one saw and forced cancellations of physical events worldwide.
With everything shut down, B2B marketers realized that all their in-person, face to face marketing strategies would have to be rethought to accomplish their goals. Fast forward to the end of the year, technology has taken the main stage – virtual events, webinars, online meetings and more have taken the front seat.
Brands started to see digital platforms as a way to connect to their customers by engaging with customers, sharing relevant news and creating a space where people could share their thoughts.
As an experiential marketing agency, Maxperience sees the advantage of going digital that allows you to create scenarios in the virtual world inspired by everyday life experiences and put a spin on it by adding a game or asking them to share their ordeal or way of dealing with things. We have to remember to give the attendees a way to interact with the brand or one another & deliver content in a fun way to not bore them.
What one must keep in mind is that you want to give attendees a way to interact with the brand even if it is on a virtual platform. We have to find a way to enforce interaction, maybe have games for them to play, anything that will keep them engaged.
However, interesting and amazing the digital capabilities are and the new avenues they open for us in such difficult times, we should remember that in the end human interaction will be missed and will see a comeback when the time is right.