How To Plan An Experiential Campaign
Bespoke Build - Experiential Activation.
In our previous blog, we covered the concept of experiential campaigns and their potential effectiveness when executed proficiently. While each experiential campaign possesses unique characteristics, certain fundamental practices can significantly influence its success.
Sense covered fundamental practices worth noting. First and arguably the most important is understanding your goals - what creative skills and experience does it require? Ensure you and your team have a cohesive understanding of the goal by asking critical questions and clarifying the brief.
Simultaneously, leverage consumer insights to construct a concept while determining the costs associated with the experiential marketing execution. Occasionally, supporting the campaign with other advertising forms, such as CGI campaigns, may be necessary, necessitating a thoughtful consideration of additional costs.
Use your online presence, including websites, online media, and email marketing to promote your event to get people excited. Employ teasers, trailers, or interactive content to keep your audience engaged while you plan your event.
For campaigns involving events, venue selection is a pivotal aspect. The venue's suitability and service quality can significantly impact both the event's success and the overall campaign. When assessing potential venues, consider factors like resonance with your target audience, accessibility, capacity, desired atmosphere, and opportunities for customisation.
When evaluating potential venues, take into account the following considerations:
Does the venue resonate with your target audience?
How easily can attendees access the venue?
What is the venue's capacity?
Does the venue exude the desired atmosphere?
Are there opportunities for customisation within the venue?
Your audience should feel that it is worthwhile to be present, so create a compelling and captivating experience for your audience. Always be distinctive and consider ways it would resonate emotionally.
No matter your approach, your experiential marketing campaign should harmonise with your brand. This is crucial for several reasons: it aids in brand recognition, trust, loyalty, and a unified brand experience. Additionally, the audience will have a positive interaction with your brand, strengthening its identity and values at every interaction.
While your event may primarily aim to offer attendees an enjoyable time and foster positive brand associations, incorporating tangible value adds another layer to audience engagement.
Provide substantial value to participants by integrating educational content, entertainment, or valuable takeaways. Ensure that the experience extends beyond the initial engagement, offering lasting rewards for attendees.
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