What is Out-Of-Home Experiential Advertising
Experiential marketing is a strategic approach that involves actively involving consumers and motivating them to partake in a brand experience. Experiential marketing exceeds traditional marketing by providing a three-dimensional, real-world experience that engages customers through all their senses.
Esther Sauri, a marketer at Linkilaw Solicitors, describes experiential marketing as "a type of marketing centred around crafting memorable and innovative customer experiences to establish profound emotional connections between customers and the brand."
When executed effectively, this approach has the potential to significantly increase the impact of your advertisement. It particularly resonates with millennials and is likely to emerge as a prevalent marketing strategy in the future, especially in out-of-home settings.
How effective is experiential advertising?
Outdoor advertising campaigns provide businesses with the opportunity to showcase highly visible ads in locations that can potentially reach hundreds or even thousands of potential customers each day.
With outdoor advertising, you can design geo-targeted campaigns in prominent locations. While you can still tailor your ads to the specific customer demographic in the area, you gain a broader target audience. These ads cannot be easily muted, blocked, or skipped, providing a more impactful advertising experience. For instance, airport advertising allows you to target travellers, while ads in shopping malls are visible to individuals ready to make purchasing decisions. Traditional print methods can be effectively utilized in these campaigns.
“[Experiential marketing] is so effective because we are emotional beings,” Sauri said. “When a brand emotionally connects with us, we not only buy it, [but we become] loyal customers.”
By involving your customers with the story, they feel connected rather than sold to, and this is a significant difference in how they see your brand.
Consider Lean Cuisine's #WeighThis initiative as an example. To reframe their brand narrative from weight loss to a focus on overall well-being, Lean Cuisine pursued women to share their most significant achievements, steering away from measuring physical weight. This initiative unfolded on a grand scale at Grand Central Station, where real women were invited to contribute their meaningful accomplishments. A skilled sign painter inscribed 244 of these responses onto mini-bathroom scales, transforming them into a substantial installation within Grand Central Station.
Women were encouraged to share something significant about themselves, unrelated to their weight, for the campaign. The collected responses were then creatively showcased on individual scales, forming an exhibition on a gallery wall at Grand Central Terminal in New York City. The range of responses varied from "I care for 200 homeless children each day" to "I am back at college at 55 years old."
Crucially, Lean Cuisine's campaign did not involve promoting any specific product during its course. The display prominently featured the company's Twitter handle and the #WeighThis hashtag, relying solely on the compelling nature of the gallery wall to attract attention. The interactive experience was built around the message that women transcend mere numerical weight, and the strategy proved successful, amassing over 204 million impressions for the campaign.
References
https://www.businessnewsdaily.com/11334-experiential-marketing-defined.html
If you want to learn more about Out-Of-Home Experiential Advertising, reach out to us today.
