Using a Digital Strategy for Your Experiential Marketing Campaign
Experiential marketing is all about designing a memorable experience for your customers. It’s an opportunity for them to forge (and build) a relationship with your brand and to see themselves in your product. When you’re planning an experiential marketing event, you’re likely to spend a lot of time planning out the experience your customers will have at the physical event. Customer experience is a huge component of your event’s success, and you’re wise to focus on it, but what about the time leading up to the event? How will you maintain contact after the event? What about the digital aspect?
Incorporating a digital strategy into your experiential campaigns should be a priority. We live our lives online, and there should always be an online presence for your brand and your events. Here are some ways to incorporate a digital marketing strategy into your experiential marketing campaign.
Promote your event: By creating a hashtag or two to promote your experiential marketing event, you can encourage people to share your event info and write about their experiences with your brand. If you want, you can create a contest for social media followers. Ask them to follow or like your page and share a hashtagged post for a chance to win your product or a discount.
Build excitement and curiosity: Rather than outwardly promoting your event on social media, you could pique peoples’ interest by posting information about your event but not naming it. You can post a countdown to a surprise announcement or share details sparingly. When done correctly, this tactic can build excitement around your event so that when you are finally ready to reveal all the details, people will be anxiously waiting.
Let people check in: Create a Facebook page for your event and allow people to check in when they arrive. You can tie this to a challenge or contest (mentioned above) where they have to check in to be eligible for the prize.
Tell stories: We live our lives through stories, and stories on social media are wildly popular. Snapchat, Facebook, and Instagram all allow you to share stories with your followers. Just know the difference between telling a story (short and entertaining) and sharing a live video (something your audience will want to review over and over again).
Go live: Use Facebook live to interview people at the event. Talk to your brand ambassadors and marketing staff and ask people what they love about your brand. If your experiential marketing event includes an outside event (sporting game, holiday event, etc.) get a live video of that and share it on your brand’s page using your event hashtags.
Build an email funnel: When people arrive at your event, get their email address and first name. You can do this with a raffle or another incentive. After the event, send out a thank you email. Follow it up with a series of 4-5 emails throughout the week to encourage them to buy your product, engage further with your brand, or attend another event.
Building a successful experiential marketing campaign takes a lot of physical work, but if you ignore your digital presence, you will miss out on a huge share of the market. Not only will you raise more awareness when you incorporate a digital strategy, but you will also give your customers a way to further interact with your brand and build a stronger relationship with your product.
For more information about creating a successful experiential marketing campaign or how brand ambassadors can enhance your event, contact Modern Promos.