‘Eyes on the brand.’ Now there’s a phrase marketeers understand. In fact, it’s pretty much the key aim for all marketing, from traditional newspaper and television campaigns to digital crusades via social media. This is where Experiential Marketing comes in.
Getting your message across. Inspiring the client. Eyes on the brand.
In terms of connecting directly with clients at product launches, live events and demonstrations, Experiential Marketing ticks all the boxes… and more.
The figures say it all. For example, 81% of people who try Virtual Reality (often at live marketing events) tell their friends about it. That’s an enormous figure –every brand would love that kind of word of mouth advertising.
Of course, simply giving people a VR headset and shouting “enjoy” as you switch it on won’t cut the mustard. You’ve got to give them something they couldn’t experience in the real world. VR content has to be innovative, compelling and memorable. Only then will the desired marketing message seep into the viewer’s consciousness.
But it doesn’t stop there. Experiential Marketing works best when it synchronises with other forms of marketing. That “wow” factor from a memorable interaction will almost certainly find its way onto social media. From there, a stunning VR sequence – displayed properly – will gobble up countless shares.
Once again, eyes to the brand.
Of course, Experiential Marketing can also bring an extra dimension to an event. At the James Milner Charity Ball in November, Laduma created a ‘Lost World’ Augmented Reality Dinosaur hunt, using a series of markers spread across the venue. People searched for the AR dinosaurs using a specially created app, ending in a prize for the winner at the end of the night.
It added an extra activity to the evening, guests had fun, especially with the gamification elements and ability to share content on social media. And, as a company, Laduma gained invaluable exposure. A win-win, you could say.
A hefty 75% of the world’s most valuable brands have used VR or AR for marketing or promotional purposes. That’s no overnight blip. It’s a cracking endorsement of how these technologies are taking marketing to a higher level of interactivity and feedback.
VR, for example, transports the consumer into the world you want them to be in, gives them a visceral experience that will stay with them for much longer than a great billboard or TV advert. Again, it goes back to a VR, or indeed AR, experience being spectacular enough to leave its mark.
A word of warning, however – boring is boring, whether that’s delivered online, offline, or via a VR headset.
But what about in-store experiences? VR is still the shiny new toy for many and up to 68% of consumers would be willing to try an in-store VR experience before making a purchase.
Imagine the opportunities for up-selling – an airline seat in economy, or in first class? A VR experience can show how much more comfortable an eight-hour flight would be with that extra legroom.
AR offers similar capabilities for consumers. Ikea is using an AR app that places virtual furniture in a room before a purchase is made. The same technology could be used for wallpaper, garden furniture, even car sales. Making sure it ‘fits’ your lifestyle before tackling an obnoxious sales person.
Again, this helps the consumer to do something they couldn’t in the real world. And that’s what experiential marketing is all about. It offers something other forms of marketing can’t compete with.