Advertisements and marketing messages have become omnipresent.
A recent study from Yankelovic Center For Social Science Research revealed that an average person comes across 2000 – 5000 brand exposures per day, which includes adverts. An average internet user is expected to come across more than 300 online adverts in a day.
This constant bombardment of marketing messages has forced us all to develop a defence mechanism. We subconsciously tend block or ignore majority of the broadcasted messages as background noise.
With thousands of brands and advertisers competing for attention, an average person is now increasingly becoming hard to reach, attract and engage. Moreover, a marketing message only has a fraction of a second to capture audience’s interest, that too in a world where customer preferences are constantly evolving.
For marketers, when it comes to delivering key messages, the focus is clearly shifting from mass broadcasts to personalised individual experiences. This is where Experiential Marketing is proving highly effective.
Experiential events are succeeding where the online, print and broadcast media messages are falling short – which is – creating engaging experiences for customers and potential customers on an individual level.
Even though experiential marketing helps brands communicate and engage with their target audience on a personal level, the reach and effectiveness of the message is in no way limited in comparison to other forms of marketing. In fact, a crossover between traditional marketing and experiential marketing under an overarching strategy has the potential to achieve even higher levels of brand engagement and advocacy.
You can create an experience for a specific group of people and use the reaction / feedback to create further content, more specifically to share on social media. People relate to other people’s experiences and this is where experiential events are usually the start of viral stories on social media. We all know how Cheil Worlwide’s experiential campaign for S Oil went viral on social media.
So, how effective are experiential marketing campaigns?
A recent survey conducted by the Event Marketing Institute showed that respondents were 96% more likely to buy a product after participating in a live experiential event. Experiential events were also able to create a positive impression about the brand in 74% of the cases.
As an events organiser, we have a number of examples where our clients have achieved amazing levels of brand awareness and engagement through live communications and experiential events.
The best part is that experiential events do not always have to be expensive and elaborate. Sometimes it’s the simplest ideas that can catch people’s fancy – and that’s the beauty of experiential marketing.
In 2015, experiential events gained more popularity than ever before. As brands struggle to stand out above the noise and look for innovative ways to attract customers and prospects, we expect experiential campaigns to take centre stage in the coming years.