When you want to bring a more personal touch to your marketing campaign, experiential marketing is a great way to accomplish your goals. Experiential marketing campaigns can take many shapes and forms, from small, local sampling campaigns to huge sponsorship activations to campaigns that you take on a national tour.
Experiential marketing can introduce your brand to a new public, build better emotional connections with consumers who already know about you, and give you the chance to interact with the public face-to-face.
1. QR Code Activations
QR codes have made a comeback, and marketers are putting them to good use. The pandemic made people more accustomed to using QR codes again, but the days when you could just put one on a subway poster and expect people to explore are definitely gone.
Brands need to give consumers a compelling reason to scan a QR code. In one of the better examples highlighted by Ad Age, CSAA Insurance used an intriguing poster to send consumers to a video of Rick Astley performing an insurance-themed update to a classic hit. Once you get the consumer to scan, you can start an ongoing relationship with the consumer.
2. Augmented Reality
Experiential campaigns that leverage technology have the potential to introduce audiences to something curious, fascinating, and powerful. While Augmented Reality has been around for a number of years now, it’s also pushing into new territory.
Augmented reality for marketing is a whole new set of tools that you can put to good use. One of the best ways to unlock the power of augmented reality is by incorporating AR, gamification, or interactive experiences into your portable digital billboards.
3. Sampling Campaign
The sampling campaign may be the earliest and best-known example of experiential marketing, but don’t confuse time-honoured for blasé. For the right kind of product, there’s no better way to introduce your brand to new audiences than a sampling campaign. This generally includes consumables like food and beverage, perfume and cosmetics, and other products where a sample can quickly turn into a sale.
The best times to use a sampling campaign are when you want to increase brand awareness, have the budget to put toward sampled products, or when you have a new product that you want to introduce to the public.
4. Contests and Promotions
Sampling campaigns may be out of budget if your company offers a high-value product or service, but contests and promotions can still be a great way to generate widespread interest.
Contests and promotions are a great way to get attention during high-traffic events that your brand is sponsoring, such as music festivals and live sports. Combine your contest or promotion with participating in an interactive experience to really make the most of your event.
5. Interactive Experiences
Interactive experiences can mean a lot of different things, and this is an opportunity to put those creative muscles to work. From gamification experiences to creative engagement, getting consumers to engage and interact with you, your ambassadors, and your brand is the key to capitalizing on experiential marketing.
There’s a lot you can do with these experiential marketing ideas. Take them out into the real world and see what a difference they can make.