What Are the Key Benefits of Experiential Marketing?
Utilizing an experiential B2B marketing strategy at your event brings several unique advantages that are absent in traditional advertisements. Let us look at some of them:
Fosters Brand Loyalty: By creating immersive experiences through experiential marketing, attendees are emotionally attached to the brand and associate with it positively leading to higher conversions.
Aids in Lead Generation: It helps collect crucial attendee data, which helps organizers strategize their marketing efforts.
Brand Awareness: Experiential marketing is a very effective pathway for Brand activation. It puts your brand right in the limelight!
Product Trial: Only Experiential marketing offers attendees to see, touch, and often use the product for a trial.
Online Engagement: It provides attendees a reason to share experiences and initiate conversations around the event across social media.
What Are Some Real-Time Experiential Marketing Campaign Examples Used by Top Brands?
Jet Blue Staging the Ultimate Ice Breaker
Getting that big sunny break right between a bone-chilling winter is everyone’s dream! Considering this, JetBlue figured out a fun and unique way of promoting their new direct flights from New York to Palm Springs. To do this, they used a 6-foot by 6-foot icebox and placed several summer accessories and merchandise inside it. Then, they asked their customers to chip through the ice and whatever was within that ice was up for grabs. The prizes on offer were beach clothing, hats, and, more importantly, free tickets to Palm Springs!
Coca-Cola: FIFA World Cup VR Experience
During the FIFA World Cup, Coca Cola organized a spectacular VR Experience set-up at a train station in Zurich. Here, people could stand in front of the VR screen and simultaneously interact, play and engage with some of the most iconic footballers participating in the tournament.
House of Vans by Vans!
Vans decided to opt for experiential marketing techniques in major cities like Chicago and NYC by hosting House of Vans pop-up locations at major skateparks. This allowed the skate holder community to gather, vibe on good music and connect. Subsequently, Vans used these pop-ups to amplify their product publicity efforts too by promoting their new shoe line which honored David Bowie. By this, Vans acknowledged the interests of its audience which was skateboarding and leveraged it to their advantage by curating an event around it to engage with them.
Google Cupcake Ambush ft. Zappos
To promote their new photo app, Google set the experiential marketing standard. Google placed a cupcake truck in Austin, Texas. The unique bit here was that if people wanted to have cupcakes, the only accepted currency was a photo from Google’s new app. It doesn’t just end there. Zappos, saw this experiential marketing event as an excellent opportunity for co-branding and “ambushed” it. They had a counter set up right next to the cupcake truck and offered free goodies only on one condition – people needed to have had a cupcake! Experiential marketing can be leveraged to enter co-branding partnerships through strategically thought after product or service exchange as done by Google and Zappos.