Five Things Not to Forget in Your Next Experiential Campaign
So you pull off a great stunt. You shock. You awe. But you didn’t get any of it on camera? For experiential marketing, documentation is key. While anything can be captured thanks to our smartphones, you want to make sure that you document your activation in the best way possible. This could mean having hidden cameras shooting multiple angles, hiring professional photographers to capture the moment, or using a GoPro camera attached to a key figure in the stunt. Capturing these instances in a variety of ways will allow you to create a video or photo summary of the event that can then be shared on your website, social media platforms, and with your audience. Additionally, you should document reactions, whether in person or on social media, to show that the experience you created had real life results on an audience.
Creating a memorable experience is what experiential marketing is all about, but in order to capitalize on that experience, a call-to-action is necessary. Your branding should be easily accessible, as well as all your social media handles or any specific hashtag or QR code for the event. The experience doesn’t have to, and shouldn’t, end the moment you pack up. By incentivizing your audience to follow you on Facebook or enter your Twitter sweepstakes, you prolong the experience and help gain a social following.
Location, Location, Location
When putting together an experiential campaign, it is essential to think about the environment. There’s a reason nobody puts Baby in a corner. Your campaign should be front and center. Consider the audience you are trying to reach and find a well-trafficked place to find them, increasing the number of impressions you will receive on your campaign. Moreover, do you want to control the entire environment or will your activation be only one element of a larger event? You have to consider the scope of your event: will you be a vending machine in a highly-trafficked plaza or a flash mob in the middle of Grand Central Station? Where you are and the feeling of your space is a huge component to how your audience walks away from your experience.
Experiential Marketing is all about taking risks. You are creating a moment in time that is unique to your brand and your audience, which is different from more traditional marketing techniques. There are several questions to ask in making your experience memorable: What memory would you like to create? How will people who don’t know your brand be clued into who you are? How will you engage those people who do not want to participate in the experience you’ve crafted? And what is your emergency plan? While we all love a good prank, pre-thinking the intended emotional outcome of the activation can avoid leaving a negative impression on your target.
Being True to Your Brand and Your Audience
While we just talked about taking risks, it is essential to ultimately stay true to your brand and your audience. While it is easy to aim at creating a huge stunt, if it doesn’t suit the goals and voice of your company, then is it really serving your purpose? The only thing worse than expressing nothing in an activation is expressing incorrectly and skewing the public’s opinion of the brand. Set clear objectives not only for you as the planner, but for the audience. They should know what you want from them at the end of the event. Imagine the headline you would want to see in the paper or the types of reactions you’d like to see on Twitter. How can your brand achieve that goal? Ultimately, matching a dynamic brand experience with an authentic voice in your campaign will yield the best results.