Experiential Marketing—what is is and how can brands make the most of it?
In our last blog we discussed the importance of creating a brand identity. Whether it be a product or personal identity, our world is continually defined by brands. But now the question we pose is: how can brands take their identity to the next level?
At Silver Spur, we believe that experiential marketing can really elevate a brand and help it to stand apart from the rest. Experiential marketing allows the consumer to EXPERIENCE the brand rather than just observe it. This type of marketing enables the audience to interact with the brand itself—which helps to build brand loyalty.
Nicole Gallucci, the CEO of BOOM! explains it well,
“To engage consumers with memorable experiences and maximize ROI for beverage brands we must combine remarkable creativity with disciplined execution. For us, the creative ingredient comes from our amazing people, while our execution discipline comes from Natural Insight which enables efficient scheduling, granular time keeping, rich data collection and insightful reporting.” (from Natural Insight)
One example of experiential marketing is Coca-Cola’s Coke Zero Double O agent experience. Customers were given a “mission” when they tried to buy a Coke Zero in a New York subway station. Upon completing the mission, they received their Coke. Watch the video here.
Another example of experiential marketing is Urban Peak’s fundraising event, Urban Nights. The event is a fashion show inspired by and benefiting the homeless youth of Urban Peak. Last year, the colorful and exciting fashion was accompanied by powerful testimonies and moments inspired by the amazing stories of teens that have benefited from Urban Peak. The event really allowed the audience to witness and experience how Urban Peak serves the homeless youth of Denver.
Brands can be eye-catching and unique, but what makes them truly memorable is when they are experienced. How can your brand be experienced?