That Experiential Marketing is becoming more and more popular is a no-brainer. As consumers/individuals get bombarded by content, brands are scampering to find ways to engage with and have high recall in the minds of their target group.
And while producing a highly experience-driven event is high on the minds of the marketers, the need to promote this event and the entire marketing experience in an apt manner should be a matter of equal importance for them.
So then, how can one go about promoting their product, brand, service and what are the marketing techniques that need to be given prime importance?
We list a couple below:
The reason we have listed this on top, is because most marketers don’t do justice to the experiential aspect of experiential event marketing!
A truly engaging event experience, can help marketers capture their audience’s attention, tame a sponsor’s brand, and truly create a lasting and positive brand impression.
To help you better understand how you can give your event an experiential edge, here are a few ideas:
- First impressions are everything; it would thus make sense to focus on conceptualising a grand opening for your event!
- Use smaller, individual experiential activations
- Offer experiential activations as an on-site sponsorship opportunity for your partners
Search Engine Optimisation (SEO)
The potential of SEO is often ignored. If you aren’t investing in SEO for your event pages, you’re losing out on sales. You cannot assume that just because your event exists on the webpage, people will come looking for it and that they will find it. You have to actively work on improving your page ranking, and that can happen only via consistent and thorough SEO.
Therefore, we say, it’s time to add SEO optimisation to your general “to-do” list.
- Know and use the right keywords, this will help you in ways beyond SEO for your event.
- Don’t forget to use “long-tail keywords” to reach a more targeted audience.
- Your event should help build traffic or site legitimacy for your brand, cause, or company.
Email gets a lot of praise for being one of the most effective marketing channels, and deservedly so. We say, put it into action. Technology has made direct mail easier to use than ever before.
Here’s how to get started:
- Do a test with a small set first
- Measure your outcomes to see if there was a positive impact
Word of Mouth
Partially thanks to the growth of social media, one of the oldest methods of marketing is more powerful than ever before. Word of mouth marketing is still an effective strategy to market.
Here’s how you can tap into Word of Mouth marketing
- Find the passionate advocates within your existing customer base, and give them the tools and motivation to talk positively about your product.
- Learn how you can identify social ringleaders; the people who attend the most events, invite the most friends and spread the most hype about your event.
Social Media Marketing
Facebook and Instagram are considered as the top social platforms to reach event-goers. The more you post, the more people come to your page.
The more people post on social media about your event, the more followers you gain and the cycle continues. Social media is an incredibly fruitful tool to promote your event if done right.
Here’s how you do it:
- Making your event more popular should be your top priority. And your social media strategy should be all about how you can make that happen. Make sure your social promotions create the most impact.
- Collaborate with influencers.
- It’s all about the #BTS.
- Provide photo opportunities.