Marketers have found in experiential marketing a new way to communicate the credentials of a brand and exceed consumers expectations. This is a chance to build a strong and emotional connection with your target audience and turn them into brand ambassadors.
Experiential marketing has become a key strategy for brands because it allows them to connect in real-time with consumers. Focusing on engagement and delivering experiences makes it an ideal way to develop relationships and build a positive perception of the brand. Any marketer working on a communications strategy must know that, Experiential Marketing needs to meet the following criteria:
1. Create an enjoyable/fun experience for the consumer
2. Reinforce a positive association with the brand
3. Have a great video content to support all of the above
If your brand is ready to implement experiential marketing you need to start asking these questions, what does your brand evokes? Is it fun, stimulating, relaxing, etc.? Is your goal to excite one of the human senses? How will your audience feel about that?
To reinforce each point, I picked 3 campaigns that nailed it with creativity and engagement:
#1 Unlock the 007 in you
Coca Cola is known for using experiential marketing and to promote the release of the James Bond film Skyfall, they encouraged participants to race around action scenes and complete an objective in 70 seconds. Coca Cola created a fun experience while the consumer enjoyed being in action scene.
#2 UTEC: The Water Generator Billboard
The University of Engineering and Technology in Lima, Peru wanted to attract students for the 2013 school year. The idea was, to create the first water producing billboard for a city that sits in the middle of the desert with almost no rainfall per year in an area where clean water is not guaranteed for everyone.
#3 TNT - A Dramatic Surprise On A Quiet Square
TNT aligned their campaign to the brand’s tagline: “Your daily dose of drama” where they placed a button to encourage people to push it to add drama. The result, a real-time mix of action and drama that makes it memorable to the participant.
A positive idea that connects with the brand identity
A successful Experiential Marketing campaign will integrate video, social media and a mobile experience in order to have a significant impact on a consumer lifestyle and help to reinforce the brand equity, position and value. Remember, your content must be shareable and have the potential to create word of mouth through brand evangelists.
Large businesses already know the benefits of experiential marketing but small businesses can easily be part of the fun too. These examples proved to have all the elements mentioned earlier and for small business that don't have a huge marketing budget, they just need to find a way to connect to the lives of their consumers and take the advantage in.
If your brand implements experiential marketing, people will be more willing to tell others and share their experience with the brand. This is a great chance for business owners to have no fear and a great chance to refine your message and extend experiential marketing to drive meaningful conversations. If you are not sure how to start, send me an email to discuss how to implement video into your marketing campaign.
Last day of the Social Media Challenge and truly, it's been great to read and share content with the Social Media Club. Learning a lot and engaging with more interesting people is a great form of inspiration.
With my recent knowledge from SFU (Digital Communications Certificate), working for an Advertising Agency and Natalie's Social Media Challenge, I know that Social Media is about:
Building a community
When I think about it, I often ask myself these questions...
- Who is your fan?
- Who shares content about your brand?
- How can your product/service enhance your consumer’s lifestyle?
Creating a Social Blueprint
- What does the brand stand for?
- What is the brand's personality
Having an Editorial Calendar
- Helps you to create specific content for your audience
- Is an excellent way to stay organized
- You can track major events that are relevant to your audience
Being Social and especially Be Human
With so many social media platforms out there sometimes we forget that a fact, a quote, or a digital connection can live longer and remain searchable/archivable forever. However, you need to keep in mind that great relationships are also built through face-to-face conversations. Go outside and meet new people!
Twitter, Facebook, LinkedIn, Google+, YouTube, Pinterest and other social platforms are there for listening, conversing, redirecting and pitching (just to mention a few).
Measure and Monitor
- Schedule, share content and manage different social media accounts (Buffer)
- Monitor and track conversations on Twitter & FB and find influencers (HootSuite)
- Track your visitors and analyze how they browse your page (Google Analytics)
- Check popularity scores (Klout)
- Search and analyze the Social Web (Topsy or IceRocket)
- Measure the magnitude of your brand (How Sociable)
- Blogger Outreach (Technorati)
These are some of my daily tasks and I am continuously learning and discovering techniques thanks to blogs like the Suitcase Entrepreneur. It's a hard work but you have to do it in order to build your brand and your business.
Thanks for reading and stay social!
When I started this blog my objective was to express my opinions and experiences about music and life. I was not thinking on how to make money from it but then, the word Experience has such a powerful meaning, especially in the business world. Nowadays, if a customer has a bad experience with your product or service, believe me, it will resonate all over the world.
People love stories (I think I have said that many times) but also they love to share good experiences and how to help others with those experiences. For example, a few weeks ago I was looking for reviews and opinions between two laptops and after reading a few posts and also asking on Twitter for advice, I decided which laptop should I go for.
Basically what we are looking for when we browse, is to find someone who is an expert at a subject, so if you want to start a blog, consider what type of advice would you be giving to your reader and don't forget to show your passion on your writing as well. I must confess, having a blog is a big commitment and takes time but as Natalie says, you need to be serious about it, have goals and help people with your expertise.
Be a problem solver. Make people's life easier when they read your blog, give them quick and effective tips, try video tutorials and make sure to give your own experience and how the product or service solve that for you.
Be consistent. Create a routine so your readers will know when you will be posting new content. Use Social Media to share a sneak peak of your next blog topic. Create excitement and anticipation.
Be concise. Try to write no more than 500 words per post (is hard, but it seems no one likes to read long articles, at least not me!). This graphic gives an idea of how much you should be writing depending on your industry.
If you know you will write more than 500 words, then consider these tips:
• When is possible, create bullets like this
• Break the long post up with subheadings
• Use pictures, illustrations, infographics, and other visuals to help with the flow
Ok, you must be asking by now, when am I going to start making money?, well that depends, if you stick to these tips and always think about your reader and how you can answer their questions, they will consider you as an expert and a good source to find solutions. Step by step, you will start gaining followers and people will realize that your content is trustworthy and always updated.
The key is: Treat your blog like your business and establish yourself as a problem solver.
Thanks for reading and happy blogging!
Recently, Pinterest announced that the platform will start showing ads and is taking serious steps towards monetization. Currently, I am part of a project targeting moms, dads and baby boomers and Pinterest is part of our Social Media Strategy. For example, our board will mainly be a way to visually share the beautiful things we come across online focusing on the city and our communities.
Part of the plan is to create boards related to Vancouver and their people. Our objective with these boards is to showcase local art, business, festivals, where to eat, snapshots of the coolest neighbourhoods, green initiatives and healthy lifestyle just to mention a few. The point is, to tell a story about what is happening in Vancouver.
On a metrics level, we know Pinterest has become a huge traffic referral for most business. Thanks to this platform you can share, curate and discover new interests by pinning and creating boards for your audience.
Using a visual emphasis, you are focused on the concept of a person’s lifestyle, preferences with others and discover those of like-minded people. Overall, you must connect with people through things that they find interesting and Pinterest is a good way to start.
I hope you will find these ideas helpful and thanks for reading my blog!
I'm so happy to end this weekend with such a great vibes. I just bought my ticket to see one of my favourites bands in the world, australian electronic duo, Empire of The Sun.
I'm sooo looking to hear this song LIVE!
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No saben lo feliz que estoy de terminar esta semana con buena vibra. He estado super ocupada pero la noticia de que Empire of The Sun tocara en Vancouver, me alegro el dia. Ya compre mi ticket para verlos el 22 de Octubre y espero con ansias escuchar esta cancion en vivo!