How Experiential Marketing Fits Into Your Plan

Let Upside Dictate Your Experiential Marketing Budget

Armed with an understanding of Experiential Marketing, which brings your brand into close, personal contact with consumers, you next must decide how this tool fits into your overall marketing program.

These factors should be taken into account:

• -       Whether you will be able to leverage a Sponsorship investment and/or other elements of your marketing program
• -       How long your messaging has been in place (maturity)
• -       Potential budget range
• -       Potential benefit to your brand

Of these, the most important factor to consider is the potential benefit. In many cases, the dollar-for-dollar benefit of experiential marketing can outperform all other elements of your marketing program.

It’s important to recognize that Return on Investment, as important as it is, should not be the only factor in consideration. For example, it is comparatively difficult to reach and influence mass audiences with meaningful Experiential programs. This is where mass media shines.

But once that mass awareness platform is in place, whether via mass media or Sponsorship, Experiential can often be the best way to turn a consumer’s interest into purchase and loyalty.

Analyzing your marketing performance at this fairly granular level allows you to make informed decisions on budget allocation, based on performance and Return on Investment.

Some of the best Experiential Marketing programs I have seen share one or more of these elements:

-       They turn passion into action. If there is no passion, what is the consumer’s motivation? Hint: You don’t want it to be price discounts.

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      They place the product or service into direct, emotional contact with the consumer. Literally allow your potential customers to embrace what you have to offer.

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      They generate positive energy and enthusiasm. This is a magnet, drawing other consumers to your event, and eventually into your brand circle.

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       Create brand ambassadors, armed with the tools they need to generate word-of-mouth (both literally and virtually) for your brand. Make it easy for your new fans to spread the word.

The more of these components you can build into Experiential Marketing, the more results you will generate. Let the potential for results dictate your budget.