In the wide universe of marketing, experiential marketing and social media have become a crucial force in driving any successful campaign. While experiential marketing is about creating experiences, social media, is about sharing them, and only a smart marketer can create a larger picture with the perfect blend of these two weapons. This magic combination can create an impactful long term communication strategy for brands and with loyally dedicated consumers.
Brand have always valued engagement with consumers and invested heavily in experiential marketing. Unlike a decade, today this rich experience can be extended to a larger audience and make them all live the experience, thanks to social media. If a brand draws a rich experience for their consumers, they don’t need to promote it, as the audience themselves will do the remaining promotion and will add credibility to the same. That’s the augmenting power of social media.
Marketers today, try to leverage all their initiatives on social media whether it is a new product launch, a new advertising campaign or a trade event. The marketing team and their agencies are today generously curating and uploading content of any format onto to the social media, in turn increasing visibility for the brand. Ultimately any news is good news for the brand. Of course, process driven organization will ensure that the content strictly adheres to the brand guidelines and does not dilute its equity.
While we saw plethora of examples wherein consumer events are on the brand’s social media platforms, there are also examples of trade events being amplified on social media. Recently a brand organized a conventional trade display contest for retailers on Facebook and the winners were decided basisthe number of likes. In such a contest not only retailers got engaged as their outlets were getting noticed on a social media platform to large audiences, but also the branded and neatly displayed products were getting noticed by consumers in a fun and healthy competition and the winner was the brand. While there was not much difference in the investment between the conventional trade display contest and the one on social media, but the returns were many times more significant.
First time customers were converted into regular consumers of the brand when they were exposed to the experiential marketing event, and most of them create content about the brand event or experience. Consumers will engage more when they see more value in the experience. Smart brands today leverage social media for all their events especially a new product launch. Brands made the launch live on social media and consumers globally can see the event and one does require much investment on traditional media for creating awareness for a new product.
We live in a smart and digital world and it is a boon to the brands today that it has opened doors to plethora of possibilities for new creations and curations.