It’s no secret that brands are taking a new approach to marketing. Many have traded the traditional for experiential marketing as consumers demand more engagement and participation with brands they love. However, many are missing the opportunity to properly reinforce brand experience with the right content experience.
According to a study by Sprout Social, when consumers feel connected to a brand, they are 76% more likely to buy from that brand over a competitor. That’s huge. And it reiterates the role of experiential marketing and experiential content in the brand and consumer relationship.
There are several ways to engage your audience in unique ways through experiential marketing. Sometimes this will be through events. Examples include tradeshows, demonstrations and pop-up stores. However, this isn’t always the case. There are many ways to incorporate experiential marketing through guerilla tactics and unconventional experiences. The goal is to immerse customers in your brand in a fun, entertaining and educational way.
How can your brand benefit from experiential marketing?
- Educate people about your brand in an unconventional way.
- Create a lasting impression and build a positive relationship with consumers
- Encourage social media engagement
- Create brand loyalty
The value of experience is not one that should be overlooked. It’s likely that your consumers want to share memorable events with friends, family, and social media followers. This is your opportunity to provide actionable steps for customers through the content you share.
How can you take the brand experience from experiential marketing and apply it to content?
Experiential marketing needs to be supported with the right content. There are several key ways to do this.
- Boost Engagement with User-Generated Content
Use customer excitement to your advantage! Planning ahead is key to encouraging and building strong user-generated content (UGC).
User-generated content provides unplanned, spontaneous glimpses into your brand from outside sources. This shared content from peers is far more trusted than that of your own content and helps build brand reputation.
Create a hashtag and encourage customers to check-in at your event. This is an easy way to find content your customers have shared and it’s also helpful when you want to share their content. Instagram is the perfect place to encourage the use of a hashtag when posting images and videos. Consider using different hashtags for each event.
You can go even further and offer giveaways to those that share photos or complete reviews.
- Experiential Content for Every Touchpoint
The goal is to give your customers a consistent experience. You can do this by providing experiential content at every touchpoint. This includes events, social media, websites, physical products, emails and more.
Stay true to your brand’s personality and ensure that every interaction with a customer leaves them with the same feeling.
An easy way to implement experiential content is through the Tiled Microapp. This allows you to make every interaction an experience. Customers want to be inspired and enabled by brands, not just sold to. By giving them more opportunities to engage, you are building relationships. This leads to a better understanding of your customers and higher conversions. Learn more about how microapps can help your marketing.
- Be Ready with Content Before and After Events
You’re preparing for a big event and you want everyone to know about it.
Excite customers with online blogs, email content and social media posts. Use interactive content and videos to encourage them to attend.
During the event, keep a continuous stream of content on your social media. Consider doing live videos on Facebook, or creating an IGTV channel just for your event. Even if customers are not able to attend the event, they will feel engaged with the content you’re posting. Make it fun! If you have someone on your team that’s great in front of the camera, use them!
After the event ends, this is the perfect opportunity to keep the conversation going! If you do it correctly, your event should continue to bring in business long after it has ended.
This is just the tip of the iceberg when it comes to combining experiential marketing and content. Let them work together to make every touchpoint a memorable one for your customers.
If you need help finding effective ways to communicate with your customers, feel free to reach out to us here at Tiled.