Here at It's Unknown we firmly believe that marketing has moved on in the 21st century. Originally a marketer’s remit was to get the brand out there on one of the traditional platforms and raise awareness. This was done via media spend or promotional work, handing out samples in high foot-fall areas or a stunt that got people talking.
As consumers become more savvy we have to be much more creative in connecting with our audience and giving people more chance to interact with a brand. Using more interactive strategies and experiential events will help deepen the relationship between you and your audience.
Creating tangible experiences should be an essential part of your marketing mix. The more platforms you connect on the wider your conversation will spread. These work by tapping into simple human emotions creating the desired connection.
When a brand include these in their integrated campaign strategy it is proven to create a deeper cut-through with the purchasing public and enhances the relationship between a brand and their audience (I refrain from using the word ‘customer’ as these days the relationship is much more complex)
Many marketers have alluded to the concept of experiential being a more holistic approach to modern marketing, suggesting marketers should now be asking the following questions in the process of imagining new campaigns:
What is your audience feeling?
What are they thinking?
Can you facilitate change?
How does your audience relate to the product or service?
With these in mind it’s our job to become part of people's conversations. The key part of any campaign is to engage your audience and have them talking (positively) about your brand or product. It's why creating experiences is essential to a successful campaign.
Ogilvy and Nielsen have recently reported on how millennial’s mainly purchase via word of mouth recommendations and they are fast becoming immune to traditional marketing techniques. It’s with this is mind it’s easy to see why creating tangible experiences can help to achieve that relationship with consumers and audience. With so much ‘marketing noise’ out there brands really need to be heard.
Red Bull are the kings of creating experiences which get people talking. From sending someone into space to the cross-Europe race people engage in fun and memorable events which does your marketing for you. When you champion a purpose you talk directly to your audience. Its’ why companies like Red Bull don’t just sponsor events, they create them. Why did Converse build a recording studio? Because their core customer (or ones that aspired to be) spent their time in environments such as these.
Engaging influencers will spread the message on your behalf so engage them first and the rest will follow. As a result, experiential and event marketing can be more effective than any other form of marketing. As the social media landscape evolves so does the audience, so targeting influences is a direct way of moving with the times. Give people something to talk about and they’ll spread the word.
It’s Unknown creates these memorable experiences that are essential to positive engagement. To be truly successful, experiential campaigns should not only have a clear link to the brand but also need to target the right audience at the right time in the right manner. As Converse’s CEO said “No advertising campaign will get you the kind of credibility that a meaningful experience will.” Drop us a line to keep the conversation going.