Read any article on the up-and-coming trends in the past two years and invariably “Personalisation” will make an appearance.
The reason it keeps on appearing as a trend: Because it’s still not being achieved by traditional or digital marketing efforts. Opening the door for experiential marketing to take over.
As technology improves, consumers expect more and more to be possible through brand interactions. So far the best they’ve been served by digital marketing is being creepily followed around the web by a product they looked at once and decided not to buy the first time.
Is that really personalization, or is it stalking?
The missing link here is a technology-driven experience that allows each consumer to truly feel heard, understood and acknowledged by a brand.
Reconnect the disconnect
Too often brands see their digital and experiential marketing efforts as completely separate beings. They will consult their digital agency for a social media campaign and then have a separate meeting with their activations team about an entirely different campaign.
When in reality, these two should be the two arms of the same idea. Giving and taking from both sides with a central brand idea in the middle.
Whether the idea starts as an experience, or as a digital campaign, this world is too connected for your marketing efforts to not be as well. Allow digital to do what it does well – reaching a wide audience with your message, and bring in experiential on the ground to make sure that more and more individuals feel impacted personally by the same message they are seeing online.
Personal experiences are the best way to really take in information, use them to your advantage to give your digital campaigns a truly impactful edge.
As amazing as digital media is, the consumer is always once removed from online content – interaction options are limited and more likely than not you will end up being the active party, with the consumers more passive.
Adding an experiential element to a campaign allows your targeted consumers to feel like they themselves are personally part of the campaign – as if they just met your brand as a person. It’s also an opportunity for your campaign to literally come to life, as well as be a part of your consumer’s daily lives for a special little moment.
Experiential marketing makes your campaign real
Much the same as seeing a celebrity in real life, many fans of your brand will get that little spark of excitement when they see something your brand has been doing online come to life right in front of them.
That jolt of your campaign becoming a real, tangible entity in front of them will make most automatically want to tell friends, family and anyone around them that they know what’s happening over there, at your activation.
This already makes them feel part of something, and that something is your brand. They will then come over and have an interaction with your brand that will lead to more stories to their loved ones. You aren’t just reaching your target market, but you are making them part of the story – and a further mouthpiece for your messaging.
Never underestimate the magic in the tangible. It allows people to make their own mark in a campaign that they otherwise would have felt slightly removed from.
And it is that interaction that makes them go from:
“That’s a cool campaign”
“I did this cool thing today with Brand X”