Experiential marketing and the role of direct response
Experiential marketing is a strategy to engage consumers and invites and encourages them to become a participant in a brand in the physical world. They are often outrageous and are certainly unexpected, often bordering on a public relations stunt. Their execution often centers around popular sporting or cultural events, where thought leaders in a given demographic are the targeted participants. The best experiential marketing campaigns generate some combination of buzz, social sharing, viral video and even extensive media coverage.
Experiential marketing examples
Some of our favorite examples of experiential marketing:
Experiential marketing = experience marketing
Studies show that consumers in general and millennials in particular are opting to prioritizing their spend on experiences rather than on things. This is great news below-the-line marketers, i.e. those relying on direct mail campaigns, trade shows and catalogues, and targeted search engine marketing. With its low "sticky value," digital challenge for marketers is its lack of lasting impact in the consumer's mind. Brand recall is often much higher in traditional marketing (print/mail), especially when there is a "touchable" brand experience to with which to engage. It's conmmon sense after all: One's mailbox is remarkably uncluttered these days compared to the overwhelming volume of digital ads and emails.
Experiential marketing enables personal connections between your brand and your customers by creating sharable, media-worthy, real-life experience. The better the campaign, the stronger the memories and emotional bonds between the brand and its audience.
Print plays a critical role in experiential marketing, where there may be needs for event signage, vehicle wraps, direct mail or take-away literature. Print is by its nature physical and is a natural fit for experiential campaigns.
In order to stand out and have your brand remain top of mind for more than a few seconds, you need to create viral and lasting impressions through connected, impactful experiential marketing activations. Here is where our On Target service comes in: We combine Experiential Direct Mail with an acquired, highly-targeted list to drive customers to your landing page or full-blown customer website.
Finding an authentic voice from a brand has always been the hurdle brands need to get over. Use experiential marketing to start the customer journey and then follow an information trail until they are satisfied and you close the sale.