Experiential marketing seldom happens in a vacuum - you need to know (as we do!) how to work alongside and incorporate other marketing disciplines, whether that's an above-the-line advertising campaign, direct marketing, content marketing or anything else.
Some types of marketing are easy to integrate, while others are a little more challenging. One of our favourites is influencer marketing - it's a great match for experiential marketing because the two have so much in common.
Word of mouth.
Both experiential and influencer marketing place a high value on 'word of mouth' to drive sales. According to Tapinfluence, 92% of consumers rely on referrals from people they know above all else. Once influencers have built a relationship and established credibility with their audience (via social media or other channels), they can deliver brand messaging as a personal referral, rather than a mass marketing message. Experiential marketing is similarly obsessed with word of mouth, using experiences to start consumer conversations.
Tell a story.
Ever since cave people sat around the fire telling educational stories and morality tales, storytelling has been a fundamental part of the human experience. Just like experiences, stories are innately shareable. Relatable stories, whether told by an influencer over social media or by a brand through a live experience, tap into consumers' emotions and resonate on a deeper level than the standard 'BOGOF' message.
A big advantage of below-the-line marketing is the ability to target. When we design an experiential campaign, we give lots of thought to locations, times/dates, event formats and even Brand Ambassador profiles - all to reach the right consumer and ensure a better return on your marketing investment. Influencer marketing takes advantage of audiences of consumers who are interested in a particular sector (e.g. beauty, healthy eating, festival fashion). The quantity of people who hear your message might not be as large as, say, a nationwide TV advert, but the quality of engagement is much richer.
Experiential marketing focuses on building a long-term emotional relationship between brands and consumers. Influencers are a fantastic choice to help nurture this relationship, as they are generally in the business of promoting an ethos or lifestyle, rather than a single product or brand message. An unwillingness to sacrifice long-term gains to achieve short-term sales is common to both experiential and influencer marketing.
Want to hear about how experiential marketing or influencer marketing (or both!) could help your brand? Get in touch today.