Experiential Marketing and Your Business: Planning for Long-term Success
Media planning has been the first step in marketing campaigns for many years. Can you guarantee that your brand’s experience exists only within the media? In reality, people want to interact with the brand. That makes it essential to integrate every interactive moment within the brand campaign.
Today, market studies show that media planning and purchase should always follow brand experiences. Since the result of brand experiences can be unpredictable. You should make space for some unpredictability in your media planning. Getting an idea about your brand experience will allow you to plan for the media budget. An integrated campaign is a result of clear and direct communication between the brand representatives and media agencies.
What are long-term and scalable experiential marketing strategies?
One of the most significant caveats of working with novice experiential marketing agencies is the lack of scalability. It is essential to find experiential agencies in New York City that can make way for scalability depending on the metrics of an ongoing campaign. Robust plans for measurement of success and amplification of the campaign should be integral parts of your experiential marketing plan.
Several brands in NYC don’t always focus exclusively on campaign-based experiences. They do not want to invest in short-lived strategies. They are more interested in carrying out long-term events and interactions like retail stores that can continue interacting with the target audience for days or months to come. The immediate ROI of such campaigns might be low, but they garner more benefits (higher interactions, more leads, and better ROI) over time.
Picking a reputable experiential marketing agency in New York assures you of state-of-the-art technology, metrics monitoring, and scaling options. The latest monitoring techniques and media planning technologies can make multiple marketing strategies easier to scale, including the simple sampling events that many new brands organize inside shopping malls and retail stores.
How does brand collaboration help with experiential marketing?
Partnerships between two or more non-competing brands are now widespread in NYC, especially when the entrepreneurs are looking for ample space at bargain rates. The non-competing brands that share a familiar audience make the best experimental marketing partners. For example – a new sports drink brand can partner with an adventure sports gear manufacturer to launch their new products. They can host their brand activation campaign inside the physical space owned by the adventure sports brand.
Integration of brands is only possible when the two brands mutually benefit from each other’s campaigns and sales. It should not be a piggy-backing stunt. A real partnership can hoist a new brand up to the pinnacle of recognition and recall if your experiential marketing agency knows how to leverage the brand’s USPs and the brands’ shared interests.
An experienced marketing agency like Roots³ Productions New York always knows how to draw out a brand’s short term goals and long-term objectives before the first step of the event-based marketing begins. It is their responsibility to ensure that the collaborating brands share similar values, missions, and visions, and the same broad consumer base.
How has brand experience evolved over the years?
There was a time when the brand experience was nothing more than a catalyst in the sales funnel. Brands offered an elusive experience to the consumers that pushed them further along the conversion pathway, and that was it! Nowadays, brands want to invest in something more durable and sustainable. They don’t want just another sales stunt.
Almost all entrepreneurs aware of the marketing trends in New York want to invest in holistic marketing campaigns. They want to establish strong emotional bonds with their consumers to ensure higher brand recall and stronger loyalty. Therefore, the once disjointed brand sales events have transformed into pop-up stores, shipping container stores, collaborations with cultural events, and customer-centric events that do not directly sell products.
Why are NYC companies opting for experiential marketing?
Research shows that the US audience prefers engaging with brands on-site. They trust brands that are tangible and approachable. Experiential marketing in any corner of the country establishes a human face of the business. That makes the companies more trustable for the new audience. People are no longer willing to spend money on products or brands that remain intangible. On the other hand, consumers are ready to invest money in brands that offer a unique experience.
Since mobile truck tours, container stores, and pop-up shops bear the essence of urgency and uniqueness. They are the most profitable instruments in the world of experiential marketing in the US. If you are looking forward towards your very first brand activation campaign or event-based marketing stunt, always choose a New York-based experiential marketing agency with enough experience in their portfolio. Their experience will determine how much success your brand will see in terms of reach and ROI at the end of the event.