Tips for Experiential Marketing Campaigns

So basically what I'm reading here is, if we want to attract millennials with our marketing... We need to use most of the same tactics, and psychology, that we use to attract any other generation of consumers?

Experiential marketing, and all of the techniques mentioned here, have been around for a long, long time. (I mean the psychology of the techniques, not the media)

Many years ago there used to be a "Worlds Fair" that people would travel thousands of miles to attend (all kinds of marketers, and peddlers were there)

And during the early years of radio (and then television) most of the popular shows were created for and/or sponsored by big brand advertisers


As for memorable experiences... One company that comes to mind (off the top of my head) that allowed, and still allows consumers to interact with a brand and their products, would be Disneyland.

They've allowed customers to interact with their self proclaimed "happiest place on Earth" for over 50 years. And they managed to spread their message (and products) across the globe, before the internet was even a thing.


And yes, the internet has changed the media landscape, quite a bit

But even though times change... issues change... and technology changes...

I guess consumer psychology hasn't really changed much.

A good example of " Experiential Marketing " that's close to home can be found here - https://www.warriorforum.com/main-in...mawarrior.html Note the hashtag as mentioned in the OP but its really more about the interaction.

When someone says " Experiential Marketing " think hands on or a physical interaction. even that is a bit of a stretch, if you read up on the subject it is more about Event based marketing than anything.. but the concepts have been brought into non location activities such as the example.

It is effective... I would say that the #1 thing you can do as a Marketer when targeting Millenials, is to get them to post to their social network Hey I buy this or use this. This becomes " word of mouth advertising " without the words usually LOL another term that comes to mind is peer validation.

Its not that this stuff has never been done before its the media in use that has changed. The other aspect of this is that the form of communication has changed with the times.. word of mouth is now a visual assertion. A picture speaks 1000 words right? And being Millenials that are balled up in the corner full of insecurities they would rather post a photo than actually having to talk to someone and tell them about how they use the tire guy around the corner.

What about some offline marketing methods? I have been thinking about some promotional items for my business. For example, like some stuff from https://www.pinsource.com/pins/custom I think it might work nicely for my business. What are your thoughts on it?

My tips for creating a successful experiential campaign, at this stage of the industries life would be organic & immersion. Take what SARubin said about Disney and how its a "memorable experience" well, he's right. Once you enter Disney you are engulfed in the experience. Every nook and cranny is Disney, this is an organic immersive experience.

The idea of experiential is creating that memorable experience via interaction with a brand. The trick, make it organic, not forced. For example, Nike recently produced a campaign titled "React Land" (Link below) where they invited customers currently shopping at a Nike store to take part in a video game that allowed them to test out sneakers, create an 8-bit version video game character of themselves and play that character in the video game! This is organic because the customers were already in the midst of the buying lifecycle, shoe shopping. Now they get to experience the shoe in its organic form (running, walking) not just tip toeing around/looking in a mirror and best of all, it was done through an activity that Nike's core demographic appreciates, video games!

What about immersion? Experiential isn't new, so these millennials have engaged with a lot of different experiential campaigns or at least seen them shared on social media. So, creating something that will immerse the consumer in the experience will be the most memorable today. Take the Nike campaign for example, the consumer ran on a treadmill, wearing Nike's while facing giant screens that encompassed their entire view. The only better option would have been VR, which is possible but the tech might just not have been up to par to fit the experience at the time, though VR is used in campaigns. Anyways, the consumer felt like they were in this video game! This is what I mean by immersion. This creates a lasting experience that will be talked about, aka bragged about to all their friends and family, extending the brands campaign organically.

The tips L7 Creative listed apply as well. These are standard in todays campaigns because now matter what, consumers are going to share via social media, take photos & videos and create FOMO for their followers, pretty standard stuff today. But, creating that organic immersive experience will drive the impact brands are looking for!

Check the link below for the Nike campaign, its cool!


#Experiential #Marketing #Events

Jarrod White