Tag Archives: target audience

Create Active And Loyal Customers With Experiential Marketing

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Post-Pandemic Marketing

In 2020, in-person events and experiences were suspended, forcing a transition to virtual interfaces. Throughout the pandemic, brands shifted their marketing efforts to focus more on the digital world. We are seeing an increasing number of brands on TikTok, Instagram, Twitter, and other social platforms. This boom in the digital world means that brands need to find new, unique ways to stand out from the rest.

Consumers have indicated that a brand’s values and culture are huge factors in determining whether to buy its products or services. They are looking for connection and a sense of community when interacting with a brand. It comes down to quality over quantity in terms of brand exposure and interaction. There should be a two-way connection built between you and your audience, enhanced by transparency, authenticity, and inclusivity. Experiential marketing is an excellent way to foster this connection.

Defining Experiential Marketing

Experiential marketing uses real-life experiences to raise brand awareness, build connections, and increase sales. Exposure to your products and services occurs through events, activities, and experiences rather than just ads and social content. With traditional marketing, your customers are passive recipients of brand information, whereas with experiential marketing they are active participants. There are a variety of ways to incorporate experiential marketing into your strategy, including both offline and online experiences.

Augmented & Virtual Realities

Augmented reality (AR) is the use of technology to augment or enhance a person’s perception of their physical environment. This is done by overlaying a digital experience over the top of a physical one. Virtual reality (VR), on the other hand, is a completely immersive digital experience. By putting on a headset, the display replaces your physical environment rather than integrating the two. Both AR and VR connect the real world with the online world, providing interactive experiences immersed in a virtual environment. Using this experiential marketing strategy engages potential customers with your products in a memorable way.

Nikeland: The Nike Soccerverse

Nikeland is a shared digital space built by Nike in the Roblox online platform. You can create a personalized avatar and unlock clothing, accessories, and superpowers by playing games or participating in the Nike Cup Clash. Users are also able to create their own minigames, earn UGC items, and explore the digital world to their heart’s content.

Classes & Workshops

Providing classes and workshops is a great way to connect your audience with the people behind your brand. Establish yourself as an expert by teaching small groups of people how to make or do something relevant in your niche. Leverage your current customer base to create events that complement your products and services while being of interest to your audience. These can be held in person or online.

Wine & Paint Events

Wine and paint nights are a classic example of how you can connect with your audience through classes. During these events, an artist walks the attendees through creating the selected painting for the night. They give step-by-step instructions on what colors to use or blend and how to create the right texture with the brush. The participants have the option to follow along exactly or to create their own variation. Wine and paint nights are fun for the participants, especially if they come with friends, and the artist gets to share their work and skills.

Co-Branding

Co-branding is when two or more companies collaborate on a joint experience that benefits all of the brands involved. These events work best when the products and services of each brand don’t compete with one another.

Joybird & Sherwin-Williams

Joybird is a home lifestyle brand that sells home furnishings and interior decor. They collaborated with Sherwin-Williams, a paint company, on a campaign that combined home furnishing and color palettes. Together, they provided inspiration for customers to easily choose paint colors that complemented their home decor.

Conferences

Conferences are a place for like-minded professionals to gather and discuss industry topics. These conferences typically include live talks, in-person trainings, and networking events. You can share your expertise, educate others, and create personal connections with your target audience.

Social Media Marketing World

For the past three years, our marketing team has participated virtually in the annual Social Media Marketing World conference. During this conference, we participate in live talks with experts in social media marketing and have the opportunity to ask questions during a live Q&A. We have enjoyed attending and learning the latest tips and tricks for marketing on social media.

Product Demonstrations, Samplings, & Trials

Providing demonstrations, samples, and trials appeals to customers because they are able to try out your products or services before purchasing. They can make informed decisions based on their experiences. This is a great way for you to promote brand awareness, generate leads, and increase sales. Be sure to implement a lead- or purchase-tracking system to monitor the results of the campaign and determine if it was a success.

Subscription Boxes

Subscription boxes are excellent for experiential marketing for two reasons: (1) they typically offer a free trial box so you can see if it would be a beneficial subscription for you, and (2) the products in them are smaller sample-size versions of quality items. These boxes work for most industries and products, including food, beauty, home decor, and art supplies.

Tours

Tours provide your audience with a behind-the-scenes experience of your company. Whether self-guided or staff-led, these experiences are ideal for tourists and brand enthusiasts. They get a chance to learn more about your brand, your history, and how products are made, and even try samples of your products and services.

Tillamook Creamery

Tillamook Creamery offers free self-guided tours of their facility. Visitors can learn more about the company’s history and heritage by exploring the Farm Exhibit and Viewing Gallery. During the week, you can watch as employees cut and package the cheese blocks. They also offer a paid touring experience where you can learn about their cheesemaking process and get an exclusive hands-on look at some of their premium products.

VIP Experiences

With these exclusive offerings, a select few people have the opportunity to experience a brand, product, or service in a new and meaningful way.

Philadelphia 76ers

In 2021, the Philadelphia 76ers hosted the VIP Ticket Holders Tent Party. This exclusive event was a chance for loyal fans to cheer and celebrate their favorite team, complete with a 360 Video Booth to instantly share their unique experiences on social media.

Advantages of Experiential Marketing

Experiential marketing presents the opportunity to create meaningful experiences that transform your audience from passive recipients to active participants. This marketing strategy raises awareness of your brand and fosters authentic connections between you and your customers, ultimately driving sales conversions.

If you want to learn more about how experiential marketing can boost your existing marketing strategy, reach out to us today!

Everything You Need To Know About YouTube Advertising

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With 2.56 billion active users worldwide, YouTube is the second largest search engine and the second most popular social media platform. The popularity of this platform lends to its success in marketing strategies. Online video advertising is a great way to reach your audience through what they are choosing to watch and encourage them to take action. According to YouTube, viewers are twice as likely to buy something they’ve seen on the platform and they are four times as likely to use YouTube to research brands, products, and services. In fact, over 70% of viewers have stated that YouTube increases their awareness of brands. When executed well through relatable content and storytelling, YouTube ads can be a great ally in your marketing.

Here’s how it works: Somewhere in the world, a creator starts a channel and starts building an audience. They decide to monetize their channel by allowing targeted ads to be placed on their videos. Advertisers set up campaigns and, if the viewers of the creator’s channel are in their target audience (determined by Google search histories), their ads are displayed with the creator’s videos. Viewers watch the creator’s videos and engage with the advertisements, allowing them to connect with content and brands relevant to their interests.

So how do you get started with YouTube ads? First things first, you need to create a YouTube channel. This will be the hub for your advertisements as well as any additional content you want to produce. Next, create video ads! The format of the advertisement will change depending on the type of ad you are using, but it’s good to have a variety of options to choose from. After you have your video(s) ready, create a campaign and set up your target audience, objective, metrics, and budget. Finally, keep track of your results and adjust accordingly. Checking your analytics and performance is important for understanding what is and is not working in your campaign, allowing you to optimize your advertisements for more reach and more results.

In terms of the ad formats themselves, there are a few different options to choose from: TrueView In-Stream Skippable, TrueView Discovery, Non-Skippable In-Stream, Bumper, and Overlay. Each has its own benefits and drawbacks, and an advertisement that works well in one format may not work for another.

TrueView In-Stream Skippable ads are the standard and most affordable option. Length can vary from as short as 12 seconds to as long as 3 minutes. They typically play at the beginning of a video (though they can appear mid- or post-video) and the viewer has the option to skip it after five seconds. Because they are skippable, you only pay for the ad if the viewer watches at least 30 seconds of a longer video, an entire short video, or if they interact with the call-to-action button. These ads include a banner ad, call-to-action overlay, headline, and call-to-action button. They can also be customized with different calls-to-action, which helps with A:B testing and optimizations.

TrueView Discovery ads (also known as in-display ads) are displayed on the YouTube homepage, with search results, or as a related video on watch pages. These link to an existing video on your YouTube channel, so there are no length restrictions. Their main purpose is to increase brand awareness and drive traffic to your channel. These ads include a video thumbnail, headline, two descriptions, and an ad tag.

Non-Skippable In-Stream ads are, as the name suggests, unable to be skipped and are played before, during, or after a video that is at least 10 minutes long. There is a 5-second countdown to the start of the ad and the advertisement itself can be up to 20 seconds long. These ads are charged on a pay-per-click basis and include a banner, call-to-action overlay, headline, and call-to-action button. They are best for brand awareness; the key is to make sure it’s valuable to the viewer since they cannot be skipped.

Like Non-Skippable In-Stream ads, Bumper ads are not able to be skipped. However, these are much shorter in length and are the shortest type available, with a maximum limit of 6 seconds. Bumper ads are played at the start of a video and include a banner, call-to-action overlay, headline, and call-to-action button. Because of their short duration, these ads are best used to promote your brand, services, or products.

The last ad format option is Overlay ads. These ads are non-intrusive, hovering at the bottom of a video while it plays. They pop up after the video starts playing and can be formatted as a text ad or an image ad. Viewers have the option to click on the ad and go to the landing page associated with it, or they can close the ad by clicking an “X” in the top right corner of the ad. These ads are charged on a pay-per-click basis and include a headline, description, and call-to-action button.

Regardless of which ad type you choose, there are best practices to follow to ensure you are making the most of your ad spend. First of all, with video advertising, videos between 15-60 seconds long are ideal, with 30 seconds having the best view-through rate. The important thing, in any case, is to hook your audience in the first 7 seconds to keep them interested in the full advertisement. Secondly, use these advertisements to increase your brand awareness and show your brand in action. Who are you? What do you do? What products or services do you offer? Why choose your brand? Answer these questions with your ads. Thirdly, include a call-to-action that directs your audience to engage with the ad. Do you want them to visit your website? Book an appointment? Request a quote? Whatever the desired action is, choose a clear and concise call-to-action and tell your audience what you want them to do. Finally, use remarketing, retargeting, and optimization strategies to continually improve your targeting, keywords, bids, and advertisements overall.

If you need help with setting up or managing your ads, or if you have any questions about advertising, reach out to us today for more information!