Tag:  Face to Face selling

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B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, btl marketing Supplier in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

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Four Ways to Measure Your Experiential Marketing Campaign

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But marketers have historically shied away from integrating experiential campaigns with their marketing strategy. Why? Because until recently, demonstrating impact was difficult to impossible.

Within the past few years, technological innovation has helped marketers bridge the gap from qualitative effects to quantitative results. Today, online surveys, social media, and apps enable marketers to show more than customers’ having fun; they let marketers show results.

Measuring Your Experiential Campaign

Experiential marketing is not only about grabbing new social media followers and surpassing sales benchmarks, it’s about capturing data to help you become acquainted with your audience.

If you’ve written off experiential marketing as too difficult, too time-consuming, or immeasurable, think again. Here are four benchmarks by which to measure your experiential marketing efforts:

1. Direct Brand-to-Consumer Engagements
It’s usually easy to count the number of people who see, touch, taste, or smell your brand’s product in a physical location.

The number of physical impressions will vary greatly from campaign to campaign. For instance, Time Warner counted 25,000 customers at its Super Bowl 2014 tour that gave participants a look at the “inside” of a cable box. Those 25,000 direct impressions yielded 455 publication placements and nearly 1.5 billion online impressions.

Brand-to-consumer engagement is best measured through onsite activations. When working with a consumer packaged goods client who was investing heavily in NASCAR and driver sponsorships, we discovered that nearly 90% of the audience already identified with the brand. That insight allowed the client to scale back its sponsorship investments and focus on recruiting new customers.

2. Social Media Impressions Generated After (and During) the Campaign
People love to talk via social media about their experiences at an event, and 92% of consumers say they trust word-of-mouth when making purchase decisions. And so, if you’re lucky, your brand might even grab additional social reach through attendants’ blog posts or news clippings. Thanks to platforms like Radian6 and Sprout Social, these can be quantified and measured on the basis of brand sentiment and social reach.

Delta Air Lines created a viral event with an interactive exhibit called Stillness in Motion. The brand invited customers to experience what it’s like to be entirely still. Designed to enhance productivity at work, the installation pulsed with light and used calming sounds to lower participants’ heart rates. After the event was over, an incredible 95% of participants tweeted about the event to their followers.

Although raw tweets and Facebook posts are important to measure, don’t neglect insights from user comments. We recently worked with a whiskey brand to present a series of curated tasting events. Based on social media engagement, customer impact and response to the brand exceeded our expectations. However, the most interesting insight came from social media comments that the gentler flavor profile of the product was surprisingly hard to palate for an audience of stiff-drinking whiskey consumers.

3. Number of New Users
For a brand to succeed, it must be able to bring in new users. Loyalty is wonderful, but where experiential marketing shines is in its ability to surprise and delight people who hadn’t previously considered your brand.

In one particular marketing effort, we designed a college and NFL tailgate program. Through exit surveys, we discovered the event reached 60% of new users for the brand. Dozens of others were former brand supporters who had stopped buying. Gather data immediately after events so you can tie impact directly to the event.

4. Sales Figures
Awareness on social media is great, and every brand wants new users. But the true hallmark of a successful experiential marketing campaign is an event that drives sales.

Red Bull’s Stratos mission is experiential marketing gold. One YouTube video of Felix Baumgartner’s Red Bull jump has topped 39 million views, and countless other videos of the jump exist. Research firm IRI found the Red Bull’s US sales increased 7%, to $1.6 billion, in the six months after the campaign.

If you’re confident that your event will be a hit, then consider selling tickets for the event beforehand. Doing so provides easily quantifiable sales figures, and it guards against no-shows.

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