Tag:  school selling activation

btl marketing consultant in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, btl marketing consultant 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.

btl marketing consultant in pune

How to Differentiate Your Brand with Experiential Marketing

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We just have to think about how to share our brand and our capabilities in different ways. And also, what makes our brand stand out from our competitors? However we try to prove that, we must do it in a way that is both actually true and relevant to our audience.

First And Foremost, What Does Your Brand Want To Say?

Are you solving a pain point for the consumer or setting a trend? Are you demonstrating your expertise in a subject? Can you make your activation more wide-reaching by adding a local tie-in or co-brand with a partner? Figure out what matters most in this particular brand experience and work from there.

Let’s walk through an example.

A Branded Lighting Experience At GLAZA

The GES Events team is in the business of creating epic experiences around the holidays. The team partnered with the Greater Los Angeles Zoo Association (GLAZA) to create a Zoo Lights extravaganza for the holiday season. They conjured up a spectacular light show which served as an extraordinary backdrop to family excursions, date nights, and nights out with friends.  

For this partner, GES Events reimagined this space to make it a “wildly” unique destination. The goal was to elevate attendance and generate awareness of the zoo. They presented thousands of LED lights in different ways, from an enchanted forest to a “Twinkle Tunnel” perfect for social selfie moments to stunning 3-D animated projections and more. 

Traditional lighting techniques were combined with up lighting and tree wrapping in the zoo’s extensive botanical gardens. Projection mapping on whimsical animal sculptures and gorgeously lit exhibits showcased the spirit and message of the zoo in unexpected ways. Along with designing new attractions, GES Events reimagined displays using existing assets from previous years. This created a new and unexpected experience for both first-time visitors and longtime fans alike.

A public event such as a holiday lights program has great possibilities for sponsorships and co-branding. Financial partnerships can offset costs, create a wider net for awareness and offer additional access for retail, food and beverage revenue opportunities. This allows an opening to take the experience to another level entirely.

So How Does This Impact Your Consumer? 

It gives you the chance to maximize the attendee’s experience, drive attendance, create a heightened atmosphere that can result in member and attendee retention, and differentiate you from other destinations.  Can you partner with local artists for a one-of-a-kind creative aesthetic? Are you developing hashtags that drive users to view your experience?

Here’s How Other Brands Are Differentiating Themselves Successfully:

Red Bull attracts millennial influencers to staff their Brand Ambassador program, which provides authenticity, as they already have followers who trust them. This ultimately results in a pure brand experience for Red Bull, because their ambassadors are able to create meaningful connections with potential consumers and tap into a demographic that is typically hard to reach.

Lean Cuisine’s #WeighThis Campaign

Talk about authentic. Lean Cuisine set up an art installation in the Grand Central Station in NYC, where passersby could craft their own “artboard,” giving the opportunity to talk about their experiences and goals as part of “weighing what matters.” The message was to focus not on how many pounds they carry, but how they want to be perceived. While the company was trying to launch a rebrand, they also were communicating that their product is not necessarily for dieting purposes, but that their products help consumers to be the best version of themselves. 

Need Some More Help? 

These videos offer additional insights on understanding and activating your brand. Check out how to evolve your event, creating content and meaningful experiences for events, how to engage your attendees and more.

RANCHI, btl marketing consultant, btl marketing consultant in pune, F2F Marketing, Mall promotional selling, local promotion activation, BTL selling activation, school selling activation, housing society selling activation, Mall selling activation

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btl marketing consultants in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, btl marketing consultants 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.

btl marketing consultants in pune

8 Event & Meeting Rules From Marketing Pro David Rich

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1. Enroll all stakeholders early in your planning process. Develop your strategy in collaboration with all stakeholders right from the start and before you get into design and activation mode. In events, ideas seem to pop up all along the way towards execution. There’s no hope of staying on target without full agreement to the strategy because otherwise, there’s no way to evaluate the ideas that arise. Consequently, decisions will be made by executive privilege, not strategic fit. People take apart things created by others and protect what they’ve had a role in creating.

2. Clarify objectives and goals. If you don’t know why you are doing an experience marketing campaign or an event, why do it? Write out your objectives and express them with numerical goals so you will know what success looks like. Not knowing what success looks like to all stakeholders is a recipe for failure.

3. Develop not just a strategy, but a power strategy. There are lots of ways to achieve a goal, but developing a statement of how you will achieve your aim with the greatest amount of power at the lowest possible cost means you will hit the twin targets of efficacy and efficiency. Hitting them makes you a hero. Getting a lot done at too high a cost invites discussion of how the money might have been better spent. Getting nothing done at low cost is an invitation to find a new job.

4. Align all creative decisions to strategy. Think of experiences and events as millions of details taking place over thousands of seconds, all of which are either opportunities to stay on target or to stray off strategy. A well-developed strategy without a sound creative plan that brings it to life yields a failed event. So evaluate every detail of your creative plan in the development phase against the strategy before approving it. If any detail isn’t tightly aligned, kill it before it has the chance to kill your event.

5. Design to the culture and needs of the audience. Think of yourself as a bridge builder, building a connection between organizational objectives/goals and audience needs. What does your audience need in the way of an experience to be motivated and enabled to act on your objectives? Run a focus group work session, or if you can’t, put yourself in the shoes of your audience when developing creative ideas. Aim to give them an experience that will help them see themselves as potentially bigger heroes in their own stories—if they heed your call to action. If you do that successfully, they will move mountains for you.

6. Focus on interaction design first, environment design second. Sure the environment is important, but since “for every action there is a reaction,” the design process has to start not with what the experience will look like, but what will the action be like. That’s the center point. Let that drive your process, and the look, feel, sound, pace, taste, etc. will naturally follow.

7. Measure the outcome. How else are you going to know how well you have done? This is different than measuring the output. Satisfaction of the attendees is measuring the output; they either liked or didn’t like the event. You need to know that—but more importantly, you need to know whether the experience moved the audience to the perception or action that satisfies your objectives and goals.

8. Sell your results back to your stakeholders. Create a presentation that starts with the success results, and then remind them at the end that this all happened because of three things they enabled: clear objectives and goals, a powerful strategy, and fidelity to that strategy in creative development and execution. This will build the right habits with your group of stakeholders for future endeavors. If you’ve approached executing these rules with the right amount of diplomacy, you’ll be in high demand.

GIRIDIH, btl marketing consultants, btl marketing consultants in pune, F2F Promotion, Mall promotional Promotions, local promotion activation, BTL selling activation, school selling activation, housing society selling activation, Mall selling activation

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