Ad agency execs talk about the value of experiential marketing and how it’s being redefined by digital, mobile and social trends
Editor's Note: Once again, we gather some ad agency friends around the virtual water cooler to get their answers to a burning industry question. This time we asked them, “How should brands and advertisers leverage experiential marketing in 2013?”
Experiential marketing---immersing customers in live experiences with a product or service--- has been around since the days of medicine shows. Today new trends in mobile and social are opening up a world of opportunities for brands looking to leverage it. Sure enough, the ad agency executives we talked to offer a wide variety of insights into how experiential marketing is evolving and how brands should use it today.
Kirsten Ludwig, Chief Creative Officer, SET
Experience is an important way for brands to connect with customers and ultimately create relationships. The most successful brands use experiential marketing to connect with people on an emotional level, give “physicality” to specific ideas that help tell their brand stories, and create lasting connections. You just made a buddy; make sure you keep them. In today’s digital world, brands need to create integrated experiences that engage customers across platforms, spark ongoing conversations, and make them easy to share on their terms. The interaction should be natural for the brand and customer – tapping into existing events, trends, and conversations that are already there.
One of the biggest mistakes that brands make is focusing only on the big experiences and overlooking the small ones. Experiences can happen at any time and have a lasting impact, which is why brands must be consistent, authentic, and integrated in every detail. From a store window to a pop-up, digital signage or Facebook page, every moment is an opportunity to make or break a relationship.
John Trinanes, Senior Vice President, Creative, George P. Johnson, a Project: WorldWide Agency
No other marketing channel gets as close to the customer as experiential. Experiential operates on every dimension that matters most to engaging consumers: time, place, sensory, immersive, and totally personal.
Successful marketers understand that you need to create rich experiential programs and invest in measurement systems to make the most of the time and attention you get with customers. The ability to measure more deeply and effectively – and to act quickly on that information – is one of the key differentiators between experiential marketing and other channels and tactics.
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