What makes field and experiential marketing important in 2020. Turning on that lightbulb Moment within your promotions
Experiential marketing, also called "engagement marketing and Field Marketing".
It is a marketing strategy that encourages an audience to interact with a business in a real-world situations.This can be in a variety of locations - Travel Hubs, Shopping Centres, Town centres etc. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for. Allowing new customers to have a full sensory interaction.
Experiential marketing might sound a bit like event marketing, which makes sense - experiential campaigns do tend to be event-centric. There however times when they have nothing to do with a specific event,
When an engagement marketing campaign is event-centric, it's dedicated less to the type of event like a concert, festival, conference, etc and more to interactions between the brand and the customer. They are looking for engagment and will keep their branding low key encouraginf the clustomer to explore more for themselves.
Why Experiential Marketing Matters in 2020
According to Forbes, experiential marketing can bolster a lasting connection between customers and a brand.This is the key message - the connections to the product or service is lasting - Unlike ads that flash up for a few seconds on a mobile device. It can also allow you to collect vital data about participating consumers which can then help you improve your strategy. Having Brand ambassadors arrange this at he time of the event is a great way to gather leads and feedback.
These campaigns can take an integrated approach. The primary purpose is to experience a brand in a tangible, offline way, but you'll still want an online dialogue around it. When you consider that 49% of folks create mobile video at branded events -- 39% of which is shared on Twitter -- it makes sense to incorporate a digital element. A branded hashtag, for example, can get people talking about the experience. It can also help track your reach from the promotion.
Seeing the producs up close being able to touch, smell and experince what they offer provides the longest lasting connections.
