Experiential marketing creates a closer bond between consumer and brand. Executed well it can unlock many doors allowing consumers to positively and emotionally engage with a product or company. Key messaging is delivered face-to-face with a specific end goal that delivers a change of behaviour and ultimately a return on investment.
At the heart of experiential marketing is the ability to involve the senses – touch, taste, smell, hearing and of course, sight. The more senses you can involve in an experience, the greater the likelihood of a memorable interaction with a consumer. Successful experiential marketing campaigns should seek to harness consumer emotions. They should personalise every step of the consumer journey driving relevance and saliency with the consumer.
It is a common mistake to believe that Experiential Marketing is merely brand in hand promotional work, the term spans many types of unique offerings beyond product sampling and brand interaction to include immersive events, guerrilla marketing, theatrical engagement and so much more.
At Purity we enable brands to deliver an integrated experiential marketing strategy, working closely with clients to manage the end-to-end delivery of their strategic experiential marketing plans, from planning and creative solutions to logistics, staffing and management through to reporting and analysis. Purity’s competitive offering enables businesses to focus on untapped sources of future revenue whilst increasing brand perception and customer acquisition.
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Considering Experiential Marketing & ROI
Traditionally we associate return on investment (ROI) with a quantifiable impact on the business, for example a spike in sales, an increase in customers or a boost in website visitors, but what if the impact of your marketing efforts isn’t immediately visible? When assessing the success of an experiential brand activation, it is important to understand the difference between ‘hard ROI’ and ‘soft ROI’ and what these terms mean for the success of your campaign and the profitability of your business.
Hard ROI is the quantifiable results we as marketers and business professionals are all too aware of, the sales, the numbers, the customers. This type of return is more immediate and can be easily tracked and attributed to a source. Soft ROI on the other hand is a long-term player in the game, this type of return crops its head at a later stage, and is based on the time and effort you put into your customers to build a positive connection between them and your brand.
Brand strength, customer experience, customer loyalty are all examples of soft ROI, and although not always immediately measurable, soft ROI should by no means be overlooked as it almost always directly feeds the success of the more tangible returns your business will experience in the future.
Experiential marketing enables you to mould the success of your business’s future. Whether your campaign is measured on its immediate success or the achievement of future goals. Succeed in convincing the consumer how great your brand or product is, and the rest will follow.
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