Combining digital experiences with physical for total 360 degree marketing
By Roberto in Demand Generation,Live event,Technology
Creating an experiential campaign based around a live event is all very well, but to remain relevant to today’s interested audiences, you’ve got to combine that with an online digital strategy.
Why? Well, it’s a great ‘in’ to those who haven’t attended the event as well as keeping people up to date before, during and after it’s ended – whether that’s just general information about the event or to enhance a demand generation campaign.
Digital marketing provides your brand with a way to continue the conversation, engage overall with targeted audiences and encourage them to get to know your brand and products a little better.
Social media is now an established and essential form of communication, it’s key that your digital strategy dovetails with your experiential marketing to make the most of your brand on and offline.
We’ve found that online activities that have a fun, learning, competitive element to them can really work for brands – particularly during the early stages of the buying cycle. Interactive activities such as quizzes or personality tests are memorable, and can guide your customer into a purchase or at least into an engagement with your products where you can start to educate them.
Using digital at an event
You should always ensure that an experiential campaign has technology figured into it, regardless of brand. You want to create an environment where your invited guests want to share what they’re seeing /experiencing with their social groups. So always consider the mobile friendly aspect of your event so that it’s easy to start conversations digitally while at the experience. Don’t just think to include the obligatory Twitter Hashtag, think about Instagram booths, Foursquare check-ins, Tumblr, Facebook, Pinterest etc. Try to cover most of the areas, so that people can interact with your event in the way that they want to.
Hands on tech experiences
We’ve learnt that the secret to getting people engaged with technology at events is for them to actually get involved with them, at workshops and demonstrations. You need to build tangible, immersive tech experiences that resonate with your audience whether they’re a group of festival-goers or school students. But the tangible tech needn’t just be for the event, you can also create tech experiences online remotely so that people who aren’t there can get involved too.
It’s getting emotional…
Yes, you want your audiences to interact physically with your product at events, but you also want to reinforce their emotional behaviours too. Connecting on a deeper cerebral level with a product is what’s going to create a deeper brand loyalty. And that we can achieve online, by creating experiences that explore something for the customer. This can be as simple as finding out what kind of personality they are and then sharing that with others or it can be a slow burn through targeted emails and social media messaging that appeals to the targeted group. Creating a sense of community spirit and developing conversations online will help your event and also your brand.
2014 research by Google and Ogilvy shows that consumers are influenced, more than ever, by word of mouth. Over 74% of over 2,400 customers surveyed said that, referrals and sharing with friends, colleagues and family were their point of influence. Combining your digital activities with your physical event, both during the day and when they leave, means that your audience can start to link your content with their circles.
Physical experiential marketing and digital experiences, go hand in hand, they’re made for each other, and they make for a strong 360 degree campaign. We’re experts in creating combined on and offline marketing strategies for our clients, talk to us, we’ve got some great ideas.