Experiential Marketing for Brands
There’s as much mystery around experiential marketing for brands as there is interest and curiosity. Whether you’re planning a pop-up or a mobile brand taste, experiential can be a very effective way to engage consumers with your brand. How much will it cost, what is my return on investment, and the biggest of all – how the hell do I make sure I get it right? are all reasonable questions to ask.
Recently PSFK put together their Advertising Playbook 2018 – a set of practical tools for marketers to plan, design and measure brand experiences in a way that maximizes audience impact and drives value for clients. The ‘playbook’ is designed to be used as an in-the-moment planning tool, offering consumer insights, industry maps, activation guidelines, technology recommendations and KPI breakdowns supported by PSFK’s trends-led industry research and expert survey of 375+ marketing professionals.
As part of the playbook, PSFK looked at the growing space of experiential marketing; “In order to build the next generation of brand and pop-up experiences, marketers must reframe their approach to designing, executing and measuring these activations. To help approach this new landscape, we compiled six key takeaways from our Advertising Playbook 2018 that are designed to guide strategists, planners and creatives to take more calculated risks in experiential marketing.”
These are the top 6 take-outs:
01. Go Where Your Consumer Is
02. Extend Beyond Your Own Brand
03. Change Your Metrics
04. Open The Door With A Passion Or Pain Point
05. Invest In Digital As Well As Physical
06. Test, Prototype And Refine
As a tactic that often carries a hefty price tag, getting experiential wrong can be painful for a brand’s marketing budget. The If you’re a brand owner, manager or creator considering experiential in your mix of marketing activities, I’d recommend you download and devour the PSFK report.
Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
For monthly updates of our thinking, click here to receive our free Brand Newsletter
For more info you can download the detailed report here.