At the beginning of this year, it’s safe to say the event and XM industry was proceeding with caution. We ourselves were conservatively optimistic. As we saw the world open back up, restrictions lifted and travel resume, events and experiential campaigns were back like gangbusters! This is because humans crave physical connection. Digital fatigue set in and we saw just how much consumers are craving brand experiences. So, how do we create a successful experiential campaign? Well, we’ve got you covered! We’re sharing our recipe for success, Tigris’ 4 Content Strategies every experiential campaign needs.
First and foremost, your campaign must attract attention. Think eye catching, unique brand content! This could include a theme, a new partnership or even a rebrand or introduction of a new logo. On the other hand, perhaps you’re thinking bigger. After all, they do say “go big or go home”, right? In which case we say, “go for it”! Put on your best brainstorming hat and create something new and incredible! Create your own giant alarm clock, life size elephant ice sculpture, or tricked out shipping container. Whatever it may be, the sky is the limit. Whatever it is that you choose, keep it simple, make it different and remember, all will be for naught if you fail to catch consumer attention.
Now that you’ve captured consumers’ attention, the key is holding onto it. At the heart of XM is quite simply the experience. The goal is to create emotional connections with consumers, they are your biggest influencers! Particularly when it comes to word-of-mouth. Now, most any brand can hand out a free sample, host a contest or provide an exclusive discount or offer. And don’t get us wrong, these are valid strategies. They work and provide positive interactions. However, we want you to think about the experience on a larger scale. Have you touched on all five of the senses? Have you created an experience that organically creates envy? At the end of the day, people will want to share your campaign if they think they’re a part of an exclusive experience.
For our third of 4 content strategies every experiential campaign needs, we want you to think about creating content that evokes emotion. If you’ve been able to connect with consumers physically through experience, then evoking emotion is exactly the strategy you need to go from getting your brand into just their hands and into their heads and hearts as well. So, how do we do this? Well, we would be recommending starting by listening to your customers. Leverage the voice, values and thoughts of everyday consumers. They will tell you what’s most important to them. The values and align with those of your brand are exactly what you should focus on in your content and call to actions.
Speaking of call to action, that brings us to our fourth content strategy. Establishing a clear call to action is critical to increasing brand awareness. Are you asking consumers to purchase? Share on social media and tag you? Be sure to clearly define what it is that you are asking for! While physical experiences are what experiential marketing are based on, there is certainly a time and place to extend your reach and capitalize on both social and traditional media! In this digital age, we’re always waiting for the next trend or viral video! So, go back to strategy number one, attract attention. If you attract enough, you just might be on the evening news!
If you take anything away today, we hope that it’s the power of presence and the importance of connection. Content is key, so, take time to plan, be strategic and we have no doubt you’ll find success. We can’t wait to see your next big campaign. And if you are looking for a little help from the experts, connect with us, we’d love to speak with you!