Engagement marketing is a strategy that immerses customers in your product or brand. In traditional advertising, you have a product that you are pitching at the end consumer, often whether they want you to or not. But how many of us would rather skip the ads? Just like an unwanted telemarketer, consumers often feel interrupted by ads and pop-ups or bombarded with advertisements in print.
Engagement marketing, on the other hand, creates value for anyone who comes across it, and entices them to interact with your brand.
Experiential marketing is unique in that it engages all five senses instead of relying on just one or two alone. It pushes word of mouth advertising and creates brand ambassadors as well as loyal consumers.
Engagement Market Performance Numbers
Not convinced? Let’s look at some statistics:
People retain 80% of what they see, as opposed to 20% of what they read and 10% of what they hear. Smell is great for memory retrieval, though be careful – bad smells stick more than good smells! Just make sure you come up roses, because the nose knows!
In learning, people are 50% more likely to remember something when engaged in group discussion, and 30% more likely if they see a demonstration.
Also, 56% percent of consumers said that personalised rewards improved how they viewed a brand.
An EventTrack survey showed 74% of consumers attending branded event marketing experiences were more likely to buy from that brand.
Engagement marketing isn’t just a display of your product: it creates a positive, long lasting experience that stays with your audience longer than any slogan could hope for. While experiential marketing is often event-centric, it can involve anything from a pop-up food truck, a social media photo booth, a visual lighting display all the way up to a full-on gala. Whether you want to wow, shock or inspire, you can market at any budget.
So what makes a successful experiential marketing campaign?
Figure out your brand’s message. Then build your story. Next, focus your event around it. Storytelling is an essential part of experiences; you want your audience to invest in your story and then tell their own to their friends and family. That’s a lot of free marketing for your investment.