What You Need to Know about Experiential Marketing

Experiential marketing is mainly a form of advertising that helps the customer experience the brand. If traditional marketing uses printed adverts, online campaigns, editorials, television etc. to communicate their brand identity, experiential marketing aims to play with people’s senses and emotion, making them included in the brand.

It is known that the human attention span has fallen from 12 seconds in 2000 to 8 seconds in 2015. Crazy, right? This customer inclusion has a higher chance of immediately attracting, and most importantly, maintaining the customer base, because it creates an emotional connection and a two-way dialogue. This type of brand-customer interaction can take many forms, from packaging to digital, the online presence and in-store elements. After all, everyone connects with an experience in some way.

If in the past the centre of every business was their product, today the customer and their needs should be the focus.

So what are the forms this engaging type of marketing can take? Here are some examples:

We’re seeing more and more people choosing to shop online, regardless of their preferred shop. Today, we need to give people a reason to come and spend time in-store. So how can experiential marketing be brought in-store? Some brands decide to enhace their in-store experience by housing an additional service – in-store cafes, the famous Topshop nail bar and hair salon, customization services, in-store events (Burberry acoustic concerts). Some may go so far that they expand into other industries, such as hospitality, opening spas, hotels, or pop- up cafés. (See Bulgari Spa, Fendi Hotel, Dior Pop-up)

While digital marketing does have an important role to play in raising brand awareness, experiential marketing is the way to attract paying clients. (X-Wealth, 2014) That is why digital should be brought not only through devices, but also in real-life scenarios, such as on the runway – Burberry has taken their shows on a whole new level by building a multi- sensorial experience – on-stage orchestra, the fake storm and the model holograms.

The growth of social media and digital in general is facilitating brand communication. McDonalds Sweden turned their Happy Meal Boxes into VR goggles, targeting the perfect audience – technology native Generation Z.

Experiential marketing can solely take the form of Snapchat videos, Instagram stories or live streaming, taking the customer behind-the- scenes, to a world they don’t usually have access to. Brands should take advantage of these tools that brings their customers closer, feeding their curiosity.

One of the latest forms of an experiential strategy was approached by Lancome, with their customised foundation. They not only developed a system that promises to match anyone with their perfect foundation shade, but you leave with a personalized bottle with your name on it, and your own formula which you can get again and again.

Charlotte Tillbury took customisation further with a virtual “magic” mirror which allows customers to test her nine signature looks without putting any actual makeup on.

TAKEAWAYS FOR MARKETERS

  •  Find a way of interaction with your brand that creativelly spells out how people can benefit from your brand.
  •  Build emotional connection – take your target audience’s needs and desires and build an experience around them.
  •  Give your brand a human voice – people like to feel they’re interacting with other people, even if they are behind a brand.
  •  Great co-branding opportunity.
  •  Use EM as an effective tool for reaching people in every socio-economic class.
  •  Make sure your brand experience is consistent on all channels (online, in-store, social media, mail campaign etc.)
  •  Don’t neglect online and offline brand allignment – ensuring the customer journey is a seamless experience from the first interaction with the brand, to the purchase.
  • Customers are more savvy than ever and less loyal – it doesn’t take long before they move on to your competition if the shopping process is not perfect.

Article by our Intern, Ana Maria Oprea.

HOW TO GROW YOUR INSTAGRAM

Instagram is one of the most popular and dynamic social platforms known worldwide. Sales here are growing every day in geometric progression. It would be such a pity not to take the chance to open an instagram account for promotion or in order to test a niche for your business.

Firstly, if you don’t know what Instagram is, download it and start using it! NOW! Here, an impressive amount of more than 400 million people spend an average of 20 minutes scrolling and “loving” around.

Downloaded? Have you created an account? Or maybe you already have one and want to grow it? Then, this article is just for you!

INSTAGRAM- the showcase of your business

Don’t know how to start? Begin with the username. Make sure that your login is understandable, catchy and reflects the essence of your business. There’s no need to call a children store @Annie777, or to sell the services of a florist under the name @andrew_compositions. You can try it, of course, but no one will find your services under this login.

Same rules are applied to personal accounts- let them correspond to the chosen niche. In the description, outline the main details: what you’re doing, what you’re selling and how to contact you. Use emoticons and emojis! Instagrammers love emojis. 🙂

Personal Accounts:

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Business Accounts:

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Content. What is your business about?

The content provided on your profile should be the main focus when thinking about attracting people. Remove bad photos, use only high-quality photographic material: professional photos, good lighting, beautiful composition. Also, pay attention to what you write under your captions. Work on the subject and regularity of your posts.

Planning

Determine the perfect day and timing for posting and make a schedule. Think about the “instagramming” hours of your audience. But remember, don’t post more than 2-3 posts a day.

Use #Hashtags

A “hashtag” is a word or a phrase used to find posts related to that specific word or theme.

In order to use this tool more effectively, make a list of 100 hashtags for your niche/topic and use them on your posts (no more than 10 for a post!). Try to choose hashtags that are the most popular in your niche. For example, for those interested in fashion the most used hashtag would be #fashion #ootd #outfitoftheday etc. Try to find relevant hashtag statistics.

Mass Liking and Mass Following

After using the previous techniques, you can run mass actions: subscriptions to other profiles and likes of their posts. You can do this by yourself, or you can trust this to agencies providing these services, for example  getriver.com.

After registration, you have to properly configure the system: who do you want to subscribe to and who do you want to like, by which hashtags or geolocation points.  Perhaps you want to focus on the subscribers of opinion leaders, certain magazines or thematic accounts.

So, are you ready to embrace Instagram popularity?

How much is worth a celebrity Instagram post?!

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Until quite recently no one would have thought that Instagram would become such a powerful business platform. Brands are ready to pay huge amounts of money for having posted photos with their products on celebrity Instagram accounts.

They are using their followers as potential buyers. Why this form of advertising is more effective than the “traditional” one?! First of all, is because of the influence that specific instagram celebrity has. Her followers are willing to buy a product only because that certain person is recommending it.

One of the most influential celebrity families is Kardashian-Jenner. In addition to promoting their own products, girls are posting sponsored posts of vitamins or slimming products from time to time.

Statistics say that things that appear on the Kardashian-Jenner feeds are immediately sold, so companies are ready to pay any money for one photo. For one single post, the rates are as follows:

Kim Kardashian (97.5 m followers)-  up to 500 000$

Khloe Kardashian (66.2 m followers) & Kourtney Kardashian (55.5 m followers) – up to 250 000$

Kendall Jenner (78.1 m followers) & Kylie Jenner (91.1 m followers) – up to 400 000$

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 The Instagram advertising posts make up 25% of the total income of the Kardashian-Jenner family. Girls should be active in social media in order to not to lose their fortune. Once, Kendall removed her Instagram for a couple of days, and Kim took a 4-month break after the robbery in Paris. This has tangibly affected the budget of the family.

Selena Gomez is the most popular person on Instagram with almost 116m followers. If the statistics of D’Marie Analytics, an American analytical agency, are right, Selena receives about 775k $ for a post!



		
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when your lyrics are on the bottle 😛 #ad

A post shared by Selena Gomez (@selenagomez) on

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Selena recently admitted that she does not like to conduct her Instagram, but assigns such an important task to her manager. On the other hand, Beyonce, who has fewer subscribers than Selena, is responsible for the content by herself and earns about $ 1 million per post!

Not only stars, but also ordinary users can earn on advertising of goods and services on Instagram – accounts from 10k subscribers are considered quite suitable for commerce. So, young mothers are making barters with manufacturers of children’s products, popular beautiful girls are advertising masks and scrubs, and people with a very active social life are sharing contacts of restaurants, clubs, taxi services and food delivery. In a word, if you are still skeptical about social networks and consider them time-consuming, it’s time to think about their progress!

Linda Farrow gave up designers for digital influencers

Known for its collaborations with a large number of designers from Dries Van Noten, Kris Van Assche to eccentric, young labels like KTZ and Yazbukey, this time, the english label got to digital influencers.

4, if more precisely: Blogger Nicole Warne from Garry Pepper Girl, Chinese blogger& stylist Leaf Greener, the Dutch vlogger and Trussardi muse Negin Mirsalehi and the Russian Instagram celebrity and ex-model, Lena Perminova.

All four put their hand on creating their own pair of sunglasses, presented by themselves in the advertising campaign  shot by the Peruvian photographer, Mariano Vivanco.

“Our client is a fashionable, educated and creative person. We think that the heroines perfectly reflect all these qualities.” commented on the unusual collaboration the designer and Linda Farrow’s son.

So, Negin Mirsalehi created the retro style, octagonal glasses; Leaf Greener opted for the 70’s; Nicole Warn’s work was the cat-eye shaped glasses in a beautiful gold colour and Lena Perminova’s version implies a classical form, black colour and wooden details.