Experiential Marketing
Letting people try the thing rather than read about it: installations, demonstrations and activations built around a moment worth stopping for.
Aperçu
Experiential works when the product benefits from being experienced and fails when the experience is decoration. If someone can understand your offer from a page, an installation adds cost rather than persuasion. If they have to feel it, taste it, or see it working, nothing else does the job.
The other thing that decides success is location and moment. The same activation in a place people are moving through purposefully, or in a place they are waiting with nothing to do, produces completely different results.
À qui cela s'adresse
- Brands whose product is genuinely better understood in person
- Companies launching something unfamiliar enough to need demonstration
- Businesses wanting attention in a market where advertising is saturated
Notre approche de Experiential Marketing
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Concept development
An idea worth stopping for, built around something true about the product rather than around a mechanic.
Location and moment planning
Where and when, chosen against footfall and mindset. A queue and a commute are different opportunities.
Build and production
Fabrication, installation and the practical realities: power, weather, permits and everything a site requires.
Staffing
Briefed staff who can hold a conversation about the product, which decides more of the outcome than the build does.
Digital extension
The connection to the rest of the funnel, so an interaction becomes a contact rather than a pleasant memory.
Measurement
Interactions, dwell time, capture rate and downstream effect, defined before build so the activation can be judged.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Test the premise
Establish whether the product genuinely benefits from being experienced. Sometimes the honest answer is no.
Concept and site
Develop the idea and identify locations and moments where it will actually work.
Build and rehearse
Fabricate, install and run through with staff before the public sees it.
Run and measure
Operate the activation with capture in place, and report against the measures agreed beforehand.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Understanding you cannot advertise into
Some products are only convincing once someone has handled them.
Attention in a saturated market
A physical presence earns notice where more advertising would not.
Content as a by-product
A good activation is filmed by the people attending it as well as by you.
Contacts, not just impressions
Digital extension turns an interaction into something the rest of the funnel can work with.
Questions fréquentes sur Experiential Marketing
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
Is experiential marketing worth the cost?
When the product genuinely needs to be experienced, yes. When the aim is awareness that other channels could deliver, it is expensive per person reached. The premise test in step one exists to answer that honestly before anything is built.
How long should an activation run?
Long enough to justify the build, which usually means several days to a few weeks in one location, or a tour. Single-day activations rarely repay the fabrication unless the content and press coverage are the real objective.
How do you measure it?
Interactions, dwell time, contact capture rate, and where possible a comparison of branded search or sales in the activation area against elsewhere. Footfall past the site is not a measure of anything.
What matters most to getting it right?
Staff, more than the build. A well-briefed person who can answer questions and read whether someone wants to engage changes the outcome more than the installation does.
Vous réfléchissez à Experiential Marketing ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Experiential Marketing accompagne généralement d'autres travaux en Events, Experiential & Offline Activation. Parcourez tout le domaine pour voir les liens.