Experiential Marketing
Letting people try the thing rather than read about it: installations, demonstrations and activations built around a moment worth stopping for.
Panoramica
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.
A chi è rivolto
- 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
Il nostro approccio a Experiential Marketing
Le attività concrete che comprende un incarico tipo. Il perimetro si concorda prima: nulla di quanto elencato ricompare più avanti come voce a sorpresa.
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.
Dal primo contatto al risultato misurato
Sempre la stessa sequenza, così sapete cosa viene dopo.
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.
Risultati, non pile di documenti
Un cumulo di deliverable non è progresso. Questi sono i cambiamenti che il lavoro deve produrre.
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.
Domande frequenti su Experiential Marketing
Quello che ci chiedono prima di contattarci. Se la vostra domanda non c'è, fatecela direttamente.
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.
State pensando a Experiential Marketing?
Diteci che cosa volete cambiare. Se non siamo i partner giusti ve lo diciamo e vi indichiamo di meglio.
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Experiential Marketing di solito si affianca ad altre attività in Events, Experiential & Offline Activation. Sfogliate l'intera area per vedere i collegamenti.