What Can Experiential Marketing Do for You?

Since 2000 B.C., when ancient Egyptians hung papyrus scrolls and painted signboards announcing goods for sale, traditional advertising methods have stepped up and got the job done, and they still do. But if you’re looking for a fun, unique way to draw attention to your destination, there’s nothing quite like giving your audience the opportunity to experience what’s so fabulous about it. It’s engaging. It’s connection forming. It’s effective. It’s experiential marketing. And today, it goes waaaay beyond free samples.  

Experiential marketing is the process of creating an experience for the customer that stands out in a crowd rather than approaching them through more standard marketing practices. In fact, according to recent data, approximately 77% of marketers use it as a key part of their brand advertising strategy. That is not to suggest that experiential marketing should act as a replacement for traditional forms of advertising. Not at all. But as a way to enhance the current advertising and bring the brand to life? Oh, absolutely.

When it comes to the different types of experiential marketing generating buzz today, there are lots of options. Pop-ups are a fun way to introduce people to the joys of your destination in a clever, seemingly spontaneous (to the attendee) type of way. Don’t just tell your audience why they should vacation with you. Give them an opportunity to pop on a pair of sunglasses and sink their toes in the sand. This type of experiential marketing is a great way to increase brand awareness, boost sales, engage with your target market and make connections without committing to permanent retail space.

Planned events where attendees can learn about your destination firsthand at an event that hits home for them is another integral experiential marketing venture. Are you a great locale for a future wedding, honeymoon or couple getaway? Let your target market know it through demos/videos and knowledgeable people who can sing the praises of your destination. Throwing in a chance to win a free stay is generally a big hit with visitors too. It’s also a data jackpot, with consumers more apt to provide their contact info when they feel they can get something worthwhile in return.

Next up is projection mapping, which transforms buildings and other surfaces into canvases to be used for projecting video and advertising that promotes your destination. This method is large-scale and geared to make a big impact. Going viral is also a strong possibility with an experiential marketing experience of this magnitude, so get ready for the possibility of big things to come.

Virtual Reality (VR) and Augmented Reality (AR) have pretty much touched all our lives in one way or another, but when it comes to marketing, the all-encompassing experiences are seemingly limitless. Imagine taking your audience through a virtual tour of your destination that places them inside the cruise ship, the bungalow or the white-sand beaches outside the hotel. Treat them to a getaway that is so good virtually they can’t wait to go there physically.

Then, there’s guerrilla marketing that focuses on the element of surprise. Think of this as a pop-up times twelve. Similar in that it appears unplanned to the attendee, this type of experiential marketing takes things to the next level and then a few steps even higher than that. Guerrilla marketing often features adrenalin-pumping stunts that grab the attention of a crowd while highlighting your brand and creating an experience that is truly unforgettable.

One of the most effective types of experiential marketing is brand activation. A brand activation is a planned event that encourages your market to 1) attend, 2) engage and 3) experience the uniqueness of your destination through interactive games, activities, displays, walk-through options and anything else you can dream up. In most cases, the audience can even attend virtually via their phone or tablet. And if your activation goes viral, all the better.

At DANA, when we set out to launch the New Jersey Division of Travel and Tourism’s new WOW campaign in a “wow” way, experiential marketing played a pivotal role. In addition to wowing the audience through TV, radio, outdoor, print and digital advertising, we wowed them with a series of takeovers in places like Penn Station and major outdoor activations in markets across the northeast.

 The audience was also wowed with a four-wheeled, step-inside, multisensory mobile marketing activation known as The WOW Experience. Outside, the vehicle is a celebration of wow messaging coupled with interactive trivia questions, games like tic-tac-wow, giveaways, photo booths and more. Inside, guests are treated to an immersive video wall that puts them “in” a series of wow-worthy locations across the state. Atop a Ferris wheel on Atlantic City’s Steel Pier. Next to a cascading waterfall at the Great Falls of Paterson. Sailing along the Atlantic Ocean.

The WOW Experience has traveled to the Cherry Blossom Festival in Washington, D.C., Times Square in New York, Baltimore Orioles games, Rutgers University, Audacy concerts, North2Shore festivals in Asbury Park, Atlantic City and Newark, Rutgers University, Penn State and more. There’s even a wow-ender to keep track of where The WOW Experience is going to show up next. Be on the lookout. It could be popping up near you.

Want to get on the road to successful, results-driven marketing, media and design with an eye on today’s trends? Team up with Dana Communications. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.