Everything you wanted to know about Experiential Marketing.

What is Experiential Marketing?

Experiential marketing is a marketing strategy that brands are implementing in the marketplace in order to break through all the clutter and engage their consumers and customers in a very unique and memorable way.
Experiential marketing can be a lot of different things.
  • Sampling your products.
  • Demonstrating your products.
  • It can be a lifestyle type program that engages consumers in a place that they really want to be and it makes sense to have your brand there

Will Experiential Marketing work for my brand?

Experiential marketing works in most places for most brands. Building an experience works best for the brands where you can demonstrate their products’ superiority to their consumer base. Conversely, if you showed that the brand doesn’t have superiority, then you’re just going to expose the fact that the product isn’t good, which could damage the brand. Experiential marketing can work for most brands but not all brands. Call us to discuss how it could work for your brand.

Can a brand integrate an Experiential Marketing program into a bigger program?

An integrated solution means that a brand is promoting its products and services in a lot of different ways. There may be TV ads for the product, website ads, social media, experiential marketing, and there may be a PR push. The integration of all of those different media formats provide the same talking points and make sure that the program gets the biggest bang for the buck and opportunity to get out and reach as many people as possible.

Will an Experiential Marketing agency help a B2C brand grow?

Yes, the vast majority of the business in our industry is B2C. There are so many B2C brands out there that really need to be experienced by consumers to be understood. Our industry is great for a B2C brand to get the brand out in the hands, mouths, or minds of consumers, which is beneficial to stand out from the clutter that’s out in the world.

How can an Experiential Marketing Agency help a B2B brand grow?

Change to this answer B2B is probably the fastest growing area of our industry and definitely for our company. The biggest advantage we see from a B2B program is the ROI being crisper, cleaner, and more transparent than B2C programs. Sometimes you are at the point of sale with B2C programs and are able to see the product move off the shelves. Other times you may be doing a program at a fair or festival to create awareness and trial of a product but won’t know if the customer purchased after you engaged them. With a B2B brand, you know you are talking to decision makers. We love doing mobile trade shows for B2B clients, which essentially means you take the products or services to the parking lot of the potential client with no distractions and an emphasis on building relationships and turning triers into buyers.

How long does it take to start an Event Marketing program?

We personalize every program for every client, but we typically ramp up the program in 6-8 weeks. Every program is unique, and there’s nothing off the shelf in our industry. We’re really focused on making sure we develop an event or experiential program that is exactly what the client needs in order to have the ROI they want. If there’s a lot of production development – maybe it’s a large vehicle format or double-expandable tractor-trailers- it could take longer to produce and launch. But with our 25 years of experience and contacts, we get it done quickly and efficiently with the highest quality vendors. When the client is engaged in the development and bought into the timeline, the program runs much more smoothly

What types of Experiential Marketing programs have the most success?

The programs with the most success are the ones where you can really create that “A-ha!”moment for consumers and customers. Any time you can take the consumer experience beyond just the physical part of the brand and connect them more emotionally with the brand, you’ll see the most success and long term ROI.

Should I hire a big Experiential Marketing company?

That decision belongs to the client, however, we believe in the power of smaller agencies like ourselves. It often seems like big brands hire big agencies because there’s less risk and they’re agencies of record. We believe when a brand hires a smaller agency they get better customer service and more attention. Another advantage of working with a smaller agency is you get to work with people who actually own the company or are at a very senior level in the organization. In bigger agencies, in our experience, you get less attention from the people at the senior level. We only work with 10 clients at a time to maximize the value of our customer service to each brand we work with.

How do I know my Experiential Marketing agency will accurately represent my brand?

It’s important to develop and build trust with your agency – to make sure the team out there every day is representing your brand the right way. We believe 90% of the success of any program is the team representing the brand and their training. It’s our practice to create in depth hiring and training practices beyond industry standards. We feel it’s important to hire the best people out there who are really excited and passionate about working with your brand. All of our training is face to face in our office or the client’s. We build trust quickly with our field teams so they know we’ll be there for them and they will be dedicated to us and the client’s brand.

How do you ensure smooth Experiential Marketing activations?

At Pro Motion we have checklists for all processes and procedures. With our 25 years of experience, we know how to be prepared. Murphy’s Law exists in experiential marketing in our experience, but we have everything in place to handle situations, whether it’s a flat tire or the internet is out. Whatever the case, we always have back up plans to ensure the event goes smoothly and the guests don’t have a clue.

How do you measure Experiential Marketing ROI?

We have a complete event portal that we personalize at the beginning of every program to track ROI. We track face to face engagements, sales (when we’re close to the point of sale), coupon redemption, social media, etc. Tracking the ROI from an experiential standpoint is getting more sophisticated each year. We’re really excited to capture tangible results for our clients. What we capture makes the client look smarter and make better informed decisions when they make their next marketing budget.

Videos that can help you.

FAQ – What’s a turnkey solution?

FAQ – What’s a turnkey solution?

What is a turnkey solution, when it comes to an experiential campaign? https://youtu.be/fpG31-0X-qw A turnkey experiential agency really will basically take the program from the very beginning: with the strategy and all the development that needs to happen with a...

FAQ – Who handles creative development?

FAQ – Who handles creative development?

Who is responsible for the creative development of an experiential program? https://youtu.be/bwAr0hegUlg We love being involved early in the process of the strategic design and development. Just being in those conversations with our clients. It’s really one of the fun...

Resources and articles that can help you.

B2B Experiential Marketing in a COVID-19 World

In a world where global pandemics are now a thing we deal with, masks are the fourth item on your “wallet, keys, phone” three-tap touch, and “social-distancing” and “quarantine” are trending at all times across social media, it’s safe to say that B2B marketing has –...

Building the Best Event Marketing Strategy

Event marketing is, together with experiential marketing, one of the most important components of a successful marketing strategy. Organizing an event will help spread the word about your brand and get your targeted audience interested. It will draw consumers into a...

How To Be Creative When You Are Not Naturally Creative

In the middle of a global pandemic, how do you keep your business flourishing? Well… like using gallon water jugs for at-home weights, or converting old t-shirts into face masks, you have to get creative! MORE than just creative - PRACTICALLY CREATIVE! While...

What Comes Next, Part 2: Experiential and Event Marketing During and After COVID-19

Back in May, we wrote a blog about the future of experiential marketing in a post-pandemic world. While those predictions and recommendations are still relevant, May feels like ages ago rather than just a few months ago -- and plenty has changed since then! While some...

How Do Brands Benefit From Event Marketing?

When CMO’s and Brand Managers are faced with dozens of different types of marketing strategies for their brand, they can easily become overwhelmed. Many consider traditional marketing and digital marketing, such as social media marketing, building a website, and more,...

Spark Activism, Part 3: Empower the Instinct to Act

In the first two parts of this series, we introduced an aspect of corporate social responsibility (CSR) known as consumer activism. Here’s a refresher: Unlike other forms of CSR, consumer activism actively involves customers in a social cause.  Activism appeals to...

The Complete Guide to Event Marketing in 2020

In this age of modern technology and millions of brands fighting for their ad space at any given moment, it can be challenging to distinguish your brand. Social media marketing, branded content marketing, as well as other forms of digital marketing - not to mention...

How to Spark Brand Activism: Part 2

People are more interested than ever in engaging with social and environmental causes. The numbers back it up: A Pew Research report* found that more than half of Americans have engaged in some form of political or social-minded activity on social media in the past...

How Experiential Marketing Drives Word of Mouth (WOM) for Brands

People talk. For brands and marketing managers, this can be a double-edged sword. Consumers talk about the products and services they liked but also about those they didn’t appreciate so much. They encourage their friends and family members to try the same products or...

How to Drive Trial and Awareness for Your Brand With Experiential Marketing

It doesn’t matter whether your brand is new or has been around for a while - growing brand awareness, generating trials for your brand, and increasing brand loyalty are three key things you need to consider to be successful. The process sounds relatively...