When is the best time for a brand to start doing experiential marketing?
How about when you have something worthwhile to say?
You’ve invented a better mousetrap. Why isn’t the world beating a path to your doorstep? Probably because they don’t know about it just yet. And if they DO know about it, maybe you just haven’t given them a reason to care.
All of our most successful programs have come from brands who had a story to tell. There’s actually something notable about their offering. Whether the news is that your product is 53% stronger than the other products on the market, or that positive patient outcomes are on the rise, your differentiator is the story you’re telling.
- Hussmann’s Insight Experience Tour told a story of innovation, with features and benefits beyond what people thought could be asked of a refrigerated case.
- Invacare’s Mobile Training Lab Tour brought news of a new technology and a way for customers to earn CEUs without leaving the office.
- Humboldt Creamery’s This Is Where Dairy Should Come From Tour told the story of delicious organic ice cream that was affordable at the same time.
Each of these successful activations and satisfied clients started off with a brand with news: an offering with a story to tell.
When you have a differentiator, you’ve got a hook: a way to break through the noise that consumers have to constantly deal with. When you’ve finally built the better mousetrap, let the world know that your doorstep is ready! An experiential tour is often times the best way to tell that story and deliver that news, since you can grab your customers’ attention and then run with it.
If you’re not telling a story, what are you even doing?