Get noticed: The key to experiential marketing

Need to demand attention? Experiential marketing puts consumers at the center of your brand experience in a personally relevant way. When given the opportunity to be genuinely engaged, consumers actually enjoy interacting with your brand. In fact, when experiential marketing is done well, they will gladly tell friends, family and the vast world of social media all about your brand.

Creating brand advocates requires more than just a good engagement idea; it takes a strategy that accounts for human nature. The most successful campaigns leverage some (or all) of the following principles of behavioral economics.

Give them a reason to seek you out.

Whether it is a branded water bottle, access to a charging station or better yet, a sample of your product, a freebie never hurts when you’re trying to drive traffic and attract interest.

• Extrinsic motivation: People take action when they know they’ll be rewarded.

Answer the question "What's in it for me?"

Create a clear call to action with a specific reward. Ask consumers to post a selfie in exchange for a sweepstakes entry or watch a demo in exchange for an exclusive offer.

• Deterministic: People often gravitate toward a straightforward “do this / get that” situation because it allows them to make choices and operate in their own best interest.

Position your brand carefully.

If consumers are taking time to interact with your brand, consider how it relates to the competitive landscape and craft the messaging and experience accordingly.

• Framing Bias: People do not consume information in a vacuum; perception is driven by the way informationis presented. 

Make it interesting.

Sure, you want to focus on your product and its key messages but none of that matters if the experience isn’t compelling. Stand out with highly graphic visuals – don’t be afraid to be bold.

• Vividness: People tend to have a stronger memory when an experience is particularly graphic or dramatic. 

Personalize the experience.

Consumers love personalization. Letting them pick their favorite color, offering customized branded merchandise or pinpointing a solution that addresses their unique needs is highly rewarding for consumers.

• Idiosyncratic Fit: People like to believe they are unique and appreciate when brands understand and account for their personal needs and preferences. 

Bring the intensity.

Don’t be afraid to create a “moment” with your consumers. Think about how you want your target audience to feel (whether it is edgy, hip, beautiful, tough, advanced, trendy or playful) and design an experience that drives toward that feeling.

• Hedonic / Dopamine Effect: People tend to remember highly emotional and pleasurable experiences and often feel a rush of positivity when this happens.

Give them something to remember.

A good engagement should be memorable on its own but it helps when consumers walk away with something special to remember their experience. Choose branded items that are culturally relevant and aligned with your brand.

• Memory Bias: When faced with a choice, people tend to favor the option that is easier to remember.

Go easy on the sales pitch.

Consumers know you want to promote your brand but they’ll be much more receptive to a laid back and relaxed interaction. Focus on having a conversation with your audience rather than talking to them.

• Sociability: People tend to avoid conversations that can be too obnoxiously direct; a softer, social approach is more palatable.

Find your focus.

Most brands have a variety of products and services but it doesn’t mean they should be promoted all at once. It is better to focus on a limited line of products or even a single feature that really resonates well with the audience.

• Choice Architecture: People tend to be overwhelmed by too many choices. A few carefully chosen options can help people focus and better equip them to make a decision.

If you’re looking for loyal brand advocates, you’ve got to meet them on their level. There is no single formula for success that can be applied for all brands, all industries, or all consumers.