What is experiential marketing?

What where thoughts after you first heard the term “brand activation?”. Like most, your eyes probably rolled out of your head as you thought “not another marketing buzzword!”. This is the initially the case for many. However, after some investigation I assure you will recognise it as an unparalleled opportunity to increase your brands’ asset value. So what is brand activation and experiential marketing?

The terms Brand Activation and Experiential Marketing are used interchangeably. They are essentially the creation of immersive brand experiences that an individual’s’ can physically interact with. This rules out anything that sits purely online, on screen or in print. The objective is to create opportunities for brands to build a closer bond between the consumer. The brand experience should aim to immerse there customers in a fun, relevant and memorable experience.

 

Why do you need it to build Iconic Brands?

According to Douglas Holt, Professor of Marketing at Harvard business School iconic brands are founded upon “pain points” in a nation’s culture. In his seminal book “How Brands Become Icons” he revealed that iconic brands are the performers of myths that resolve the nation’s cultural tensions. These pain points emerge from societal shifts and changes in the epoch as society develops.

The crack that currently exists for marketing in  western consumerist culture is the result of the digital revolution. Consumers are now bombarded across all digital platforms with advertisements designed to steal our attention. Consumers are thus rejecting any interference from brands or advertisements online. The antidote to this bombardment of the advertising landscape is to transcend the limitations of the digital marketing platform. Brands need to engage with consumers through experiential marketing and brand activation techniques. They need to give consumers the opportunity to engage in meaningful brand experiences.

 

Brand Activisation and Experiential Marketing Solve Problems for Consumers and Brands.

Brand Activation and Experiential Marketing solves the problem that brands have with getting customers attention online.

Brands battle for customers’ attention left right and centre in the current market. Experiential marketing creates a consumer touch point that transcends this  noise of the market. It gives brands the opportunity to relate to consumers at a personal and interactive level. Much more memorable and likable than an interruption. Therefore, the antidote to the noise of the digital marketing landscape is experienctial marketing. Creating opportunities for your customers to engage with a brand through relevant, fun and engaging activities.

Brand Activation for Mini Cooper

At Davis Events, we construct our brand activation and experiential marketing strategies informed by years of industry experience. Our expert team of passionate event enthusiasts construct large scale brand activation and experiential marketing campaigns. We work with a number of high-profile clients such as Google, Dropbox, Electric Ireland and Intercom.

“Brands battle for customers’ attention left right and centre in the current market. Experiential marketing creates a consumer touch point that transcends this  noise of the market. It gives brands the opportunity to relate to consumers at a personal and interactive level. Much more memerable and likable than an interuption.“

All iconic branding strategies include strong experiential marketing elements. Through these branding experiences, a storied product can be delivered to the consumer. Good Brand Activation and Experiential Marketing events are memorable and spark conversations. They enhance the brand’s digital and brick and mortar marketing campaigns by appealing to the 5 senses that we experience the world with. They assist brands in moving consumers along the cognitive process and buying decision criteria. The customer can move from knowing and liking a brand to engaging with the brand with effective experiential marketing campaigns. It creates a platform for the brand to express its’ unique personality and engage with the consumer on a personal level,

Davis Events Agency can help your brand to create state of the art consumer experiences. We aim to unite people through shared cultural experiences, thoughts and symbols and start a story they wish to continue. Get in touch!

 

Written By: Clare Grogan  Davis Events Agency