{"id":8568,"date":"2019-04-01T16:44:16","date_gmt":"2019-04-01T20:44:16","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=8568"},"modified":"2021-01-28T17:49:44","modified_gmt":"2021-01-28T22:49:44","slug":"experiential-marketing-how-brands-connect-with-their-audience","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/experiential-marketing-how-brands-connect-with-their-audience","title":{"rendered":"Experiential Marketing: How Brands Connect With Their Audience"},"content":{"rendered":"\n

We\u2019ve written about the <\/span>Future of Marketing<\/span><\/a> and how the industry is changing, and experiential marketing is one trend that has gained a lot of popularity. <\/span>77% of marketers<\/span><\/a> say that it\u2019s a vital part of their brand\u2019s advertising strategy, and for good reason, as <\/span>the same report <\/span>shows that 70% of participants convert into repeat customers after an experiential marketing campaign. <\/span><\/p>\n\n\n\n

To find out more about experiential marketing and how brands are using it to connect with their audiences, BrainStation held a Future of Marketing panel discussion last week. The event featured panelists from McCann NY, Fake Love at The New York Times, and Everlane, who shared their experiences working in experiential marketing. <\/span><\/p>\n\n\n\n

What is Experiential?<\/b><\/p>\n\n\n\n

Many organizations are talking about it, but what does experiential marketing actually entail? Our panelists explained that experiential marketing is a way for brands to bring their products and services to life, to create an experience for users in real life rather than only marketing through digital or traditional means. <\/span><\/p>\n\n\n\n

This is often done through pop-up shops or installations, but the exciting part of experiential marketing is that the more you think outside the box, the better. <\/span><\/p>\n\n\n\n

\u201cI get to work on something different every single day,\u201d explained Christine Lane, SVP Executive Producer Innovation at McCann NY. \u201cSometimes that can be working with emerging technology, something experiential, something digital, or something installation based.\u201d<\/span><\/p>\n\n\n\n

The work is diverse, but the experience is always at the core. <\/span><\/p>\n\n\n\n

\u201cWhen we\u2019re in a public space enjoying things together, we experience it completely differently,\u201d said Sam Ewen, SVP of Business Development for Fake Love at The New York Times. \u201cThere\u2019s an intangible energy that happens when you view things with other people. I love the idea of figuring out how to get people to spend more time together.\u201d <\/span><\/p>\n\n\n\n

Sometimes, experiential marketing is a way for brands that don\u2019t have as much physical presence to connect with their consumers beyond digital. <\/span><\/p>\n\n\n\n

\u201cWe\u2019re a brand that started online and now we\u2019re in retail, and people are really excited to interact with us,\u201d said Kellie Spano, Experiential Marketing at Everlane. \u201cSo how can we bring that excitement into the physical realm, be it in our retail locations or concept shops, in a way that feels authentic to us and is something that our customers are really excited about?\u201d<\/span><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

The Intersection of Digital and Physical <\/b><\/p>\n\n\n\n

A common perspective across the panel was that it can be difficult to quantify the success and reach of campaigns, as often experiential marketing is about more than just the number of people who show up. <\/span><\/p>\n\n\n\n

\u201cThere are certain intangible elements and benefits that come from experiential marketing that you can\u2019t necessarily put a number on,\u201d explained Melanie Olar, BrainStation\u2019s Global Community Manager and the panel moderator. <\/span><\/p>\n\n\n\n

\u201c29 percent of all TV ads play to an empty room. 40 percent of all banner ads are being clicked on by bots,\u201d said Ewen. \u201cBut I can guarantee that 100 percent of the people who come to our events are there.\u201d <\/span><\/p>\n\n\n\n

Not only are brands creating an experience for the people physically present, but constant sharing on social media enables campaigns to have an even broader reach.<\/span><\/p>\n\n\n\n

\u201cIn my experience starting off in experiential, it was really hard to prove scale,\u201d said Lane. \u201cThe fact that social exists and that we can scale this in more ways is one of the reasons why experiential is so popular in marketing.\u201d<\/span><\/p>\n\n\n\n

Where the lines become blurry is around the question of whether brands should build experiences specifically aimed at creating shareable moments. Our panelists acknowledged that part of the excitement surrounding an experience is the ability to share it with friends and family. <\/span>\u201cBring the physical into the digital,\u201d said Spano.<\/span><\/p>\n\n\n\n

Maintaining Authenticity<\/b><\/p>\n\n\n\n

While social is an important way to spread the word about experiential marketing campaigns, creating experiences that are designed solely for the \u201cinstagrammable moment\u201d can feel inauthentic. <\/span><\/p>\n\n\n\n

Authenticity is a word that gets used a lot in marketing, but it is so important that brands stay true to themselves through any campaign, experiential or otherwise. <\/span><\/p>\n\n\n\n

Kellie Spano explained that the way Everlane maintains authenticity in their marketing is by always having a \u201cwhy\u201d behind every campaign \u2013 a concept that every marketer should keep at the forefront of their decision-making process.<\/span><\/p>\n\n\n\n

\u201cPurpose is a part of our mission. In that regard I think that everything we do is really mission driven,\u201d said Spano. \u201cI\u2019ve been very privileged to work at companies where that is the main focus, and that\u2019s always the \u2018why\u2019 behind doing something.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Why is experiential marketing so popular? Three marketing leaders delve into their experience with experiential marketing in New York City and how brands can use it as a tool to connect with their audience. <\/p>\n","protected":false},"author":7,"featured_media":8571,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[169,692,336],"tags":[824,136,286],"yoast_head":"\nExperiential Marketing: How Brands Connect With Their Audience | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"Why is experiential marketing so popular? 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