Plan Ahead for Experiential Marketing Programs: American Marketing Association
Many brands are exploring experiential marketing in order to make those all-important connections with their consumers. Yet, this type of marketing is not only expensive, but it can be risky. Brands need to not only understand their own promise, but they need to have a deep knowledge of their audience and that audience’s perception of them.
Phil Dance takes a deep dive into this issue for the American Marketing Association in a recent article entitled “So You Want to Do Experiential Marketing? Consider These 4 Things First.” He encourages brands to do their homework before launching an expensive campaign and, above all, stay authentic. Today’s savvy customers will see through any attempts that don’t ring true.
He says that these four things are important to consider when launching any experiential marketing program:
- Use advanced research technology: Market research is advancing every day. From programs that track eyeball patterns to wearables that measure galvanic skin response to geo-located survey delivery, there are now more ways than ever to measure consumer response to experiences.
- Ask the right questions: Traditional methodology focused on brand attributes will not work anymore. Each shopper is influenced by several key factors — who they are, what they need, what matters to them and how they are going to solve a problem. We need to focus our research on why shoppers are doing what they are doing, rather than trying to predict their behavior.
- Nimble Research: There is no one-size-fits-all approach to research when it comes to experiential marketing. Every brand has a different audience, brand promise, personality and offering. The experiences are so varied that research needs to be just as varied to find the right fit.
- Look at All the Data: It’s clear that we now have unprecedented access to consumer. This fact ostensibly should allow us a more complete picture of the consumer. However, it is integrating all the data points that is challenging us as researchers. Data integration has become a primary goal of the market research industry as a whole.
Phil details each of these points with real-world examples and in-depth tips in the complete article, which can be found here: https://medium.com/ama-marketing-news/so-you-want-to-do-experiential-marketing-consider-these-4-things-first-745dc37b3805
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