In the era of Facebook and Twitter, has “engagement” with consumers been redefined as simply social media contact? Communicating effectively in a one-on-one manner with existing customers and the new generation of customers has become even more important in light of the bombardment of digital and traditional advertising messages.
Experiential marketing, especially one-on-one interaction with customers, can create a branded and memorable experience to help strengthen your marketing campaign. This experiential marketing has the ability to appeal to all five senses, giving customers the opportunity to engage personally with your products and your brand. According to a recent online survey of 2,574 consumers ages 13-65, in the top 25 U.S. markets, the results confirm that this increasingly important marketing medium resonates strongly across demographics and product categories. In fact, 72% of 18- to 23-year-old consumers say experiential marketing would make them more receptive to the brand/product advertising; 59% say it would lead to a quicker purchase.
This study also indicated that live marketing experiences were shown to be a valuable way to increase marketing ROI: 75% of consumers say that participating in a live marketing experience would make them more receptive to the product/brand’s advertising; 75% of consumers said they would be extremely likely to tell others after participating in a live marketing event, extending impact through word-of-mouth.
Domus has had great success with live marketing experiences for the Pennsylvania Lottery to help launch its new instant ticket games. Each event utilized a creative overlay that reinforced the traditional advertising program of television, radio, print and outdoor. The theme was brought to life through a state-wide bus tour including live activities with audience participation, street teams, signage and ticket giveaways. Each tour garnered pre- and post-event press coverage as well as a multitude of attendees. The results? Another record-breaking year of ticket sales for the Pennsylvania Lottery!
Joanne Michael is an Executive Vice President at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at firstname.lastname@example.org or 215-772-2805