When you want to sell to prospective customers, you need to tell them your brand’s story in an exciting and innovative way.
This is where experiential marketing in a retail environment can have a significant advantage to your business.
Experiential marketing creates an immersive, face-to-face experience for shoppers. From interactive selfie mirrors to free food, it’s all about raising awareness and making customers remember your brand.
Now that lockdown has passed, four out of five brands predict that their experiential budget spend will match or exceed what it was before lockdown started. This means that if you’re not using this marketing channel, you could be missing out.
Not sure how to use experiential marketing to boost the power of your brand? Here are three reasons why it’s such a great marketing channel to use.
1. There’s lots of great opportunities for social media promotion
This means that if you create a tremendous experiential marketing opportunity, the chances are that your customers will share it on social media channels including Instagram, TikTok and Twitter.
For a great example of experiential marketing on social media, take the Coca-Cola Christmas tour truck. The illuminated truck travels across the country in November and December, with visitors sharing their photos with friends and family.
The corresponding #holidaysarecoming hashtag has been shared on Instagram over 580,000 times!
2. It gives your customers the ability to see, touch and smell your products
One of the main advantages of in-store shopping over eCommerce is that customers can use all five of their senses to get a feel for products. Not only does this make them more likely to buy, but it can help forge a strong emotional connection to your brand.
Cosmetic retailer Lush has the sensory experience down to a fine art. Not only can you look at the products, but you can hold them and smell them. There are even bowls of water where staff can show you what the bath bombs look like when you use them!
3. It lets you provide a personalised experience for shoppers
Seven out of ten shoppers get frustrated when the shopping experience isn’t personalised to them. This can make the difference between making and losing a sale.
Experiential marketing is a great way to create a bespoke experience for your customers. Not only will it make them feel valued, but it also encourages higher spend too.
One of the best and simplest ways is to create exclusive VIP events. Use data to see which customers are most likely to buy a particular type of product, and invite them to join you in-store for drinks, nibbles and a showcase of your best goods.
How will your brand use experiential marketing to boost turnover?