Q. What is a brand experience?
A. Brand Experience, Experiential Marketing and Activations are all terms used to describe a sponsored event in which brands engage directly with consumers in the real-world. These terms can be used interchangably.
A Brand Experience can take many forms and be scaled up or down according to budget and the overall brand objectives. These can include launch events, product sampling and digital experiences to name a few.
By offering consumers an experience, a face to face interaction, brands can build a more genuine following, create word-of-mouth advocacy and foster long-lasting consumer loyalty.
Q. What a brand experience IS NOT?
A. A Brand Experience is NOT an advertisement. It is not overtly telling consumers to ‘buy this’ product or service. When brands use Experiential Marketing and Activations they are giving consumers the chance to experience life with their product or service and then decide for themselves whether or not to purchase.
Q. IS a brand experience the right approach for my brand?
A. In a word, yes. Brand Experiences and Activations are a powerful way for any brand to reach new consumers and strengthen relationships with existing ones. Brand Experiences are a highly effective strategy for new product or brand launches, FMCG product sampling, awareness campaigns, publicity stunts, festival or sporting event sponsorships, retail sales promotions, new store openings, rebranding, new film releases, environmental or charity-based messages or any other occasion a brand needs to stand out from the crowd.
Q. What is Non-traditional media
A. Non-Traditional Media (NTM) is any form of media that falls outside of the established media formats being, digital, press, print, outdoor, cinema etc. Habitat’s NTM suite of products includes: light projections; street posters; pavement decals and chalking, sticker bombing, custom corflute boards, branded merchandise hand-outs and whatever our collective, creative minds can conjure up.
Q. What is the best strategy for creating a brand experience?
A. Once the decision is made to invest in an Experiential Marketing campaign there are a number of factors to consider to ensure maximum reach and impact from the event. Location and daily footfall numbers are of key importance but also is the inclusion of a content package. By storyboarding and capturing content, editing into a content clip for posting to the brand’s social media channels, the activity can reach many more consumers than were present on the day. If relying on consumer attendance it is also vital that the event is promoted prior to the live date. This can be done effectively through the brand’s social media platforms.
Q. how do i reach my target audience through experiential marketing?
A. The right location, time and creative execution is the simple formula that makes certain the correct target audience is reached. Our recommendations are always filtered against the objectives of the brief. This ensures that Habitat Experiential Marketing campaigns always reach their target audience.
Q. how does experiential marketing compare to digital marketing?
A. No format today has the reach or target-ability of digital. However, Experiential Marketing can do something very powerful that digital alone cannot do. Experiential Marketing puts consumers and brands face to face without the interface. Here, consumers can touch, feel, smell and taste the brand. They can engage and converse with the brand, and it’s all real.
This is not to pit digital against the brand experience. On the contrary by using digital and live experience together, brands can get exponentially more from each consumer relationship and strengthen their position far more than using digital marketing alone.