Brendan Walsh, founder of Mole Street Digital, spoke about experiential marketing. Experiential marketing is a great way for brands to engage with consumers, communicate brand values, and build the brand story either online or in-person. It’s a great way to create a brand experience for consumers, get consumers involved with brands in a fun way, while also educating them. Brendan said he believes the future of advertising is in live activation and live events, “the fastest growing verticals in the marketing mix.”
Brendan asked the question, “Where do you draw the line between the product, and just getting noticed?”
I wrote a post, “Dear Brands, Can I Get Some More of that Branded (Video) Content?”, inspired by the discussion with guest speaker, Ryan Johnson of Mercedes-Benz USA, for a Social Media Innovation meet-up. I wrote about the difference between branded content and content marketing, and I used Red Bull as on of my examples. I think this brand is doing a great job at utilizing branded content, and apparently, experiential marketing. I think brands that can bring an action packed experience are great for experiential marketing.
I also think brands in the beauty and hair industry have potential to do great things with experiential marketing. Below are two examples of beauty brands that utilized experiential marketing.
Dark and Lovely traveled across the country to Historically Black Colleges and Universities to do live demos, give away free samples, and contest giveaways. Many of the people in their target market attend these universities, and the campaign timing was perfect because the brand recently released a new product line, and as a struggling (at least I was) college student, trying before buying is definitely a must. This event gave the brand the opportunity to engage with their audience, educate, and create a memorable experience. They even streamed these live events on social media channels to create an experience for those people who could not physically be there.
Sephora hosted its first beauty festival, Sephoria (“Coachella of Beauty”) this month. Sephoria was a two-day event to give customers, influencers, and brands the ability to connect. Sephora provided an entire beauty experience, featuring 50 favorite customer brands. Pre-Sephoria, Sephora utilized user-generated content (influencers) to help to release details about the event to help increase ticket sales and get people interested. Showing appreciation to consumers and influencers creates brand trust.
Experiential Marketing is a tactic brands should include in their marketing strategies, it gives the brand a chance to engage with customers in a fun and innovative way.