How to bring buzz to your brand with experiential marketing

“Sell the sizzle, not the steak” is an old ad world adage, which essentially means this: if you want to connect with your audience, you need to promote what your product does for them, not what it has. Or in other words, sales are made through benefits, not features. 

Think about the world’s most successful fashion brands. Does Gucci talk about the stitching on its products or the rubber soles on its loafers? Of course not! It sells Italian glamour. Does KFC talk about its spice list? No way. It sells easy soul food for sharing with friends and family.

Experiential marketing takes this ethos one step further and lets the customer experience the “sizzle” in person. Let’s take a closer look.

What is experiential marketing?

People ignore adverts. And even if they pay attention, buying something is a risk. What if they don’t like it? Sure, they could return it, but it’s a lot of effort. 

Experiential marketing is a way for potential customers to get hands-on with your product. So rather than telling people how good it is, you show them. And not just the features — you want them to experience the benefits right there and then.

Commonly, it’s things like free food samples and popup stands. But it can also be more subversive. 

Guerilla marketing campaigns involve unusual and sometimes shocking methods to grab attention and make a point. They often go viral due to their high creativity and entertaining audience reaction. Done well, they offer a low cost, high-impact result, making them a popular option for brands with flair and nerve. We’ll share some examples later on.

What are the benefits of experiential marketing?

Experiential marketing offers things traditional marketing often can’t match. Namely, a hands-on experience. 

When people can see and interact with a product, they’re more likely to remember it. This raises your chances of word-of-mouth promotion, which is a heavy hitter when it comes to marketing. Plus, these firsthand experiences encourage genuine feedback, which give you immediate and honest insight.

Experiential marketing:

• Boosts brand loyalty: Interactive, personal experiences can lead to lasting customer relationships.
• Encourages word-of-mouth marketing: Happy and amazed customers share their experiences with others.
• Increases engagement: Interactive events engage customers more effectively than traditional ads. 
• Provides immediate feedback: Companies can get direct feedback from people.
• Boosts brand awareness: Unique experiences create stories that people remember.
• You might go viral: If you turn your marketing efforts into a real event, even those who weren’t there will want to see what hijinks you got up to. 

Does experiential marketing really work?

Experiential marketing can be really effective, but is it worth the hype? 

When people have hands-on experiences, they tend to form stronger connections. They remember the product after the event is over, and talk about it with friends, which spreads the word without extra cost. 

According to a study by EventTrack, 74% of consumers say engaging with branded event marketing makes them more likely to buy the promoted products. Another report from the same group found that 98% of users feel more inclined to purchase after attending an event.

But we can also look to other brands for evidence. Coca-Cola and Red Bull invest a lot in experiences, because they get people excited. Red Bull in particular is a master of experiential marketing, with a range of high-octane events built around the theme of flight.

How experiential marketing has evolved over time

Experiential marketing has come a long way from its infancy. In the past, businesses might have simply handed out samples or gone door-to-door, letting unwitting homeowners try their goods before the hard sell. 

Over time, as marketing budgets grew, brands created bigger events and campaigns. Technology advancements were like gasoline on the fire, opening up a world of virtual experimental experiences. 

With technology growing fast, companies now use tools like virtual reality and social media to reach people in fun and engaging ways. 

The pandemic had an effect too, temporarily limiting brands’ ability to host in-person events. They transitioned online instead. And, as it turned out, inviting people to engage from the comfort of their living rooms offered convenience and a wider audience, and so it stuck around.

Creative pop-ups, interactive displays, dedicated apps, and live-streamed events are just a few examples of the range on offer, pushing the boundaries of traditional marketing in exciting ways — some of which we’ll take a look at in the next section. 

Experiential marketing campaign approaches [with examples]

We’ve mentioned a few of these already. Let’s take a more in-depth look. 

Guerrilla marketing 

As the name suggests, guerrilla marketing is all about surprising people with unexpected experiences. Traditionally, it’s low cost, big impact. 

It often uses public spaces like streets or parks, or even public transport to showcase the brand. It can also take place online with things like website hijacking, or subversive app usage (the movie Ex Machina’s marketing campaign offers a great example here).

When done well, these events generate a big buzz, leaving a lasting impression on those who experience them. The organic sharing spreads like wildfire and gives the brand free publicity. 

A real-life example

In 2010, Coca-Cola installed “happiness machines” on college campuses. These machines dispensed not just drinks, but unexpected gifts like flowers or pizzas. It went down well, sparking joy and generating a buzz amongst students. 

How to do it well

You need creativity, and a lot of it. You also need to know your audience. Think about where they spend their time, and how you can grab their attention. 

Be bold — audacious, even. But stay true to your brand’s values. And importantly, keep it simple and clear, so the message stands out. 

Pop-up shops 

Pop-up shops are temporary promo spaces that open for a short time to sell products or promote a brand. 

We’ve all seen them at airports, festivals, supermarkets, and shopping malls. The aim is to offer a little jolt from the norm, create a buzz, and give customers a fun, engaging experience.

What makes pop-up shops work is their temporary nature: because they aren’t around for long, they create a sense of excitement. Customers feel like they’re part of something special and exclusive. This leads to more foot traffic and sales. They also offer a hands-on experience that lets people interact directly with products and the brand, and perhaps even take a sample home with them. 

A real-life example

Oreo is known for its pop ups. One such example saw it invite members of the public to create custom-flavored cookies in a fun, interactive setting. This attracted visitors and got people talking, while reinforcing it’s brand (Oreo is known for its playful flavor creations). 

How to do it well

Most importantly, choose a high-traffic location where your target audience spends time. 

Make sure the shop design reflects your brand and offers an immersive experience. And keep it simple: Focus on a key message or theme. Engage your visitors by offering something unique, whether it’s a limited edition product or an interactive activity. That way, you’ll build buzz and make a splash. 

Product sampling

An oldie but a goodie, product sampling is straightforward and effective. Instead of telling people how great your product is, let them get a firsthand taste or feel of it. 

This tactile engagement means customers can see the value of your offering right away. You might get on-the-spot purchases, or at the very least, better brand recall. 

A real-world example

A food company might set up an inviting booth in the snack aisle of a busy grocery store, offering samples of a new tasty morsel while also giving information about its unique ingredients and health benefits.

How to do it well

Choose high-traffic areas where your target audience is likely to congregate, like shopping malls, farmers’ markets, or community events. 

Add incentives like discounts to encourage purchases, and encourage staff to actively promote the samples and share stories about the product for a truly immersive experience. 

Ultimately, this approach is about lowering the barrier for trying something new, while also inviting instant feedback, which you can then use to refine the product, possibly before an even larger launch. 

Immersive installations

Immersive installations take pop-ups to the next level by creating visually stunning, interactive environments. 

These setups are usually intricate and thoughtfully designed, transforming ordinary spaces into something extraordinary. 

Real-world example 

Greenpeace set up a giant ocean creatures immersive installation in London. The visually arresting film walks viewers through the fate that awaits our oceans, and the planet, if global warming goes unchecked. 

How to do it well

Making your installation visually striking is a given. But you also need to invite active participation. You want people to stop what they’re doing and get involved — no easy task when they’re busy with their day. 

Storytelling plays a key role here. The experience should weave a narrative that sucks people in, and sticks with them after they’ve left. 

Incorporating interactive elements, like live demonstrations or hands-on activities, can be a good way to boost engagement. Adding photo ops and instagrammable backdrops is another way to spread the word. 

How to run a successful experiential marketing campaign

The following tips hold true, whichever approach you take. So note them down and make sure you’re familiar with each one before getting started. 

Step 1: Know your goals

As with every work project, you need an end goal in mind. 

Ask yourself: What do you want people to think or feel after they experience your event? Clarity will guide all your decisions.

• Decide if you want to boost brand awareness, sell more products, or maybe build customer loyalty. All of the above? That’s fine too, but make sure you keep your focus. 
• Set specific targets, like increasing social media mentions or foot traffic by a certain percentage. Put a figure to this so it’s specific. 
• Keep your goals realistic and align them with your overall marketing strategy. SMART goal-setting is a good idea here. 

Step 2: Know your audience

You’ll have more impact if you tweak your message to a specific group. To use an analogy, it’s the difference between blind-buying a gift for someone or choosing something specific based on a deep knowledge of the recipient. So dive deep into what your target audience likes, dislikes, and values.

• Create buyer personas if you don’t already have them.
• Look at demographic data like age, location, and interests.
• Engage with your audience through surveys or social media to gather tidbits.

Step 3: Brainstorm ideas

Once you’ve pinned down your goals and audience, it’s time to come up with ideas to catch their eye.

• Hold brainstorming and/or mind map sessions with your team.
• Think about current trends and how they can fit into your event. Just be careful you stay true to your brand and don’t force it, or you’ll look try-hard. And that’s a turn-off. 
• Draw inspiration from other industries and brands, but add your unique twist.

Step 4: Plan the logistics

Good planning can make or break your event. You’ll need to work out all the practical details ahead of time to make sure everything runs like clockwork.

• Choose a venue that fits the theme and is convenient for your audience.
• Consider the timing and duration of your event.
• Plan out the schedule, including setup, the main event, and teardown.

Step 5: Promote your event

No matter how amazing your event is, it’ll be a flop if no one knows about it. Start promoting early and use multiple channels to maximize your reach.

• Create eye-catching promo material with clear information and a call to action.
• Use social media, email campaigns, and influencers to spread the word.
• Encourage pre-registration or RSVPs to estimate attendance numbers.

Step 6: Engage and interact

The core of experiential marketing is interaction. Make sure your audience feels part of the event, not just an observer.

• Set up interactive activities like games or demos.
• Use live feedback tools to keep participants involved.
• Encourage attendees to share their experiences on social media with a unique hashtag.
• Make the event omnichannel—in-person and on social media—basically, use as many touch points as you can and coordinate them to reach as many people as possible and spread the word.

Step 7: Collect feedback

After your event, gather as much feedback as you can. This will help you understand what worked and where there’s room to improve. This is especially useful if the product you’re showing off is a prototype or MVP. 

• Use surveys or interviews to ask attendees about their experience.
• Analyze social media mentions and online reviews.
• Discuss the event with your team to gather internal feedback.
  

Step 8: Follow up

Engaging with your participants doesn’t end when the event is over. A solid follow-up can turn an experience into ongoing engagement.

• Send thank-you emails or messages to show appreciation.
• Share event highlights on social media and your website.
• Offer special deals or content to encourage future interaction.
• Respond to mentions on social media to keep the conversation going. 

Use collaboration tools for your experiential strategy 

When it comes to pulling off something that generates a buzz, strategy is key. Whether you’re planning a pop-up or plotting a more audacious stunt, Nulab has collaboration tools that were made for smarter marketing. 

Brainstorm ideas in Cacoo, which has a virtual whiteboard feature everyone can use (remote workers, too!). Next, set goals in Backlog so everyone knows what they’re doing and by when. Finally, measure your results as you go so that each experiential effort is better than the last. Give both a try for free today!