Category: Marketing

Before you tackle any experiential marketing campaign, consider how you’ll measure your success. Every marketing campaign requires a method of measurement to determine the ROI or return on investment.

Your ROI will tell you whether the time and resources you put into the campaign were worth the results that came out of it.

Avoid assuming that the results of experiential marketing, subjective and emotional, are impossible to measure.

Instead, take time with these initial considerations to establish accurate metrics to measure your ROI.

How Do You Measure ROI for an Experiential Marketing Campaign?

For you to measure your success, you first have to define what that success looks like. Some aspects to consider are:

• attendance numbers
• genuine attention
• interaction
• online action
• likes and shares
• hashtags

Answer the question: What is it that you hope to achieve through your experiential marketing campaign?

This will lead you in the right direction. It will inform you on what metrics can eventually use to measure your ROI.

You should be able to expressly state your goals, concerning, for example, an uptick in leads generated or sales made. Other examples include an increased awareness of, affinity for, or likelihood to recommend your brand.

Whether your goals are more concrete or more subjective, you must create a quantifiable measurement system by which to measure them.

Now That You’ve Set Goals, What Metrics Should You Use to Measure Them?

The metrics essentially measure the extent and influence of your audience engagement.

Integrate social media into your campaign. This is one of the best ways to measure the social engagement of your audience. With social media analytics, you have a quantifiable measure of success.

Understand your metrics for what they are. You want the content of your marketing to get your audience to engage in a meaningful way.

Not all metrics by social media analytics show meaningful engagement. Remember to take this into account when gauging likes, shares, and comments.

Social media is just one form of reach figures you can use as a metric. “Reach” refers to exposure.

How many people were exposed to your brand as a result of the campaign? Use reach metrics as a quantifiable measure of your campaign’s success.

Samples and promotions show your audience interacting with your brand. You can distribute samples during the campaign to easily measure reach, but this doesn’t guarantee that you had a memorable interaction with your customer.

Combine this with a results-oriented measurement to find out how meaningful the interactions actually were.

Similarly, you can keep track of how many promotions like vouchers or online sales codes were distributed during the campaign.

This measurement, paired with the redemption level of the promotions, can also be used to count meaningful brand interactions.

Remember, the best first steps of a successful experiential marketing campaign are to establish goals and a quantifiable scale of measurement.

After this, it’s just a matter of choosing the right tools to capture your measurements. This will allow you to measure the campaign’s ROI and determine what parts of the campaign you should change and keep for next time.

Many aren’t yet old enough to vote, but Gen Z consumers wield a mighty economic sword. Savvy brands are onto the reality that this new generation is becoming the developed world’s largest-ever generation of consumers. Market researchers have announced astonishingly high buying-power numbers for Gen Z — as in $143 billion in direct spending (according to January 2018 Barkley study), with another few hundred or so billion in influencer spending. In other words, Gen Zers have enormous influence over how their parents and peers spend money, more so than any previous generation. Gen Zers are also demanding different attributes from the brands they are willing to support, so it is essential to know how to market to them.

Who is Gen Z?

Most market researchers identify Gen Zers as the group born roughly between 1997 and 2012. Some researchers, including Barkley, prefer the name Pivotal Generation since it better defines how this generation is pivoting away from common attitudes and behaviors of the preceding Millennial Generation. According to a 2020 Pew Research Center study, they are also the most racially and ethnically diverse generation ever, with roughly 25% being Hispanic, 14% black, 6% Asian, 5% other, and only 52% white. In addition, a 2019 Barkley study found this generation is more interested in global trends and issues, connecting with others around the world via social media and apps like Skype.

Characteristics of Gen Z: The duality generation

Ironically, in some ways, Gen Zers have more in common with baby boomers and Generation X than millennials. Like these two older generations, the 2019 Barkley study found that Gen Zers tend to demonstrate more conservative views regarding personal responsibility, dependability, work ethic, finances, and independence. However, they are more liberal and open-minded than any previous generation regarding social issues such as human rights and race, gender, and LGBTQ equality (per the 2020 Pew Research study). So, while these young consumers hold “old-school” values such as financial independence, education, and personal responsibility, they also hold progressive, non-conformist beliefs — and they aren’t afraid to speak out against brands that fail to authentically support issues important to them.

Top things to know about marketing to Gen Z 

Gen Z grew up with Google and online apps and they’ve become masters at instantly sorting through the deluge of information they receive. They tune out traditional advertising. Marketing to them requires a different approach than previous generations, so understanding these following attributes will help you connect with them.

1. Gen Z lives online. They have short attention spans, so your messages must be brief and catchy — short-form videos with music, visual effects, and overlays are king. The 2019 Berkley study also found that these young consumers also operate in FOMO (fear of missing out) mode, so using time-sensitive posts such as the Stories feature on Instagram, Snapchat and Facebook often engage them. They use each social media app differently, so your online messaging approach needs to fit each platform. For example, they tend to use YouTube for entertainment and product information, Twitter for news, Snapchat for creativity and communication, and Instagram to showcase their aspirations. Regardless of which platform you use, be respectful of their privacy and ask permission before you contact them or share their data.
2. Gen Z needs opportunities for engagement and personalization. These young consumers want to tap, swipe, or click on something, so interactive features such as quick polls, questions, or contests in your social media advertising allow them to participate. Provide opportunities for feedback and respond quickly to positive and negative feedback. Having a rewards program to text or email instant discount codes and freebies is another way to connect. Best of all, provide opportunities for them to experience your brand in an experiential marketing campaign such as product sampling and pop-up events. Make your experience spontaneous and delightful so participants will naturally want to snap and share hashtagged selfies of their interactions with your brand. Last, allow them to contribute ideas for product design and co-creation.
3. Gen Z values authenticity and uniqueness. Gen Z seeks brand-name products that make them feel unique and help them create individualized fashion styles. They are more accepting of non-traditional beauty ideals and prefer to see realistic portrayals from advertisers and celebrities, according to the 2019 Barkley study. To connect with them, avoid hiring paid actors or “perfect-looking” celebrities and instead work with micro-influencers on social media (someone with 1,000 to 100,000 followers). Another excellent strategy is to work with in-person influencers on college campuses, concerts, and extreme sports events.
4. Gen Z cares about social responsibility and positive change. Gen Z cares deeply about racial, gender and LGBTQ equality, the 2019 Barkley study and many other studies have revealed. They will not hesitate to slaughter a brand on social media that embraces a cause inauthentically or refuses to take a stand against inequalities. Their global connectivity and instant online access to information have made them more aware of global, national, and local inequalities compared to previous generations. As consumers, Gen Z leverage that information when making decisions about which brands to support. If you haven’t already engaged in cause marketing (partnering with a nonprofit), it’s time to do so.
5. Gen Z engages with brands they find ethical. Again, thanks to their ability to access information, these young consumers can often find out where, with what, and how things are made. If a company claims to be “green” or supports diversity but can’t transparently demonstrate its stated principles, Gen Z may turn its back. Gen Z sees a brand as a whole and doesn’t distinguish between owners, partners, distributors and suppliers. The takeaway here is that even if your brand behaves ethically, you could still lose Gen Z support if any link in your network appears not to do so.

Business-to-Business Email Marketing System

Business-to-Business (B2B) email marketing is a powerful tool for companies looking to establish and nurture relationships with other businesses. Here are the top 25 reasons to incorporate B2B email marketing into your marketing strategy:

1. High ROI: Email marketing offers one of the highest returns on investment among digital marketing channels.
2. Cost-Effectiveness: It is relatively inexpensive to execute compared to other marketing strategies, making it ideal for businesses of all sizes.
3. Personalization and Segmentation: Emails can be highly personalized and segmented to target specific groups within your audience, increasing relevance and engagement.
4. Lead Generation: Email marketing is effective in generating and nurturing leads by providing valuable content and offers to potential clients.
5. Lead Nurturing: It allows for systematic lead nurturing, guiding prospects through the sales funnel with targeted content and offers.
6. Direct Communication: Email provides a direct line of communication to decision-makers and influencers within target organizations.
7. Long Sales Cycles: It is particularly suited for B2B contexts, where sales cycles are longer and relationships are key.
8. Content Distribution: Email is an excellent channel for distributing content like whitepapers, case studies, and blog posts that can educate and engage potential clients.
9. Feedback and Surveys: Emails can be used to gather feedback and conduct surveys, helping to improve products, services, and customer experience.
10. Brand Awareness: Regular email communication helps keep your brand top-of-mind among your business clients and prospects.
11. Customer Retention: Email marketing can enhance customer retention through regular updates, support tips, and special offers for existing clients.
12. Scalability: Email campaigns can be scaled to reach a larger audience as your business grows, without a significant increase in cost.
13. Measurability: The success of email campaigns can be easily measured through open rates, click-through rates, and conversion rates, allowing for continuous optimization.
14. Automation: Marketing automation tools make it possible to automate email campaigns, saving time and ensuring timely follow-ups.
15. Integration: Email marketing can be integrated with other marketing tools and systems, providing a cohesive approach to B2B marketing.
16. Timing and Frequency Control: You have control over the timing and frequency of your communications, allowing you to reach your audience at the most opportune moments.
17. Global Reach: Email marketing can easily reach a global audience, making it an effective tool for international business development.
18. Mobile Accessibility: With the increasing use of smartphones, email marketing allows you to reach your audience on their mobile devices.
19. Sustainability: Email marketing is environmentally friendly, reducing the need for physical marketing materials.
20. Competitive Advantage: An effective email marketing strategy can give you a competitive edge in reaching and engaging your target market.
21. Event Promotion: It’s an effective channel for promoting webinars, conferences, and other B2B events.
22. Product Launches: Email is an ideal platform for announcing new products or services to your B2B audience.
23. Sales Enablement: Email can support your sales team by providing them with leads that have been warmed up through targeted content.
24. Market Research: You can use email marketing to test interest in new product ideas or market trends before a full rollout.
25. Relationship Building: At its core, B2B email marketing is about building and maintaining relationships with other businesses, which is fundamental to long-term success.

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When it comes to experiential marketing, there’s a major unifying factor amongst your potential and current customers alike: that little piece of technology that nearly everyone carries around in their pockets or purses.

By successfully incorporating the cell phone into your campaign, you allow consumers a more personalized interaction with your brand.

You also take advantage of the perfect avenue through which consumers can help you advertise your event.

With this mobile aspect of your marketing campaign, you can:

• Get yourself on apps
• Send text messages
• Encourage participants to share
• Give them access to links with more information

Phones are not a new addition to the marketing game, so think creatively and find as many ways as possible to use phones in marketing.

QR Codes

QR codes connect users to a web page quickly and seamlessly. Users scan the code and are brought to a specific web page, which could be a product page or your company’s homepage.

You can use these to direct users to exactly where they can buy or discover more about your products. You can show them comparisons to prices or costs of other brands.

They could take the users to further interactions with your campaign, or allow them to “like” your brand’s Facebook page. Use the QR code to streamline the user’s experience with your brand.

Another important part of experiential marketing campaigns is gathering consumer feedback.

You can use a QR code to direct users to a quick survey for feedback about their experiences at your event. This feedback can be used to assist you in measuring the ROI of the campaign.

Location-Based Marketing

Many smartphone users are looking to their phones for extremely location-specific information. Link the marketing of your experiential campaign to location-based search keywords.

Send your event information to local online publications like community newsletters and local blogs.

Use these online venues to reach out to people in the area, so that the community knows your event is coming. Thismakes it easier for them to reach out to others and help you promote your own event.

Text Offers

You can also offer to send users the latest offers for your brand through text message. Your texts can publicize events and sales concisely, offer discounts or request a short customer survey.

Remember that consumers don’t always give out their phone numbers easily, so strong incentives can help.

Augmented Reality Apps

Augmented reality adds some tech to reality. It takes what’s there in front of users and combines that with something virtual.

An augmented reality component with cell phones can be a unique way to get your audience to participate in your marketing campaign.

Create the most effective experiential marketing campaign today by using your consumers’ cellular devices. Use these methods and put your own creative spin on them.

The first step to attracting and retaining customers is meeting them where they are and demonstrating you understand their needs. So much of our marketing efforts focus on the seemingly relentless quest to attract new customers to our brand. We strive to offer exciting new products and services and chase industry trends. We create fabulous experiential marketing campaigns to engage with consumers.

However, if we fail to understand our target audience’s needs, we miss opportunities to attract and engage with customers. This goes for existing and former customers too. Sometimes we assume we know what our current customers want because they’ve already bought from us — big mistake. We want to evaluate their needs regularly to keep them coming back because needs can change. So, let’s explore customer needs and why it’s essential to understand them.

What Are Customer Needs?

Customer needs are the problems, challenges, goals or desires consumers want to solve. Needs motivate consumers to purchase a product or service. Customer-centric companies understand that meeting customer needs and exceeding their expectations is the key to their success. If your products or services don’t fulfill your target audience’s needs and wants, they will spend their money elsewhere.

Needs can be categorized as product or service needs. Often, consumers make a purchasing decision based on having multiple needs met. They’re also likely to share with others how your brand met (or failed to meet) their needs.

Product Needs

Product needs refer to how well your product or service functions.

• Price: Customers generally make purchases that fit within their budgets. In other words, consumers must feel your prices are affordable. If your product or service costs more than the customer is willing to spend, you’re not meeting that customer’s need to stay within their budget.
• Effectiveness/functionality: Your product or service needs to “do the job” or solve the problem efficiently and effectively. It must do what it’s advertised to do.
• Reliability: You can produce an excellent product, but it won’t matter if it repeatedly fails or breaks. The last thing you want is your product or service to delight your customer for a brief time, then anger them when they can no longer use it.
• Experience: Using your product or service should be a seamless, pleasant experience. If learning to use your product or service is time-consuming, frustrating or uncomfortable, your customer likely won’t buy again — and may tell others to avoid you.

Service Needs

Service needs involve how your customers feel about your brand and their interactions with it. You can have the best product or service in your industry, but if your customers don’t feel valued, you risk losing them and them sharing their negative experiences with others. Many consumers place as much value on the customer service they receive as they do on products, especially when they can get comparable products from a competitor.

We’ve all experienced poor customer service. We’ve waited endless minutes on hold to speak with someone, been rerouted to multiple automated responses (or people), agents failed to understand our problem or lacked the knowledge to solve it. We’ve encountered indifference, incompetence, language challenges — the list goes on.

• Empathy: When a customer experiences an issue, it is absolutely essential they feel understood — and that their issue will be resolved quickly. A Statista study showed that between 40 and 54% of Americans stopped doing business with a company due to poor customer service.
• Transparency: We live in an era of distrust due to data breaches, privacy concerns, fake news and false reviews. As a result, consumers are finding it harder to trust what they see and hear. They want more transparency and honesty when changes occur or problems arise. A Sprout Social study found that 86% of Americans believe transparency from a business is more important than ever before, especially on social media.
• Accessibility: Customers need to be able to find and access your customer support teams easily and quickly. They need more than one channel such as live chat, email, immediate phone support and automatic callbacks.
• Fairness: Customers must perceive that your business’ pricing, return policies, service contract details and more are fair.

Customers’ Needs Can Change

Sometimes it’s inevitable that we’ll lose customers as their needs change. For example, families’ needs change as their children move from infants needing diapers to school-age children needing sports equipment to teens wanting the latest, greatest tech gadgets and trendy clothing. Similarly, a startup might only need basic accounting services at first and then payroll and benefits processing as they grow.

One strategy to address changing needs is to evolve your offerings to match their needs. This isn’t always feasible but is certainly worth consideration depending on your products and services. Anticipate what they’ll need next — it could be a newer, larger, more sophisticated product or service — or maybe a smaller one.

Next Steps: How to Identify Customer Needs

Now we have a better understanding of our customers’ types of needs, so the next question is how to determine what those needs are. Hint: ask them. Conducting focus groups, using surveys, “listening” on social media, seeking feedback from frontline employees and doing keyword research are some of the ways to gather information to help you understand your customer’s needs.