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How to Create Memorable Brand Experiences 

Engaging with a brand on video, voice, and text with a single smartphone click creates an expectation among consumers for an experience whenever they consume marketing content. When people shop for a product or service, they look for companies for whom they have the best brand awareness and comfort. 

Experiential marketing campaigns can help companies achieve these goals. With this information, businesses gain knowledge of the importance of immersive marketing experiences with tips to create their own. Matt Dunkmann, the Vice President of Sales & Marketing at Craftsmen Industries, provides our guest blog, How to Create Memorable Brand Experiences.

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Planning Memorable Brand Experiences

 Image by Geralt via Pixabay

What Is Experiential Marketing?

Experiential marketing provides a comprehensive examination of your company and its business proposition. While most marketing methods attempt to appeal to one sense of the audience, experiential campaigns do as many as possible simultaneously. These experiences are usually immersive, allowing attendees to test the product and consume high-quality content. Participants come away with a greater understanding of the company and its ability to meet consumers’ needs.

How Does Experiential Marketing Compare?

Experiential marketing campaigns are often more effective than other types of marketing, primarily because they aim to do so much at once. Potential customers love the opportunity to dive into the product or service, giving them an in-depth experience with the company. As a result, participants tend to leave with better brand awareness and increased loyalty to the company.

How to Plan an Effective Experiential Campaign

Once you understand the importance of experience in your company’s brand management, you can discover how to plan an effective experiential campaign. Incorporate these elements into your design so that you cover everything you need.

Find Your Target Audience

As a company, you already understand your target demographic but must refine it for the experiential campaign. Some companies try to make marketing to suit all groups, while others aim to target demographics that might miss other marketing efforts. In either case, be clear about your targets to provide the most appealing experience for that demographic.

Set Clear Objectives

Before you start designing the experience, you should confirm your expectations for the project. 

• Are you trying to increase brand awareness among groups unfamiliar with your company? 
• Are you hoping to increase conversions among demographics already familiar with your brand? 

Set key performance indicators that you can measure during and after the campaign.

Create A Detailed Budget

Experiential marketing campaigns can be more expensive than typical ads or promotions, so you should set a clear budget. The budget should include all aspects of the project, from promotional materials and advertising to rental spaces, equipment rentals, labor, and more.

Choose the Right Venue

The venue can make the difference between success and failure. Attendees generally expect an immersive experience that allows them to forget the time and space around them. To minimize distractions or competitors pitching similar experiences, you may opt for venues that allow you to control the environment somewhat.

Build An Immersive Experience

An immersive experience provides nourishment for most or all the senses. This hands-on experience gives attendees a comprehensive look and test of your brand, products, and services. Provide content that meets the senses, especially visuals, lighting, sounds, and textures. For example, incorporating architectural signs and hands-on Technology can let attendees immerse themselves in all aspects of your brand.

Conclusion: How to Create Memorable Brand Experiences 

Building an experiential campaign for customers can help them get to know your company and your offerings pleasingly and efficiently. Experiential marketing provides a complete view of your business while giving participants an excellent experience. By paying attention to your audience’s needs and setting clear goals, you can determine the best way to design and execute an ideal marketing experience.

Resources:

1. Craftsman Industries
2. Freeman Trends Report
3. AnyRoad Experiential Marketing
4. Intuit MailChimp Experiential Marketing

About the Author:

Matt Dunkmann is the Vice President of Sales and Marketing at Craftsmen Industries, a market leader in the design and fabrication of experiential marketing vehicles, industrial fabrication, architectural assets, and large-format graphics. He leads efforts to drive company Growth through strategic planning and market expansion. Passionate about creating impactful experiences, Dunkmann uses his sales, marketing, and business development expertise to help clients reach their target audiences effectively.

For more Insights, Visit Elinor’s Amazon Author Page

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Sales Tips: How to Create Memorable Brand Experiences

1. Commit to your long-term vision for accomplishment(s) to enjoy business success. 
2. Capture a time-tested message for branding and marketing.
3. Take note of reactions to all communications to make improvements.
4. Monitor varying audience segments to realize necessary communications adjustments.
5. Welcome ideas (including criticisms) from staff, prospects, and clients for improvements.
6. Ensure your branding and marketing efforts capture attention, are unique, and stand out from competitors.
7. Seek collaborative partners to spread the good word about your company exponentially. 
8. End communications by asking the other party or people if they have questions to ensure clarification.
9. ‘Don’t give up – find a better way!’
10. Celebrate Success!

Today’s insights are provided to help you achieve the Smooth Sale!

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Elinor Stutz International Best-Selling Author

Elinor Stutz broke through barriers long before doing so was popular. Against all the odds, she defied the theme “women can’t sell” to become the top producer at every company she ever worked for, ignoring attempts to get her to quit.

Eleven years later, I lay motionless on a stretcher with an irreparably broken neck. Two visions appearing before me, and a brilliant gold light encasing my entire body, gave me a reason to believe I would recover. I wholeheartedly knew I was about to empower audiences far and wide. At the moment, I negotiated a full recovery with the promise to be of service. The surgeon and hospital staff anointed me with the title “The Walking Miracle.”

As the CEO of Smooth Sale, Stutz adapted the motto, “Believe, Become, Empower.” Believe in yourself; Become the person you envision; Empower your audience to do the same. Stutz is on the Social Media Committee for Inclusion Allies Coalition devoted to Diversity, Equity, and Inclusion.