All about Experimental Marketing

Experimental Marketing – Strategies

Experimental or Engagement marketing is undeniably a growing trend in today’s world of advanced corporate communication. From on-ground marketing to live marketing, Loyalty marketing to special events, experimental marketing comprises a variety of strategies. The art of directly engaging the target consumer with a call-to-action approach is no child’s play. The very concept of experimental or engagement marketing will allow you to delve deeper into the phenomenon.

Engagement Marketing or Experiential Marketing: Importance with Examples

Engagement or Experimental marketing offers a plethora of noteworthy benefits. Here are the things you should learn prior to devising the strategy for real-time consumer engagements.

1. Opens up New Avenues

In marketing, there is a thing called “more the merrier.” This means, more platforms you would choose to explore, better will be the chances for you and your organization to grow successfully. This is exactly how the concept of experimental marketing works. A traditional organization might think of embracing something out of the box. Experimental marketing, as a result, can bring your voice to life, thus bringing forth an appealing brand value and personality.

Example: Electronic company Brother utilized the platform of a trade show brilliantly that made them stand out of the crowd. The executives of the firm took an initiative to introduce a human in a robot costume to walk around the event. This, as a result, helped the company get maximum exposure amidst several brands in attendance.

2. Allows You to Add More Creativity

Being experimental is all about creating real-life experiences for your clients. Launching a creative and engaging marketing initiative is a brilliant way to grab the attention of the influencers.

Example: In the year 2012, Red Bull launched a Stratos experimental marketing campaign. The creative initiative involved skydiver Felix Baumgartner breaking the world for the highest altitude jump. Interestingly, the stunt fetched Red Bull 10 million dollars in worldwide exposure.

3. Fetches You Attention of The Social Media Crowd

You cannot afford to overlook the importance of social media when it comes to devising the perfect marketing strategy for businesses. People love to share their experiences on social media. And a perfect experimental marketing strategy should focus on grabbing this opportunity before anyone else does. Engagement or experimental marketing takes your brand on social media and let the people know about its existence on a global scale.

Example: In the year 2015, Coca Cola created an outdoor shower that resembled a giant soda dispenser. It was placed at the beaches and other locations as well. The campaign fetched the company brilliant exposure with #spriteshower becoming an instant craze among Instagram users.

4. Fosters Brand Recall Value

As a progressive marketer, you would surely like your target customers to remember your brand for long. Experimental marketing can come into play in this matter with promising outcomes in store. Building a perfect brand recall value will attract your consumers to avail your product and services in the future.

Example: In the year 2007, with the release of the Simpsons movie, 20^th Century Fox took a brilliant initiative. They transformed a dozen 7-Eleven stores into real life Kwik-E-Marts. This got the people talking about the franchise and the concept was sold like hotdogs.

5. Allows Customers to Experience Your Products and Brand

Experimental marketing helps the users to experience the brand by creating an immersive relationship in the long run. It appeals to the target consumers on the basis of getting to know a brand up front and close that digital marketing fails to ensure.

Example: The #WeighThis campaign of Leane Cuisine was a highly successful marketing initiative. It featured a wall of scales in the Grand Central station of New York. The scales allowed women to write their achievements on them. This was truly one unique initiative that helped the brand and its products reach out to the mass effectively.

Now that you are aware of the several noteworthy benefits of an engagement or experimental marketing, let us move on to the next section and talk about the best strategies that can fetch you the desired exposure.

10 Customer Engagement Strategies that Marketers Can’t Ignore

Making the most of marketing is certainly no child’s play. There are certain strategies based on the latest industry practices that one has to adapt with time. Unless you are able to learn about the same, ensuring the maximum rate of conversion might turn out to be a major concern in the long run. Here are the top ten customer engagement strategies one must consider.

1. Focus on improved communication: Inter-departmental communication is now a thing of the past. In today’s fast-moving world, you have no choice but to establish your organization across all channels of communication. That’s how you can ensure maximum exposure and conversion rates for the company in the longer run. Try and establish your company as a global brand across the territories. From TV commercials to radio commercials, social media communication to the outdoor advertisement, explore every avenue for maximum exposure.

2. Introduce rewards and loyalty programs for your audience: This is yet another mentionable strategy when it comes to engaging your customers with constructive marketing. Introducing rewards and loyalty programs for your target audience can lighten up their mood and encourage them to avail more of your services and products in the near future. However, prior to implementing the strategy, you got to conduct thorough market research and know about the lucrative offers trending these days. In addition, a thoroughly conducted market research will also allow you to drive in more client footfalls in the long run.

3. Invest time and effort in your employees: If you want your marketing strategies to work well, then consider investing time in employee management as well. While recruiting a potential employee, always choose to meet a few parameters of a successful recruitment drive. Make sure that the person is capable of handling pressure, offers dynamism in business and is a marketing expert. Take note of the fact that the prospective marketers you recruit must know how to create an ideal customer experience so that everyone in your company stays on the same page.

4. Use advanced marketing tools and devices for better productivity: Living in an era of constant digital advancements will require you to leverage the potential of various marketing tools in order to bring forth the coveted exposure for your business. The idea is to rope in the latest marketing tools like Facebook Page Insights, Sales Navigator, Buffer, Meltwater and more. Automated marketing tools come into play where manual labor and employee driven marketing strategies fail to attract the target audience. So, isn’t it always a better choice to strategize things accordingly with the help of automated tools? Think it over.

5. Leverage the potential of customer data: This is one crucial point to be considered when we are talking about the best experimental or engagement marketing strategy. You should choose to analyze customer data and demographics closely. As a result, it will help you to develop a constructive insight into the behavioral traits of your target audience for seamless marketing of the product. It is certainly not recommended to assume that you know everything about your customer in the first place. Make an effort to collect reports, conduct market research and go through the feedback sent across by your clients.

6. Come up with unique and original ideas: Originality and uniqueness never get old. When it comes to experimental marketing, you cannot afford to be repetitive with the ideas and strategies you would implement. Consider reading as many marketing blogs and latest journals you can. This will eventually help you to develop ideas on how to strategize effective marketing moves during the next campaign. Remember, the idea is to engage your customers. You have to offer something unique and interactive for the target audience to sleep on.

7. Leave a few things for your audience to take home: How about exciting takeaway goodies for your target audience? This is both experimental and engaging at the same time. When an individual would walk into the store or attend the marketing campaign, he/she might look for takeaway goodies. It’s always a good idea to surprise your consumers with the things they are looking for. From free coupons to slashed price and free trials of products and services, there are so many things to offer. Go figure!

8. Encourage your audience to participate in reviews: This can be beneficial for the brand and its users as well. The trick is to motivate your target audience to leave feedback and review products from time to time. If you own a business website, consider putting a customer rating link at the end of the page. Introduce newsletters and online query forms for consumers to interact with. In addition, consider giving rewards to your consumers for giving feedback in the form of gift cards, bonus points, and the likes.

9. Ask questions frequently: Use Instagram polls, create interactive Facebook campaigns, go live and ask your customers about the reviews to know about the product satisfaction levels. Interactive engagement marketing campaigns will help you to understand your clients more closely. Furthermore, incorporating the feedback in order to improve the product or the service will only help you come up with better offerings. Make sure to respond to the comments posted and acknowledge all issues cited.

10. Leverage the potential of mobile apps: Mobile ad spending is expected to reach the mark of 247.4 billion U.S. dollars. This is a clear indication of the fact that the world is counting on the potential of mobile app marketing. So, you would definitely like to explore this avenue by roping in mobile app strategies for perfect engagement marketing. The idea is to make applications interactive, seamless and useful for the customers. From listing informative product description in smaller chunks to making all retail products available on the app, you should aim for comprehensiveness. Remember, mobile app marketing is one of the best ways to convert one-off customers to loyal clients.

Common Online & Offline Experiential Marketing Tools

Marketing is not merely a concept. It is a practice that gets perfect with time. The idea is to leverage the true potential of some of the most commonly used online and offline experimental marketing tools for a favorable outcome. I have listed the most essential offline and online marketing devices for you. Invest some time to explore and build a concrete idea of the same.Offline Experimental Marketing Tools

• Print advertising: Even though one of the oldest engagement marketing tools, this is one technique that is never out of fashion. You can come up with brilliant copywriting and catchy phrases to describe your brand via journals, magazines, newspapers and the likes.

• Trade shows and associations: Trade shows and live event associations are always helpful for an individual who is aiming for the maximum coveted brand exposure. Talking about your products and services at trade shows and live events shall allow you to attract an audience on a global scale without investing a lump sum.

• Teaser advertising: Teaser advertising can fetch you the desired exposure and help your brand become the talk of the town. For example, one can use the QR code technology on billboards, bus stop ads, flyers and more. This can trigger the interest of your target audience, thus redirecting them to your online presence.

Online Experimental Marketing Tools

• Event Farm: Event Farm is an event marketing and management platform made for the events that take place on the enterprise level. The online tool allows you to market your event by creating RSVP pages. Apart from that, the tool facilitates email invitations that are optimized for Smartwatches and Smartphones.

• Splash: This made-for-enterprise management and event-marketing platform cover every key aspect of event management of your organization. From Guest list management to lead retrieval, ticketing to surveys and feedback, the online tool has a plethora of features to offer.

• Hootsuite: Initially established as a Twitter management platform, Hootsuite has evolved into a fully-fledged social media marketing tool. Experimental marketers looking for visually captivating campaigns for their event will find this particular tool effective in every way.

I hope you are aware of the various fundamental aspects of experimental marketing. Take some time to recapitulate the same and utilize the strategies for real-time exposure and market penetration.

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