Experiential marketing (brand messaging that a consumer can touch, view, or otherwise feel within a physical space—i.e., an experience) is unlike any other form of marketing: No social media post, email attachment, mailer, or television advertisement can inspire, evoke emotion, and generate brand loyalty as much via a single experience.
But marketers have historically shied away from integrating experiential campaigns with their marketing strategy. Why? Because until recently, demonstrating impact was difficult to impossible.
Within the past few years, technological innovation has helped marketers bridge the gap from qualitative effects to quantitative results. Today, online surveys, social media, and apps enable marketers to show more than customers' having fun; they let marketers show results.
Measuring Your Experiential Campaign
Experiential marketing is not only about grabbing new social media followers and surpassing sales benchmarks, it's about capturing data to help you become acquainted with your audience.
If you've written off experiential marketing as too difficult, too time-consuming, or immeasurable, think again.
Here are four benchmarks by which to measure your experiential marketing efforts.
1. Direct Brand-to-Consumer Engagements