Experiential marketing has undergone a major shift, evolving into a powerful tool for brands to connect with consumers on a personal level. The rise of real-world experiences has seen an uptick in marketing spends, as revealed by surveys like the IPA Bellwether. But what's changed the game and made these experiences less of a risk? The answer might just be influencers.
The Experiential Marketing Surge
The IPA Bellwether surveys showcased consistent growth in event marketing budgets from 2022 to Q3 2023, with an anticipated 5.9% increase in the final quarter of the year.
Marketers, including industry giants like Asos and Pinterest, are doubling down on experiential marketing strategies, recognizing its potential for deeper consumer connections.
Influencers: Redefining Risk in Experiential Marketing
Asos Breaks Ground: Asos, a digital powerhouse, delved into its first experiential campaign with a bang. Dan Elton, senior customer director, spearheaded 'Asos In Real Life,' a multi-tiered pop-up experience blending fashion, beauty, food, and music.
Elton emphasises the influence of social media in mitigating risk. He notes that today's pop-ups, amplified by social platforms, create scalable content that engages thousands, if not millions, online.
Leveraging platforms like Snapchat, Asos merged physical experiences with digital engagement, enabling visitors to try outfits using AR technology. The result? A fusion of offline experiences generating online buzz, fueling word-of-mouth virality.
FMCG Brands and Experiential Success
Britvic's Insight: Alex Petrogiannis, marketing and e-commerce director at Britvic, witnessed the power of pop-ups firsthand with Plenish, a plant-based milk brand. The temporary coffee shop concept drew in press, influencers, and consumers, serving over 1,200 coffees and reaching 10 million through influencer coverage.
Petrogiannis highlights the significance of pop-ups for FMCG brands like Plenish, providing a physical presence beyond retail stores, enhancing brand visibility and consumer engagement.
The Influencer Impact
Both Asos and Britvic's successful campaigns underline the pivotal role influencers play in reshaping experiential marketing.
From transforming pop-ups into content hubs to amplifying reach through influencer collaborations, these experiences now resonate far beyond physical boundaries.
In conclusion, experiential marketing has indeed transformed into a less risky, more rewarding endeavor, largely due to the symbiotic relationship between brands and influencers. By intertwining the physical and digital realms, brands have unlocked a powerful formula for engaging audiences, leaving a lasting impression that extends well beyond the event itself.