BUILDING BRAND AWARENESS:
How to Get Your Brand In Front of Your Ideal Customers
First impressions are lasting ones. Make sure you do it right with an in-person intro.
Unless you’re a household name like Nike or Apple—odds are you’ve faced the challenge of growing brand awareness. While getting your brand in front of as many new customers as possible is one way to do this, you’ve likely graduated from the “spray and pray” method. And instead, have found greater success using targeted digital advertising campaigns.
But what if you could use the same targeting strategy in a way that also increases engagement with your brand?
Based on the number of advertisements consumers are faced with daily, simply getting in front of the right consumer is not enough. To truly capture their attention, brands must figure out how to be unique, meaningful, and memorable. One of the most effective ways to nail this is by combining the reach of digital marketing with immersive in-person engagement.
Here’s how we use experiential marketing within an integrated campaign to boost brand awareness
WE GO WHERE OTHER BRANDS AREN’T.
The constant increase in digital marketing has made us numb to its messages. A survey by AdBlock Plus and Global Web Index reports “40% of U.S. internet users use ad blockers on their laptops and 47% prefer to block ads completely on mobile devices.” In other words, catching someone’s attention online has become extremely difficult. Experiential brand activations are less utilized in brand marketing today, making it easier to stand out to your customers.
WE GO WHERE YOUR CUSTOMERS ARE.
As we move further away from brick and mortar strategies, Eventus uses experiential marketing to create pop-up “showrooms.” These introduce your brand to potential customers and allow them to test your product on-site. Because of this flexibility, Eventus prioritizes finding local communities where your ideal customers are already hanging out—using common interests to engage in conversations around your brand’s product or service.
A SINGLE EVENT CAN SCALE VIRALLY THROUGH DIGITAL CHANNELS.
Too many brands don’t take advantage of the many ways to amplify an experiential campaign. If you think event marketing is a one and done strategy, we’re glad you’re reading this. There are two ways we ensure our clients are making the most of their experiential investment towards brand awareness.
Brand Driven: By taking time to plan it right, we can multiply your event’s ROI by amplifying it throughout other marketing channels. Think of how the ALS Ice Bucket Challenge was blasted through social and news channels. Or how Red Bull’s extreme challenges became synonymous with the brand through well-planned media and PR coverage.
Consumer Driven: When you create memorable experiences, your customers will spread the word for you by sharing their experience on social media. With 92% of consumers trusting user-generated content more than traditional advertising, marketers can’t afford to ignore opportunities that generate organic, shareable content.”
EXPERIENTIAL MARKETING IS MEASURABLE.
Many marketers rely on the endlessly detailed data they can get with digital marketing. But experiential marketing can provide equally impressive insights, including brand awareness, sales conversions (specifically within a certain geographic area), and lead generation metrics.
Calling out lead generation specifically, experiential is arguably one of the best methods to collect high-quality, first-party data. Why? Because people are more inclined to share their information after having a personalized experience with a brand. It’s much more appealing to share your email with the friendly brand rep you’ve been talking to for the past ten minutes than a faceless web page.
So, What’s The Final Impact?
By showing up in the same places your best potential customers are already spending time, you’re able to introduce your brand to these ideal customers in ways that are unique, meaningful, and memorable—which in the end, positively impacts your sales. Want to find out what this would look like for your brand? Connect with us here.