People love experiences. That’s why we go to a sports game instead of watching it on TV. That’s why we go to a concert instead of listening to that music on the radio. The same principle applies to products and services. Free samples of new foods and drinks can garner a lot of attention for a new restaurant or vendor. Trying out the new ipad or Galaxy phone generates attention for a new product. Experiences help companies grow, increasing loyalty from old and new clients. This is why every great marketer should be using experiential marketing in their marketing strategy.
Defining experiential marketing
Experiential marketing is a marketing technique that brings brands to life, interacting directly with their target audience. This type of marketing moves away from the traditional forms of marketing, specifically text and video, and puts the product right into the hands of consumers.
Also known as engagement marketing, the whole point is to immerse your customers in your product, encouraging them to create long-lasting positive memories that make them come back again and again. This marketing puts people first, making them feel like you care about them and what they need to live a good life— not just getting their money.
Benefits of experiential marketing
In today’s world, businesses are forced to fight for customers’ attention and loyalty. There are more than 3.2 billion people on social media every day, sharing, tweeting, and liking things they think are worth their time and, usually, their money.
Experiential marketing helps brands reach people in the real world. It connects one-on-one and in-person with their target audience. By giving clients this, businesses ensure that there’s a true connection to the brand, which can lead to clients sharing their positive experiences with their friends and family.
74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the products being promoted. Not only does this kind of marketing help your brand’s reach and connection to its audience, but it also helps clarify the brand’s message when consumers are able to see your service or product in action.
And did we mention the ROI? You have to spend money to make money, and that’s exactly what happens when money is spent on experiential marketing. By putting your brand in the hands of consumers and showing them why they need to have it, they know for sure what they get from spending their money and are more likely to come back to your brand.
Examples of experiential marketing
Experiential marketing comes in all sorts of shapes and sizes. The obvious choice is to host classes and workshops on home buying, home selling, and other niches of real-estate. But here are some more unique examples:
People always have concerns when it comes to buying a home and one of those is location. Community is very important when it comes to creating a home for anyone, so making sure they’ve found the right one can be stressful.
Assuage those concerns and offer free tours of the community your homes are in. Show clients the historical district of the community and drive by historical sites if there are any. Do a food festival tour where you take clients on a walking tour of the downtown area and stop by your favorite places to eat and drink. This is the perfect time to make a personal connection.
Free Food Events
As we said, location is extremely important for people on the house hunt so it’s a perfect opportunity for you to host a free food event with a local restaurant or cafe. People love getting free stuff, so it has the “free” motivation and the added appeal of being able to have a first look at the community.
Make an event like this kid-friendly by partnering with the local YMCA or kids organization and invite clients to bring their kids. Make an event adults only by hosting it at a local brewery or bar that’s ranked highly among community members.
Pop-up events can take a variety of forms depending on what the purpose of the pop-up is and how long it will last. They can be short-term retail stores, live performances, prank areas, art installations, or even competitive activities. The end game is to enhance the ordinary experience of a consumer in the area. The most important part about pop-up shops is they let consumers know the opportunity won’t always be there. It causes consumers to prioritize your products, services, or in this case, your real estate listings in a specific area. This produces a “get it while you can” mindset in your potential customers, encouraging them to take action before it’s too late.
As experts in real estate marketing, we know keeping track of all the different types of content and marketing you could be doing is hard. When you work with us to complete your marketing toolkit, you receive our competitive pricing, innovative concepts, and responsive team at your fingertips. If you need help getting started using experiential marketing, contact us today for help.