What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in
this video you're going to learn what experiential marketing and branding is
so you can consider this as a legitimate tactic within your marketing strategy give your brand
awareness and your brand loyalty a boost and give your audience something to remember you by
now if you are new to the channel and you want to build brands that go beyond the visuals using
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the pro brand strategy blueprint the link is in the description now experiential marketing is
another one of those marketing terms that tends to get cast to the side a little bit and look
it is understandable there are so many different marketing terms out there a lot of them do tend
to cross over with one another and experiential marketing does sound like one of those terms that
some marketer created because he didn't like the term event marketing or he didn't like the term
brand experience but experiential marketing is its own tactic and it's a legitimate tactic that you
can take into your marketing strategy so that you can put your brand on the map so what is
experiential marketing well it's a form of unique marketing that allows the brand to engage with the
audience in a way that they wouldn't normally do so these experiences could be a pop-up kiosk
or a test drive with a limited edition car or an interactive billboard or some way that the
audience can engage with the brand in a truly unique way now the impact that this has is it
leaves a long lasting impression on the consumer on the person in that experience and it is shown
to drive brand loyalty and brand awareness and if you pull it off correctly then you can earn
media exposure as well you can earn some pr to go with that so it is a really effective way to
drive brand awareness and to raise the profile of your brand if you can come up with a really
creative way to give your audience a unique experience so why use experiential marketing
well the first reason to use experiential marketing is really to get attention you're
doing something completely out of the ordinary something left of center and what that does is
it provides a sense of uniqueness that provides that real sense of novelty to the audience that
you know they haven't seen something like this before they haven't engaged with a brand in a way
like this before and as i said that leaves a long lasting impression and long-lasting
memory that will keep the brand top of mind for a long time but the other reason that you would use
experiential branding is to create an experience that will align with the position that you want to
own in the mind of your audience so let's say you have a brand that you want to align with
energy then you might create a brand experience or an experiential marketing campaign where you give
that audience some kind of hit of adrenaline so that is how you would align your brand
with that feeling and with that experience and help to solidify that position in the mind of your
audience that you are a brand that is aligned with this term so what makes experiential marketing so
effective well it gives us that human connection that we actually crave we're always looking for
human connection whether it's with other people or it's with the brands that we do business with and
74 of consumers actually said that if they had a unique experience with a brand that they would be
far more likely to engage with that brand and far more likely to buy from that brand as well so that
is one of the reasons that it is so effective and if you think about how we engage with other people
if you think about what we share with other people we tend to share experiences that we've had in our
lives with our friends with our family and if you have a unique experience with a brand you're far
more likely to share that experience with somebody else than let's say sharing an experience about
an advertisement that you saw so that is one of the unique angles of experiential marketing
that word of mouth marketing that evolves from this experience itself people go on to tell
their friends and family about it and that's them picked up by the media might be picked up by tv
or radio or newspaper and that gives you that added exposure so is it experiential marketing or
is it experiential branding well the term that is most common is experiential marketing and
that's all about gaining attention it's all about giving the potential customers a unique experience
so they keep the brand top of mind they position the brand in a very unique position in their mind
and they associate that brand with a particular experience but it can also be within the realm of
branding as well so maybe post sale you might have an onboarding process that will give your audience
a unique experience that will give that customer a unique experience that will make them feel i'm
really glad that i chose this brand so that might be in the form of a unique email or handwritten
letter or something to really give them that sense of novelty that they are experiencing something
truly unique and that really ties into the whole brand experience and the experience that you want
your audience to have with your brand so it's both experiential marketing and experiential
branding so how can you use experiential marketing for your small business or your small brand well
experiential marketing can be astronomically expensive and i don't use that word lightly
i'll show you in the example next exactly what i'm talking about there but it doesn't have to
be it doesn't have to be that expensive and it doesn't have to involve big budgets really if
you set your goal as giving your audience or giving your customers a unique experience that
they will remember your brand by that they will align your brand with then that is what you want
to achieve with experiential marketing and as i said it doesn't need to include big budget so for
example in the example that i gave you before you might have an onboarding process where you write
a handwritten letter or handwritten note every single customer that you take on
and that sense of tangibility that feeling that somebody has actually taken the time to write out
a thank you note or to write out a note to give them something valuable or some kind of unique
experience that really will stick with them and you can also do this in the form of a personalized
video you can grab your phone or there's software out there that can help you do that today and
welcome your customers through a personal video and in a world where everything is automated and
nothing is personal anymore in that kind of world that can really stand out so really think about
your audience think about the experience that you want your brand aligned with and think about how
you can give your audience an experience like that so let's take a look at an example of experiential
marketing now back in 2012 you might remember this red bull ran an experiential marketing campaign
called stratus where they sent an austrian skydiver up to the edge of the atmosphere
and got him to jump from a balloon and broke the world record now this was an example of
an experiential marketing campaign now there was nothing really physical or tangible about this
campaign that the consumer really experienced but eight million people watched this live
through the various streaming channels that red bull had and what it did was it created massive pr
and massive earned media exposure so although eight million people watched it live they had
over 200 million views and in the next six months sales rose by over 7 so this is a perfect example
of how experiential marketing becomes experiential branding and it's all about leaving a unique
memory in the mind of the audience and that memory is part of the experience and that experience is
linked to the position that the brand wants to own so the position that the brand wants
to own in this case is extreme red bull owned the word extreme in the minds of their audience
and those eight million people who watch that live they will remember that moment for the rest of
their lives and it just goes to show how impactful experiential marketing can be now let's bring this
back down to earth for a second pardon the pun but small businesses don't have a budget to send
people into space but they don't have to remember what i said before it's all about leaving a mark
it's all about giving your audience a unique experience and that experience should align with
how you want them to feel about your brand what position you want them to own in the mind of your
audience and the more creative you get with this the more chance you have of leaving a truly unique
impact and a truly unique memory in the mind of your audience so forget about big budgets for a
second here it's all about putting yourself into the shoes of your customer and understanding what
experience you want them to have and what image you want them to align with your brand and coming
up with a really creative way to give them that experience so they will remember you and align
your brand with that memory but i'd love to hand it back over to you i'd love to hear about any
examples that you might have or any experiences that you might have had with brands that have left
a long lasting impression with you that really makes you remember that brand and makes you align
that brand with that experience i would love to hear any examples that you might have about
that or any challenges if you're trying to come up with an experiential marketing campaign or an idea
to give your audience a unique experience i'd love to hear from you in the box below if you like
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you want to get going with brand strategy but as i said i would love to hand it back over to you
i'd love to hear about your experiences about your challenges i'll do my best to answer all of those
until next time brian like a master and i'll see you in the next video