Media Room
Deciphering Experiental Marketing
The Rise of Experiential Marketing
It is no secret that TV is undergoing a slow purge in audience numbers in the 5 capital cities of Australia. read more...
How is Experiential Marketing Growing?
ATL still has a part to play however as consumers become more discerning, there is a growing need to reach consumers via more spontaneous, creative and unique mediums. XM is an ideal vehicle to communicate brand messages in a relevant consumer space. Often event properties are an ideal environment to enforce key brand messages and lift brand image by teaming up with high profile and respected properties. Overall campaign integration is becoming more important so often we prescribe a variety of strategies that will link with media, digital etc. Sponsorship leveraging is often employed to ensure 1 on 1 communication with the audience and to enforce key ATL brand message.
Who measures the success of these projects?
Does the variety in measurement from different experiential companies confuse clients as to how successful each category is?
5iveSenses measures experiential measurement on a number of different levels depending upon the key KPI's we set upfront for the campaign with the client.
Different KPI's can hinge on areas such as:
REACH: How many people see the experiential activity
ENGAGEMENT: How many people actually engage with the experiential activity.
INTEGRATION: How seamless the experiential activity integrates and supports/supported by above the line media and other communication channels i.e. PR & Digital components.
BRAND TRACKING: In the case of the FMCG category, dipping into Aztec (Woolies) & AC Neilsen (Coles) data prior, during and post experiential activity to measure sales spikes attributed to the experiential component activated. Also qualitative research in the field to measure brand health and brand perception
REDEMPTION MECHANISMS: Using various retailer drivers/offers/discounts/gift with purchase to determine measurable sales success.
SAMPLES DISTRIBUTED: Number of units distributed & cost per consumer connection.
SALES: Actual sales measured against the experiential drivers for the program.
REPEAT BUSINESS: Clients keep coming back IE: Lipton Ice Tea - 6 years continuously
Is experiential a part of 'out of home' advertising, or does it get lumped in that category?
Experiential is an extension of Out Of Home but I would not say it is a part of the same industry as it pertains to OAAA. There are some forms of OOH such as Ambient that could be categories as experiential however most OOH platforms are a one way communication vehicle that invokes only 2 of the 5 senses.
Experiential Marketing is an "away from home" experience.
Do Clients trust it as a medium that will deliver results?
Yes they do however it depends on the client/brand. We have much repeat business in a largely project based industry. Many campaigns have been executed with no ATL support and the brands have experienced significant growth. More and more it is experiential agencies that are able to drive the campaign with media, digital and PR used to amplify our Experiential activation ie: Lipton Ice Tea growth from a $3M brand to a $20M+ brand in 6 years with 5iveSenses as an integral partner in creating the connection with the consumer.
Digital importance e.g. building a database from the onset and tie this back as measurement tool. Wise to maximise the contact and maintain continued dialogue to provide greater chance of brand conversion.
Why is it popular? I.e. Costs less than traditional mediums, engages consumer?
Because it works and is the future. Offers a high level of engagement and gives the opportunity to do something completely unique and spontaneous. A lot more cost effective and measurable than media strategies as it is a 2 way dialogue. While it may be a smaller reach than traditional media (TV/Outdoor) in terms of impressions, it is a quality contact. Experiential, digital and PR as part of an overall unified strategy will be playing much more of a role as time progresses.
