Think Secondary Audience First
Most marketers understand the power of connecting a consumer with their brand in the real world and providing them with a unique, engaging and memorable experience but experiential marketing is still struggling to shift the perception that it’s a costly, inefficient discipline.
The problem is that it’s often being compared solely on media reach and although we can wax lyrically about the deep connection we’re creating when there are only 1000 people who physically experience our campaign compared to a digital experience that reached 100,000 for the same budget it’s easy to see why those perceptions persist.
Amplification of brand experiences is obviously nothing new but I still feel that this thinking often comes too far downstream, as a discipline we need to start looking at what we do as campaigns, not events.
Things to consider:
What’s the digital strategy?
It’s easier than ever to connect the real world with the digital world but the give a shit factor needs to be considered. Why would someone want to watch other people enjoying a great experience on Facebook live? They probably won’t. Think about what will actually be interesting for people to experience in the digital world and plan accordingly.
How are we using the attendees to spread the message?
Two words: Instagrammable moments. People want to share unique experiences with their followers and friends. Work out what is going to be a must share moment and make sure every attendee experiences it.
How are we going to generate earned media?
It’s not enough just to invite the media along and hope for the best, think about what you can create that is genuinely newsworthy, what will they want to write about. Target the right people, don’t just invite everyone along. Work with them pre event to help shape their content and think about different content for different publications.
What’s the content we’re seeding afterwards?
The days of creating a hype video with a killer soundtrack are long gone, it’s no longer enough just to point a handycam at the experience and edit something together that gives people who weren’t there a flavour of what happened. It’s just annoying to see something great that you missed out on. Content should be taken seriously, work with proper writers and directors, allow them to shape the experience to create a film with a genuine story that people will want to watch. The same goes for photography, work back from the shots that will resonate.
By thinking about the secondary audience in the planning stage we can make sure we’re reaching and engaging a much larger audience that just those lucky enough to experience it first-hand and delivering a much greater ROI.