and no one is around to hear it, does it make a sound?
And how about your experiential marketing campaign - If you engaged with a consumer, and none of his friends heard about it - does it make an impact ?
Making an impact is one of the key challenges for brand marketers in general , and for experiential marketers in specific. The window of opportunity to make an impact is sometimes only about a few seconds - brand ambassadors will engage with consumers, try to capture their attention, let them sample the product - hopefully in a creative and attractive way that will make the impact. If the job is done well (and the consumer liked the product) there are good chances to make an impact on these consumers directly engaged.
Though, an experiential marketing team might engage with only few hundreds of consumers a day (and that’s a good day !). The brand however would usually target a much wider audience - hundreds of thousandths if not millions of potential consumers…
WOMM (Word Of Mouth Marketing) might come to the help. As an experiential marketer - you will probably try to leave an impact on your consumers that will make them go and tell about it to their friends. Let’s assume you have done a great job, amazed your consumers with the unique benefits of the product/service, and let them experience it in an exciting way - the odds are that they will tell about it to their friends. Probably their best friends. Usually between 2-5 friends. Not bad for a start…
However - how about your consumers telling about your campaign to 50 , 100, or 300 of their friends ? Imagine your experiential campaign could reach tens of thousandths of potential consumers in only one day, using (almost) the same activity ?
Well, you can probably see where this goes to… Social Media Integration !
Integrating Social Media in an efficient way to your campaign and driving consumers to share their experiences at your campaign - can serve as a huge amplifier for the campaign reach !
The good news are that today this is a no brainer. Simple photo-activation tools, coupled with Social Media integration are available for experiential marketers to integrate into their campaigns.
At Pic2Go, this is our main focus - providing our clients with a simple to use, cost effective social media photo-marketing tool, that can be easily integrated into their experiential marketing campaigns.
Our statistics for campaigns taking place in western Europe, among 18-30 years old consumers shows an average of 340 Facebook friends per consumer. An average campaign of 2-3 days, enhanced by our photo-marketing technology, would easily drive an online reach exceeding 100,000 impressions!
That’s already a crowded forest hearing your falling tree (or rising campaign) !