Experiential marketing campaigns can elevate your campaign and expand brand awareness, but they’re not without their challenges. They can be hard to run and even harder to measure. Even a great idea or a fun, captivating event can fall short of its goals if it’s not executed properly, with the logistics to make sure everything goes off without a hitch and the metrics needed to evaluate its ROI.
That said, brand marketers have more tools at their disposal than ever before to create engaging interactive experiences, make their lives easier when they’re planning brand activations, and measure the success of their campaigns.
#1 AI and Personalization
Artificial intelligence is increasingly powering personalized digital experiences. AI and machine learning is being used to rapidly analyze customer data, learn their preferences, and create a tailored experience that is more likely to connect with them.
AI and personalization are not just informing the online experience; they can also be used in conjunction with public activations, especially if they include mobile integration. AI-driven personalization can power up your pop-up commerce activations.
Personalized experiences can change consumers’ perceptions of your brand and foster more brand loyalty.
#2 Augmented Reality and Immersive Experiences
Interactive, immersive experiences are leading the way when it comes to innovative brand activations these days. AR and VR have expanded the possibilities at your disposal when you’re designing an event.
There are already tons of examples of companies putting AR to good use. Popular TV series The Walking Dead launched its fifth season with a frightening AR installation in Vienna, featuring a surprise zombie attack through a digital screen disguised as a bus shelter window. In a pivot to virtual product launches, Samsung used AR to let viewers see new Samsung products in their own homes.
Augmented reality is putting the experience in experiential marketing.
#3 Portable Digital Billboards
Portable digital billboards bring the technology you need for a game-changing activation to the perfect site. Digital billboards no longer have to be expensive or time-consuming to set up. New, cord-free portable digital billboards made for the outdoors can deliver all of the features you need for your activation, including:
- Dynamic visual messaging
- AR capabilities
- Mobile integration
- Data analytics
- Terminal solutions
- Gamification experiences
When you rent a digital billboard, you unlock the technology you need to ace your activation. They provide the logistical support you need, including bringing interactive, immersive experiences to outdoor environments like concerts, festivals, live sports, tailgating parties, and more. They can also be used to collect and analyze data to help you find the ROI of your campaign.
#4 Data Analytics and Performance Measurement
Every good marketing campaign needs a metric for measuring performance. Social media and online marketing tend to give you all the tools you need to measure success, but it can be a challenge finding those tools for brand activations and live events.
Use data analytic tools that can capture anonymous data such as number of guests, dwell time, and demographic information. Make sure you have a plan to measure performance for your activation.
Experiential marketing is evolving quickly. With new tools and technology, you can get better results and make a bigger first impression on consumers.
