Why Brand Activation and Experiential Marketing Work

Published by: Emaly Kuhn

Think about how you have recently engaged with brands. Can you sense a subtle shift from rather dull, passive campaigns to exciting, technology-driven engagement? That’s because many brands are leaning on the power of experience and employing experiential marketing tactics to connect with today’s modern audience!

experiential

Experiential marketing and brand activation refer to a newer experience-centered approach to marketing that is high-touch, event-based, and engagement-focused. This ‘new world’ of marketing aims to deliver unique interactions with customers they can’t get anywhere else. After all, today’s consumers are always-on and used to being delivered amazing brand experiences, which means that many brands are left looking for ways to step up their game.

How experiential marketing works

There are many different ways that companies employ brand activation and experiential marketing campaigns to engage customers, including (but never limited to):

  • Custom games targeted to a specific audience
  • Drone air shows designed for large groups
  • Projection mapping and other larger than life visual installations
  • Themed destinations and entertainment campaigns
  • Photo and visual engagements
  • Custom interactive elements that provide fun exploration

If you’ve ever leveraged a brand activation campaign before, you know that there is a reason these experiences are such a hot topic in marketing – they work, and they work exceptionally well. Audiences are always looking for the ‘hot new thing’ and, regardless of the industry, and a well-executed brand activation can make your organization stand out in the crowd.

Think of the last time your team exhibited at an event or presentation. How ‘next level’ was the competition? How creative were the campaigns to get customers to booths? What about to capture lead information? Today’s industry is full of noise and distractions, and companies have to work even harder to take their brand to the next level.

Brand activations and experiential marketing campaigns, when employed correctly, offer a number of unique benefits. They draw in customers in a large audience, deliver memorable experiences and touchpoints, influence the creation of user-generated content and responses, can ‘go viral’ and spread across the internet, and, of course, effectively move products or services for a brand. Most importantly, they can get you noticed.

So why are some brands hesitant to get started? Unfortunately, there isn’t some secret button brands can press for an amazing, well-thought-out visual installations. These types of programs require every bit as much planning and support from a marketing team to actually implement, as they do from a branding, UX, and strategy team to curate. The tradeoff of this investment of thought capital? Incredible customer engagement and increased brand sentiment.

Implementing a successful brand activation

To ensure your brand gets the most out of your next experiential marketing or brand activation campaign, look for experts to partner with. Bluewater works incredible well with agencies to help design activations. Our technical staff then engineers, and deploys incredible custom brand activation solutions for trade shows, events, stunts, and installations. As a leader in event marketing, we work with some of the nation's largest brands and companies to bring new excitement to events.

If you’re looking to up your creativity and create next level branded experiences, tap the experts at Bluewater to assist. You can set up your personal consultation here.

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