If you are responsible for key decisions in regards to the branding and marketing of either your company or specific brands you already know that the everyday prospective customer has become more fickle in recent times. Instead of just blindly accepting a marketing message seen in the news or aired on the radio, these prospects are searching for confirmation that your company and brands are legitimate and worthy of their trust, time and money. The capacity to get validation of your business’s trustworthiness is amongst the primary core reasons behind why social media is growing to such amounts of use by your prospects and trust. These prospects are starting to have a growing amount of distrust in large companies due to their personal experiences, experiences by family or negative reviews read on perceived high authority social media accounts.
Gaining trust in a major U.S. city is starting to become even more difficult because of the fragmentation in trusted local outlets. For instance, you don’t see many people under the age of 40 carrying an actual copy of a newspaper inside a city like Dallas. You also will find local web properties – (websites, directories, and social media accounts) starting on a regular basis in these major cities. They are competing for the trust from the local residents and merchants, thus it may be significantly challenging to defeat your rivals in the methods that are trusted.
Using Dallas as the example, many business people are also being presented with conflicting information about how to make a massive impact for the local residents or corporate environment. For example, many have been presented with an over-emphasis of particular forms of online marketing. Some decision makers may be led to believe that SEO is of primary importance. Others, instead, could possibly have the emphasis that social video marketing, pay-per-click advertising inside the search engines, Facebook impression advertising, LinkedIn marketing, online classified advertising or investing in advertising through the area newspaper websites will be the primary method on which to focus. With such fragmentation and insufficient uniformity, many companies and key executives are either confused or functioning on sub-standard data for his or her desired markets.
One way to help a business give its own brand (or product brands) an important boost in “trust” in a significant city like Dallas is to incorporate experiential marketing. This will be the type of selling which, if done right, allows a firm to combine down to earth marketing and a few quality long-term web marketing. It can help raise awareness, bolster trust, gain authority and provides a business some long-term content to make use of in later marketing & advertising efforts. You could also add the sun and rain of fun, excitement, curiosity & intrigue, or other high-degree emotion you would like to elicit from a targeted audience.
Some of those efforts, for example Microsoft’s developing a nearly 30-foot tall functional replica of the company’s Surface 2 tablet and showcasing it in London’s Trafalgar Square, can be an example of experiential marketing. This worked given it was capable of capture a persons vision of people in a significant city and generated high emotions (e.g. curiosity, intrigue, excitement) around their brand. Additionally, it helped with their online marketing efforts as well. Both inside the short-term and long-term the company was able to:
* justify an online press release (with links for SEO purposes) to advertise the event
* get lots of social websites mentions from those right there at the location with the event
* get links on their product pages from major media websites
* get bloggers to share with you their product logo and company name
* possibly increase those that joined the organization’s social networking pages as a result of the experiential marketing event
* justify pr announcements after the event was over
* have lots of images to make use of on sites like Pinterest, Flickr, and other image-sharing sites
* have people write in regards to the brand and the business on their personal blogs, thereby gaining trusted one-way links for their search engine optimization efforts
* have lots of video to use on video-sharing channels
* can get testimonials
* much more
If your company were to gain some or all of such benefits then you might actually notice a bang for your buck. This would be due to either an increase in new sales. At very least you may be able to justify any reduction in your web paid advertising spending due to the free traffic you would be gaining.
There are also benefits to launching experiential marketing attempts in large locations or high-traffic locations like major outdoor parks. Be likely to talk with a professional experiential marketing agency who understands the mechanics of selling. In addition to unique events such as the one mentioned you could be introduced to new purposes of technology such as:
* 3D building projection mapping or any other projection mapping methods
* Motion technology including Kinect and Kinect 2.0
* Oculus Rift
* Augmented reality
* LEAP motion
* New uses for LED lighting
* Animation videos
* Hologram technology
* Virtual reality
* New uses for RFID technology
You do not have to understand the particular mechanics of each and every technology. Instead, invest your efforts on the big objective you desire to accomplish. Then help your experiential marketing firm that will help you choose the right technology, used inside a one-of-a-kind and entertaining manner, that may help you accomplish your objectives whilst helping you increase the chances of seeing a ROI.