Introducing Experiential Marketing
If you feel like your ads-based marketing strategy has reached its peak in terms of success, it
might be time to consider hiring an experiential marketing agency.
Experiential brand activations are becoming increasingly popular in the marketing world of
today. The idea behind experiential marketing is that it provides a live experience to
consumers, during which they can interact with and learn about the brand.
The goal of experiential marketing campaigns is to create a memorable experience so that the
brand becomes memorable too. That way, the consumer will hopefully feel inspired to share
their experience and the brand, with friends, family, and their online following.
Acknowledging the potential benefits behind an experiential marketing-based strategy is the
first step, but how should companies ultimately determine which experiential marketing agency
is the right fit for their brand?
We’ve made a list of 3 key factors to keep in mind when selecting an agency:
Three Tips for Choosing the Right Agency for Your Company
Know your goals
While you don’t necessarily need to know what kind of event you want brought to life (you can
leave that to the experiential marketing agency), you should have some idea of the goals you
want your marketing strategy to achieve. Is there a gap in your ads-based marketing that you
want filled? Who do you want the event to target? Is there a specific product you want to
highlight? Considering these kinds of questions in advance will help your experiential marketing
agency create the perfect event to meet your needs.
Do your research
There are a lot of experiential marketing companies out there, so it’s important to engage in
diligent research to find the right agency for your brand. Here are a few things to consider while
doing your research:
- Has the experiential marketing agency worked with companies in your industry before?
If the agency has experience in and knowledge of your industry’s landscape, they will be
better equipped to create effective experiential campaigns. For example, companies
that specialize in experiential marketing such as Efex Marketing have unique tools that
other agencies may not have access to, such as ROI tracking technologies, and access to
knowledgeable Brand Ambassadors with experience in the food and beverage industry. - What kind of events do they have experience activating? Are they large-scale or smaller-
scale events? Online or in-person? Again, ask yourself if their expertise aligns with your
vision. - Are they engaged in the industry?
Great agencies will strive to make contributions to the industry in ways that go beyond the agency-client relationship. For example, blog posts are a great way for agencies to share their expertise.
Meet with the agency
Once you’ve narrowed it down to a few experiential marketing agencies, it’s time to meet with them to gauge which one will be best suited to help you reach your goals.
First of all, ask yourself whether there’s chemistry between your teams. This is important because you will be working closely together. The experiential marketing agency should be enthusiastic about getting to know your brand on a deeper level in order to create events and campaigns that target your needs, while also maximizing impact.To that end, make your brand’s values and goals clear, but also make sure the event marketing agency is invested in understanding you. This is crucial in order to achieve an integrated marketing strategy, as your ad campaigns, social media, and other marketing content should not be detached from your experiential events.As important as it is for the experiential marketing agency to get to know you, it is also important for you to get to know the agency. Here are a few questions you should consider asking:
- What is your timeline for projects similar to mine?
- What does your creative process look like?
- Can you provide itemized pricing?
- How do you measure success? (i.e. KPI and ROI)
With these tools, your company should be on its way to selecting a great experiential marketing
agency to help take your marketing strategy to the next level.
Interested in learning more? Check out our other blog posts:
What is experiential marketing?
AR and experiential marketing
