It¡¯s all relevant to the audience
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The document discusses the importance of keeping the audience in mind when planning experiential marketing events. It notes that forgetting about the audience can cause the event to flop and fail to achieve its goals. The key is to incorporate elements that will be interesting and relevant to the specific audience attending the event. This could include games or activities related to the theme of the event, such as incorporating baseball trivia for an audience at a baseball game. By focusing on the audience and what interests them, the marketing campaign can create engagement and familiarity with the brand. The audience will then help spread the word about the brand and campaign. The document emphasizes that the audience is crucial to the success of any marketing campaign.
It¡¯s all relevant to the audience
- 1. It¡¯s All Relevant To the Audience by B O B B I K L E I N How do we make the event relevant for the audience who is in attendance? Experiential event marketing with all of its impact on the brand or product must keep the event relevant for all otherwise your event could be a big flop and not accomplish what you had as a goal. The number one key here is to always remember your audience at the event. You might be thinking, ¡°Of course. How could I forget that?¡± Well, many people do end up forgetting it and glossing over this vital point in their marketing campaign, which causes a domino effect on their desired results for the campaign. In sports marketing campaigns, it may be easier to know exactly how to market to your consumers. For example, if you are at a Major League Baseball World Series game marketing your company, I would hope that you would incorporate something for the baseball fanatics. Perhaps, it could be a game of 3 Strikes and You¡¯re Out filled with baseball facts and your brand. Sports campaigns can be created to easily targeted consumers. This same philosophy can be used in any experiential event marketing tactics. First and foremost and continuously, think about your audience. Without an audience, you do not have a campaign. All events have a specific theme whether it is baseball, racing, music groups, hobbies, or specific areas of interest. The marketing campaign must realize that it needs to incorporate this theme into its design if it is going to at least have a chance of being successful. The audience drives the campaign alongside having a creative, fun, and informative background. Once a connection is made between the audience and theme of event, then the rest will come naturally. All of the elements of
- 2. the marketing campaign will be driven with the audience in mind. This creates consumer engagement in knowing and becoming familiar with your brand. The audience is already interested in your campaign because it is centered on something that they enjoy. You are already ahead of the ballgame when you factor this into your campaign, because you are guaranteed traction from the audience. Remember the audience is the one who is going to spread the word to others about your latest products, brand, and campaign targets. Why would you want to leave this valuable piece out of your marketing campaign? Audience + Campaign + Creativity = Success
- 3. To Buy Or To Be Sold In the world of sales and marketing, there is a fine line that exists between the consumer buying a product or being sold a product. Let¡¯s take a look at this from the consumer¡¯s perspective and see how we can relate it our marketing and sales techniques. As a consumer, you want to be served, helped, and most importantly feel like you matter to the company. Without these factors, you do not have a relationship with the company. Buying a product is something that you, the consumer, wants to do because you believe the product will enhance your life; it will be useful; or it will bring enjoyment to you. Have you ever bought a product that did not serve these purposes? All of us have, and we usually end up returning the item or at least hope that it was paid with American Express¡¯ 90 day guarantee return policy. Most importantly here is that when you buy a product it is something that you want to do. It is not mandatory that you must purchase this product. You buy it willingly and voluntarily. On the other hand, if you are not buying a product, you are being sold a product. Just hearing that puts a negative connotation and uneasiness in your mind. Being sold a product is not something voluntary that you want to purchase; you are put into a position, which makes it necessary for you to buy the product; you do not see the same value as if you purchased it voluntarily. The product may give you some benefit; however, you were forced into the decision to think about it.
- 4. A great example here is buying a car. So many car salesmen try to push the sale on to the customer. As the customer walks away, they usually think ¡°Wow! I don¡¯t know if I really even like this car.¡± or ¡°Do I really need all of the extras?¡± What if the car sales industry flipped their method of selling and put the emphasis on what the consumer says that they want? The salesman is no longer directly upselling the customer with models that they have not even mentioned but showing them exactly what they have asked for and making them the only important thing at that moment. Other phone calls will go to voicemail and showing other vehicles will not happen. When the focus is on the customer, they are buying and you are not selling. They are purchasing from you. Looking at it in this manner, this should help develop how we market to our clientele. We should make them want to buy the product on their own intuition and not force the product onto them. So are you going to buy or be sold that new car? ?