Like every good event, mobile marketing is all about the experience. It goes beyond bringing products to consumers, and instead brings brands to life in relevant, exciting ways. Before experiential campaigns hit the streets, they start with a focus on the target consumer.
FINDING YOUR USER
Swanson Design Group starts every event marketing campaign with a deep dive into the target consumer. We use industry-leading research and social media listening tools to identify their social habits, purchase decisions and day-to-day activities. This allows us to highlight:
Then, a cross-discipline team develops an engaging, memorable brand experience and a corresponding logistical plan that brings your brand to the right people at the right time.
OUR EVENT MARKETING SERVICES INCLUDE:
Mobile marketing once meant a branded bus, and interactive advertising agencies focused on face-to-face consumer engagement. Those days have changed. Experiential marketing has evolved, too–while digital marketing changes on a daily basis. With the proliferation of mobile technology and saturation of Smartphone usage, maintaining a focus on the consumer–also known as the user or the event attendee–is key.
SEEING EYE-TO-EYE
A consumer-centric approach allows us to tailor the interactive components of experiential programs to the target consumer:
GET THE CONVERSATION GOING
One of the many benefits of bringing together experiential and social marketing is geo-targeting to build event awareness. Whether through teasers and buzz-builders, VIP exclusives, or straightforward invitations, social media marketing can be an efficient way to recruit highly targeted consumers to experiential marketing events.
ONSITE ENGAGEMENT
Sure, technology should be fun, but it should also have a purpose. If our objective is awareness, we make sure on-site experiences are easy to share via social media. If our objective is sales, we connect them with e-commerce or a mobile coupon, right there on site.
A GOOD FOLLOW THROUGH
One of the biggest success stories of a great experience is a high-level of interest after the actual event. Whether it’s an event photo gallery, a contest with great prizes or a ‘behind the scenes’ video, post-event interaction offers the opportunity to extend the value of your investment —as well as to spark long-term relationships with consumers.
Perhaps the most powerful time to reach your target consumer is while they’re at shelf, just moments away from a purchase. And experiential marketing offers the chance for brands to connect with consumers face-to-face. So when in-store marketing meets experiential marketing, you get an unrivaled opportunity for conversations.
STUDYING YOUR USER’S PURCHASING BEHAVIOR
The key to any successful campaign, especially one that begins and ends at retail, is a focus on the target consumer. So we begin by discovering how these consumers shop, such as:
SET UP FOR SUCCESS
To execute a successful in-store marketing campaign, Brandtopia Group must impact business objectives. For that reason, we develop programs based on trackable key performance indicators (or KPIs), which allow us to not only evaluate overall performance but also to optimize the program while it is in progress.
BRINGING IT ALL TO LIFE
With an engaging experience, inspiring creative and a strategic plan developed with KPIs in mind, we’re able to create an impactful in-store experience for consumers that could include several of these services:
Where advertising piques interest and informs consumers, sampling is the key to conversion. Why? Simply put, trying is believing.
THE SEARCH BEFORE THE SAMPLE
Before we can put a sample in their hands (or in their mouths), we have to understand who our target consumers are. So we begin with a deep dive. We learn about their demographics, psychographics, media usage and more, to answer questions like:
Once that data has been collected, Brandtopia Group uses it to determine how we’ll deliver the samples (so that we know it will be impactful) as well as when and where (to ensure it’s at the right time, to the right people). Then, we identify key performance indicators (or KPIs) that align with your business objectives, to ensure that every aspect of the sampling program delivers on overall goals.
MAKE SAMPLING PART OF A MIX
Sampling can be an important and powerful component of a robust promotional mix and is often a key aspect of experiential campaigns, such as:
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