Transformative experiential marketing is all about knowing what it is that is going to keep your customers coming back for more. It is about understanding how to get into the hearts and minds of your audience to change how they think or feel about something. It is about using your brand and what it stands for to transform them in an everlasting way. However, simply understanding the definition of transformative experiential marketing isn’t enough. You need to actually be able to apply it to your own brand and business – and that’s the really tricky part! Here are our top tips for making it work for you:
- Dig a Little Deeper
So, you know the age group of your target market. You know what their interests are and what their expectations may be at any given time. But how much do you know about the deeper side of them?
According to Tradeway’s Michelle Storey, “In order to create a successful transformative experiential marketing campaign, you need to understand your target market’s dreams, as well as their fears and hopes for the future. You need to know what really makes them tick – and what doesn’t. What is it that they really value? It’s these insights that will provide you with the power to really get into their heads… and their hearts!”
- Know What You Want
It’s not enough to know that you want to transform your audience. You need to know how you want to transform them… and why. What changes do you wish to bring about? Only by defining the changes that you wish to bring about can you really set out do so.
- Create a Journey
Appeal to all of the audience’s senses and emotions with the help of music, colour, spatial design and narrative sequencing. By doing so, you will create an emotional journey that they are sure to remember for a very long time. If you only rely on sight to get your message across, you are losing out on a world of possibilities. Multi-sensory experiential marketing campaigns have a much higher chance of success than those that focus solely on just one sense or emotion.