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<\/figure><\/div>\n\n\n\nStrange memories = Strong recall <\/h2>\n\n\n\n
Retail giants like Macy\u2019s have gone out of their way to employ mini-concerts and yoga classes to lure customers. A long-established news company, The Economist, has served worm ice cream, grasshopper crepes and reclaimed water coffee to people on the street.<\/p>\n\n\n\n
No other advertising strategy can grab the audience\u2019s attention – and make lasting impressions – more than live interaction with a company or brand. The more memorable the engagement, the better.<\/p>\n\n\n\n
That\u2019s what experiential marketing is. It tries to get brands connected with customers in direct, meaningful ways, tangible enough to impact the senses and, ideally, emotions. <\/p>\n\n\n\n
– 70% of users become customers after an experiential marketing event<\/a><\/p>\n\n\n\n – 74% of event attendees say they have a more positive opinion about a company, brand, product, or service being promoted after an event<\/a><\/p>\n\n\n\n – 80% of attendants said live demonstrations and free samples significantly helped define their purchase decision<\/a><\/p>\n\n\n\n – 93% of consumers claimed that live events had a stronger influence<\/a> on them than TV ads<\/p>\n\n\n\n If your business is trying to attract Millennials, in particular, you need to pay attention. Millennials, or those born between 1980-1996, now make up over a quarter of the US populace. They\u2019re America\u2019s largest living population and the majority of them are active in the workforce. As of 2014, they commanded an estimated $1.3trillion in annual consumer spending, according to a study by Harris Poll. <\/p>\n\n\n\n Millennials are known as \u201cthe Experience Generation\u201d. 3 out of 4 of them prefer to spend money on an experience<\/a> than buying something desirable. They love going to concerts, parties and festivals, and enjoy traveling and participating in races, themed sports and cultural experiences \u2013 more than acquiring cars and houses. <\/p>\n\n\n\n And, as everyone knows, they\u2019re heavy users of social media \u2013 the platform on which they share those experiences. <\/p>\n\n\n\n What\u2019s happened in the business world in the last decade is almost revolutionary<\/strong>: customers are now doing the marketing! Thanks to social media, the power to broadcast has been democratized. Anyone can now post a comment, a review, a critique. <\/p>\n\n\n\n Just how many friends in your social network rant about the latest news, rave about a movie they\u2019d just seen, or post photos of what they did over the weekend? The ability to publish is now in the hands of consumers, who voluntarily share and talk about everything online.<\/p>\n\n\n\n According to the poll, Millennials tweet, share and post more about the things they do and events they attend than any other age group. It’s not just the experience itself<\/strong>, but sharing with one another that\u2019s important to them. <\/p>\n\n\n\n The behavior is driven by several factors: the need for recognition, a fear of missing out (FOMO), and the desire for deeper, more meaningful, and real-world connections. <\/p>\n\n\n\n What has traditionally been word-of-mouth – that age-old, honest-to-goodness method businesses relied on for publicity \u2013 has evolved into a digital form: shares on social media. <\/p>\n\n\n\n Nearly all consumers (98%) create digital content at branded events and experiences — and ALL of them (100%) share it.<\/p>Event Track<\/cite><\/blockquote>\n\n\n\n That\u2019s real-time, up-to-the-minute reportage of what\u2019s happening with consumers and your<\/em> brand, at your event<\/em>.<\/p>\n\n\n\n Millennial don\u2019t hold a monopoly on the demand for experiences. Since the late 80\u2019s, the share of consumer spending on live experiences and events has increased by 70%<\/a>. Generations across the board are just craving<\/em> a memorable experience!<\/p>\n\n\n\n Catering to that demand doesn\u2019t have to be a huge, bank-breaking affair. Simpler alternatives that won\u2019t bust an SME\u2019s budget could be:<\/p>\n\n\n\n – Holding games and contests, an open house, or a tour at one\u2019s store or production facility<\/p>\n\n\n\n – Giving a customer special and exclusive treatment on his or her birthday<\/p>\n\n\n\n – Giving product demos, workshops or trials<\/p>\n\n\n\n – Employing a mascot while giving out free samples at a mall<\/p>\n\n\n\n – Mounting a themed photo booth or wall at a trade exhibit<\/p>\n\n\n\n – Co-sponsoring a live event with other companies<\/p>\n\n\n\n – Hiring a popular influencer to talk about your product at a trade show<\/p>\n\n\n\n The key is to make meaningful, emotional connections. Set up a heart-warming (or heart-stopping) engagement that will leave unforgettable memories in the public\u2019s minds. <\/p>\n\n\n\n Whether it\u2019s humor, excitement, relaxation, or even horror, the experience should spell \u2018memorable\u2019 for people. Even if it\u2019s mixed with a tinge of disgust or fear, those negative emotions can still be fun and relevant.<\/p>\n\n\n\n The most effective content shares are very often those generated at branded experiences and events. <\/p>\n\n\n\nLet Millennials do your marketing<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.tawk.to\/wp-content\/uploads\/2020\/10\/3-6-1024x576.png\")
<\/figure><\/div>\n\n\n\nConnect emotionally<\/h2>\n\n\n\n
Make it shareable<\/h2>\n\n\n\n