The A-Z of Experiential Marketing – N for New

Posted by: Line Up on October 29th, 2013 IN The A-Z of Experiential Marketing


This week in our ongoing series, the A-Z of Experiential Marketing, we explore N for New and take a look at how hands on, immersive events can help you communicate that something new with consumers or staff.

n for new

Whether ‘new’ is a new way or working, a new product, a new initiative or a new trend, change is always on the horizon.  In today’s fast-paced ever-evolving business landscape, new ideas can be driven through a company at lightning speed and every day there are new products and technology trying to charm consumers.  In light of this we are seeing more businesses turn to experiential marketing to effectively cut through the noise and clearly demonstrate the benefits of ‘that something new’.  We believe there is something very powerful about using experiential marketing in this way.

Treat change as an opportunity for enhanced engagement

Brands understand the benefits of creating a positive fanfare around changes that are happening within their organisation. People want to hear that change is good, people want to feel that the change will benefit them in someway or, at least, not have a negative impact on them.  Rather than let chins wag and people pick up information in dribs and drabs, change is an opportunity to create a new set of rules and to redefine internal communications.  We are seeing more companies turn to experiential events to make that happen.  It can pull your key ideas together and allow people to experience the reasons behind the change in a positive and engaging light.

 Experience is the driver of change, by involving your team in an experience you give them a chance to make sense of your ideas, get under the skin of your thinking and, often most importantly, feel part of it.

Example: Incredible Inchcape Conference

Hands up, this is one of our own, but it’s worth a look because it demonstrates the power of taking people on a journey to communicate change and reinforce positive messages about a company’s future. Incredible Inchcape needed to unite 180 managers from 26 countries, to reinforce the heritage of the company and inspire them to play their part in a new roadmap towards an ambitious future. The 3-day event took them on a journey, wrapped around the pretence of ‘making a movie’ with each delegate playing a key part.

See a new product launch as a way to build stronger relationships

A new product used to be launched by putting some money behind advertising and hoping for the best.  Yes, that may be a slightly watered down version, but we are in a completely new age now where consumer engagement is at the very route of successful product launches.  Creating a memorable experiential event takes the consumer on a journey beyond the product itself and into your world.  But experiential doesn’t have to mean expensive, we’ve seen extraordinary product launch fanfare from the likes of Nokia, but it doesn’t have to be to that scale – if you think about the key product benefits and then tap into consumer consciousness by connecting with them on a personal level you can leave a lasting impression that has an effect on your sales figures.

Example: Adidas Shoe Launch with Jump Pop Up

We love this campaign for its simplicity.  Of course, a brand like Adidas and a well-known sporting star are going to turn heads, but the stunt was brilliantly executed.  It spoke volumes about the product and gave people a real connection with the brand and its message.

Poach customers by giving them something new to talk about

We talk a lot about building relationships these days and, as we mentioned in the previous point, it really has become a marketing staple. So if everyone is driving to win the hearts and minds of consumers and turn them into loyal fans, it’s more important than ever to stand out if you want to bring their attention to your product instead.  Sampling is a great way to get your product noticed but it must go beyond simply handing freebies out in a car park.  Experiential sampling is about creating an experience that is going to give people first hand experience of your brand, your product and its benefits.

Example: SONY #PhoneSwap at Way Out West Festival

There are dozens of experiential sampling campaigns we could have included here, but we like this one because we’ve never seen it done before and it’s a good example of innovative thinking in order to get people to try something new.  Sony got right to the route of the problem and provided a product sampling service at a time of need.

Now, more than ever, the success of change is determined by how well it is communicated.  Brands need to take a 360 degree approach, to give their message a chance to be heard and understood.  Whether companies are nurturing internal communities to get behind change or whether they are looking for consumer communities to drive word-of-mouth and sales, experiential marketing is a proven method that allows you to craft a journey that enables people to understand your thinking, your product and its benefit.

Want to read more of our A-Z of Experiential Marketing posts? You can now download and keep A-N as a PDF ebook.

Or select another of the posts from the series to view online:

Audience | Brief | Content | Digital | Engagement | Fun

Global | Hindsight | Insight Journey | Knowledge | Logistics

Mobile | New | Old | Product Launch | Q&A | ROI | Social Media

Target Market | User Experience | Venues | Word of Mouth | X for X Factor | Y for Youth | Z for Zeitgeist

a-zilineupebookDownload our ebook!

You can now download the first part of our A-Z of Experiential Marketing series as a ebook to keep for reference or read on the daily commute!

We are well on our way to Z, but in the meantime click here to get hold of the A-N ebook!

Line Up

Line Up

Line Up is an award-winning, creative communications agency, headquartered in London. We create engaging live and digital brand experiences for internal and external audiences all over the world.

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