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Street Marketing: How to Speak Directly to the Customers and Win Them Over

Experiential Marketing

Times are changing fast, and your marketing strategies need to change with them. Consumers aren’t won over by glittery commercials or sultry radio ads.They understand how products work, and what they want from a brand. 

Modern consumers have access to a wealth of information, and aren’t going to fall for cheap ploys. You need to speak to them directly, show them respect, and win them over with proven marketing tactics. 

That’s why it’s time to try something new. When traditional marketing fails, the world of guerrilla marketing usually has an answer. In this case, that answer is: Street Marketing  

What is Street Marketing?

Street marketing is an alternative way to market the products or services your business is offering. With print media dying and television ad spots stretching budgetary limits, sometimes it’s best to think outside of the box. So does this mean delving into the digital world of social media marketing? Not exactly. 

While digital and social media marketing is incredibly useful, it is also incredibly oversaturated. Today’s consumers are used to seeing ads line the sides of their facebook and instagram, and have learned to tune them out. 

Street Marketing is exactly that: marketing on the street. No, not big billboards or ads on the side of buses. Street marketing involves fliers, posters and coupons, handed directly to the consumer. This should be done by someone knowledgeable about the business, and the reason for that is simple.

Speaking directly to the customer

Don’t hire just anyone to hand out a flyer or coupon. Have someone who can engage customers on their level, and answer questions they have about the product or service. This is the advantage of street marketing. 

With street marketing you have the opportunity for clear and instant feedback. Without even trying a product, customers can let you know what they think about certain aspects. Two major aspects they could give feedback on is price and appearance.

Price

With a flyer or coupon, you are showing the price of the product or service to the customer. Make sure to closely study their reaction. Do they laugh at the idea of paying that much? Do they question why the price is so low? Without lowering confidence in what you are selling, try to gauge where your price falls. From here, you can make adjustments.

It can be difficult to place a value on certain products or services without speaking to customers first. In this way, you get a feel for what the people think, and what their budgets can account for. Overpricing a product can doom it to sit on shelves, while underpricing can cause irreparable damage to your bottom line. It’s important to take the time, use the feedback, and use street marketing to find out what works best.

Appearance 

Another aspect you can receive criticism on is the appearance of the product, or even the flyer. Does the potential customer find the flyer visually appealing? Do they look at the flyer with confusion, or disgust? Again, monitoring their reaction during the entirety of the interaction is vital.

Now, what about the product? Ask a couple of questions if they have the time. Do you enjoy the look of the product? Does this look like something you would spend money on? What do you dislike? All of these can help influence future design decisions.

Time to start

There isn’t much left to do but begin the strategy for your street marketing campaign. Decide what form of physical handout you will have, what will go on it, and who will handle the direct customer interaction. Not only is this method incredibly cost effective, but it has been proven to be very efficient. Get the feedback you want now, and optimize your business’s output ability today!

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Experiential Events vs Brand Events: How to Pick the Most Effective Street Strategy

Experiential Marketing

Picking an effective street marketing strategy for stands, food trucks, or other street-based businesses can be intimidating. How do you utilize your foot traffic, brand, and social presence to the max?

This is exactly why more companies are utilizing experiential marketing strategies. Experiential marketing means fostering a positive customer experience and increasing customer retention. Creating a memorable experience with the help of experiential events can increase your customer retention instantly and generate more buzz than a more traditional marketing strategy.

What is an Experiential Event?

Experiential events are exactly what they sound like: an experience! They are a way to engage consumers with your brand through an effortless and entertaining brand experience. Typically, the more subconscious and effortless these experiences are, the more effective. 

Event marketing companies focus their resources on providing clients an event that represents their brand in a way that gets their consumers excited. That means no more boring seminars and slideshow presentations – your brand can be represented in an entertaining way no matter what industry!

Why are Experiential Events Effective?  

Experiential events force consumers to associate your brand with an event. This strategic marketing tool can be extremely effective because they immerse your consumers in your brand without making them feel lost or suffocated in branding, like they might in a brand event. 

From workshops and masterclasses which give hands-on experiences to consumers, to simple pop-ups like sidewalk food stands, experiential events are the way to give your consumers an opportunity to engage with your brand without feeling forced into it. 

What is a Brand Event? 

Brand events are a way to generate awareness about your brand (and, as it were, brand). Typically, these events have no theme aside from the brand and are overloaded with brand attire, decorations, memorabilia, merchandise, and freebies. 

Everything about a brand event revolves around the brand, often making them less memorable – and less effective for customer retention than an experiential event.

Why are Brand Events Less Effective? 

Brand events are less effective than experiential events because they focus on the small scale rather than the larger picture. In brand events, marketing teams will center the event around the brand and not the customer, while an experiential event is structured the other way around.

The Differences Between Experiential Events vs Brand Events 

There are many key differences between experiential events vs brand events, but the most important difference is what your customers will get out of your event.

An Experience Versus an Event 

Experiential events give a full experience of your brand, whereas brand events only offer a quick glimpse of your brand. Although both events aim to form brand awareness, the overall outlook for these two types of events is different because of the way marketing companies approach them.  

Experiential marketing companies view their events as a long-term project, where the end goal is to obtain higher customer retention and brand recognition.

Crafting a memorable and lasting experience that creates returning customers is the point of experiential marketing. Experiential marketing teams – often outsourced – take time to collaborate with your brand to bring your unique vision to life and foster a better consumer-business relationship.

Brand events typically last for a single day, whereas an experiential event can last however long it needs to!

Experiential Events are More Impactful 

Successful brands have a lasting impact on their consumers. When you use experiential event marketing, you are much more likely to make a lasting impression on your consumers because you are creating a memorable experience. 

Science tells us that the more impactful an event is, the longer it stays with us. Spending the time to create a truly impactful event – like a pop-up axe throwing stand, a beer tasting, or a sponsored rodeo – can lead to loyal customers for years, if not decades.

Brand Events Have Freebies 

While offering free merch with your brand and logo on it certainly won’t hurt anything, it’s important to note that this is one of the least effective marketing strategies in terms of ROI. 

Unless your freebies encourage consumers to give you more business, then they can be a huge waste of money.  

Experiential Events Are Typically More Memorable 

Making your event memorable is the only way to build brand recognition which is one of the many reasons why experiential events are typically better than brand events. Experiential events create a lasting, memorable experience for consumers that they can forever associate with your brand!

Strategic Brand Representation with an Experiential Event.

Experiential marketing is advantageous to any company looking to promote its brand.  Experiential events eliminate the anxiety of deciding how you will be represented at a brand event by instead creating a consumer experience that they forever associate with your brand! That means no more deciding on small things like freebie bracelet colors or background decorations nobody is going to appreciate. All lasting business relies on word of mouth – and an unforgettable experience with your brand will have your customers talking about you for years to come.

In Short

Giving customers a clear vision of your brand’s mission is important, especially when it comes to building brand awareness. Many people are turning to experiential events to create lasting, impactful experiences that their consumers will never forget! 

The purpose of experiential events is to reflect your brand through a memorable experience! With companies like Food Truck Promotions, key elements of your brand will be utilized to create an unforgettable brand experience. 

Through experiential event marketing, you create a unique experience that empowers the consumer while bringing your brand to the next level.  

 

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The Pros and Cons of Experiential Marketing

Experiential Marketing

An understanding of the pros and cons of experiential marketing can shape your company’s success when execution time comes around. 

Let’s start with the good news: experiential marketing has gained popularity for its success when properly executed. Positioned correctly, the benefits of using an experiential marketing strategy can produce monumental returns on investment (ROI). There are several pros and cons of experiential marketing and in understanding these, your business can prepare to gain the maximum ROI.

Digital & Experiential Marketing… What’s the Difference?

Ever-changing and evolving, the marketing industry has delivered its fair share of buzzwords. The latest? Experiential marketing. We’ve heard it, but what is it? Let us explain. 

A close relative to digital marketing, experiential marketing is a niche approach to enhance a company’s success. While nearly all companies can benefit from a scaled digital marketing plan, not all companies are in a position to take on an experiential approach. Like any marketing tactic, experiential marketing comes with both valuable pros and undeniable cons that can shape your understanding in implementation.

 

Pro of Experiential Marketing #1: You get to keep it real. Your audience loves real. 

Experiential marketing allows your target audience the unique ability to dive in and directly interact. The audience gets an actual experience, hence the name. In using an experience-focused tactic, your audience interacts with the advertisement directly as opposed to traditional marketing where your audience only views it. This creates a connection in the minds of your audience, one often referred to as “brand recognition.” 

Utilizing more senses than just sight creates a lasting impact on your target audience. Adding an audio aspect pulls in another sense and in the process, positive emotions are created in the viewer’s mind. In time those positive emotions will directly connect to the brand and vwa-lah, a new mental connection to your brand is created.

Pro of Experiential Marketing #2: Genuine connection 

In practicing experiential marketing, brands get the unique opportunity to directly interact with their audience. A look behind the curtain can establish a connection that many traditional marketing tactics cannot.

A tangible and successful example of this tactic in action was seen at SXSW by Anheuser Busch. They created a new experience that used virtual reality to grant viewers a tour through their brewery. The 4-D immersive experience gave their audience a chance to connect to the brand behind the scenes and offered an unforgettable look into a rarely seen corner of the beer conglomerate.

Pro of Experiential Marketing #3: Smarter Spend 

By investing in experiential marketing, when done right, you can gain the maximum return on investment that greatly outweighs the money spent. Using tactics like press-covered events that require physical participation, the return on investment raises and these emotionally-backed experiences lead to increases in conversion and an overall lifetime customer value.

PRO OF EXPERIENTIAL MARKETING #4: GOOD EXPERIENCES TRAVEL FAST

Word of mouth referrals are not a new concept, we have been portraying ourselves and our businesses in the most positive light possible for exactly that. However, in the world of technology and social media that we live in today, that good news travels even faster. 

Giving your customers a notably great experience that is memorable and notable can grow your social media following and an audience that raves about the products you provide.

Pro Experiential Marketing #5: Go deep 

Experiential marketing gives your company a chance to know your audience on a deeper level. Much like traditional digital marketing, data-driven approaches and deep knowledge of your target audience is the recipe for high returns on investments. Taking the time to get to know your audience on an emotional level only adds to this opportunity. Knowledge, after all, is power. 

A poignant example of this was seen in Google’s “Impact Challenge” in San Francisco. Google was awarded over $5 million dollars to donate to 10 non-profits committed to bettering the San Francisco community. What Google did, broke the mold and pulled their audience in on an emotional level. Google created interactive digital posters throughout the city that served as a voting booth of sorts where locals could choose which non-profits they wanted to see impacted by Google’s funds. The concept of shared ownership and mutual engagement, even if not directly selling the product, creates a permanent and powerful relationship between your audience and your brand.

Potential Cons of Your Experiential Marketing Approach 

As with any marketing strategy, cons are inevitable. However, knowing those cons can put you and your company ahead of the game.

Con of Experiential Marketing #1: Not living up to the hype. 

If there is a disconnect between your experiential marketing tactics and your audience, typically expectations were not met because they were not properly managed. To run a successful experiential marketing campaign, expectation management has to be at the forefront of strategy or you run the risk of a new negative association between your audience and the brand itself. It is crucial to have a clear understanding of your capabilities in regards to budget, timeframe and available support.

Con of Experiential Marketing #2: ROWhy? 

As with any unique strategy, the risk is inevitably involved. Return on investment is critical when your company invests in marketing and the reality is, measuring the ROI for an experiential campaign is much more difficult to measure than traditional methods. Key performance indicators of experiential marketing look a little bit different. 

For example, long term loyalty or positive brand association cant properly be measured. What you are really gaining in the investment of an experiential campaign is insight. Any marketer knows the more audience insight you have the better return on investment can truly be just as valuable as return on insight. Appropriate investment into experiential marketing, that doesnt send your relied upon ROI plummeting, is the balance your company must find as you dip your toes into the experiential marketing pond.

Using Experiential Marketing Effectively Allows You to Gram the Maximum ROI 

It’s clear that if you get it right, experiential marketing’s pros far outweigh the cons. Experiential marketing gives your brand the coveted opportunity to get in front of fresh new audiences, establish a deeper brand connection, long-term loyalty, audience loyalty, and positive correlations that carry your brand successfully through social media channels. A clear knowledge of the pros and cons of experiential marketing will set your brand up for long-term success. Understanding the new generation of key performance indicators allows you to understand how to gain the maximum ROI. 

So what are you waiting for? Start experiencing.

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