Why Brands Need An Experiential Marketing Budget

Posted on March 1, 2023April 23, 2024 by Claudia

The race to attract eyeballs on Facebook, Twitter, Instagram, and TikTok has resulted in a digital space that is too crowded, creating a genuine cause for concern for companies using social media as their core marketing channel.

With the over-saturation in the digital space, your company needs to make a shift: in 2023, in order to keep up with consumer trends, convert high ROIs, and leave a lasting, positive impact on consumer behavior, your company needs a sizable experiential marketing budget.

Experiential marketing through brand activations like pop-up shops, mobile marketing tours, showrooms, and sampling events are shown to leave a lasting, positive impact on consumers. In this blog, we’ll dive into the details of why an experiential marketing budget is right for you.

Loungefly's Polka Dot Pop-Up

Where Digital Marketing Efforts Fail

Before outlining the benefits of in-person experiential marketing, it’s worth taking a look at the pitfalls of digital marketing efforts. Here are some quick stats that paint the picture:

2/3 of viewers don’t actively watch TV ads.
Overall user trust in social media platforms declined in 2022.
Since 2020, there’s been 12% rise in people saying they use social media less.

Now more than ever, your consumers are attuned to what an ad looks like and what it wants to sell them, and that drives them away.

The Positive Impact of Experiential Marketing on Consumers

On the flip side, experiential marketing has been a significant predictor of customer satisfaction and customer loyalty. While marketers have been led to believe that social media may be the best way to communicate with their target audience, face-to-face, experience-based marketing has proven to be more effective. Yes, that goes even for Gen Z.

40% of consumers said they felt more brand loyalty after participating in a brand experience or interaction.
91% of consumers that were targeted via experiential marketing were more likely to purchase the product or service.
Marketers who have incorporated experiential marketing report a 56% increase in leads.
47% of brands report an ROI of between 3:1 And 5:1 via brand activations.

Successful Experiential Marketing By Small, Mid-Size, and Large Brands

The size of experiential marketing budgets vary across companies; however, brand activations can be done at any level, in any industry, and with any budget. Here are a few examples of different companies that were able to implement experiential marketing in different ways!

#FollowMyScent to Costa Brazil

Costa Brazil is a new, up-and-coming beauty line. To announce the opening of their Soho store, the brand strategically placed a marketing vehicle on the corner that offered New Yorkers a free spray of their fragrance and complimentary coffee. More importantly, guests were offered a bounce-back card that led them to the in-store pop-up just a few yards away, using the #FollowMyScent tagline.

The pop-up café, was a nice touch to a more dynamic pop-up happening in-store, getting consumers excited about a new scent in New York.

The pop-up café, as well as the sidewalk graffiti, was a nice touch to a more dynamic pop-up happening in-store, ultimately getting consumers excited about a new scent in New York.

Tea on Tia Campaign

Tia celebrated the grand opening of their office in Santa Monica with their aptly named “Tea on Tia” campaign, a pop-up cafe that hit Santa Monica, Playa Vista, and Brentwood to treat women to complimentary matcha latté from Sachi.LA, learn more about Tia’s innovative care model, and take home a Tia tote bag.

This experiential marketing activation gave potential patients a new, more personal perspective on the health network with a face-to-face experience that inspired trust between the brand and consumers.

Laneige Water Bank Hydration School

To promote two of their products, their Water Bank Hydration Collection and the Lip Sleeping Mask, Laneige transformed a double-decker bus into a dynamic beauty pop-up experience, treating guests to an educational product sampling, prizes, and photo-ops. Each of these elements seamed together to successfully spread brand awareness and drive up sales in NYC!

Don't Wait to Get Started with Experiential Marketing

Regardless of your company size or industry, experiential marketing is a go-to strategy in 2023. While other companies double-down on digital marketing efforts, you can be the brand that stands and better appeals to consumers’ emotions with in-person brand activations.

Feeling inspired? Reach out to our team today! We can help create memorable pop-ups, showrooms, guerrilla marketing campaigns, and more with an experiential marketing budget that is right for you.

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How to Create a Successful Pop-Up Shop

Posted on March 21, 2022June 17, 2024 by britney

Creating a pop-up shop is a great way to boost exposure for your business in a new or existing market without breaking the bank.

Pop-up shops give the public a taste of your products or services in a fun, engaging way. But how do you set up a successful pop-up shop? Especially in a world where people love to shop to shop online, how do you pull people out of their pandemic nests and into the real world?

Well, even though it’s true that the last few years have created a world that is less interactive and more digital, look on the bright side: now more than ever, people appreciate a face-to-face, interpersonal interaction with your brand. So, that’s why you should learn how to create a pop-up shop.

The Importance of Real-Life Experiences

Because people as a whole better understand the value of interpersonal connection now, the whole scenario gave rise to the concept of pop-up shops where short-term, real-life experiencing low-budget shops are set up. These shops encourage people to take part in the latest trends of incoming brands. This helps them feel the real-life experience of these shops set up once every season.

How to Kickstart Your Pop-up Shop

It’s worth knowing that pop-up shops are also known as flash retail stores. So, to step into creating a pop-up shop, you need to begin with deciding which space to opt for.

Use Temporary Spaces for Long Term Impacts

The answer to how to create a pop-up shop is quite simple and convenient. Rather than approaching a real estate agent right away, look for vacant storefronts that would rent out the space for you at a much lower rate.

Remember that pop-up shops also allow emerging brands to showcase their work and what they’re bringing to the market. So sticking to the idea of setting up a low-budget shop should be kept in mind at all times.

It’s just fine if your pop-up shop looks exactly like a regular store. As long as the goal of the pop-up is fulfilled- showing off your brand- the actual method of finding space is less important.

You can also use plazas or quads for your shop. Bringing a trailer to a field is one of the easiest and cheapest ways to set up a pop-up.

Before you finish your space, make sure to familiarize yourself with all licenses, permits, and insurances you might need in your city. Ensuring proper paperwork will save you from a lot of hassle in the future.

Branding and Awareness

The main idea of setting up a pop-up shop is to connect your customers to the brand. This is only possible if you market your pop-up shop and create hype. People spend crazy amounts of money on selling their brands. Any top-notch brand will go head over heels to increase its brand awareness.

As the saying goes, what is seen is sold – and what is loved, is sold a lot. When customers develop an emotional attachment to the brand, nothing can stop them from coming to you.

Creating a strong sense of brand character in a temporary pop-up shop can be pretty challenging. Today, digital marketing platforms are as powerful as anything else to help your pop-up shop come to life. The pop-up shop is the body. You need to put the soul into it with your effective marketing strategies.

The most successful retail shops use digital media to boost awareness. In an increasingly online world, those who adapt are most successful.

Opting for the Influencer Marketing Strategy

One of the most common ways of using digital media to boost a physical pop-up store is opting for the influencer marketing strategy. If you are setting up a mobile pop-up shop, you can look for potential influencer partners. Influencers with an engaging audience can help create awareness for your brand.

Social media platforms can help kickstart significant contributions to your brand awareness. Working with influencers could be a big plus in that aspect. They use platforms like Instagram, Twitter, and Facebook to build a network of loyal and engaged shoppers.

PR Packages

Besides working with influencers, you as an organizer can also send something called a PR package. PR packages could be shipped to companies or organizations that may be interested in sharing your story. PR packages tell your story and pitch the pop-up to potential partners. You can also create that necessary buzz and awareness your brand and product needs by pitching to the upcoming flash retail outlet to local news companies.

The Importance of Social Media in Today’s World

To bring in more customers on social media and make the process engaging, you can also give discount offers and giveaway free products on event day.

All these marketing strategies will also enable you to create user-generated content. This means people on social media will do your marketing for you. You never know, you might also grab the attention of a celebrity in town.

Drive New Sales Before the Pop-Up

A common misconception is that pop-up shops are only supposed to boost sales during the event, and that the ultimate goal is brand exposure. While that second part is true, there are actually many ways to create a pop-up shop to boost sales before and after the actual event.

By creating hype for the event itself, you’re already getting noticed by new customers. You can use this to cross-sell things like event-specific items. You can even push your e-commerce numbers while more people are searching your brand name.

Answering Your ‘How to Create a Successful Pop Up Shop in 2022' Question

While a pop-up shop can be a way to reinvigorate your physical retail strategy, the key in how to create a pop-up shop is to make it viral on digital media. Here is a recap of how to create a pop-up shop in 2022:

– Use influencers to push your brand and create awareness

– Partner with companies or news programs to get the word out

– Use the surge in brand interest to cross-sell and boost e-commerce

– Nail the pop-up shop by creating a fun, engaging, and sharable experience for attendees

– Use information collected at the pop-up to continue marketing to all your new fans