There is a lot of noise about experiential marketing, and many people consider it a powerful solution for advertising a brand, product or service in an enthusiastic and challenging manner. Smart marketers connect their customers through a real experience. It leaves a long-lasting impression in the mind of the consumer.
What is experiential marketing?
Well, the term ‘experiential marketing’ is used quite frequently by people, not many people have a clear idea about it. According to the definition, it is a way of creating a close bond between the consumers and the brand by associating memorable experience with it. When a brand event leaves positive memories, they are more likely to sustain forever. Since emotions get associated with the product, service or brand; you have brand loyalty and an enhanced probability of sales. It is quite obvious that experiential marketing is much more effective than conventional advertising campaigns or use of social media for brand promotion.
Though experiential marketing companies in India leave no stones unturned to establish the brand identity using excellent ideas, the low conversion rate is an issue at times. In spite of launching highly engaging campaigns that encourage customers to make repeat visits, the sales graph doesn’t move that fast.
What should be done for an effective lead conversion?
Marketers should look at better customer engagement from an effective brand campaign. They should continuously target the right audience through effective experiential marketing campaigns that bring sales conversions.
When the best experiential marketing agencies design brand campaign, they emphasize on studying consumer buying behaviors, individual preferences and budgets. Defining right Key Performance Indicators and conceptualizing campaigns around it guarantee good results. Of course, you need adequate demographic data for it. When customers get a unique and interesting live experience, the campaign brings several sales leads. It depends on the efficiency of the sales team to convert the leads into deals.
Contests or surveys have a better chance to get customers. When customers have to fill in a questionnaire or fill in some contest form, they get attracted to the brand. Statistics says that in this case, the conversion rate is pretty high if the customers relate to the purpose well. You prefer modern digital tools or conventional pen and paper method, is your choice. Both methods have positive and negative factors.
While there is no doubt about the effectiveness of experiential marketing in brand building, extra efforts are required to convert it into hard sales.