Experiential needs to marry with digital marketing for maximum effect


Experiential marketers need to look beyond simply engaging with consumers at an event and work with supporting digital opportunities for a more rounded experience, according to Andrew Dougan, Business Director at Euro RSCG KLP.

The festival circuit in the UK has been growing at an astounding rate in recent years with a string of new boutique festivals entering the fray and joining stalwarts such as Glastonbury, the Big Chill and V Festival

The market now appears to be reaching saturation point with newcomers falling by the wayside unable to meet overheads with smaller boutique crowds. Just this week, Bloom Festival, established in 2006, had to pull the plug. The organisers admitted in a statement, “difficult economic conditions have affected us in a big way.”

Marketers have been quick to jump on the festival bandwagon. But as the climate tightens, Dougan has warned marketers that they need to reassess their tactics and understand how best to tap into festival marketing, approaching it in the best way. This means going beyond branding up an area with some vinyl banners.

In an exclusive interview with UTalkMarketing he said that brands now needed to take consumers on a journey with their experiential marketing, from the moment they buy their ticket though to event, followed up with post-event activity.

The easiest way to do this,he explained, was though digital platforms, as the agency has demonstrated though campaigns for clients which include Bacardi, Pepsi, Britvic and Xbox.

Recently appointed Head of Digital Strategy for Euro RSCG KLP, Stephen Beasley, said, “Although experiential marketing hinges on the event activity itself, digital can really come into play pre and post. Pre-event activity can involve looking at how to raise awareness by reaching target consumers in novel ways.”

So for example activity for Bacardi could involve looking at how to create the best mojito though personalised events, building as consumers become cocktail masters but sharing tips and recipes online.

Dougan added, “There’s only so much you can do at an event. It needs to be more about the journey from beginning to end.

“While the Carling Amnesty (whereby festival goers can swap cans of warm lager for chilled cans of Carling) presents a great message for Carling at a festival, many festival goers still feel down after the event.

He continued, “It’s here that digital can come into its own, helping to recapture the excitement of the day and showing those who weren’t able to make it what they missed out on.”

So for example, on booking a ticket via a games console a consumer could receive rich content such as video footage of the headliners or an exclusive free live track.

Then post the event, they could receive, for example, more tracks and pictures.

“It’s all about mapping out a whole journey,” Dougan concluded.

source > utalkmarketing.com

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Chris Wareham