EXPERIENTIAL MARKETING AND METRICS. CAN YOU MEASURE EXPERIENCE?

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“48% of people say they are more likely to buy a new product if they can try it first”

There are already skeptics when it comes to new age marketing ploys and measurable output. Social Media Marketing has its many skeptics when it comes to metrics and quantifiable output; imagine the hard time the big wigs gives experiential marketing. Can one really measure an experience?

Experiential Marketing is usually defined as “brand messaging you can literally touch”, the phenomenon is used by many Nigerian brands to connect with customers and introduce new products and services into the market. And now companies have gotten creative with their experiential marketing tools and activities, from interactive digital screens to party buses to effectively promote their brands. Business owners and marketers are cashing in on experiential engagement plans but with the hopes of a clear return on investments.

According to studies carried out by Ellae Creative, experiential marketers and business owners in Nigeria have spent almost an estimated 60 per cent more on experiential marketing efforts and solutions in the last 10 years. And the study also shows that the numbers continues to rise as business owners’ want showcase new products to services in a happy, high-energy environment.

So you ask us, how can you measure experience? After speaking with representatives from various companies such as Enplug Africa, DSTV Nigeria and 6PAC Nigeria, we were told that an effective experiential marketing campaign goes way beyond sales. The brand already understands that sponsorship; activation and empirical interaction with a product play an important role in fuelling growth for a brand in the long run. These brands have an aim to play an active role in the daily lives and conversations of potential customers. Pull your desired audience closer to your brand.

Experiential marketing is a great way to extend a hand to older customers as well as new and potential clients for the campaign, service or product. With the help of social media and todays interactive online community, it has become possible to validate spending on experiential marketing campaigns especially people are prompted to capture their experience on smart phones and share.

Below are some Nigerian brands and their successful experiential marketing campaigns….

  • MAMADOR OIL- Very prevalent and aggressive in capturing their activation online through platforms Facebook, Twitter and Youtube.maxresdefault
  • CLOSE UP NIGERIA- Attempted to break the world tooth brushing challenge by gathering over 300,000 young Nigerians at Teslim Balogun stadium, Lagos, Nigeria. Toothbrush-record
  • SOLO PHONES- Having Nigerian pop sensation Iyanya as a product ambassador was a smart move by Solo Phones. Also having the activation take place in the home for Lagos technology, Computer Village, Ikeja was also a wise move made by Solo Phones. Having Iyanya as a spokes person did a lot for their physical presence as well as online presence. Iyanya-Solo-Phone-Ambassador-March-2014-BellaNaija-01-600x598
  • PEPSI- Pepsi have been smart enough to incorporate a branded photo booth into their activation campaign, having people engage with the product, engage and take home PEPSI merchandise.B5P2dc3IcAAiyL4
  • ONGA- The Nigerian spice brand recently went to 14 campuses around Nigeria hosting cooking competitions with finalists duking it out finally in Lagos. All the while using Onga spices to create a variety of Nigerian and West African dishes.

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To begin to measure experiential marketing in the literal sense may be almost impossible but there are ways to go about it. Sign up forms are always a great tactic as well as simultaneous social media engagement. Bringing the physical crowd and online brand evangelicals together for the same cause, to celebrate your brand.

To further inquire about our services, click HERE and schedule a sit down with our readily available team of experts on how we can take your brand to the next level on any playing field. Remember to always trust Ellae Creative; we have always got you covered! 

 

 

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