This PR blog looks at experiential public relations. The purpose of experiential is to connect consumers and brands in a way that is memorable and playful.
It’s also about seeking physical and emotional participation and engagement from your prospective customer.
An additional purpose, depending on budget, is to create an event that is attractive to the media, which has the ability to expand the reach of the event exponentially.
What brought this to mind was a visit to Docklands in Melbourne where friendly gals & guys were handing out new Dare Iced Coffee samples to passers by.
It is a seriously good drop and if you like iced coffee, you would be more likely to buy this brand next time you are shopping.
I also recall an experiential event at Federation Square where an area had been set up as a picnic in the park with umbrellas, fake grass and cushions to sit on. A brightly decorated caravan was handing out platters of a new brand of gourmet dips, Chris’s Heritage range that used real terracotta pots. The flavours were exotic and fantastic and we were sold, laying back enjoying them. We now have heaps of these pots in the house and don’t know what to do with them! (They need to do some PR on that!)
Brand connected physically and emotionally
Both these experiential campaigns worked because the brand connected with us physically and emotionally.
Supported by a social media campaign, videos and other PR and advertising activities, these launches have the ability to connect with thousands or millions of people and convert them to long term loyal customers.
Experiential isn’t just for grocery items. Samsung set up studio booths at various locations around London during the Olympic Games where people could interact with Samsung’s games app, have their photo taken on the Galaxy S3 and see it made into a personalised badge.
Here is a case study from Sensodine that generated 150 media mentions, which gave the campaign an overall reach of 4 million.
Even Pokemon could be regarded as somewhat of an experiential campaign.
While you may not have the budget of these brands, think about how you can learn from what they do.
Where are your customers? Can you connect and engage with them in a memorable way? Would street activity work for you? Would an app be the key to engaging potential customers?
Exhibitions are good, but you are amongst lots of other competing businesses. Think about opportunities where your brand can stand out and you can highlight its positives.
If you would like help in designing an experiential public relations campaign for your product, please contact WMC PR today.
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