Experiential Marketing
Letting people try the thing rather than read about it: installations, demonstrations and activations built around a moment worth stopping for.
Überblick
Experiential works when the product benefits from being experienced and fails when the experience is decoration. If someone can understand your offer from a page, an installation adds cost rather than persuasion. If they have to feel it, taste it, or see it working, nothing else does the job.
The other thing that decides success is location and moment. The same activation in a place people are moving through purposefully, or in a place they are waiting with nothing to do, produces completely different results.
Für wen das gedacht ist
- Brands whose product is genuinely better understood in person
- Companies launching something unfamiliar enough to need demonstration
- Businesses wanting attention in a market where advertising is saturated
Unser Vorgehen bei Experiential Marketing
Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.
Concept development
An idea worth stopping for, built around something true about the product rather than around a mechanic.
Location and moment planning
Where and when, chosen against footfall and mindset. A queue and a commute are different opportunities.
Build and production
Fabrication, installation and the practical realities: power, weather, permits and everything a site requires.
Staffing
Briefed staff who can hold a conversation about the product, which decides more of the outcome than the build does.
Digital extension
The connection to the rest of the funnel, so an interaction becomes a contact rather than a pleasant memory.
Measurement
Interactions, dwell time, capture rate and downstream effect, defined before build so the activation can be judged.
Vom ersten Gespräch zum gemessenen Ergebnis
Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.
Test the premise
Establish whether the product genuinely benefits from being experienced. Sometimes the honest answer is no.
Concept and site
Develop the idea and identify locations and moments where it will actually work.
Build and rehearse
Fabricate, install and run through with staff before the public sees it.
Run and measure
Operate the activation with capture in place, and report against the measures agreed beforehand.
Ergebnisse statt Aktenordner
Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.
Understanding you cannot advertise into
Some products are only convincing once someone has handled them.
Attention in a saturated market
A physical presence earns notice where more advertising would not.
Content as a by-product
A good activation is filmed by the people attending it as well as by you.
Contacts, not just impressions
Digital extension turns an interaction into something the rest of the funnel can work with.
Häufige Fragen zu Experiential Marketing
Was Kundinnen und Kunden fragen, bevor sie sich melden. Fehlt Ihre Frage, stellen Sie sie uns direkt.
Is experiential marketing worth the cost?
When the product genuinely needs to be experienced, yes. When the aim is awareness that other channels could deliver, it is expensive per person reached. The premise test in step one exists to answer that honestly before anything is built.
How long should an activation run?
Long enough to justify the build, which usually means several days to a few weeks in one location, or a tour. Single-day activations rarely repay the fabrication unless the content and press coverage are the real objective.
How do you measure it?
Interactions, dwell time, contact capture rate, and where possible a comparison of branded search or sales in the activation area against elsewhere. Footfall past the site is not a measure of anything.
What matters most to getting it right?
Staff, more than the build. A well-briefed person who can answer questions and read whether someone wants to engage changes the outcome more than the installation does.
Experiential Marketing im Kopf?
Sagen Sie uns, was sich ändern soll. Passen wir nicht, sagen wir das und nennen Ihnen eine bessere Adresse.
Interessiert Sie das grössere Bild?
Experiential Marketing steht meist neben weiteren Themen aus Events, Experiential & Offline Activation. Sehen Sie sich den ganzen Bereich an.