Create Excitement with Experiential

Demand generation has been a buzzword in B2B marketing for some time. However, as the marketing landscape evolves, we are seeing this tactic implemented more for B2C brand marketing. If you are unfamiliar with the term, demand generation is taking a step away from the traditional marketing tactic of lead generation, which uses gated content to bring in leads. These gates are a form of transactional exchange, typically requiring customers to share contact information to obtain otherwise helpful information about a product or service. However, with the rise of free and plentiful content being made available across the web, it is becoming more difficult for brands to earn those coveted names and emails of potential clients. That is where demand generation changes the way that brands interact with their community of customers. 

B2B marketing expert, Chris Walker, shares that with demand generation free content is shared through mechanisms like online communities, peer-to-peer sharing (or word of mouth), podcasts, organic and paid social, and 3rd-party events. This is all in hopes of drawing in more qualified and intentional leads. The use of demand generation can save brands time and valuable resources because the follow-up for these types of leads is minimal - they already come to the brand seeking information or solutions to their problems. Thus using this tactic makes it easier to achieve a sale. These brands lead with intentionality - adding value and building a knowledge base for their community of customers with no strings attached.

Now, couple experiential marketing with your demand generation strategy, and you have a surefire way to gain the brand exposure and pool of potential clients you need. At its core, brand activations inherently create brand awareness and loyalty. For example, we stated earlier that demand generation includes peer-to-peer sharing (or word of mouth) and organic and paid social. Some statistics prove that experiential can reach customers in these exact ways.

Based on recent consumer and industry data, after attending an experiential marketing event around 98% of customers create content while in attendance, and an astounding 100% of these customers share the content with others. If that doesn’t convince you, these same attendees say they are 74% more likely to buy from the brand after attending. Not only does the utilization of experiential create a breeding ground for shareable content (which is free to the brand), but it also creates committed customers who are willing to do the marketing for you.

Take, for example, the many activations, installations, and events held during SXSW or the Essence festival. The sheer amount of content generated at these events is innumerable, and the content is shareable and brings the experience straight to the proverbial doorstep of customers who are ready to purchase from your brand.

Companies like Chroma help brands develop strategies and engaging experiences that add value to your brand's community of customers. Have questions about how to help your brand boost excitement? We'd be happy to chat with you today. Simply click the link below.