Using Social Media Marketing in an Experiential Campaign

We are now living in the era of information and digital communication. Social media has become such a vital element of our everyday life, that we are constantly using it; either it is to share pictures or experiences, talk to an old friend, or have a social gathering. Companies around the world are trying to find a way to target social media, but it must be said that having thousands of likes on your Instagram or Facebook accounts will not guarantee them to be potential buyers. Therefore, we want to ask: Why is social media so important in an experiential campaign?

Example of hashtag (#peaceloveicelandic) generated by Icelandic for their New York City Mobile Tour Bus. Experiential event organized and produced by Root³ Productions.

Example of a hashtag (#peaceloveicelandic) generated by Icelandic for their New York City Mobile Tour Bus. Experiential event organized and produced by Root³ Productions.

The Power of Social Media

We have learned that social media is the most powerful form of marketing and that the Internet is where most consumers go to acquire information. Social media has become the key tool for gathering information and educate the consumer’s mindset. Therefore, it is now crucial for every company to have a presence online. Each consumer will be sharing their experiences with different products or services online, and any positive experience will lead to new potential customers. This is where experiential marketing comes in hand; by offering companies a chance to meet their targeted audience up close and create a fun experience that later will be shared through their social channels. By giving a consumer the means to create and share a unique experience, this will directly amplify the power of social media and make the experiential campaign a huge success. For this reason, social media and experiential marketing go hand in hand.

Inviting your target audience

It is important to know that social media is not only used during the campaign but also plays a key role before it even starts. The first step for an experiential campaign to succeed is to be posted on social media. Social media is the easiest and fastest channel to market an event or product. In order for the companies to be able to promote their events, it is highly recommended for them to have as many followers as possible. This opportunity gives companies the advantage to target potential customers that will be attending their experiential campaign.

Sharing your event

Once the campaign starts and the customers are experiencing a unique and memorable moment, most of them will want to record and share that experience with others. Therefore, it is vital to strategically give each attendee the correct tools to encourage them to share each positive moment on their social channels. Either by creating a unique hashtag to share all videos and images in one place, by offering different benefits in exchange for likes and posts, by promoting picture competitions, or by providing a photo booth or photo opportunities. By correctly using these different elements, it is proven that it will give the event organizer the chance to generate likes, shares, followers, loyal customers, and even future sales.

Social media plays a huge role influencing a customer’s decision-making. Consequentially, in order to have a successful experiential marketing event, it is essential that it be paired with a strategic social media campaign. With vast experience in the experiential marketing sector, Roots³ Productions can develop top of the line experiential campaigns that will generate memorable consumer experiences ideal to be shared on social media.  Click here to see how we can help you with your activation.

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