Blurring the lines

Unlocking the full potential of experiential marketing often relies on using other below-the-line communications to maximise the power of a consumer's live experience with a brand

Practitioners of experiential marketing often find themselves drawn into commenting on the logistical details associated with the delivery and implementation of live campaigns. This is an obvious debating ground, given a medium where the finer details so often determine whether a campaign is disastrous, good or great. However, this can sometimes cloud a more fundamental topic, which is the role experiential can play within the marketing mix and the benefits of understanding and applying that magic word – 'integration'.

Experiential has evolved into a highly sophisticated medium. For example, we understand how different senses can influence a consumer's behaviour, and agencies are increasingly becoming experts in determining the monetary ROI resulting from a positive consumer experience.

While these, and many other, attributes have led us to proudly call experiential a 'discipline in its own right', unlocking its full potential often relies on using other below-the-line communications to maximise the power of a consumer's live experience with a brand.

So what is integration and how exactly can other communications be used in experiential marketing?

Integration can often be interpreted as simply co-ordinating a number of communication activities to happen at the same time (say, ensuring that sampling is live when a TV campaign breaks or when the on-pack promotion hits the shelves).
While this approach is sometimes relevant, experiential marketers should understand the dynamics of other communications and the role these can play in fulfilling the communication and sales objectives within the experiential brief.

For example, venues are scrutinised for providing the right number and type of consumers. However, targeted pre-event communication through the right channels can have a crucial influence, irrespective of passing footfall on the day.

When Sense staged a roadshow in shopping malls for popular kids TV character Lunar Jim, audience profile was maximised through a local radio promotion. It was enhanced through a door-drop to targeted households within the mall's catchment area and a strategic partnership with a chain of nurseries, which provided a targeted and cost-efficient means of pre-awareness communication.

While a reasonably small investment, utilising these other local communication channels enhanced attendance levels of the right consumer demographic which, in turn, delivered increased viewers for the TV series.

Another example of the relevance of integration is how other communications can be used to create an ongoing dialogue with consumers, long after the moment of interaction.

Although one of the most powerful forms of communication, much as a one-night stand is unlikely to result in marriage, a brand experience alone may not turn the demanding consumer into a loyalist and advocate.

No surprise, therefore, that the direct and digital disciplines have enjoyed huge growth, on a par with that of experiential.

Having captured consumer data, online initiatives can be triggered post-experience, with content and timing tailored to achieve the desired longer-term outcome. For example, after a live outdoor opera screening for Sky Arts which we ran, a range of digital communications will reach segmented audience members comprising further entertainment, news and channel information.

So, if integration is about using other communications appropriately to support the commercial impact of a brand experience, what else should practitioners be mindful of?
The obvious and simple answer is creativity. Remember that consumers don't see great planning, but they always see great execution.

The most effective experiential campaigns are those in which the experience is based either on a brand proposition or a themed campaignable idea.

Whatever approach is taken, ensuring consistency through all related touchpoints can turn tactical live activity into a much harder-hitting, long-term brand and sales-driving initiative. Then it's just down to getting the logistics right.

Nick Adams is managing director of Sense

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