It’s tricky to get your brand out there. Too often a business will haphazardly shout to customers in the hopes that someone will hear them. To make your brand stand out, you need something that will stick with consumers. While it won’t be easy, if you’re able to make an impact on your demographic, something that will last, then chances are you’re going to see a host of new customers that are happy to be a part of your brand.
New York isn’t the easiest place to get noticed in, but by using one, or more, of these experiential marketing techniques listed below you will be able to reach out to your potential consumers and draw them in. There are a lot of companies available to help you with this type of marketing, so you have plenty of options available to you. You might not have the easiest time of this, but at least you don’t have to do everything all on your own.
What is Experiential Marketing?
When you use experiential marketing you’ll be reaching out to potential consumers via interactions and experiences. It not only works similarly to event marketing, but is actually able to work well with it.
This means of marketing attempts to reach out and involve the consumer. You don’t want them to merely look at a billboard, but to interact with it, and feel like they’re part of something else. Brands like Lean Cuisine, Guinness, and Google have all used this type of marketing, and with great effect.
Of course, you must remember that whatever technique you use, it needs to work with your brand. Now, this doesn’t require that you be so direct that you put your product into the hands of a customer. Instead, you want them to be able to think of you when they think about their experience, meaning it should be relatable to your brand.
The Use of Flash Mobs in New York
Flash mobs are events that appear random, and involve some type of performance in a public area, with the term being as young as having been created in 2003. Often this involves singing and dancing, and outside of that it would depend on the group performing the mob.
Typically these events require for people to act as if they’re going about their day as they all gather together and put themselves in their places in a public space, with ordinary people walking around and inbetween them. They’ll begin their routine when some type of trigger occurs, usually either another event starting or ending, or a member of the group beginning their part as the lead. Some mobs even result it people joining who weren’t originally part of the activity. People may even choose to join if the song or dance is something well known to the public.
Flash mobs have been used for a number of reasons. Even something like a wedding proposal has taken advantage of this unique and creative form of interaction. New York city has even been known for flash mobs filled with crazy acts for the streets, like unicycle tricks, juggling, ballet, and rollerskating, which some tour groups orchestrate to give their guests a sense of magic and wonder, perpetuating the idea that New York is a magical place to visit.
How to Use Grassroots Marketing in New York
Grassroots marketing aims at a more specific, small group of people or type of individual that is highly likely to spread the word about your brand. You need to know your brand well for this, also you need to have a good understanding of your customer base. You’ll need to know both who enjoys your service, and who is most likely to tell other people about it. From there, you build your campaign around them.
Street teams, social media, and Youtube videos are pretty common mediums for this marketing style. Now, this marketing style is extremely personal to your brand, so it’s your job to understand what works best, and which will carry your message the most efficiently.
A bonus not always mentioned is the fact that the money spent is usually spent more efficiently. Rather than spending a large amount of cash on a blanket style campaign, you concentrate your funds on a small, definable group. It’s even possible to save money with this method, as in your concentration you might also be able to cut parts of the budget away all together.
How Guerrilla Marketing Makes an Impact in New York
This is a different type of marketing, because the purpose of this is to surprise your potential consumer. It’s not as simple as putting your items on display on a cart or handing out some flyers. Your goal here is to shake them to their core, hitting them on a personal level.
The impact this type of marketing makes is pretty deep, and it generates a ton of buzz in a short amount of time. The main point though is to do just that, leave people with that big impression. There are countless companies that have used this technique, including Nintendo, Sharpie, and Unicef.
While these campaigns are aimed at the public, they aren’t always placed directly in contact with a lot of people. After all, if your campaign involves large, intricate designs then you probably won’t be able to put it even in multiple places around New York, let alone in several cities outside of it.
More likely than not you know of a few examples of this marketing technique. There used to be signs that, from the angle of a small child, would warn them about child abuse and how to get help. Another big campaign was done by 3M, which was a small glass billboard on a sidewalk that had money in it, and it stated that if you could kick through the bulletproof glass then you could get the three million dollars it supposedly held. The event was actually really cheap for them, as not only was it only for a single day, but they simply put a little canadian money atop fake money in the case, and the effects of the campaign reached far more people than any commercial would have been able to do.
Guerrilla marketing will make a loud statement, guaranteed. It reaches out to people in a personal way, and gets them involved, thinking, and, most importantly, talking.
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