Getting your brand to stand above the crowd can be tricky. Too often a business will haphazardly shout to customers in the hopes that someone will hear them. If you want your brand to stand out then you need to do something that’ll stay with your consumers. It can be difficult, sure, but if you can leave a strong impression on your potential consumers then you’ll find them soon flocking to you, wanting to be a part of your brand.
It’s not necessarily easy to get noticed in Philadelphia, but you’ll be able to use these experiential marketing techniques to help you reach out to your customers in a way that matches your brand. You shouldn’t be afraid of thinking outside the box, but if you find yourself struggling to make or implement your ideas then you can work with one of the many companies that specialize in this area. It can be a tough fight, but you aren’t alone in this.
What is Experiential Marketing?
Experiential marketing is just what it sounds like, marketing to potential consumers with experiences and interactions. It works in a similar manner to event marketing, and is able to be used fairly efficiently in combination with it.
What this type of marketing does is reach out to consumers to get them involved. It asks people to not just listen to an advertisement or look at a billboard, but to interact and to feel like they’re a part of something. This is an effective means of reaching out to consumers, and has been used by brands like Guinness, Google, and Lean Cuisine.
The key thing to note, no matter the technique chosen, is that you need to keep it with your brand. That doesn’t mean you need to put your product in a consumer’s hands. 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.
How to Use Flash Mobs in Philadelphia
The term “flash mob” was coined in 2003, and is used to describe an event where a performance is “randomly” done in public. Often this involves singing and dancing, and outside of that it would depend on the group performing the mob.
The start to these events is almost always that the performers will act as if they are ordinary citizens, and they will even interact with the public as if nothing is happening. Then someone or something will act as a trigger, setting off the coordinated song and dance routine, or whatever type of routine is designed. Some mobs even result it people joining who weren’t originally part of the activity. If the flash mob involves a well known dance or song then onlookers may decide voluntarily to join the fray.
There are many reasons to use a flash mob. 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.
The Uses of Grassroots Marketing in Philadelphia
Grassroots marketing is centered on a smaller, more niche group or set of individuals that you believe will speak strongly and often 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 need to know what type of people will actually enjoy and encourage others to enjoy your brand. From there, you build your campaign around them.
Street teams, social media, and Youtube videos are pretty common mediums for this marketing style. Of course, this is a very personalized style of marketing, so it’s up to you, and anyone you work with, to ensure that you understand which vehicle will match your message best.
One bonus to this marketing style is that the money spent is able to be used arguably more effectively. Instead of using a large sum of money to perform a blanket style campaign you’re concentrating your funds on a much smaller, and more easily defined group. This could mean you save money, or that you spend the same money in a more concentrated way.
The Impact of Guerrilla Marketing in Philadelphia
This marketing type is meant to surprise and shock your potential consumer, making it quite different from the other marketing methods. You aren’t going to give them regular flyers or set up a normal cart somewhere to display your products. 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. That’s the point though, to leave someone with a lasting impression. Even Unicef, Nintendo, and Sharpie have used this marketing campaign, along with countless others.
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 Philadelphia, 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 example would be 3M’s three million dollar campaign, where they set up a glass wall that would reward anyone who could kick through the bulletproof glass with a sum of three million dollars. The event was extremely cheap for the company to hold, since it was only a day long and the money in the case was either fake or canadian, however it had such a huge impact, and reached more people than any commercial would have.
Guerrilla marketing makes a statement, and it makes a loud one. It reaches out to people in a personal way, and gets them involved, thinking, and, most importantly, talking.
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