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. You have to do something that’ll stay with your consumers if you want to stand out. It can be tricky, but if you can make an impact on people, something that lasts, then you can bring in a wave of new customers who will happily partake in what you have to offer.
It’s not necessarily easy to get noticed in Washington, 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 isn’t the easiest thing to do, but you don’t have to try for it alone.
Understanding Experiential Marketing
When you use experiential marketing you’ll be reaching out to potential consumers via interactions and experiences. It operates fairly similarly to things like event marketing, and in fact can be used quite well in conjunction 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. Brands like Lean Cuisine, Guinness, and Google have all used this type of marketing, and with great effect.
The key thing to note, no matter the technique chosen, is that you need to keep it with your brand. This doesn’t mean being so direct as putting your product into a customer’s hand though. Rather, you need to be sure that when they think of the experience you provided, that they can easily relate it back to you.
What Can Washington Flash Mobs Do?
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.
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. 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. Sometimes people will join on their own if the song or dance is something they know and can perform.
There are many reasons to use a flash mob. Many wedding proposals have used the flash mob scenario to bring some magic to the scene. Some tour groups in New York city want to perpetuate the idea that the city is a magical place, so they’ve been known to hire flash mobs of jugglers, rollerskaters, unicyclists, ballet performers, and more to perform whenever their tour busses go past.
The Uses of Grassroots Marketing in Washington
Grassroots marketing aims not at a large collective of people, but at a smaller, specific group or set of individuals whom you hope will then spread word about your brand. This marketing requires that you understand your brand, and your consumer. You have to know which people are more likely to not just enjoy your product or service, but to spread the word 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. 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. It’s possible that, by the concentration of cash flow, you also have a cut in your expenses, meaning this is possibly a cheaper option in the end.
How Guerrilla Marketing Makes an Impact in Washington
This is a different type of marketing, because the purpose of this is to surprise your potential consumer. 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. The main point though is to do just that, leave people with that big impression. Even Unicef, Nintendo, and Sharpie have used this marketing campaign, along with countless others.
These campaigns are often very public, but vary in how widespread they are. For example, if your campaign involves a large, intricately designed object then you might not be able to even have multiple places around Washington, let alone outside of it.
Chances are you know of some famous examples of this marketing technique. There once was a set of signs that, from the height of a small child, would give warnings and help guides regarding child abuse. As well, 3M’s three million dollar campaign blew up online, as it offered three million dollars to anyone who could kick a hole in the bulletproof glass. 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 makes a statement, and it makes a loud one. It’ll speak to people on a personal level, get them involved, get them thinking, and get them talking.
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