Experiential marketing changes the conversation print must have with marketing
It’s no longer all about print vs or print plus email/adwords
Intelligent marketing is beginning to move away from bombarding us all with endless e-mails and adwords. The cost of online keyword advertising has risen sharply. And audiences are becoming tired of all the endless noise that this creates.
In a recent episode of his Marketing Companion podcast, Mark Schaefer covers the Six Pillars Of Our Marketing future. One of the pillars he discusses is the rise of experiential marketing. According to Forbes, 77% of marketers are already using it.
What is experiential marketing?
Experiential Marketing is all about creating an experience that connects a prospect with a brand. It could be as simple as the exhibition stand you attend at an exhibition. However, these days marketers are aiming to be much more creative. Pop-ups, films, interactive experiences and putting on extreme sports events are all examples.
Here’s an overview of 13 pieces of experiential marketing. It will give you a good overview of some of the more radical marketing campaigns.
What does this mean for print?
I think that this offers some really good opportunities for print. Nearly all the 13 campaigns I linked to require some form of print. Here are some examples of where print can help with experiential marketing:
Print needs to lead the conversation
Print is a creative industry. There are many, many ways that print can support or even create an experiential marketing campaign. However, many marketeers have been brought up digitally. They do not know how print can add real value to the campaigns that they create. It is up to our industry to lead the conversation around this.
- Pop up stands or the decoration of pop up shops
- Backgrounds for live social media content
- Books of a film
- Live image print outs for people attending events
How about creating print experiences at marketing events for starters? Let print bring experiential to the marketers!
How do you create the right sales message for experiential marketing?
Check out How To Stop Print Buyers Choosing On Price where you learn how to create powerful sales messages for experiential marketing and all sorts of other target markets, no matter what type of print seller you are.
