Why Your Cause Marketing Campaigns Should Be Experiential (The White Board)

Key Takeaways

  • Cause marketing campaigns are a powerful way to communicate with consumers, and when delivered via experiential, will have a much greater, more memorable impact.
  • As with all industries, experiential marketing is helping healthcare deliver more human-centric, custom brand interactions..
  • Tying lead generation into marketing and corporate events can be both a natural and budget-friendly tactic to drive ROI.

Why Experiential is Ideal for Cause Marketing

In the year 2000, cause marketing campaigns raised$700 million for charities, and was predicted to reach $2 billion in 2016. Today, the popularity of cause marketing continues to grow, as more brands find it to be a meaningful way to connect with modern consumers. As this New York Times article best put it, “Consumers have become more mindful, more thoughtful about how they consume, where they consume, why they consume.” Marketers are wise to use cause marketing in their digital, traditional, and experiential campaigns.

And many have. Event Marketer recently published an article highlighting six brands that have leveraged cause marketing in experiential to much avail. For example, Corona’s Wave of Water activated globally to raise awareness ahead of World Oceans Day, while Citi marked its fourth year supporting the No Kid Hungry campaign. Through these tactics, brands get the best of both worlds; good publicity and good karma. Check out the full article here.

 

How the Healthcare Industry Uses Experiential to Drive Brand Affinity

There are very few, if any, industries that have not been touched by technology. In the case of healthcare, it’s clear that physicians are now better able to treat, and cure, illness like never before. Technology has also dramatically affected how health information is gathered, assimilated, and communicated, providing consumers with more information than ever before. In fact, 80% of internet users have searched for health-related topics online.

As a result, access to information has led to a need for healthcare brands to adjust the way they market to consumers. As with all industries, healthcare companies can differentiate themselves through individually-targeted services. Experiential marketing is a great tool in this, as it helps companies tailor their message on an individual level, enhancing the consumer experience and driving brand affinity.

 

Airlines are Using AI to Design Better Consumer Experiences

For most travelers, the act of flying may be a necessary evil. Whether people are traveling to get to the ideal location or to land a client contract, most would not choose to spend hours at the airport if it was not a means to an end. Throw in cramped seats, weather issues, and mechanical delays, it stands to reason why many travelers are not happy campers. For airlines, while many of these variables are not in their control, they are on the receiving end of most passenger complaints. As a result, much of airline marketing efforts focus on changing negative perceptions.

More carriers are seeing the value of creating brand experiences, as opposed to promoting experiences, in their marketing efforts. And, according to an article in AdWeek, many are using artificial intelligence (AI) to make their brand experiences smarter and more impactful. Here’s how.

 

Digital Publisher Bustle Dives into Experiential

The depth and accessibility of the internet is partly responsible for the decline in print publications. The vast majority of existing media quickly made the adjustment and adopted digital, continuing to see success despite lower physical circulation. Now there are hundreds of publications that have only existed in digital form. And like ecommerce brands who lack a physical presence, these digital media publishers are looking for ways to bring their brand to life.

As a result, several digital media groups have begun executing experiential events to “connect with their audiences offline and diversify their revenue streams.” From Teen Vogue to Pop Sugar, these brands are creating experiences that range from intimate to all-out. The most recent publisher to embrace this experiential model is Bustle, a digital group that sees about 50 million unique visitors each month. They see experiential as a way to expedite their growth even further.

 

Why Sensation is One of Experiential Marketing’s Primary Strengths

Experiential marketing has seen tremendous growth, and this is in part due to the fact that is it one of the only forms of marketing that is not two dimensional. Print, digital, TV – the vast majority of the ways that brands reach and nurture audiences relies exclusively on sight and sound. But what we’ve learned from the tremendous impact that experiential has on consumer behavior is that relying on 2 of the 5 senses is not a good bet.

Here The Marketing Arm explores why 2-dimensional marketing falls short. The author discusses the pitfalls of relying on language and ignoring the three other human senses that are necessary in many cases to understand a product or service. It is through sensation, (which the article argues is the precursor to reason, that brands can connect with those they are trying reach. Check out their recent blog post on this topic here.

 

Making Technology-Driven Experiences More Human

Technology has accomplished the tremendous and unexpected feat of both connecting and disconnecting people at the same time. Never have we had so much opportunity to communicate with one another on a global level, yet we are isolated. And it is, in part, the popularity of experiential that demonstrates the need we all have for human connection. People need face-to-face interaction, and brands can provide that to them in the form of an experiential activation.

Yet, technology is necessary in experiential as well. From consumer engagement to showing ROI, we use these tools every day. When designing an experience for human beings in a technology-driven world, Cramer Agency says that there are two things to keep top of mind: personal and presence. Read on to learn more.

 

How the Hospitality Industry Uses Nostalgia Tourism

Tapping into nostalgia has become a popular and powerful marketing tool for many industries, from entertainment to CPG. It seems that everyone loves reliving the joys of their youth. And no industry has been left out. Even hospitality and tourism has seen a shift, with brands in the industry tapping into “nostalgia tourism.”

By promoting “nostalgia tourism,” brands help travelers feel like they are literally going back to past places and activities they once loved. According to this article, there are several ways brands within the tourism industry can use nostalgia. (And for any brand wanting to blend nostalgia into experiential, here are a few helpful tips.)

 

Budget-Friendly Lead Generation During Events

There is a lot of flash in marketing, such as cool design elements, high-profile events, and celebrity endorsements. But no matter what discipline you practice, chances are your goal is the same: to drive revenue. Marketing campaigns are only as good as their return on investment. Some of us seek sign ups, others seek leads, but in any case, we are judged by our impact on the bottom line. Oh, and there’s one other caveat: working within that pesky thing called the budget.

But don’t let high expectations and limited resources get you down. There are several steps that marketers can take to generate leads without breaking the bank. DiscoverOrg recently published an article on event marketers specifically. Read the full article here.

Author: Elissa Liong

Elissa Liong is the Data and Analytics Manager at Elevate Staffing. She's a certain kind of particular, and loves thinking about all things data and insights. When she's not uncovering consumer insights and building out engagement tools that people love, she is probably at the gym or reading online spoilers about TV shows (even for episodes she hasn’t watched yet).

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