Think experiential events are one-hit wonders—here today and gone tomorrow? Think again. “Thanks to social media and other digital platforms, events have the potential to live on long after they’re over,” says Ryan Dee, Creative Director for Daymon’s Consumer Experience Marketing team.
Dee explains that when combined with social media, websites or other promotional efforts, experiential events can spark lasting consumer engagement with a retailer or brand. This engagement can be even more effective than traditional advertising. “People who go to an event and post on social media are sharing it with their friends, who are seeing and sharing it, too. That multiplies the impact and can have more weight than an ad campaign. Also, an ad is a one-way dialogue, but this is a lot more dynamic,” he says.
Daymon has seen the success of events tied to social media campaigns first hand as part of its mobile tour partnership with Advance Auto Parts. Daymon manages an Instagram account for the tour mascot, an adorable Yorkipoo named Tuxlee (@Tuxleeontour). “People who have come to tour events in previous years follow @Tuxleeontour and will often find out that way about new events that are coming up in their area,” explains Brittney Duke, Marketing Coordinator for Daymon. “They tell us how excited they are to see Tuxlee again and will engage via Instagram both before and after the events.”
Both Dee and Duke admit that the idea of adding a social media component to experiential events can seem overwhelming for retailers and brands who are fairly new to it. But Daymon’s consumer experience marketing team is happy to provide the expertise and best practice guidance to help retailer and brand partners get started.
That expertise starts with choosing the right events to showcase on the right platforms. “Events need to have an exciting and relevant angle for the target consumer—something that people will want to share,” says Dee. Ideas can range from simpler “create-your-own” sampling events to more elaborate events such as mobile tours or pop-up shops.
As for choosing the right platform, that comes down to knowing your audience. For example, Instagram and Snapchat are popular with younger consumers, while middle-aged and older consumers tend to stick to Facebook.
Dee also points out that, “one thing retailers and brands need to keep in mind is that social media isn’t just about pushing content from the top-down. It’s about starting a dialogue and even encouraging consumers to create their own content.”
“Giving away small rewards can encourage that kind of engagement and help build a following,” adds Duke. “For example, for our Advance Auto Parts tour, we give our followers an extra spin of the prize wheel if they post a picture with Tuxlee while they’re there. These types of incentives are very inexpensive for the retailer or brand, but can make a big impact in the social media sphere.” And making an impact that keeps consumers tuned in for more is what it’s all about.
To learn more about Daymon’s consumer experience marketing services, contact Lindsay Steller, Daymon Director of Sales and Marketing, at lsteller@daymon.com.