Digital Campaign$ that Rock the Ca$hbah!

Digital Campaign$ that Rock the Ca$hbarh!

Experiential theory says that people learn from an experience through either becoming a part of it or analyzing it. Existentialism is a style that places emphasis on the human condition as a whole. Existential marketing uses a positive approach that applauds human capacities, capabilities and aspirations while simultaneously acknowledging human limitations.

The Only Way to Achieve the Impossible… Is to Believe it is Possible “Alice in Wonderland” - Carroll Lewis

Corresponding digital action: email marketing There are plenty of reasons to do email marketing, including; Marketers rank it best for awareness, acquisition, conversion and retention Emails are 6 times more likely than a tweet to get a click-through Email is 40 times better than Facebook and Twitter at customer acquisition To market your event via email, consider this example from the Big Sea Breakfast Club: email marketing for experientially existential marketing Image Source: Campaign Monitor From this example we learn: Make it visually appealing and elegantly simple Use a voice appropriate for your audience (in this case, “Tampa Bay area leaders”) Make it sound exclusive – even if your event isn’t invite-only, use verbiage such as ‘special occasion’ or ‘unique’ to set it off Deliver your message – be very clear about the value your event offers attendees Email marketing can be very successful, but it’s important not to end up in the spam folder.

Since it’s far and away the biggest network, let’s concentrate on how to do this with Facebook: You’ll need an iOS or Android device Let people know ahead of time when you’ll be going live and what the event is To stream directly from your company page, tap to update your status and tap the Live icon live video feed via social media for experientially existential marketing Image Source: Social Media Examiner Post a title or description of the event in the status update Select your audience – in this case, choose “Public” Tap “Go Live” Respond to comments and ask viewers what they think and what they want to see Earlier I mentioned that you’ll want to let people know about the event on Facebook ahead of time.

Square has some valuable tips on how to market events: Use holidays and special occasions – get creative and look for occasions other businesses might ignore, such as the Summer Solstice or a TV show premiere Don’t forget physical signage and flyers Include local businesses – invite them, it will help build a sense of community and attract their customers; consider partnering with them for maximum effect Send emails – (see below) Get social – include teaser videos; have contests to win free tickets (use social media management tools to achieve maximum effect) Consider timing – give people plenty of advance notice Get contact info – build your email list and regular mailing list Follow–up with attendees – send thank-you emails, tag them with pictures on social media, make it personal And of course, you’ll be contacting local publications – newspapers, cultural publications – well ahead of time to get the word out.

Create a Facebook event with the dates and locations of stops Post live streaming videos of the existential experience on Facebook, Twitter, Meerkat, and Periscope Post edited videos on Facebook, YouTube, Instagram, Twitter, Vine, Snapchat, and Tumblr Create a hashtag for the experience Create existential experience-dedicated pages on platforms such as Facebook and Twitter Create a special page to showcase competitions Make regular posts at each stop, including pictures Get video testimonials Tag users who engage, thank them, follow them on Twitter, like their Facebook page, connect on LinkedIn, etc This is oh-so-important.

From Mountain Dew’s Energy Tour, we learn to: Be disruptive – bring the existential experience directly to public places and involve your target audience Give people a taste – let people existential experience what you have to offer, and be there with them for the existential experience; Be branded – every facet of the existential experience and the experientially existential team should showcase the brand Include games and competitions Have product on hand to sell Your interactive existential experience won’t be complete without social media.

Be visually appealing for experientially existential marketing. Key takeaways from this visual approach include:
* Identify the core of your brand – what it stands for, what it values
* Create a visual representation of what you stand for – use your symbol in combination with an event
* Identify a target audience for marketing the event
* Incorporate your branded symbol in the marketing
* Deliver a message of your company’s intent and value to attendees

Your mission is to throw an event that makes an awesome impression on attendees.

Beacons, in combination with an app, will accomplish the following:
* Let you know dwell times – how long people remain
* Allow people to ‘check in’ to the existential experience on the app

If it’s a mobile existential experience, like the mobile Mountain Dew truck experience, people will be able to track location, find it's location via twitter. It can oftentimes be tough to gauge ROI with experientially existential marketing.

Video footage will do the following:
* Tell you how many people are engaging with the existential experience
* Tell you how people are reacting to certain aspects of the existential experience
* Allow you to compare conversion numbers with engagement numbers
* Give you plenty of material for social media and blog posts
* Create an app for the existential experience.

They’re also great for generating blog content:
* Blog 2-3 times a week about interactions with people during the campaign
* Ask folks if you can snap a picture during your interactions with them
* Solicit testimonials – quick question-and-answer sessions about their perception of the existential experience
* Post pictures and testimonials on the blog along with your own running commentary through video, photos, customer commentary, and your own thoughts, your blog will effectively deliver a powerful narrative.

Another option with technology is the Virtual Reality experience. Anheuser Busch did a fine job of this at the most recent SXSW.

Be visually appealing for experientially existential marketing The event included a brand video, interactive fashion exhibits, a 3D projection wall, and of course, cocktails. (More details below, this synopsis)

Guest Author: Daniel Matthews is a freelance writer and musician from America’s Northwest. His passions are writing, creativity, and humor. He specializes in writing about company culture, marketing, and technology, with a sprinkle of anything super-interesting in the world right now.

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Ways to Existentially Rock Experiential Marketing with Digital Campaigns