Welcome to the post-Expo West season. No doubt by now you’ve gone from the high of the Expo West energy – the intense tradeshow hours, retailer meetings, connecting with past colleagues, team dinners, after hours meet-ups, and VIP parties – and now you are left with the “real work” of figuring out what to do next.
You had great conversations with buyers. Perhaps you’ve secured some meetings. Maybe a retailer has even committed to placing your product on shelf! You’re on fire! The literal million-dollar question is how do you ensure this spark of interest creates long-term growth for your brand?
The answer isn’t one size fits all. Your tradespend allocation, product placement, digital support, and experiential marketing plan can all affect your velocity in store. In this blog, we will focus on this last aspect, unpacking experiential marketing options we’ve seen prove successful for our clients.
Below are 7 strategies you can use to build brand awareness and trial through field marketing.
1. Targeted Guerrilla Marketing
This is usually the lowest cost per sample option for experiential marketing. Often called street teams, this group of brand ambassadors distributes samples and/or product information at high traffic areas where they will find your target consumer. Popular stops include athletic events, like running, surfing, and crossfit competitions, music festivals, and community events.
2. Seeding at Complimentary Businesses
If your target consumer is at a yoga studio in her downtime, having a free sample for her to try on her way out is a simple and cost-effective way to get your product into people’s hands. Try to think outside the box here. The local FedEx location might be a good place to find business owners. Offering free samples for volunteers at an animal shelter might be a great place to connect with folks who would prefer to shop with mission-oriented companies.
3. Sponsorship Activations
If you’re looking for a strong brand presence, with a tent, table, 6’ sign, and maybe a giant branded photo op, sponsorship activations are a solid choice. When you partner with the right event, you will get a concentrated group of your target consumers. If you’re budget conscious (aren’t we all!), try offering an in-kind donation to bring down the cost of the sponsorship fee.
4. Retail demos
This is a tried-and-true method of increasing sales at must-win retailers. The ability to offer product sampling and an option to purchase makes this experiential marketing activation one of the most straightforward when it comes to measuring the ROI. Retail demos are best when paired with a TPR or coupon to help your brand ambassador close the sale.
5. Perimeter sampling
Not every retailer is the right fit for demos. Some don’t have sufficient traffic. Some don’t allow demos. Perimeter sampling offers a way to support these stores while also maintaining a healthy number of samples/hour. Your team selects a location near the store, not inside, and samples shoppers going into the store, but also consumers in the area who may visit the store at another time.
6. Roadshows
Let’s call this a superhero retail demo. Roadshows offer a way to increase branding and activate a more complex activation at retail stores like Whole Foods and Costco. We’ve seen clients make lattes, execute a seed-planting activation, and apply rose clay masks on-site at roadshows. These eye-catching activations can make a big impression!
7. Mobile tours
A branded vehicle or mobile footprint engages consumers in a highly customized branded experience that can be brought to life at events throughout the country. With this option, you not only get visibility during the activation, but the vehicle itself serves as a mobile advertisement, generating brand impressions when parked or driving around town. The start-up costs for mobile tours can be significant, so we only recommend this if you plan to use the footprint for multiple activations.
Which of the activation types above have you found the most successful for your brand so far?
