The Role Of Experiential Marketing In Consumer Engagement

The Role Of Experiential Marketing In Consumer Engagement
SHARE
THIS



The way we consume media is constantly changing, leaving those in the industry constantly questioning where to invest their marketing dollars.

Whilst traditional advertising has been significantly impacted by the rise in digital and social media, niche channels such as outdoor, experiential, events and displays present a key opportunity to drive consumer engagement.

From a consumer perspective, advertising messages are pushed upon us every day, through an ever-increasing array of media channels. From traditional and paid TV, radio and out-of-home to digital and social channels, we are overwhelmed by incoming messages, multitasking and consuming multiple media channels at the one time. Who is really listening? What is our ‘true’ audience?

At DisplayWise, we like to think of experiences as the glue that binds all marketing efforts together, the opportunity to really cement a consumers thoughts and feelings about a brand, product or service. In contrast to traditional advertising, experiences encourage consumer interaction and the chance to actively seek information that appeals to us.

The future of experience marketing is ultimately heightened by the consumer’s desire to want and expect more. Building personal connections and providing an opportunity to touch, feel and interact is increasingly becoming a key consideration when building brands.

We have partnered with both agencies and brands for almost twenty years, creating bespoke displays that enable brands to create meaningful experiences with their customers in both traditional and nontraditional environments. From automotive brand activations in shopping centre environments to highly creative sponsorship activations at outdoor events, we live in a society that thrives off the unexpected.

“We’ve moved so far beyond just creating traditional exhibition spaces. Exhibitions will always be at our core, but as the market has changed, we have actively responded and continue to create displays that reflect the growing needs of our clients”, said DisplayWise CEO Dylan Retif.

“We see so many examples now of our clients wanting to create experiences in unconventional places and locations, challenging industry norms and creating spaces to promote their brands in new and refreshing ways.”

Recently working on an experiential activation with well-known agency The Round Table, DisplayWise created a unique brand experience for Patron Tequila at the Museum of Contemporary Art in Sydney.

Meticulous detail flowed throughout the beautiful bar experience that took Sydney-siders and tourists on a journey to where Patron’s story began. Entering through a timber, hexagon tunnel that acted as a portal into their brand, there were design considerations in every corner of the space.

Speaking of the campaign, Emily Love from The Round Table commented: “We created an event space that told the story of the brand using materials, colours and textures that felt natural and authentic, whilst ensuring the space remained enjoyable for the consumer to engage and spend time in. It was important that the branding within the styled space could be done with subtle touches whilst remaining memorable as a Patron experience.”

Ultimately, an integrated marketing strategy will always win. However traditional channels should be increasingly prepared for the rise in experience expectations and embrace the opportunity to play in this creative and clever space.

“Consumers demand exceptional experiences and, as an industry, we need to create these memorable encounters that excite audiences and leave them wanting more,” said Retif.

Having worked on over 10,000 display projects, our experience shows us that effectiveness in experiential is far more about the idea than the budget.

Experiential activations can be a much more cost-effective channel in comparison to traditional above-the-line media, enabling brands to get far more return per marketing dollar invested.

From exhibition stands to sponsorship or outdoor activations, retail displays to experiential campaigns, DisplayWise can work with you to create a unique space for your next event.

Please login with linkedin to comment

DisplayWise Experiential

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]