TL;DR

Experiential marketing is a step up from conventional campaigns because it turns passive viewers into active participants. The goal is to introduce customers to your product or service in person through demos, samples, or simply conversations with your team. The in-person element is what makes the marketing stick.

The Most Memorable Marketing Is Felt, Not Just Seen

These days, there’s an enormous volume of static marketing online and in person, and many consumers simply tune it out.

Experiential marketing is different. Many audiences actively choose it and seek it out.

Fall and the holiday season are a great time for experiential marketing. The idea is to invite your audience to touch, taste, try, and share your products and services in person, rather than simply viewing your advertising online, so they understand what they’re buying this holiday season.

If you’ve never run an experiential marketing campaign before, it can feel like a lot. Fortunately, OOH Squad can do it for you, attracting new customers and delivering the value they want.

What Experiential Marketing Delivers

There are many things that experiential, face-to-face marketing does that traditional ads can’t. Here are some examples:

Sampling

Your audience can physically hold products in their hands and try them out for themselves, whether you’re offering soy candles or electronic gadgets.

Live Demos

Audience members can see what your product is like to use in person. You can show them how to get the most value from it, which may not be clear from regular online advertising.

Shareable Moments

It’s easy to create shareable moments. Prospective customers can show off the latest products or services to their friends. Essentially, it’s organic reach that doesn’t cost you anything extra.

Real-Time Insight

Your brand learns what consumers like and don’t like in real time, instead of relying on indirect statistics. You can note their pain points immediately and learn how to answer your prospects’ most pressing questions.

Brand Ambassadors and Street Teams: Real People Behind Your Brand

OOH Squad operates a national network of trained, professional brand ambassadors who can slot right into your campaign and offer a genuine brand experience. They stay on message and read a crowd quickly, allowing you to activate campaigns faster and more successfully.

We field high-energy street teams that generate foot traffic and show up where your customers are most likely to be, such as holiday hotspots, popular shopping areas, or campus venues.

You can expect results fast with this approach. Brand ambassadors can build interest in your business in the space of an afternoon with their energy and know-how.

Guerrilla Tactics That Earn Attention

Guerrilla marketing is another side of experiential marketing that’s worth exploring. For example, you could set up a surprise installation in a high-traffic public space or time a stunt to coincide with a local event. Both are “experiential” and sidestep the costs associated with conventional marketing.

The more you combine these tactics, the further your budget will stretch. Guerrilla marketing challenges established brands and proves to your audience that you offer something different.

Amplify It: Pair Activations With OOH

It can also be beneficial to pair experiential marketing with out-of-home (OOH) advertising. For example, you could run an event and then place ads on public transit buses in your area to reinforce your message.

Advertising to the same audience in your local community drives more impressions and builds brand familiarity.

FAQs

What’s the difference between experiential marketing and a traditional ad campaign?
Experiential marketing is hands-on, up close, and personal. It’s different from a traditional digital ad campaign because the audience gets to take part.

How are brand ambassadors trained and staffed?
We recruit brand ambassadors for your specific product, market, and audience. We then brief them on your key messages, brand voice, and how to answer customer questions. You can scale your brand ambassador outreach up or down as needed.

What does a typical activation cost?
Activation costs depend on team size, product, and the number of days your event will run. We can provide a cost estimate based on the scope of your campaign.

Can experiential campaigns be measured for ROI?
Yes, you can collect data during an activation to estimate the return on investment. In some cases, the data can be more granular than for traditional media.

How far ahead should a holiday activation be planned?
Generally speaking, we advise planning a holiday activation at least 6–8 weeks in advance.

Turn Moments Into Memories

Start your experiential marketing campaign today. Contact OOH Squad to plan your holiday activation.