When we experience events for the first time, when they are happening directly to us, it helps to elicit an emotional connection. This is one of the stepping stone On Tour 24/7 used when we created our slogan, “Uniting brands with fans coast to coast.” We know when you are immersed in a brand, you are more likely to leave an event and promote the brand to people you know.
From On Tour 24/7’s first experiential marketing tactic in 2013, we have been helping consumers make memories around the products they are submerged into. We work under the belief that through forming memories, we are creating an experience that will stay with our audience forever. One of our largest obstacles is taking a brand and transitioning it into a physical space to create a lasting memory.
The problem that faces many experiential marketers is that a brand s not always understood as an experience. Marketers are often given logos and verbiage about a product. However, On Tour 24/7 uses strategic experiential activation to help you think beyond the visual of the product. We try to figure out the best way to organically and physically represent your brand.
So, how do we overcome these challenges to reach audiences and create a lasting impression? How do we reach an audience in such a way that they leave understanding what the brand truly is?
As a general rule of thumb, you do not want to be throwing together an experiential marketing event at the last moment. On Tour 24/7 spends ample time making sure each project is stitched together perfectly. When you throw together an event at the last moment, it can hardly be described as an event. We ask ourselves if each part of the experience we are providing is specifically aligned with the product, by looking at the entire event. Therefore, we are able to remedy anything problems before the day of your event.
This one may sound a little out of the blue, but you have to be able to really tap into your imagination when doing experiential marketing. Don’t get too lost in the clouds and forget about the logistics of planning your event. on Tour 24/7 uses our producers and experiential designers to help create your wildest dreams for bringing the audience into your world and product.
Marketers never want to spend their time using the same tactics as other companies. This means we have to think bigger and better than any other company. On Tour 24/7 is always thinking of new ways to get out Athens audiences completely engaged into the product we are promoting.
On Tour 24/7 spends time brainstorming with our team and writing down EVERY idea. Even terrible ideas have the opportunity to be transformed into something useful. Or there may be fantastic ideas that cannot be used for one project, but you know you can use them for another. If you are unable to customize your experience to your specific brand, trash it and move on to your next idea.
We spend time going over every intricate detail of our experiential marketing events. On Tour 24/7 forms marketing groups to assist us with what works and what doesn’t. We want to make sure we are covering a diverse group of individuals. The key is to make sure we are perceiving what the take-away may be for each audience member. We want to make sure they are leaving with the message we are attempting to get out there, as they will become walking billboards for your product.
Attempting to measure the impact of experiential marketing is difficult. Although your audience may leave an post pictures on social media, it is difficult to say whether or not you have provided an experience that will have a lasting effect. When you are trying out a new method of marketing, it also means there is not a great way to measure the data as well. Fortunately, technology is changing every day so hopefully we will be able to get a grasp on data soon.
Marketing brands through experiential marketing may bring about a new array of difficulties, but hopefully the benefits outweigh the negatives. When you are able to think outside the box and create an event that truly resonates with your audience,, it is possible to create an unforgettable event. On Tour 24/7 uses these five steps to help transform the lives of our audiences and implant our brands into their everyday lives.
