LEVERAGING DIGITAL DURING EXPERIENTIAL MARKETING
With digital and experiential marketing being at the forefront of our services offered, IUM takes on the role of developing brand awareness, interaction and engagement, and building relationships for brands it markets. Leveraging the power of digital marketing during experiential on trade and off trade campaigns can boost business growth efforts, we take on growth frames and campaigns through the different digital platforms such as social media, google ads and more to drive brand awareness campaigns, product launches, brand activations and customer engagement.
Integrated channels and tools planning is done from the start so teams can bring brands to life for customers to know them, see them, touch and feel them, experience them so they can love them. Our teams are driven by customer feedback and results to enable clients realize their targets. We also make partnerships that are necessary for the success of our clients.
“Merging experiential and digital marketing efforts on the same campaign delivers distinguished customer journeys that let your brand image forever live in the mind of your customer.”
– Samantha Akello
Getting started on integrating experiential marketing with digital marketing can be challenging but is possible. It requires an initial planning phase where the business must understand its situation, desired goals to be achieved and available resources to get started. Digital marketing, successful as it may be independently, thrives best in integrated marketing communications strategies.
EXPERIENTIAL MEETS DIGITAL MARKETING FOR BRANDS
E xperiential meets digital marketing is a remarkable application of Integrated Marketing Communications (IMC) channels. Understanding and applying the different elements of the marketing mix to deliver on strategic business objectives using the five main components of the IMC including advertising, personal selling, sales promotions, direct marketing, and public relations can be a strain on both human and financial resources but these pay off significantly when done right. A case in point is Double Barrel Beverages’ use of sales promotion, experiential marketing and digital marketing to boost sales for its brand Famous Grouse. Reference to the Twice as Famous Campaign. Sales promotion leveraged with a Buy One Get One Free (1 litre with 200ml complementary off trade and buy one get one free on cocktails on trade) gave the target customers more value for money. A combination of teams from both off trade on trade fronts delivered the customer interface needed to engage with customers at the sampling stations and the outlets, share recipes and drive customers to try the brand with the intention of getting them to purchase it. All these while the digital teams created content from experiences during on trade and off trade and shared them across various digital platforms creating awareness on the campaign and driving customer interest. Kudos to the brand management team at DBB Ltd.