5 tips to make the most of an experiential marketing initiative
"Making Miami," an exhibition tied to Art Basel, was conceived and executed by an intellectual property law firm, Jayaram Law. (Photo by Lemon Yellow)
1. Think long term. The goals of experiential marketing—trust, relationships, community—are difficult to achieve with a single event, says Thomaï Serdari, a marketing professor at New York University’s Leonard N. Stern School of Business. “This isn’t about having a party and getting five clients,” she says. “It should be a long-term campaign with milestones throughout the business calendar to create interest, and you have to understand who you’re trying to connect with and what is happening in their lives.”
2. Create takeaways. To extend the engagement beyond the designated time frame, try giving guests something they can take with them, says Jaé Joseph of Normandé Wes Ventures. “This can be a physical takeaway like a gift bag or a digital takeaway like a photo booth that creates instant social media content,” he says.
3. Add digital extensions. Capturing photos and videos from an event is critical to “sharing out what people just came and experienced,” says Tara Wilson, whose marketing work centers on sportswear and beauty brands. “Even if you can only invite, say, 250 people to an event, you can still spread the word further and wider so fans of your brand can experience it too.” Use these images and videos across your marketing content distribution channels, she says, including recap sizzle reels for social media, write-ups in your law firm newsletter and traditional media coverage.
4. Think collaboratively. There’s no limit to the kind of company or person a law firm can partner with for an experiential marketing event so long as the collaborator’s values align with the firm’s to ensure authenticity. Collaborative thinking can also help defray expenses, says Vivek Jayaram, founder of Jayaram Law. Product sponsors can help stock the bar and fill gift bags. It’s a bonus if these companies share your target audience or they’re owned by clients.
5. Don’t forget the food. It should be offered and be delicious, of course, but it can also be an extension of the experience, Joseph says. “People remember when food is smart and innovative, and food can also be part of culture.”
Related feature: Show, Don’t Sell: Luxury brands use experiential marketing to attract customers—and so can law firms, experts say
