6 Keys to a Successful Experiential Advertising Campaign



A great idea and a ton of creative energy to back it up are important parts of an experiential advertising campaign—but without a strategy, it can only get you so far. Even with the most promising concepts, if you don’t focus that energy in the right direction, you can get sidetracked and stuck. In that case you end up with something that either doesn’t look anything like the concept the whole office was talking about or something that can’t even launch because you never had anything down on paper in the first place. So when you want to take your experiential advertising campaign from concept to reality, consider these six key elements to guide the campaign to success.

1. Know Your Goal

Knowing what you want your campaign to achieve and keeping your goal in sight are very important to a successful experiential campaign. If you’re intending to increase in-store traffic using a large-scale touch screen installation, don’t get hung up entertaining all the other possibilities outside of that. Trying to squeeze in a new part, a new audience, or a new technology at every step of the project is a misuse of resources and energy, if not a recipe for disaster. Sticking to the original idea and not wandering off on tangents are critical to driving the desired response.

2. Have a Clear Pitch

You can have the best idea in the world, but if you can’t explain the specifics and what it requires to both your client and your own agency, you’re not going to be able to get the necessary buy-in or funding to make it come together. Think of a simple, clear, and non-jargony message that is detailed enough to get across a mental picture of the  finished product and its benefit to your client. Once you have developed a solid pitch, the campaign isn’t just in your head anymore; it’s in everyone else’s too, and they’ll understand and be willing to support your vision.

3. Get Your Logistics Together

Ideas are critical, but the nuts and bolts of launching an experiential advertising campaign are what make it real and tangible. You need to strategize. Commit to paper a full rundown of exactly how you’ll make the campaign come to life, from the hardware and software needed to implement it and the tech pros necessary to manage it, to the contracts required to use particular spaces and venues. It should ready to be executed without gray areas, fuzzy details, or improvisation. Your project management must be on point, your deliverables need to be on time, and nothing should be left up in the air.

4. Content: Catchy, Compelling, and Finalized

Technology only gets you so far—it’s the voice of a brand that customers respond to, and you need appropriately placed content that conveys your vision. So make sure everyone has signed off on the content way ahead of time, that it all makes sense within the context of the campaign and that every place where you need words, you’ve got a file ready and waiting to be dropped into the content management system. If you’ve got a wall-mounted touch screen meant to amaze your client’s customers, make sure they’re looking at copy that’s as compelling as the screen itself—the wording should not just be an afterthought and certainly not “Lorem Ipsum…” or “Coming Soon…”

5. Make Launch Time Go Time!

Launching an experiential advertising campaign is no simple endeavor. But by the time you reach launch, you should have everything in place to make it as easy as possible. Moreover, you should also have done a dry run—with all your partners in place—to make sure every part is perfect. With big public launches, there are no do-overs.

6. Get Feedback, Celebrate, Then Iterate for the Future!

We mentioned earlier that attempting to pivot and add new ideas in the midst of a campaign is the road to ruin, but after a successful campaign, that’s when you gather all the audience feedback together and determine what you can do to be even more successful with the next campaign.


Image: www.thedrum.com