You’re looking to create an immersive experience for your clients. You’re already aware of the numerous benefits of creating interactive advertising campaigns. It’s now up to you to create stakeholder buy-in, generate interest for the hardware, and effectively and efficiently implement the campaign.
As you know, a great idea and creative expertise are important parts of an experiential advertising campaign. But without strategy, they only get you so far. Traditionally, getting a budget approved and communicating the value to your clients are roadblocks. And often, timelines are underestimated.
To help create an interactive touchscreen experience, we’ve outlined four simple steps for you to follow.
1) Know Your Goals
As is the case with any advertising campaign, knowing what you want to accomplish—and keeping your eyes on the prize—is critical to success. To help brainstorm goals, ask yourself the following:
- What does your client need from you? Are you looking to increase in-store traffic? Are you looking to introduce a new product to the market?
- What is the intended user experience? What kind of reaction do you want from your target audience? Are you going for creating a huge, explosive experience or something more intimate?
Explicitly outlining goals, and remaining true to your original concept, is important if you want to drive results. Experiential advertising campaigns should be about more than just making a flashy first impression. Instead, they must cultivate that impression into results by inspiring your client’s customers to take a specific action.
2) Illustrate the Options
When clients hear the words “interactive touchscreen,” there are several possible things that could come to their minds. One may envision a tablet with interactive content; another may think of an interactive smartphone app. What they don’t consider, however, is the wide range of touchscreen surfaces on the market.
Consider multi-touch monitors. This type of touchscreen hardware delivers immersive, dynamic brand experiences by offering your client’s unique, customizable branding displays. Another interactive hardware option to consider is a free-standing interactive surface, which create hands-on, immersive experiences for target audiences to explore.
Before you move forward, it’s important to provide your client with options. To help pitch an interactive experience, below are some questions that must be answered.
- What is the information, and how will it be presented? What type of content will be displayed? Are you optimizing pre-existing information from your client’s website? Or are you creating new content entirely? Make sure you choose the right hardware and have the necessary resources in place.
- How crucial is it for the success of the vision? Is being progressive and creating a digital presence crucial to your client? Or are they simply looking to augment their existing efforts? Quantify the value of the interactive digital experience and consider the investment required to execute a campaign.
3) Outline Logistics
Knowing your goal and having a clear pitch are only the first steps in executing an experiential campaign. While ideas are critical, the nuts and bolts of launching an interactive experience are what make it a tangible reality. Your client is relying on you for your agency’s creative vision; it’s the logistics that they care about at this point.
Whether your client is looking for interactive wall displays or inviting touch tables, it’s important to manage their expectations throughout a campaign. Now is the time to brush up on your project management skills. Because budgets and timelines are at stake, your deliverables must be on time and within scope.
Strategizing is key. Outline a full rundown of how you’ll bring a campaign to life, including the following:
- The hardware and software required
- The resources necessary to implement and manage the tools
- The contracts and paperwork needed to use particular venues
4) Launch the Campaign!
By the time you reach the launch phase, everything must be in place to make things as seamless as possible. By now, you should have done a dry run to ensure that the interactive touchscreen technology works and that content is aligned with the campaign. Remember: With public launches, there’s no turning back.
You’ve put in the legwork. You’ve generated interest for the hardware, outlined goals, and effectively and efficiently created content. Now is the time to launch the campaign and show the world your creative clout—and for your client to reap the benefits.