Immersive Experiences & Experiential Marketing

Immersive Experiences & Experiential Marketing

A recent Market Industry Trends Report reveals that experiential marketing is the second most effective trend businesses use to market their offerings in this modern age.

The same study says that 9 in 10 consumers are more likely to purchase a product or service upon taking part in a brand experience. That could be why 83% of marketers who invest their time and resource in experiential marketing will continue to do so in the future.

Today’s consumers need more than just a great product or service. If you want to make your brand more memorable and ultimately convince someone to buy from you, give them an experience.

Experiential marketing entails the blend of video, audio, technology and tangible objects to create an immersive experience that allows participants to understand a brand better. 

With the help of SpeedPro’s large-format printing services, you can leverage this strategy as part of your marketing efforts to attract and retain more loyal customers.

Types Of Immersive Experiences

A good immersive experience design uses a blend of audio, visual and technology to take your target audience to another world. Real or imagined, that world appeals to all of the senses more vividly.

Some events even incorporate smell, touch and taste to create a fully immersive experience. The audience comes away with a distinct understanding of your brand, and if they enjoyed the experience, they are more compelled to take the action you want them to do.

Here are some forms of immersive experiences you can consider doing for your brand.

Kiosks and booths

Experiential marketing events don’t have to be complex.

During in-person events like trade shows, the quizzes and games that you offer in your area are already considered immersive activities. 

Pop-up shops and launch events

Many brands install interactive pop-up events in strategic locations to generate buzz around an event or product launch.

While this is a common practice for restaurants and retail shops, it works for virtually any business with a tangible product or service. Even production houses and record labels use pop-up shops to promote upcoming or ongoing series, movies or albums. 

Interactive art experiences 

In the art circuit in many metropolitan cities like New York, digital-driven museums, touring exhibitions and immersive experiences are a hot trend. They allow art enthusiasts to be transported to engaging worlds and see renowned paintings come to life through virtual and augmented reality. 

360-degree content

Compared to regular photos and videos people see, this type of content lets you see the subject’s surroundings from all angles with simple pinches and slides or through the movement of a smartphone or tablet. While many brands use interactive digital screens to provide this experience, it can be viewed from any device. Your audience can effectively scan a QR code at your event, look down at their phone and be dropped into the middle of an alien landscape to explore!

Digital twin

Using 3D modeling and machine learning techniques, you can create “digital twins” or virtual replicas of real-life objects or systems.

Virtual reality (VR)

Virtual reality headsets and accompanying VR content simulate a virtual world. Fully immersive VR experiences also incorporate touch and smell to make the user feel as if they are truly experiencing what’s behind the glasses.

Augmented reality (AR)

Even if it’s not entirely virtual, you can still offer an interesting dimension to your audience with augmented reality. AR adds virtual overlays or superimposed images to a real environment.

How Experiential Marketing Connects Customers To Your Brand

Floor graphic art installation

Why experiential events? Whether the experience is physical or virtual, a major takeaway is that experiential marketing campaigns heighten audience participation.  

An excellent experiential design grabs interest. Whether your event was found through a social media promotion, or you pique the interest of a casual passerby, the outcome is the same: More people experience your brand.

Once you’ve secured brand awareness, you can use brand activation and live events to allow participants to try out your product or service.  

For example, if you’re selling beds and mattresses, you can create a space where the audience can experience sleeping on those. If you’re a make-up brand, you can use AR to let clients see how your various products look before trying them on.  

Doing such brand experiences will make your offerings more relatable to your ideal consumers — creating emotional connections that no other marketing channel or strategy can offer.  

Experiential marketing also has a positive return on investment.

In more than 40% of event marketing campaigns, one dollar spent generated three dollars in sales. A 3:1 return on investment for an in-person marketing strategy is something businesses should take note of.

How Signage & Graphics Are Used In Experience Design

The displays you see in experiential marketing events play a critical role in a brand’s success. Without impactful graphics, an experience design wouldn’t be as stimulating.

The type of signage and graphics you need will depend on your venue

For example, a pop-up shop might depend on retractable banners and tabletop displays, whereas an immersive experience like a traveling art gallery will have several thousand square feet of indoor space to work with. They might use vinyl graphics to cover huge expanses of walls, floors and ceilings.

Window graphics promote the event and provide privacy

For indoor events, window graphics promote the event while keeping curious onlookers from peering in. Choose perforated window film or opaque frosted window graphics to maintain the mystique until visitors enter the building.

Informational signs keep guests safe

Informational and safety signs may also be needed depending on the type of event you’re hosting. While these should effectively convey information, they shouldn’t detract from the other visual elements.

For in-person experiences, it’s vital to install wayfinding signs to guide the audience through your event and help them find essential amenities within the venue.

Signs engage visitors after the event

You can also display your brand or event hashtag alongside a QR code to encourage social sharing. This engages visitors after the event and transforms them into brand ambassadors that extend your reach in the digital world.

Event graphics and signage affect brand reputation

If you hype up a lackluster event, people will remember you wasting their time.

When you’re ready to plan your interactive experience, trust the graphics printing and installation to the experts.

The SpeedPro team consists of experts who can help brands plan and execute immersive marketing strategies. We offer a wide range of products and services:

  • Signs and Graphics
  • Digital Signage
  • Window Graphics
  • Wall Murals
  • Floor Decals
  • Graphic Design
  • Graphic & Sign Installation
  • Large-format Printing
  • Contour Cutting
  • Color Matching

Are Immersive Experiences Right For Your Business?

Lazar and Gartel by Chrysler 300 vehicle wrap
“Father of Digital Art,” Lawrence Gartel with SpeedPro Chicago Loop Partner & Evangelist, Eric Lazar

Investing in engagement marketing to create memorable experiences will help you gain new customers and strengthen the brand loyalty of your existing ones

If you’re into market research, you can make surveys more engaging with experiential kiosks. If you’re an art gallery owner, consider creative immersive installations to attract visitors. 

Meanwhile, those in the retail space can produce pop-up shops to introduce their products to a broader audience. 

With the different types of experiential marketing available, many industries can reap big rewards from creating unique marketing experiences. The list includes:

  • Businesses participating in trade shows and expositions
  • Retail establishments
  • Food businesses and restaurants
  • Resorts and hotels
  • Museums and art galleries
  • Schools, universities and libraries
  • Media and production companies
  • Music labels
  • Game-making studios
  • Tech industry companies

Why Work With A Professional For Your Experiential Design Graphics & Signs

The main takeaway about experiential events and immersive experiences is that they are innovative ways to capture the interest of consumers and earn brand loyalty.

However, it takes professional help to successfully pull off a memorable event. Expertly made graphics and signage elevate the look of your event while giving you the most bang for your buck.

Create more unforgettable experiences with Great.Big.Graphics and signs from SpeedPro.

Find your local studio for a free consultation and to explore our experiential marketing services.