Experiential is fast becoming
one of the most effective ways to connect with a B2B audience. In fact, according to Event Marketer, 70% of users become regular customers after finding a brand at an experiential marketing event.
In the B2B space, experiential is often relegated to trade shows and conferences—but we know that today’s B2B audiences will interact with brands in a wide variety of ways, if only the opportunity to do so is there.
Take our work with Chase for Business.
We developed an experiential campaign around Chase’s work with small business owners, the Chase BizMobile.
The Chase BizMobile is a mobile consulting space where small business owners can take advantage of free consultations with digital marketing experts around their specific goals or challenges.
While they’re in the BizMobile, they can explore Chase for Business’s small business offerings and speak to a Chase representative, if they wish.
Increased account and financial services sign-ups were one part of the campaign’s goal, it’s true—however, the real purpose of this campaign was to position Chase for Business as the “wingman” for the small business owner.
We could have achieved this to some degree solely through a content or social media campaign. But giving small business owners the chance to sit face-to-face with a marketing expert who’s able to answer their specific questions—that’s where those long-term customer relationships are really nurtured.
What can experiential marketing do for your brand?
- Strengthen your brand persona
- Strengthen your customer relationships
- Create memorable, valued connections with your customers
- Inspire user-generated content (UGC)
- Shift your brand narrative after a crisis or major change
- Attract new customers