Here’s the thing: our world is crowded. Crowded with digital advertisements. Crowded with competitors. Simply put, it’s a crowded marketplace. So how do you cut through the noise? Create an experience that only YOUR brand can. It’s no longer only consumer brands utilizing experiential marketing. B2B companies are stepping into experiential marketing in a BIG way.
In our ever changing media landscape, experiential marketing is becoming the key to success. Budgets are increasing and will keep growing as brands recognize the value of human-human interactions. Cutting edge technology and changes in buyer motivation have shown significantly different behaviors in B2B buyers than in the past.
It’s interesting to see that decision makers are a lot younger than they used to be, as more than 70% of millennials are included in B2B buying decisions (Indre Deksnythe – Forbes). As part of this, B2B businesses have to create an experience that gets decision makers to notice them, and the experiential marketing world offers endless opportunities to do just that. Let’s take a look at why experiential marketing is no longer just for the consumer brands.
CHANGE THE NARRATIVE
In the B2B market, it can feel difficult to incorporate the same creative taste traditionally left to the consumer world. However, more and more B2B customers appreciate marketers who show a real interest in marketing to them effectively and distinctively, considering 74 percent of customers view brands more positively once they’ve attended an event or experience.
According to a study by Microsoft, the average human being now has an attention span of eight seconds. To put this into perspective, a goldfish has the attention span of 9 seconds. So how can brands cut through the digital noise and make something memorable?
Well if a consumer’s first experience with a brand is in real-life, they’re more likely to pause and engage than when they see it on social media. Experiential marketing for B2B will utilize the “try before you buy” approach and lets buyers determine if they actually like a product, and often makes them even more excited about it. The more knowledge and excitement about a brand, the better job they can do of making a case to the decision maker about why this purchase is justified.
RELATIONSHIPS, RELATIONSHIPS, RELATIONSHIPS
Relationships are key. They are the basic building blocks of business success. Creating a story through experiential marketing can deliver relationship creation in far more ways than email, social media, and cold calls. A targeted and directed activation forges connections with potential buyers – There’s no substitute for meeting in person.
Experiential marketing is so valuable for B2B because it goes even further than any online or digital page can. It allows you to physically showcase what you’re offering in a setting of your choosing, allowing you to display it in the most positive light. Never stop looking for ways to enhance your existing or new B2B relationships. Be creative. Be bold. Experiential is a great way to make it easy for your partners to have a positive affiliation with your organization .
A New Decade Has Come
A new decade has come and experiential marketing is on the rise. While this may be your first dip into experiential marketing and feel like a big pivot away from your traditional marketing efforts, this strategy only enhances and elevates your other marketing efforts.
We have laid the groundwork for integrating experiential marketing for B2B brands in the new decade. Now let’s get to work. There’s nothing we enjoy more than bringing ideas to life helping brands get creative about new ways to reach out to consumers.
GDX Studios is a team of creative engineers that design and produce innovative experiences worth sharing. From ideation to execution, we specialize in projects that create buzz, spread brand awareness, and bring the unexpected to life! Drop us a line and let's get started today.