REACH OR RELEVANCE?

Experiential marketing has long been regarded as an excellent way to engage consumers with brands have been recognized. But some brands continue to say it never reach the major advertising campaigns. But it is within or irrelevant, what is really important?

Even more remarkable is a brand experience, the more brand affinity and more opportunities for people to tell their friends. But there is a catch. Make an experience richer and more immersive may cost more, and this often means limiting the number of people you can talk.

Not so long ago, it was a challenge for organizations classical planning experience. At first, we often found ourselves trying to decide what we want to achieve. Should we talk about the campaign to clarify to put as many people as possible? Or is it intended to give smaller number of people a truly engaging, they take care to speak to more people in our name?

The good news is that thanks to the explosion of digital media and social is no longer head-scratching dilemma it is used.

Take advantage of our current campaign for Pampers, a road show event that educated parents on how to sleep more for his grandchildren, and for themselves. We have a small train around huge shopping centers with experts on board to give one-on-one advice and opinions on an issue very close to the heart of parents. The campaign has been relatively low and not carried over the number of people, but the information that had provided a real value. Consequently, they scored quickly, "Halo" effect, spreading like wildfire on influential blogs and websites.

Our first thought is always planning how to maximize the relevance of campaigning. For if the campaign is not of interest, then there is no control, and no one will talk. Conversely, if you focus on her incredible brand experience to gain a degree, of course, happened.

But there is another important point here. And what is that brands should not attempt to control social media. You must give people a real positive experience, then turn and allow them to share in this authentic, truly dedicated manner.

Research shows offline, that consumers, who tell a memorable brand experience usually, have three or four other people about them. And online, only a recommendation may trigger an avalanche of well connected people of interest from friends, supporters and fans.

Short, as long as you do it correctly, you have to choose between the range and relevance of marketing experience - now a good marketing plan and a network approach may allow a brand, both in abundance.