Experiential marketing, also known as engagement marketing, is a bold form of advertising for a brand. The finished set directly engages with consumers, by giving them a stage to come face to face with a brand or product, get involved and participate with it’s mission.
Say you have a client who are unveiling a new product at an exhibition; they will want their customers to have a memorable experience in order to remember their product. Enter the set design team; from start to finish, the design team can realise the whole picture.Experiential marketing is vital for set designers, for it presents an opportunity to join in on advertising, become part of the big picture of the vision, which is key to creating the experience a client can give to their consumers. From a business perspective, experiential marketing allows you to show just how unique your set design is, and create lasting relationships by showing off your skills; ensure a client knows you are the genius designers they need to build their next installation!
The discernment to organise & communicate the importance of your vision falls in line with both the marketing and building aspect. Having the opportunity to realise the whole picture is vital, from start to finish. It’s important for a set design team to truly understand the face and voice a brand are trying to portray, and make it a physical embodiment.
Take Trinity Set & Stage’s case study of Cadbury’s “Obey your mouth” campaign; Cadbury needed a sweet, fun, immersive & inspiring set to grab the attention of customers in the South Bank area. Trinity understood the importance of the brand, the exact colour, playfulness and flavour of the brand.
Understanding the campaign is step one, but by embellishing ordinary storage units into zany portals to a Cadbury cosmos, Trinity can use this experiential marketing to establish themselves as fun, immersive and professional set designers, which will in turn generate more business, provided the team can communicate this to other agencies and clients as well.
Set design teams should look into the many ways experiential marketing can help their business & portfolio grow, and acquire clients. It’s hugely beneficial for a brand to take part in experiential marketing, for it advertises & complements the brand in a vigorous, unique way that will be totally exclusive to each individual client, and furthermore it will be particular to each different event.
