营销策划

    今日:131| 主题:37418
收藏本版 (15)
网络、PC端、移动端的营销、策划实战和资讯。

[其他] How Do You Measure the Impact of an Experience?

[复制链接]
栗色卷发女神 发表于 2016-10-18 05:14:57
165 8

立即注册CoLaBug.com会员,免费获得投稿人的专业资料,享用更多功能,玩转个人品牌!

您需要 登录 才可以下载或查看,没有帐号?立即注册

x

How Do You Measure the Impact of an Experience?-1 (experience,something,objective,marketing,Customers)

   When Fiat launched its new 500X model last year, the car manufacturer tried something unique: The company partnered with Dynamo, the popular star of "Magician Impossible," to unveil the "Power of X" tour . As part of the campaign, brand managers at Fiat took the 500X to 74 cities across Europe. The tour culminated in a grand live performance during which Dynamo “brought to life” a model of the car from a three-dimensional light show.  
  This is how experiential marketing looks. The objective is to engage the audience, entice members to actively participate in your campaign and allow them to create a one-on-one connection with the brand. Customers then positively associate their experience with your product, service and company.
   Related: Meet the Evil Genius Behind New York Comic Con
   Fiat's live magic performance was only the opening act. What came later demonstrated the real power of experiential marketing. Fiat teamed with Microsoft to re-create the magical Fiat 500X illusion on Xbox One and Xbox 360. The result? Fiat reported a 12 percent volume growth -- an impressive leap for a company whose sales had fallen since 2009.  
  Create benchmarks.

  The question remains: How much impact did the experiential campaign have on the overall marketing strategy? The goal of the "Power of X" campaign was to get people to associate 500X with a magical experience at one of Dynamo's performances or via their Xbox system. But such an experience alone is not enough to push people to buy a high-ticket product. At the outset, experiential campaigns might seem impossible to quantify in terms of success or contribution to the bottom line. But it can be done.
  If you're an established brand and an experiential campaign is just one of many events in your year, the easiest (and most obvious) way to measure its impact is through benchmarking. Project your annual sales in the absence of the campaign and then transpose it against the actual sales figures.
  For instance, if you own a product line that sees 5 percent growth year-on-year, any bump in sales after an experiential campaign may be attributed to it. It's not as easy in the real world, where factors such as pricing, competition and buyer sentiments also are at work.
   Related: 5 Ways to Make Experiential Marketing Work for You
  Survey consumers to learn their needs and motivations.

  If you're launching a new product with little historical data, you might not have the luxury of benchmarking. In those instances, consumer surveys can be extremely powerful. This is how you do it:
  
       
  • Survey Demographic Data: Capture the age, gender, occupation and other details of the average consumer targeted by your experiential campaign. Benchmark this against demographic data obtained from your end buyers.   
  • Post-Purchase Surveys: Use consumer surveys to understand how variables such as features, price, competitive advantage and location contribute to the purchase. The survey also should tap into how your brand is positioned in customers' minds. You then can benchmark the results against the position you wished to attain through the experiential campaign. For instance, if 80 percent of survey participants at the Dynamo show associated 500X with a magical experience but only 10 percent of the actual buyers espoused a similar brand image, Fiat's sales more accurately might be attributed to factors not directly influenced by the experiential campaign.   
  Survey and benchmarking results never will be as accurate as measuring the conversion rate on a pay-per-click campaign. But these strategies provide directional help if you want reassurance you're headed down the right path. Often, that's enough reliable evidence to make decisions.
   Related: How Your Business Can Start Using Instagram Stories
友荐云推荐




上一篇:Ten guiding principles to help small digital marketing agencies win more busines
下一篇:39% of SEOs Tackle Technical SEO First [DATA] by @MattGSouthern
酷辣虫提示酷辣虫禁止发表任何与中华人民共和国法律有抵触的内容!所有内容由用户发布,并不代表酷辣虫的观点,酷辣虫无法对用户发布内容真实性提供任何的保证,请自行验证并承担风险与后果。如您有版权、违规等问题,请通过"联系我们"或"违规举报"告知我们处理。

潜伏的机遇 发表于 2016-10-18 07:11:03
有十只羊,九只蹲在羊圈,一只蹲在猪圈.打一成语…
回复 支持 反对

使用道具 举报

好吃的苹果 发表于 2016-10-18 07:19:21
楼主的战斗力已经恢复百分之六十二了!
回复 支持 反对

使用道具 举报

以莲 发表于 2016-10-18 07:29:34
为何要放弃治疗?
回复 支持 反对

使用道具 举报

best顾 发表于 2016-10-18 07:34:44
横溢的不只是才华,还有虫坛里的帖子
回复 支持 反对

使用道具 举报

qinqian 发表于 2016-10-18 07:34:46
楼下的小伙伴,速度跟上!
回复 支持 反对

使用道具 举报

zorrosnk 发表于 2016-10-18 07:34:55
介是神马?!!
回复 支持 反对

使用道具 举报

Leslie. 发表于 2016-10-18 07:34:56
众里寻他千百度,蓦然回首在这里!
回复 支持 反对

使用道具 举报

黄淲 发表于 2016-10-19 01:31:15
我唯一的缺点就是钱多,而现在我几乎完美了。
回复 支持 反对

使用道具 举报

*滑动验证:
您需要登录后才可以回帖 登录 | 立即注册

本版积分规则

我要投稿

推荐阅读

扫码访问 @iTTTTT瑞翔 的微博
回页顶回复上一篇下一篇回列表手机版
手机版/CoLaBug.com ( 粤ICP备05003221号 | 文网文[2010]257号 )|网站地图 酷辣虫

© 2001-2016 Comsenz Inc. Design: Dean. DiscuzFans.

返回顶部 返回列表