Target markets. Without one, you’re just drifting in the wind, scattering money at random. With a clearly defined target market, you get more bang for your buck and more flash for your cash.
But once you know who you’re looking for, how do you reach them? Experiential marketing is a great choice to deliver targeted campaigns. Here’s an example we prepared earlier:
Fashion on wheels.
When DS Automobiles and fashion house Givenchy launched the Le MakeUp car, they had a specific audience in mind – young, fashionable, affluent women. Our experiential campaign used location, visual impact and engaging experiences to find that group and put the Le MakeUp in front of them in a memorable, exciting way.
Westfield was the ideal place to find young female shoppers with an eye for style and money to spend. We took over the exhibition space with a set that showed off the brand partnership’s combined values of luxury and elegance. By surrounding the cars with on-brand design, we boosted the visual impact, and signalled to passing shoppers exactly the kind of product and brand we were showcasing.
The Le MakeUp car includes a made-to-measure Givenchy makeup kit. To demonstrate this unique feature, professional Givenchy makeup artists offered shoppers a free makeover in the onsite studio. A Met Gala-inspired photobooth added red-carpet glamour and made it easier to share the experience. Both these experiences were engineered to engage the target market and increase their dwell time.
Drive your brand forward.
Don’t waste energy (and money!) reaching the wrong crowd with scattergun mass marketing. If you know who you’re looking for, experiential can help you find them.
