Experiential marketing can yield benefits for the company that go far beyond the actual installation. When people are giddy with delight during an experience, they tend to take pictures, talk with their friends, and share information online. These effects can take a public installation viral, with hundreds or thousands of viewers hoping to get a closer look. Businesses can create an experience that is both entertaining and highly shareable.
Reasons to Create a Shareable Experience
Although the idea of a marketing experience going viral should not necessarily be the key goal of the installation, it can provide strategic advantages to businesses. Visitors to an installation expect to enjoy what they see and experience, and these feelings can prompt them to take pictures and share their perspectives. The ultimate result of a shareable experience includes:
- Positive brand recognition
- Greater online presence
- Increased engagement
- New sales leads
- Distinction from competitors
Keeping social media shareability in mind during design can pay off.
How to Maximize Social Reach and Brand Awareness
Encouraging social media interaction should not come at the cost of the function and delightfulness of the event. Companies who aim to increase social reach through a pleasurable event, however, can reap even bigger benefits.
Tailor experiences to the audience: The experience or installation feels different to distinct demographics, which requires advance research. Younger patrons might look for something that is unexpected or cutting-edge, while older guests might want an accessible installation that is simpler and easy to enjoy. Realistic expectations are key. If businesses are looking to attract a new or underserved demographic with the experience, they need to research what it takes to bring those people in and the types of things they are likely to share on social media.
Instill a sense of novelty: When visitors to an installation or experience arrive, they want to see something truly unique. They are less likely to take photos of places that seem utterly ordinary. People are often hoping for a feast for the senses, so businesses should aim to create a smorgasbord. Variation in colors and textures can create instant sensations in guests, even if they are not able to touch the fabric or smell the fresh-cut orange. The sense of the new or extraordinary prompts people to bring out their phones to grab a few snapshots.
Focus on lighting and scale: The lighting of the experience affects how the pictures turn out when people take them, which makes it a critical consideration. Bright lighting decreases the need for flash but can feel harsh if it is too heavy or beating down on attendees. A range of lighting temperatures and lumens should provide the perfect illumination, with strategic shadowing. For tall installations or those placed far above the ground, scale is also important. Items or images may need to be larger to be seen effectively and photographed without pixelation.
Increase user-friendliness: The success and shareability of the installation depends heavily on the user-friendliness of the overall space. An installation might be incredibly novel and interesting but get few shares because it is difficult to navigate. Companies should consider mobility when placing design elements, allowing plenty of room for small groups to congregate as they contemplate angle for a photo. Designated selfie spots or QR codes for augmented reality make it easy for guests to take photos in a flash.
Maintain consistency with branding: Ultimately, the goal of a user experience or installation is to help guests gain a positive brand awareness while they have an enjoyable time. To achieve this, businesses must ensure that the project aligns with the current branding for the organization. This effort may focus on logos and colors but should also be consistent with tone and brand story. Entertainment architecture firms can customize merchandise, signage, and other design features of the installation to meet branding goals and style guides.
Building a shareable experience starts with creating an installation that is worth sharing. By taking these factors into consideration when designing an experiential marketing space, companies can increase their brand awareness and customer demand.
Author bio: Spencer Farley is the Practice Director at Dimensional Innovations, an experience design, build and tech firm that has been creating immersive and engaging experiences for its clients and their audiences for more than 30 years. Farley has been a key part of the Entertainment + Hospitality team since 2018. He specializes in crafting immersive experiences that seamlessly merge digital and physical spaces, guided by a strategic, research-driven, and collaborative approach.
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