Case Study – Hiring Groups of people for Marketing Impact

Experiential marketing is bucking a trend and even more so since we have gone more online since Covid. There are so many marketing avenues open to brands, small and large, established and new, online and offline budgets have remained largely static. But there is one strand bucking the trend: experiential marketing and hiring crowds for social media rankings.

Leading marketing website E-consultancy published an article which highlights how spending on experiential marketing has been steadily growing year on year. Every sector is falling in love with experiential marketing and no wonder. It’s a promotional vehicle that reaches and connects with people in a fun yet meaningful way. Google, the famed search engine, is not immune as it too has hosted hundreds of events across the globe to connect with its hardcore followers and entice new ones.

But experiential marketing doesn’t have to be about selling a product or service. It can work to showcase your brand in the best possible light too.

#1 A marketing experience that suits every sector

Experiential marketing instigates a physical connection between customer and brand. Better still, it is not a marketing activity that needs to be used in just one way to be effective.

 Case study

A well-known, high street retailer wanted to create a red carpet experience in the heart of London’s cinema land, Leicester Square. The event was an internal awards ceremony but by staging the branded event, the hired crowd soon began to attract more attention from passers-by. 

Read more about this; https://www.envisagepromotions.co.uk/events/crowd-hire-fake-red-carpet-fans/)

#2 Growing skills and expertise

Experiential marketing similar to the red carpet experienced staged by our client shows a growth in the skills and expertise needed to carry off this kind of event. There is a growing appreciation that not every promotional staffing agency can provide the right people with the right skills. As a result, clients are seeking increasingly specialist skills, turning to agencies that have experience as well as the right people for an experiential marketing experience.

For example, the hired crowd and paparazzi for this event are experienced performers, thus the extra 200 to 300 members of the public who gathered to see what was going on had no idea there were performers in their midst.

#3 Sticky memories

The successful experiential marketing event leaves sticky memories with everyone involved, something that is confirmed by our client. A well-planned event with great performers backed by an event strategy makes for an exciting event, the memories of which will last for some time.  It will be talked about and ‘shared’ for months (sometimes years) to come.

A developing marketing genre

There is no denying that as a strand of marketing, experiential marketing is growing. In the digital age, the physical connection between the customers and brand has become even more important.

Placing an accent on being available and seen, with a ‘human’ connection is key. As this case study shows, it can be used to reach many different goals. In the main, the client wanted to create an experience of its staff and by doing so with such a strong physical presence in a prominent position, it attracted attention for others.

The buzz it created is one that will stick in the minds of not just its staff but others too, creating the base for potentially swelling its customer base, as well as reminding customers why they are the high street retail brand they should buy from above those of their competitors.