Ever since social media entered the advertisement world the old way of advertising died. Experiential marketing for nonprofits is now the rage. Once upon a time in order for a company to influence a market, they would buy billboards and full-page advertisement’s in the local newspapers. They would buy prime-time tv ads and push their product as hard as possible until people bought into the product.
Jordache Jeans Became Notorious For Investing Every Penny of Their Start-Up Capital in Advertising
Once the orders started pouring in they ran to the banks with proof of product and the rest was history.
Social Media Shook Up the Advertisement Market
Madison Avenue started climbing the walls trying to figure out this new age of advertising. All the old rules no longer worked and there was no new fail-proof advertising method any longer.
Poor advertisements on social media have become extremely annoying to users. The situation has gotten so bad that people actually have developed an anti-purchase behavior. This behavior says that if your advertisement annoyed me too many times, I will subconsciously vow to myself never to purchase that product.
So Along Came a New Concept Called Experiential Marketing and it Really Impacted Social Media Advertising
If you live on planet earth you probably have seen this project. In 2014 a nonprofit created an amazing experiential project. In a matter of hours, the pictures were all over social media. This project was done in order to raise awareness for ALS, also known as Lou Gehrig’s disease. By having the ice poured all over you, you get the experience of what it is like for people who live with this disease. Celebrities throughout the world took part in this campaign. This powerful campaign shot through Facebook and Twitter like a rocketship!
The basics of marketing have not changed. Know your audience and speak to that audience as clearly and as authentically as possible. Do it in a way that makes you stand out in a good way.
With an Experiential Social Media Campaign Project, You Basically Get a Two-For-One Sale
Your message of what your nonprofit is dealing with comes over crystal clear and the content is so out of the box it shakes up the social media trends. Experiential marketing is about making content that effects all five senses.
Another Powerful Example of an Experiential Marketing Experience is the Jerusalem Museum For the Blind
Visiting tours enter the museum and are slowly ushered into a dark room. After a few minutes, the light in the room gets dimmer and dimmer until it is pitch black. Suddenly the visitors hear the friendly voice of the tour guide. He explains to the group that the tour is done completely in the dark so that the visitors can experience how blind people live every day.
The Guide Assists Them Through a Bit of Rough Terrain While Constantly Warning Them to Watch There Step or Hold On to the Railing
At the end of the tour, he leads the group into a well-lit coffee shop area. Before he completes his tour he announces to the group that the final destination has arrived and he will be happy to sit with the group and drink a cup of coffee with them. He just has one request. Can someone please assist me to get to a chair to sit on? You see I am blind and the lights in the coffee shop will not help me as it does you. Appreciate your gift of sight each and every day!