Durable, steel shipping containers average a 25-year lifespan and require minimal maintenance, and it’s no secret that modified shipping containers are being used as a popular option for experiential marketing campaigns. In fact, Downtown Container Park in Las Vegas spans approximately 19,000 square feet with a mix of 30 shipping containers and 41 multifunctional modular cubes forming its perimeter. But experiential marketing is about more than constructing the store — it’s about sharing the user experience. Here are just a few important considerations to make before investing in an experiential marketing campaign for your business.
Technology
As mentioned, experiential marketing is primarily about the overall user experience, but technology is an integral component of any campaign. Not only is it essential to determining the success of a campaign, but it can also get users more engaged and interactive right there on the spot. Medium explains it best:
“As combinations of new technology become more available, it provides a powerful way of capturing sentiment that to date has been difficult to garner. The ability to use this technology at events, concerts and other brand experiences to assess participants’ emotional reactions without having to interrupt their experience is a game changer. Then by combining their emotional response with social media tracking measurements, brands will be able to gain a holistic understanding of their experiential campaign,” writes Phil Dance.
Communication
If you’re hiring an experiential marketing firm, make sure they understand the importance of communication between you as a client during the collaboration process as well as with your customers. Simply put, your firm should be able to keep in touch with you consistently as a client. But they should also go the extra mile to gather as much customer feedback about the campaign as possible once it’s implemented. This includes focus groups, one on one interviews, brand outreach, and surveys.
Overall, shipping container stores stand to take between five and 12 weeks off a store’s potential opening timeline. But in order to execute any experiential marketing campaign to the best of your ability, you’ll need to choose the firm that truly has your bests interests in mind. For more information about custom shipping containers, contact IPME, where we can help you bring the long-awaited vision of your modified shipping container studio to life right before your eyes.