“Experiential marketing is all about engagement and interaction, being truly memorable in your consumers’ minds and hearts and building relationships. It can be both business-to-consumer and business-to-business oriented and is a strategy that provides customers and prospects with an in-person experience that must be unique and engaging,” writes Romanita Oprea on Business Review.
— And it’s true. Experiential marketing is skyrocketing in popularity, especially with one particular market — millennials. Here’s what your business needs to know about creating an innovative experiential marketing campaign while keeping your millennial audience in mind.
It’s all about the interaction.
Millennials shouldn’t just be seen as another pair of eyes for brands and businesses to advertise to like robots. Instead, millennials want an engaging experience that will leave them with fun and exciting memories of the event. These live experiences and interactions are often more preferable to millennials than traditional advertising tactics like commercials, billboards, and promotional item giveaways. The immersive interactions truly make for a one of a kind experience.
Sustainability leads to success.
It’s no secret that as a whole, millennials value sustainability and eco-friendliness more than past generations. They simply don’t like wastefulness. Fortunately, modified shipping containers are an eco-friendly solution that’s affordable for any experiential marketing budget. Dubbed design 4.0, stores built with customized shipping containers stand to take between five and 12 weeks off a store’s potential opening timeline. But more importantly, around 3,500 kilograms of steel is being reused for each recycled shipping container.
Millennials enjoy a diverse range of experiences.
The shipping container store trend is thought to have been pioneered by Starbucks in 2011 when they opened a 450 square foot shipping container store in Washington. But don’t think that you’re limited to any particular type of experiential marketing campaign — in fact, most millennials prefer a wide range of experiences. From concerts and festivals to parties, sporting games, and other performing arts activities, the sky is the limit when it comes to what’s possible — and preferable — with experiential marketing to millennials.
Again, durable, steel custom shipping containers average a 25-year lifespan and require minimal maintenance. Knowing how to keep your millennial audience in mind during your experiential marketing initiative is the key to maximizing sales and success. For more information about modified shipping containers, contact IPME.