Recently, more and more organizations are turning to experiential marketing (also referred to as engagement marketing) as an effective means to largely enhance the promotion of their brands. But did you know that this form of marketing has also been gaining impressive speed amongst many high-profile companies as an innovative tool in recruitment? In this article, we will be discussing not only the benefits of experiential marketing, but how it can help with recruitment events as well.
What is Experiential Marketing?
Experiential marketing is a simple yet effective marketing strategy that focuses on hands on experience. Rather than paying individuals such as actors or professional demonstrators to showcase a particular product or service, companies are using the consumer themselves to experience hands on all that the product or brand can do for them. This gives prospective clients or consumers the opportunity to get a real feel for the product or service that is being marketed – thus instilling a more solid confidence in the brand.
Examples of Experiential Marketing
Many high-profile companies have used experiential marketing as an effective means to boost their brand, and have experienced considerable success as a result. Not only does this engage the prospective clients, it draws wide spread global attention to the brand as well. Here are a few examples of how various companies have used experiential marketing to enhance the appeal of their brand.
- IKEA – In 2011 IKEA invited 100 participants to a sleepover in their furniture warehouse. In addition to that, participants were pampered with massages and manicures throughout the night. Participants were also treated to a variety of movies, goodie bags, and even a bedtime story read to them by a well-known reality TV star. Allowing the participants to not only have the opportunity to see all of the furniture that IKEA had to offer, but test the furniture out as well.
- Guinness – In 2012 Guinness launched their “Guinness Class” campaign where winners and 3 of their closest friends were offered the opportunity to experience an all-expenses paid trip to Dublin Ireland. Winners were chosen from several participating pubs throughout the UK, where the only contest qualification was being seen drinking a Guinness in one of the participating pubs. After a 9-week campaign, 85 lucky winners were flown to Dublin for the Guinness tasting experience of a lifetime.
- Sensodyne- In 2013 GSK, maker of Sensodyne toothpaste introduced “The Great Sensitivity Test” to showcase the launch of their Novamin Complete Protection technology – a toothpaste designed for combating tooth sensitivity. GSK gave out multiple free samples of their Sensodyne Complete Protection toothpaste. In addition to that, they set up “The Great Sensitivity Test” at Potters Field in London where participants were able to receive free dental sensitivity tests as well as help GSK get into the Guinness Book of World Records for “The World’s Largest Oral Hygiene Contest”.
How Experiential Marketing Can Improve Recruitment
The main goal of recruitment is to find the best possible candidate for whatever role or position that may be needed. Incorporating experiential marketing into this process can prove to be a highly effective approach for recruitment into events or within the workforce. In fact, incorporating experiential marketing into recruiting can cut out a laundry list of post-recruitment headaches that can arise. This is because you can only learn so much about a person’s capabilities from just reading over a resume or conducting an interview. Taking an experiential marketing approach to recruiting on the other hand allows for a more up close and personal look at how the candidate engages and adapts to a specific role in a hands-on capacity.
If you were looking to recruit designers, for example, you could allow them to work in a designing event environment, allowing to not only see first-hand how the candidate adapts, but to also allow the candidate to discover for themselves whether the role is a fit. This approach can virtually eliminate the need to seek out new candidates should the existing one not work out. In short, incorporating experiential marketing into recruiting can give a far better insight into the person or persons who you are planning to recruit.
Are You Struggling to Find Ways to Incorporate Experiential Marketing Into Your Recruitment Event?
Incorporating experiential marketing into recruitment does require a certain amount of experience and expertise in order for it to be carried out effectively. If you’re considering using experiential marketing in your recruitment process but are struggling to come up with the best way to do it, you may want to consider hiring on a recruitment agency that specializes in this process.
Today, many recruitment agencies are using experiential marketing techniques in their recruitment practices with great success. Reaching out to one of these agencies could be a very beneficial move for any organization or brand that is aiming to enhance not only the success of their brand, but the quality of their workforce as well.