Passive Marketing for Your Experiential Event

passive marketing
March 13, 2019 0 Comments

Don’t be fooled by the name. “Passive marketing” doesn’t mean that you get to sit back and watch the customers magically roll in.

In fact, passive marketing actually takes a lot of time and effort on your part to be executed successfully.

It can be so effective because, to the consumer, it feels like they’ve made their own decision rather than being pushed into your brand by in-your-face marketing.

But it takes a lot of work on your part to create that effortless impression on the consumer. What you’re doing with passive marketing is giving your customer accessibility.

To do that, you have to know where they are and how to get your product to them. One exciting thing about passive marketing is that you can use it as a tactic for your experiential marketing campaign.

You don’t just have to bombard peoples’ Facebook walls and prey on FOMO (the fear of missing out). You can create unique experiences that find people where they are, and in the process, generate lots of attention for your brand.

1. Finding your audiences where they are…

First of all, the process of using passive marketing, whether for an experiential marketing campaign or otherwise, involves understanding your audience.

If you’ve taken the time to understand who they are, you probably already have an idea of where they’re going to be and when. You can catch them at the types of events they’re already likely to attend and go from there.

Not all experiential marketing means creating a large scale event from scratch. Just giving out promotional freebies in the right public place at the right time can be enough to drum up sales, if done with proactive research drastically.

2. Using the internet…

You can even do this online with the right tools. Facebook recommends events to people based on their online activity.

That means if your event is listed under certain categories and shared in specific circles, it will find its way into lots of peoples’ news feeds in what feels like an indirect fashion.

You can make your online event page especially likely to reach people in this way with SEO optimization.

3. That brings us to networking…

Messages, like many things, are better received when they’re delivered in numbers. The more people spread the word about your brand and your experiential marketing campaign, the more recognition you will get.

Networking can be a cost-effective way to get the word out about what you’re doing. Put time and energy into getting to know others, and you could eventually find yourself embraced by a whole community.

Plus, people often trust word-of-mouth from their close confidants more than they do commercials from random brands. Even brand endorsers, like YouTube celebrities, have loyal followings made up of people who feel trust for those opinions.

4. The takeaway…

Brand marketing doesn’t always have to be obvious and intrusive. You can make a big impression with some tactics that involve a more subtle, psychological approach.

People like to think that they’ve made their own decisions, even if those decisions have been covertly directed by very intentional marketing.

We Can Help

Need some help with launching an ephemeral marketing program? Leverage our 20+ years of experience and expertise in creating impactful, successful programs.

Contact us — we’re here to help!


Image Attribution

Article Name
Passive Marketing for Your Experiential Event
Passive Brand Marketing can be an effective way to help you garner attention for your business. Passive marketing is about intentional action to find your audience and make your brand accessible to them.

Learn about experiential marketing from a seasoned pro! Provide your info and I’ll share  my insights and knowledge.

Privacy Policy