Retailtainment Revolution: Things to Consider When Executing Experiential Marketing
Hosting physical retailtainment events involves plenty of moving parts. When done right, they can be highly effective for your brand and shoppers. Let's break down some key strategies for successful experiential marketing that are both seamless and impactful.
Expect the Unexpected
If you've ever been part of one of these events, you know things rarely go exactly as planned. You have to expect the unexpected. You may have unplanned weather, brand ambassadors who may or may not show up or last-minute logistical hiccups that can throw everything off.
You can plan all you want, but it’s not a matter of if something will go wrong — it's what will, and how you quickly react and adapt to handle those situations.
Shopper Engagement Over Flashy Elements
Just because you can do something doesn’t mean you should. A lot of brands focus on spectacle but forget about the shopper. If I'm just a regular person shopping that day, is this event something that grabs my attention? Is it worth my time?
You should always ask yourself: Is this just cool, or is it actually meaningful and measurable? Some of the best event activations aren't over-the-top. Sometimes the simple, well-executed ideas are the most effective.
The real key is balance — something exciting and disruptive in a way that makes shoppers want to participate, but not something that's so out there that they just keep walking.
Measure More Than Attendance
Say 500 people stop by an event. Great! But how many actually planned to be there? Did the event drive store traffic, or did shoppers just stumble upon it? Understanding premeditated attendance can explain whether your event drove incremental store visits.
It's also important to dig into audience insights. Of those 500 attendees, how many were already loyal to your brand? How many had never heard of it before? How many were buying from a competitor but were convinced to give you a try? It's not just about handing out 500 samples — it's about understanding who's receiving them and how that influences their buying behavior.
And then there's the sales impact. Did the store sell more because of the event? Did you ship extra inventory in anticipation? Reviewing sales before, during and after the event helps determine if the occasion truly moved the needle.
Personalization and Customization is Key
Shoppers engage in different ways, so brands should offer options. It's no longer necessary to use a one-size-fits-all approach. Some shoppers might want a physical flyer to take home. Others might prefer a text message with more info, and some may want to scan a QR code to explore a digital experience on their own time.
Ask yourself: Are you communicating in the way your shoppers prefer? Additionally, leveraging tech to create a personalized experience — both in-store and digitally — can be a game-changer.
Digitize to Maximize Engagement
A four-hour event at one store is great, but how do you extend that investment? The answer is digital. During the event, you can capture content (videos, photos, shopper testimonials) for future marketing.
After the event, keep the engagement going with follow-ups, digital offers or online experiences that allow more shoppers to engage, even if they weren't there in person. Digitizing events is a seamless way to cut your dollars while increasing impact.
The future of retailtainment events is a blend of physical and digital. Successful brands will be the ones who can capture engagement beyond a simple moment in time.
About the Author
Brad Godwin is the SVP of CPG partnerships and client evangelist at Breaktime Media. With more than 17 years of industry experience, Godwin has honed his craft in marketing and sales, developing a passion for creating brand stories and fostering lasting connections with people.
When he's not driving impactful partnerships, he's a dedicated #girldad, live music enthusiast, globetrotter, culinary explorer and avid college basketball fan.
