Important Things to Consider When Designing an Interactive Marketing Experience
The creation and design of an interactive / immersive experience takes a good deal of thought and planning, if it is to be successful. It’s true that virtually any interactive display, floor, wall or window has the power to engage users and bring them to life, but if you really want to have the biggest impact possible, you must consider a few very important factors.
The “where” will always help you determine the “what” when it comes to an interactive marketing experience. If you are looking for a way to honour donors for a charity or other organization, then an interactive donor wall makes sense. If you want to capture patrons’ imaginations and attention at a bar or nightclub, an interactive floor and/or bar top may be the best choice. For branding and sales opportunities at a shopping mall, an interactive wayfinder or window may be the best option. There will always be room for creativity, but figuring out the “where” part will help guide you in the right direction.
How Do You Measure Success?
Another important thing to consider when creating an interactive marketing experience is your goals. What do you want to accomplish with this display? Is your goal to create an exciting experience that your guests or visitors will remember for months into the future? Do you want to imprint your logo or tagline into the users’ minds? Is it more about entertainment and word-of-mouth advertising? Making your users’ heads spin with delight is always wonderful, but you should have a goal to help guide you.
If your interactive experience or display is in a general area like a mall, the audience may be difficult to narrow down, but in most cases, you can pinpoint the target audience, as well as their likes, dislikes and buying personas. Once you know who will be using the display, you can think about customizing the content and the experience to keep them engaged and meet your goals at the same time. Just like any other marketing message, the success of an interactive display, wall, floor, tabletop or wayfinder is largely dependent upon the tailoring the content to the personalities of the people using them. Even non-profit needs a marketing plan for their charities.
Your budget is likely one of the first things you’ll consider when thinking of an interactive experience to use in your location, but with so many different possibilities when it comes to experiences, it’s possible to meet a wide range of budgets and still produce the effect you want. Once you start going through the various options and realize just how far you can take it, you’ll be just as amazed as the people interacting with your display.