Experiential marketing gives your company the opportunity to truly connect with its audience and expand its reach. If you’re targeting consumers in Texas, there are some unique environmental and cultural factors to consider when planning your next experiential marketing campaign. For example, the summer heat can make outdoor events challenging for many people to tolerate, which means you have to consider hosting your event indoors only.
In this guide, we’ll explore how to plan and execute a successful experiential marketing campaign for Texas residents.
Research Texan Values and Cultural Interests
Texas is known for cultural staples like BBQ, Tex-Mex cuisine, rodeos, the great outdoors, and country music. The Lone Star State is primarily Republican, and people tend to expect family values. This means your business has to consider the ways its event might appeal to them and ensure it fully aligns with what Texans will see as enjoyable.
For example, a BBQ event is a lot more likely to draw crowds than a wine bar pop-up, just like a family-friendly experience is going to garner greater response than events targeting strictly adults.
However, it’s equally important to research your target audience exclusively and know what their likes, dislikes, interests, and goals are. Whether you’re marketing to 30-something moms with kids under 10 or single adults in Dallas, your marketing campaign should align with their unique wants and needs.
Embrace Texans’ Strong Sense of Community
Texans hold their neighbors in high regard, and many are closely connected to their community. Leverage this as you design an experience that brings people closer together. For example, food experiences that invite the whole family to enjoy, pop-ups with Texan-inspired design, and interactive booths or events at state fairs can draw strong crowds and boost brand awareness.
Provide Memorable Souvenirs
Small tokens of gratitude can make a big difference to your audience. Offering take-home treats with your brand’s packaging will help strengthen awareness and keep your company top of mind.
Leverage Interactive Experiences
Use photo signs, AR/VR, or social media integration, such as QR codes or hashtags, to get people involved with your brand. Because your experiential marketing campaign is designed to be memorable, it’s smart to incorporate photo opportunities where people can capture their experience and share it online.
In marketing, this is known as experiential activation, and it’s a strong way to increase people’s connection to your brand. If you’re looking to boost brand sentiment, or positive feelings about your company, then make sure you lean heavily into creating memorable experiences that feel valuable to your audience.
Embrace a Theme
Whether it’s an ocean-themed bash for a new product launch or a floral design for a spring release, be sure to have a clear theme. Don’t be afraid to go big here. Your audience will be more likely to remember their experience if you create a truly unique display for your event.
For example, South by Southwest (SXSW) is an annual event that attracts a wide audience with music and interactive entertainment. IKEA once hosted a big sleepover event that encouraged guests to spend the night in the store. Meanwhile, Pepsi has its own AI-driven Snackbot that delivers drinks and food to South by Southwest guests based on how they engage on social media.
These examples offer inspiration for your own Texas-based events, allowing you to lean into the Lone Star State’s popularity, passion, and style for your next experiential marketing event.
