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Using Experiential to Hypertarget Niche Audiences

Posted by Scott Halstead on 7/5/2016

Hypertargeting. A term coined by MySpace (remember MySpace?) in 2007 that refers to the ability to target and deliver advertising content to unique interest-based audiences. It’s not a recent phenomenon — online platforms (among other forms of marketing) like Facebook, Twitter, Pandora, and Spotify have been tapping into this practice for years now. What you might be surprised by though, is that experiential marketing has the ability to utilize hypertargeting capabilities as well in order to market to consumers, but with the added benefit of spending more quality time with consumers face-to-face compared with the mere seconds that digital advertising allows.

Experiential targets unique hard-to-reach audiences by tailoring experiences that connect consumers with a product and brand. Experiential activations aren’t always designed to reach mass markets, but reaching a small group of the right people is often better than reaching a mixed group of irrelevant-to-your-brand consumers. Regardless of your campaign size, or budget for that matter, hypertargeting can help your marketing dollars stretch further and achieve better results.

So where do you begin? First, fully understand and define exactly who your audience is. Establish whom you will target based on their age, gender and location and then often times it’s helpful to define interests, hobbies and viewpoints, depending on the campaign. This info is secured via accessing social media channels and through third-party data providers. Next step is coming up with an activation strategy —your tactics obviously need to align with your selected audience. Selecting a medium that will effectively engage participants is key to the success of the campaign.

For example, when New England’s largest energy supplier Eversource reached out to BGM Experiential to create an in-school program targeting the next generation of energy-users, we knew that our experience really needed to be engaging for an extremely niche audience. We landed on students in grades 6-8 who were both curious and receptive, but also mature enough to take their learnings from the program and incorporate them into their daily lives. For our activation, we concepted and created an inflatable environment brought to life through augmented reality in order to teach kids about areas of energy within a home. The activation was both engaging and interactive and retention rates were significant. By hypertargeting this specific group, we were able to successfully engage with the right audience and spend some serious quality time with them as well.

Among highly crowded media channels, customizing messages to defined audiences is an extremely effective way to connect with consumers. But hypertargeting (at least in the experiential world) is now more than just about selecting key demographical groups. It’s given brands the opportunity to target even environmental situations. For instance, a hot or cold beverage company can activate a team to sample in key markets when the temperature hits specific levels. Marketing has become that specific and adaptable.

Hypertargeting capabilities have surpassed the boundaries of digital platforms and proven highly effective within the experiential world. It’s allowed us to become more targeted with our audience selection but most importantly it’s given us the opportunity to foster more exclusive and unique experiences for our client’s consumers.

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