It’s always great to see genuine results from marketing campaigns, particularly experiential campaigns as there is so much to learn about how people engage with brands, people and products. Not only are there factors such as the number of brand ambassadors and the design of the stand, brand and product packaging, there is always a huge discourse around location.

In an infographic I saw recently, iD Experiential revealed just how important location can be in any experiential campaign. The graphic, based on a real campaign conducted for a breakfast brand showed that whilst every campaign is different, the basics of choosing the right environment in accordance with the needs and mindset of the target audience, remains constant.  It also demonstrates the foolhardiness of basing your choice on purely the footfall, rather than resonance with potential customers. – a lesson for all experiential marketers.

Do you know the most effective environment to drive trial of your breakfast brand? – An infographic by the team at Breakfast brand engagement.

Specifically in this campaign, the agency tested four different environments for promoting a new breakfast based product. These environments were shopping centres, train stations, consumer events and supermarkets. Using real campaign results, iD reports that out of the four environments, train stations were clearly the most successful option – outperforming all other locations in areas such as reach, positive association, advocacy and purchase behaviour.

Beyond the results however it is interesting to see why the train station outperformed the other environments. Evidently, commuters are some of the most likely people to skip breakfast due to their daily time restraints and as such are more likely to have a positive experience from receiving a product sample at the start of their day (in fact, the infographic states over half associated a positive experience following the sample). Not only does this positive experience encourage purchasing later down the line however, successfully trialling products also leads to spreading word of mouth – advocacy that in itself is an important performance metric.

The sheer scale of commuting through London stations is also demonstrated, as at train stations, just under 190k samples were tried during the campaign, over three times that of any other environment. This combined with better purchasing rates (probably a result of the greater levels of positive association) ensured that train stations generated the greatest ROI.

The infographic, and more widely the campaign goes further than revealing how, when and where people like to take their breakfast though, it reveals just how important it is to choose a location where your chances of engaging with the customer are best, based on their immediate needs.

You can find the infographic and accompanying blog post here