Experiential marketing is a method of advertising that focuses on helping customers experience a brand. By forming a lasting emotional connection between the customer and the brand, customer loyalty is increased and purchase decisions are influenced. Experiential marketing can encompass a wide range of other marketing strategies, from individual sampling to large-scale marketing campaigns. Here are five things to consider before delving into the world of experiential marketing.
It Makes Your Brand Relatable
By creating a brand experience for customers, you are transforming the formerly more passive experience to a far more active role. Rather than being told what they will experience or feel, they are given the opportunity to do so for themselves. It’s taking the leap from your brand being a concept, to being reality: a tangible, interactive experience that customers can relate to. To get anyone to understand something, you must first translate it into terms they can both understand and relate to. Consider using an event company to help create your exhibition design in order to construct an experiential marketing experience for your customer; by making the product relatable, you are allowing the opportunity to create an instantly strong bond between consumer and product.
It Creates Contextual Relevance
The use of digital devices locates potential customers to specific time and space. This allows a brand to create social media and content marketing that is contextually relevant to where your potential customers are, and to what they are doing at that time. This allows to truly understand your marketing persona. Contextual advertising has had a major impact on the incomes of a huge amount of websites. As the advertisements are directly targeted to the user of the device, their likelihood of being clicked increases exponentially.
It Creates Emotional Relevance
Through the process of experiencing your brand, potential customers are connected emotionally to your products and services. This results in the additional gathering of other purchase-related information that supersedes any marketing-defined justification of benefits. The experience drastically shortens the time between potential customers recognizing the need for the product and actually purchasing and using your product or service.
It Makes Your Brand Worth Talking About
Good old-fashioned word of mouth advertising has drastically re-emerged as one of the most important factors in the success or failure of a product following the increased usage of social media. By providing a memorable experiential marketing experience, potential customers are far more likely to talk about your product/service to their followers or friends, as well as in real life. This drastically helps increase your credibility, in part due to an increasing distrust of advertising in general, which has ensured that a product’s success has become less about what a marketer has to say about it, but more about how customers discuss it.
It Makes Your Brand Social
The dramatic increase in social network users has been mirrored by the sharp increase in the reliance and common-usage of mobile devices, such as iPods, smartphones and tablets. With this increased online presence, consumers have become far more willing to share their product experience online through social media and review sites. An effective experiential marketing campaign can help tap into this zeitgeist and make your brand largely more social through online mentions to friends and family, as well as positive reviews.
Note: This post is a guest post from a member of our DMR Insider Community.
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