An increasingly popular concept, experiential marketing is being embraced by companies that want to do more than just establish their brands in the market. The whole purpose of experiential marketing is to connect customers to the true nature of the brand, by making them a part of the company’s marketing strategy. No, this does not imply that customers will promote your product or services in any way. But they will be an integral part of the campaign. By implementing the strategy properly and by engaging the customers, experiential marketing can directly impact their attitudes and behaviors.
More Effective Than Traditional Marketing
Compared to the traditional forms of marketing, this innovative marketing format depicts the brand value much more significantly, and is capable of leaving a lasting, positive impression on the customer. These days, experiential marketing is the choice of many companies that want to strengthen their brand’s value. Companies are banking on the fact that personal experience plays an important role in determining the customer’s attitude towards a brand. Experiential marketing enables the company to ensure that this direct, personal experience that their customers have is positive and memorable.
Experiential marketing is interactive, and usually involves hands-on demonstrations, product sampling and other ways through which the brand representatives interact with the consumer directly. The aim of this marketing format is not just to create brand awareness. Rather, it is to influence the customer’s rational as well as emotional sides, and make them loyal customers of the brand. Experiential marketing approaches with the idea that brand loyalty is based on the interactions that the customers have with the products or services of the company, and not just by word-of-mouth or other conventional forms of advertising.
Personal Brand Experience
In experiential marketing, the consumer is often a direct or indirect participant in the marketing campaign. For example, a tea manufacturer may set-up a stall at a consumer fair and offer samples to the consumers. By shifting the customers’ focus to the taste, and also the color, warmth and smell of the beverage, the manufacturer is trying to engage multiple senses of the customer. This form of marketing may also try to take advantage of the past experiences that the customer had with the product, such that their previous knowledge may have a direct positive affect on the product or the service being offered at present.
Direct Marketing is More Powerful
Studies have proven that direct marketing has a much better impact on consumer attitude than mass media marketing has. Experiential marketing is a form of direct marketing and usually involves activities such as surveying, sampling and demonstrating. In direct marketing, the target audience is set and the advertising campaign involves carefully drafted promotional lines that the customer is sure to connect with. Studies conducted in the UK have revealed that 74% of consumers felt that they could obtain better knowledge about a product or brand through such experiential marketing campaigns. Of them, 97% felt that efficient staff, with the ability to provide accurate information and answer questions, had a very important role to play in shaping their attitude towards the products.