Experiential marketing is an advertising strategy that focuses on helping consumers experience a specific brand, experiential marketing swerve off course from traditional strategies that broadcast brand and product benefits to a wide audience. Experiential marketing also referred to as engagement marketing, it may be consisting of a variety of marketing strategies geared toward immersing customers within the product by engaging them in as many ways as possible. In the end, companies use this strategy and want to help consumers from memorable, emotional connections, with a brand to foster customer loyalty and improve customer lifetime value.
However, that succeed with this strategy go beyond giving consumers attractive offers and samples. Positive impact happens when brands put individual customers or groups of consumers in an immersive branded experience. Thus, brands must go beyond Public Relation trick, display ads, and promoted social media ads to move positive emotions in people and foster brand loyalty. Successful campaigns encourage customers to repeatedly come back in order to influences their customer life span. Based on the type of marketing strategy, companies should use the best practices. The important aspects in marketing approach is putting the consumer to successfully engage the company’s audience. By doing so will foster brand ambassadors and brand warriors the one who will promote company’s brand just as well as company’s top salespeople. The easiest way to increase brand loyalty among the customers is to experience the situation first.
Besides that, experiential marketing give benefits to the consumers. Also brands benefit can make customers happy anytime, and experiential marketing gives consumers good emotions they needed to bury true brand loyalty for consumers. The recipe for creating brand warriors who spread the word about their favourite companies and products. Then, the most rewarding benefits of this marketing strategy is the way in which it drives word-of-mouth advertising. Consumers are influenced more by word-of-mouth when making purchasing decisions than they are by print media, television, movies and brand websites. In facts, experiential brand experience is the most powerful form of word-of-mouth driving activity. Thus one of the best ways to gain a competitive edge is to guide marketing efforts toward building strong connections with customers via experiential marketing.
Experiential marketing sells a product as part of a consumer’s lifestyle, compared than something that they serve as a functional need. Traditional marketing promotes a products based on the advantage of its features, while experiential marketing creates a connection between the consumer and the product or services. The product’s features become secondary to that experience it delivers. Success in creating that connection with consumers depends on determining the use of situation and experience, researching target consumers, branding experiences via consumer engagement strategies and following up with consumers to establish brand loyalty.
Based on the target market. Research into the social, emotional and physical needs of the target market is applied to tailor an experience that will fulfil these needs and connect meaningfully with the target consumer. Since experiential marketers design their campaigns to develop long-term emotional bonds with the consumers, they must know their target consumer intimately, so the research tools tend to be highly quantitative. Example, include assessment methods that measures eye movements to establish the emotional effect of specific images on the target consumer.
However, the brand engagement strategies are where the engagement strategies such as events and activities encourage interaction between consumers and sales teams in a companies. Once the consumer associates a positive emotional, educational, physical or cognitive experiences with the brand’s competitors. Regardless of prices, it is must be brand engaged. Some examples of experiential marketing events and activities in larger companies include the apple education event and BMW’s performance driving school, but smaller businesses can achieve similar results on a local level.
Besides that, based on Follow-Ups, a business should perform regular follow-ups with consumers once they are brand engaged. Follow-ups allow the company to build long-term relationships with consumers in the futures and provide data or information to determine the success of the overall campaign. Follow-ups experiential marketing also create brand ambassadors, wherein consumers become users of the brand and promotes its benefits throughout their own networks of family, friends and colleagues. Example, of follow-ups include direct emails, Facebooks groups, special offers and customer loyalty programs.
As a conclusion, experiential marketing allows consumers to experience the company’s products or services with their own sense. Traditionally, one of the reasons to have an experiential marketing event was to allow consumers to feel, touch, taste, hear and smell a product before they buy it. Shoppers are more likely to buy food and beverages if they can try the sample before the customers make a purchase. Consumers the one who can smell candles and air fresheners can figure out which ones is they like the most and best before they buy the products. The services companies that not just those who selling a product that can provide consumers with good opportunities to get sample from products with their sense. For example, DJs can play music to show off the quality of their equipment and natural cleaning product companies can allow consumers to smell their products to show that the product don’t contain chemicals that make the eyes or nose burn.
However, there is a benefits on experiential marketing that the companies will get. Experiential marketing leads to a stronger consumer experience for a brand’s target audience. Putting a product into a consumer’s hand is always going to be one of the best ways to show the credibility and performance of the products. Experiential campaigns often include opportunities for clients to try the products before they buy it. Company can reduce the risk by involved with investing in a new company. When used correctly, an experiential campaign can help companies to build an emotional connection between a brand and their target audience before the company launches a new product. When improving the chances that the business will get customers the moment the go to market.
Last but not lease, there is an impact of experiential marketing to the company in their business. Where it will build customer satisfaction and brand loyalty. Thus, by creating an emotional connection through memorable brand experiences has been proven to not only increase customer satisfaction to purchase the products, but turn a brand loyal customer into a brand advocate. Consumers emotionally attached to a brand, feel a sense of ownership in it and are likely to share their reviews to family members and friends. It also animating the brand personality. It’s hard for consumers to connect with a faceless corporation. Experiential marketing gives brands a personality that consumers create a genuine connection with. Affiliating this created personality to a product further strengthens the relationship they have with your company.