After working as a marketing professional, planning and executing advertising campaigns for years, I have realized one very important thing about our consumers– they look for experiences. Unless a brand is able to create a meaningful experience for consumers, it’s likely to get lost in the clutter like a pin in a stack of hay. This is where experiential marketing comes into play as a powerful way of creating brand experiences.
But merely organizing events or on-ground activation programs is not enough for succeeding in the experiential marketing domain. Although marketers spend huge sums of money on these programs, they fail to reap the best result because they ignore the important success factors. After seeing countless campaigns succeed and fail over the course of my professional tenure, I am sure that experiential marketing is far more than just events and activations. Here’s what I wish every marketer knew about experiential marketing:
Experiential marketing involves both online and offline channels
Contests, product demonstrations, and consumer appreciation events are good examples of experiential marketing in the offline space. But there’s also an online element involved in experiential marketing. Online contests focused on engaging online communities or presenting photos of consumers on social media during an event is a good way to conducting experiential marketing campaigns online.
Experiential marketing is a school of thought
While many of you may think of experiential marketing as a tool, it’s actually a belief or philosophy that can be connected to any brand. The essence of this philosophy is the engagement level of consumers in the process, giving them more control and complete access to the necessary information. Experiential marketing is, thus, dependent on how brands are engaging consumers and meeting their end results.
Experiential marketing involves physical interaction
Events and activations bring both brands and consumers together on one platform. This gives both the parties ample opportunities to interact with each other. Consumers get a chance to experience the brand in the real sense, and brands get to know their consumers better. Face-to-face interaction between brands and consumers compensates for the lack of emotional and physical connection in digital marketing, thus increasing the effectiveness of their marketing efforts.
Experiential marketing uses demographic targeting
The success of experiential marketers depends a lot on how well they know their consumers. Since consumers’ behavior is constantly changing, marketers have to keep pace with such changes in order to remain relevant. In order to do so, marketers have to target consumers based on demographic factors determining their purchase decisions. Demographic targeting is, thus, one of the most crucial aspects of experiential marketing campaigns.
Experiential marketing builds relationships
Last but certainly not the least, experiential marketing help marketers in building genuine relationships with consumers. Experiential marketing lets you create transparent, strong relationships with consumers and engage them at a deeper level. This increases brand loyalty and makes a brand more trustworthy. Consumers are more likely to share your brand’s information with their family, friends, and social circles, thus making your brand all the more popular.
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