You may have heard of experiential marketing as a buzzword floating around in your professional network. Maybe you’ve tried implementing some experiential marketing efforts in your campaigns, or maybe you have no idea where to begin.
Whether you’re a newcomer to experiential marketing or a seasoned pro, you need to know these four facts about this interesting and effective technique.
It’s a Philosophy - Not Just a Tool
Experiential marketing is a philosophy that can be adapted to any brand and augmented with just about any marketing tools. The underlying idea of this philosophy is that the customer should be engaged in the marketing and sales process - when and how they want to be.
This philosophy gives the control to consumers. It allows them to access information not only when they want it - but where they want it. Whether they want to visit a brick and mortar store, visit a website, or find information on social media, experiential marketing makes that information available in an array of places.
It’s Driven by Engagement
Experiential marketing is also known as engagement marketing because consumer in engagement is key to it’s success. Engagement measures the meaningfulness of the experience a consumer has with a brand. While views and likes on social media posts are most commonly linked to engagement, engagement can also include comments, sharing information with peers, and communicating directly with the brand.
One of the foundations of experiential marketing is two-way communication between the consumer and brands. This allows consumers to engage with brands on a deeper level, by communicating more complex ideas and emotions, allowing consumers to have more control over their experience with the brand.
It Takes Place Both Online and Offline
Experiential marketing has many applications, both on the internet and person-to-person. When we think of experiential marketing, often large brand events come to mind - and these definitely count. Product demos, contests, and customer appreciation events are all types of experiential marketing.
However, experiential marketing can also take place online or have an online component. Online contests are one classic way to use this technique for online communities. Integrated online contests or showcasing consumer photos during events is another way to add an online component to live events.
It Affects the Consumer - and the Brand
One of the most beneficial aspects of experiential marketing is that it should have benefits for both the consumer and the brand. The consumer is able to experience a brand in a way that fits their lifestyle and preferences, and hopefully connects with a brand that can convenience their life.
All marketing should work to benefits brands, but experiential marketing does this in a way that no other marketing efforts can. Not only does it increase consumer awareness of a brand - it gives those consumers the opportunity to communicate what they like or dislike about the product or brand, ideas for future products, and more.
Experiential marketing utilizes every aspect of the model of communication. While most marketing efforts simply send the message to the receiver, experiential marketing gives consumers the opportunity to send feedback - and brands the opportunity to receive it.
Experiential marketing can improve the relationship brands have with their consumers, and therefore lead to more sales. Now that you know more about it, start trying to implement it into your campaigns!