As society evolves following the trends of technology, traditional approaches to marketing are rapidly becoming obsolete and out of touch. This becomes pretty obvious when considering the possibilities of today’s fast-paced multimedia environment.
No longer is it enough to display and highlight the features and benefits of a product. Consumers now expect functional quality and a positive brand image. And as a result, new marketing strategies are being developed and refined to rise up to the challenge. Responding to the public’s expectations, a not-so-new strategy, called Experiential Marketing, aims at going beyond the product itself and trying to provide a holistic experience to which customers can relate through packaging and advertising.
In order to successfully engage in Experiential Marketing, it is necessary to get in touch with as many of the consumers’ senses as possible. This strategy involves a mix of eye-catching displays with powerful visual elements, combined with catchy websites and visual media such as print, mingled with catchy songs or slogans.
The term “Experiential Marketing” refers to actual customer experiences with the brand/product/service that drive sales and increase brand image recognition and awareness. It’s the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it’s the most powerful tool out there to win brand loyalty, and consequently, drive up sales.
As a unique approach to the task of marketing goods and services, Experiential Marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer in as many ways as possible. The goal of this marketing concept is to connect with consumers in such a way that they relate to a product or service based not only on rational response but also at the emotional level. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will make them relate with the product, and entice individuals to act on that impulse to purchase.
Because experiential marketing connects with the consumer on multiple levels, the strategy is ideally suited for contemporary sales and marketing campaigns. Shortened attention spans demand that any ad campaign make a quick impression, or the opportunity to engage the consumer will quickly pass. While thirty second ads on radio and television once had a great impact, many people now use modern technology to avoid this sort of marketing approach. This means that ads on the Internet, in print media, and on modern billboards must immediately catch the attention of prospective clients and hold that attention long enough to make an impact. Experiential marketing holds the key to making this happen. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still draw consumers to the desired products to view while making sure they satisfy the needs and desires of consumers.
Experiential marketing allows customers to engage and interact with brands, products, and services in sensory ways that provide the icing on the cake of providing information. Personal experiences help people connect to a brand and make intelligent and informed purchasing decisions.