Businesses fight tooth and nail to find loyal customers and take market share from competitors. Some companies attempt to do this through traditional marketing tactics, and with time and determination, they can be successful. But many are now using experiential marketing to stand out and grow their audiences.
What is Experiential Marketing?
Experiential marketing gives customers a unique experience with a brand—to improve customer loyalty or attract new customers. These campaigns aim to create positive memories between a company and its customers. There are hundreds of ways to launch a campaign, but the guiding principles are the same.
You are creating memories. All successful experiential marketing campaigns create lasting memories with customers. You want participants in your event to associate your brand with the idea of fun or some other emotional connection — such as a charitable cause or addressing a critical community issue.
Allow customers to make the experience their own. People enjoy experiences they make on their own, so you want your campaign to be flexible. Customers will be more likely to remember a customized experience because it is part of their personal story. Plus, you will learn more about what your customers enjoy, allowing you to target future efforts more finely.
They are interacting on the customer’s level. Experiential marketing allows a company to interact with its customers on their level. People identify with people, but many brands are considered cold and impersonal. You can toss aside that coldness during a campaign and get to know your customers more personally.
Emphasize sensory elements. Your customers need to feel, smell, taste and interact with the product. Product samples, testers, and one-on-one interactions with your staff will help your customers see the benefit of your product or service in their lives.
Your marketing isn’t about your product. In experiential marketing, your customers aren’t focused on learning about your product or service. They’re interested in the experience your product provides. Many campaigns don’t even feature a specific product – they focus on getting customers involved with something exciting that the company is doing. Examples of non-product-centric experiential marketing campaigns include branded sporting events, hosting concerts, or trade shows hosted at your place of business.
For more ideas and information on experiential marketing campaigns and how to make the best of them, contact Tucker/Hall.