There are many names of experiential marketing, but perhaps the most befitting is event marketing although the type event is quite different from conventional events hosted for traditional marketing. Event marketing is nothing new because we are all familiar with trade shows, conferences and sponsored exhibitions where people gather on a showroom floor and mix and mingle in a casual atmosphere in between sessions and breaks for networking. But the kind of event hosted during experiential marketing is quite different like organizing mobile tours, pop up activations, using interactive art installations and living walls to create memorable brand experiences while helping companies to stand out. A nicely designed marketing campaign created by an experiential marketing agency is so much eye-catching that consumers would find it hard to stay away from it.
Connecting through an emotional experience
Everyone who sees a live program of brand promotion unfolding before them would find every reason to take an interest in it. Such is the attraction of experiential marketing that aims at bonding with consumers at the emotional level by exposing them to the brand and giving them a chance to evaluate it. The campaign creates a buzz that people keep talking about the brand, and the memories are so deeply entrenched that they would remember it much more and for a longer time than all others. To take the campaign a step ahead, marketers infuse the right digital components into it so that you can spread the message over the internet and reach out to people everywhere. It is a grand way of letting people know about your product without indulging in traditional advertising that consumers do not like.
Setting up the campaign
The competition in experiential marketing is quite intense, and you must stay at the top of the game by keeping your fingers on the ever-changing trends that set the benchmark for the best practices. The market place is very fickle as consumer taste, and affinities can change at any moment.To stabilize the marketing campaign, it is necessary to create a voice that stands out from the chorus in the background of the competition. At the same time, the campaign must have the required agility to bring in a new narrative to suit the conditions whenever needed. Marketers and consumers go through a process of continuous evolution, and the expectations of consumers keep changing. Therefore, it is essential to design the marketing campaign in such a way that it stays ahead of the competition and keep evolving with consumers to offer them a better experience.
We will now discuss some cutting edge strategies in experiential marketing that helps to connect better with consumers by conveying the right message while creating an identity that separates the brand from the rest in the crowd.
Bringing brands and consumers face to face
Experiential marketing draws its inspiration from event marketing, but the focus is not on selling so much as it is on creating long-lasting relationships with consumers by offering them an immersive experience with the brand. The aspect of bringing consumers face to face with brands is the specialty of experiential marketing. The meeting between brands and consumers create the most memorable experience that puts the company not only ahead in the race but also in a position that earns wide recognition. The result is a lasting emotional connection between brands and consumers that create the right noises (buzz) which helps to measure the campaign performance.
Engaging consumers around their passion points
Reaching out to consumers by respecting their choices is at the heart of experiential marketing which takes all care to ensure that consumers do not react in the same way as they would have done for traditional advertisement-based marketing. Consumers are ready to go to any extent to maintain their privacy and enjoy uninterrupted media experience by blocking online ads that are just too intrusive. They also do not mind to pay for keeping pesky marketers at bay by choosing streaming services like Hulu, Netflix, and YouTube Red. The framework and approach of experiential marketing weeds out the evils of traditional marketing that make consumers wary. It makes room for engaging with consumers in the way that pleases them by stoking the right emotions to create a close bonding with the brand.
The brand experience
Brand experience consists of not just one experience but the collective experience about the brand when consumers interact with it closely. The more opportunities that consumers get to evaluate a brand by getting a feel about it the better would be the brand experience. Brand experience is the sum of everything that tells about the brand including every interaction and every touch point.
Creating the brand experience is all about accompanying consumers in their journey of brand discovery and experiential marketing gives ample opportunity to craft the most memorable branding experience.
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