Why do we choose to go to a concert when it is easier to listen to the exact same music at home? Why do we prefer to watch a football match at the stadium instead of watching it live on television?
The answer can be summed up in a few words: the strength and power of feeling, having a complete and memorable experience.
There is something viscerally different about participating in an event in a way that allows you to be a part of the event, rather than just witnessing it through a technological conduit. The unique combination of senses like sight, sound, textures, taste and smell, and various emotions, add up to create a customer experience that is simply not available through other means. It is for this reason that it is also called “sensory marketing”.
In an age where the majority of customers are focused on personalized shopping experiences and want meaningful interactions with brands before making a purchase, experiential marketing is now essential for any business to develop a modern marketing strategy. .
What Makes Experiential Marketing So Powerful?
Experiential marketing is all about creating a meaningful connection between a brand and its customers. More than the simple commercial promotion of a product disseminated to a passive audience, experiential marketing aims to encourage customers to actively engage with a brand’s identity and its core values.
By providing an immersive customer experience, a brand is more able to create a strong and memorable impression on the minds of its audience, which will stay in the Canada Phone Number List Database minds much longer than any advertisement.
74% of consumers say that engaging in branded event marketing experiences makes them more likely to purchase the products that are promoted.
For customers, experiential marketing offers the opportunity to directly interact and build a meaningful and enjoyable relationship with a brand. Even if you organize an event that caters to thousands of people, everyone will come away with an experience and a pleasure of their own.
For brands, especially small businesses, this concept of experiential marketing represents a golden opportunity to increase customer loyalty and direct sales. Successful experiential marketing campaigns don’t just showcase their brand to people. They are used to activate new customers and introduce them to their sales funnel. Thus, 65% of brands that have already organized this type of event say that their experiential marketing efforts result in direct sales.
But beyond that, experiential marketing also offers a way to dramatically increase brand awareness, as well as their exposure and image, either by turning their audience into brand ambassadors or by encouraging attendees to share their experience. positive experience on social networks or on the web, via photos or videos.
The principles and logic behind experiential marketing
In order to truly understand what experiential marketing is, it is first of all a matter of identifying the elements that are necessary to achieve a great “branded experience”. A good brand experience should always involve these three elements:
Active participation and public engagement
Promotion of the brand’s message and values
Providing lasting value
1) Active participation and engagement
The first step in any great branding experience is to enable your audience to actively engage with your brand. This can be done through different approaches or tactics, such as simply taking a photo and sharing it on social media following an activity, a game, etc.
2) Promotion of the brand’s message and values
More than just promoting a certain product, a good brand experience should be about the brand first. It’s not enough to just tell your audience why your brand is the best, because they might not always get the message. But giving your audience members the opportunity to experience it for themselves ensures that the message and sensations perceived during your experiential marketing effort will remain etched in their minds for a long time.
3) Providing lasting value
Finally, a good brand experience is one that offers lasting value to the public. This is the part where many brands often fail when it comes to experiential marketing because they focus entirely on creating short-term value. A good brand experience is one that sticks to the mindset of its participants, speaks to them, and encourages continued interaction with the brand long after the fact.
The main types of experiential marketing actions
Now that we have fully defined the concept of experiential marketing, and explained why it is so powerful, let’s take a look at the different types of experiential marketing tactics that you can use for your business and deliver to your audience.
When it comes to experiential marketing, what usually comes to mind is the “pop-up” event. Pop-up events can take many forms, such as pop-up shops and outlets, art installations, and even live performances.
But the main goal of a pop-up event is always to improve the ordinary everyday experience of consumers.
What makes pop-up experiences so fun and engaging is that by their very nature, they’re not designed to last. This activates a feeling of scarcity within the target audience, who normally rush to be part of the experience before it ends.