Experiential marketing focuses on bringing unique and authentic experiences to customers. This can increase awareness, engagement, loyalty, and even direct selling.
This strategy uses a two-way approach. Customer involvement is a crucial point here.
For those of you who are running out of ideas to market your products, start-up online business owners who want to make a splash, or business owners who want to maintain customer loyalty, this article is perfect for you.
You can learn the basics of experiential marketing starting from the definition, types, examples and benefits.
What is Experiential Marketing ?
Experiential marketing is a marketing strategy by presenting authentic experiences to consumers. You can also call it “engagement marketing ”.
The approach is slightly different from other marketing strategies that tend to be one-way. This strategy has a two-way approach, so the company will bring consumers involved in the program created.
Above all, consumers can feel connected to your brand. In addition, the experience you provide will make an impression and influence purchase intentions.
EventTrack 2016 noted that at least 74% of consumers tend to buy products that are promoted with an experiential marketing approach.
Types of Experiential Marketing & Examples
After knowing the definition of experiential marketing, then we will introduce the types.
1. Class or Workshop
This method is quite common, especially among B2B.
This method is quite effective to connect with the audience. In addition, the audience can also get educational value from the event.
Actually, this kind of event is more suitable if held face to face. But now the company is starting to optimize teleconference applications to run classes or workshops.
2. Pop-Up Experiences
There are various forms of pop-up events. For example, bazzars, art installations, live performances, etc.
In principle, this event is temporary, not to last long. Events that are rare like this kind will make the audience interested to visit it soon.
One example is the Period Shop from Kotex. Kotex presents a pop-up shop that sells various menstrual needs.
This place also facilitates women who have menstrual problems. In addition, this Period Shop also facilitates discussions about menstruation in general.
3. Single-Person Events
Experiential marketing doesn’t have to affect many people at one time. Providing a unique experience to one person at a time can also work effectively.
With a note, the experience must be truly unique so that it gives a deep enough impression and can affect the feelings of others.
One example is the single-person event that Coca-Cola designed to promote the film SkyFall.
The concept is to challenge someone to become James Bond.
People who buy Coca-Cola at the feeding machine will be challenged to go to the feeding machine elsewhere within 70 seconds. During the journey, they will encounter many obstacles. The reward is a ticket to the James Bond film Skyfall.
4. Product Showcases
This method is not just showing off the product! If so, how is it different from displaying products in stores?
This method can work effectively if you can come up with something creative. For example, at the event you give a demonstration and give consumers the opportunity to try it.
This kind of event is also quite effective for educating potential consumers about your product.
An example is the E3 Expo. Actually this is a big event that facilitates many parties in the game industry. For example, game developers, publishers, console manufacturers, computer manufacturers, etc.
Each company will usually have a booth to display their products. During the event, visitors have the opportunity to try out various devices or play various available games.
5. Direct Mail
Experiential marketing strategy is basically not limited to an event or event marketing .
The ultimate goal is to create an authentic and meaningful connection between the customer and the brand. You can achieve this with creative concepts such as direct mail.
This method takes a personal approach. Usually the company will provide a shipment with a specific message.
One example of direct mail that is quite unique is Nestle’s campaign to launch Kit Kat Chunky in the UK.
Nestle sent several postcards to potential customers. They designed the postcard in such a way that it looked like a Royal Mail card.
On the card it was written that the item was too big to be delivered to their mailbox. Then there are instructions for the recipient to pick up the free Chunky Kit Kat at the nearest store.
Those are some types of experiential marketing and examples. You can learn from the examples above or other examples. Studying real case examples will give you better insight .
Benefits of Experimental Marketing
This strategy is not only powerful , but also provides long-term benefits.
The following are some of the benefits that you can get by implementing an experiential marketing strategy :
- Connections with more authentic customers. Consumers are tired of traditional promotion methods. With experiential marketing , you can provide a pleasant experience for consumers. From there, an authentic connection between brands and consumers can be realized.
- Consumer loyalty. An authentic connection will create a deeper impression. This will make consumers survive and remain loyal to the brand .
- There is a social impact. Consumers tend to want to share experiences, especially on social media. If you can provide the best possible experience, then it’s just a matter of time it will spread and be the talk. This means that awareness and word of mouth promotion will increase.
- Capture new customers. Effective word-of-mouth can easily attract new customers.
Experiential Marketing : Increasing Awareness Through Meaningful Experience
Experiential marketing is basically about creating valuable relationships between brands and customers. It’s about two-way interaction, not just product promotion to a passive audience.
There are many types of experiential marketing . Every event that is executed successfully turns out to be very influential on purchase intention.
This strategy is a golden opportunity to increase direct selling, old customer loyalty, and new customer interest.
In addition, brand awareness and brand exposure will also increase drastically. This comes from the participants’ experiences they share .
This is in line with McKinsey’s research which states that 50-80% of experiential marketing is a strong catalyst in ” word-of-mouth ” marketing .
Experiential marketing can be one of the best options for marketing your product. The impact can be very powerful, beyond marketing strategies in general. You just need to think creatively, to be able to provide a unique experience for customers.
For those of you who want your business to grow, don’t hesitate to apply this strategy. However, it’s a good idea if you also combine it with other sales-boosting strategies, such as maximizing the use of your website .
One trick is to find a domain name that represents your business image well.
Then, boost your sales by implementing an experiential marketing strategy as we detailed above. Hope this reference can help you.