One of the many reasons why marketers are turning towards Experiential Marketing is because there are issues with the effectiveness of traditional methods of marketing and advertising. To elaborate on the above, traditional marketing approaches have treated consumers as passive recipients of messages. But Experiential Marketing has the capacity to invoke a conversation and thoroughly engage the customer in a dialogue, thereby boosting active engagement and facilitating the building of a chord between the brand & the customer.
The Value of Experiential Marketing
Experiential is a uniquely fast and effective approach to building brand awareness through one-to-one connections with consumers. Rather than simply giving a message through advertising, experiential marketing allows consumers to experience something tangible, which they will then associate with the brand. It is important to understand that experiential marketing is not simply an alternative way to market a brand or its products. Instead, it provides real and unique value in terms of educating, improving perceptions and building lasting relationships.
If you’ve been following any/every type of marketing trends, you would know that most communication is focused on drawing in the millennial; and that is because, as of now, millennials are the largest living generation. A key thing to note here is that this generational group has more of an emotional connection with brands than any other generation in the past.
These two factors combined, make, experiential marketing an extremely potent tool for brands willing to reach out to their target group.
From a marketer’s point of view, experiential campaigns involve a lot of preliminary research. As a result, experiential campaigns can be more time-, labour-, and cost-intensive than other forms of marketing. Eventually, experiential marketing tactics can get you big results, but you have to be willing to contribute an effort to match.
So, if you’re revved up by the prospect of providing your customers with fun, interactive experiences that give them a real feel of the brand, leaf through the following articles to know how you can turn an ordinary marketing exercise/event into a thoroughly refined & high-on-engagement experience!