Experiential campaigns are a relatively new trend in brand marketing. They offer a completely novel experience to modern customers who are fed up with and, therefore, skeptical of traditional marketing techniques. While sometimes confused with ‘event marketing’, experiential has a number of clear distinctions and unique advantages at which we are going to take a closer look.
What Is Experiential Marketing?
As it is pretty clear from the term itself, experiential marketing is about ‘experiencing’ a product in a physical space, which involves touching, viewing, tasting and using all other senses.
Many researches have proven that consumers are inclined to experiencing a product/service firsthand, preferably in the context of its potential role in their daily lives, before deciding to make a purchase. This is exactly the approach realized by Experiential Marketing: allowing the brand come alive for consumers, interact with them and create a sort of emotional connection with them in their personal space. This connection is formed by experiences provided within the campaign’s framework that are relevant and memorable to the consumer. Also, it is mandatory to stir positive emotions in people during experiential campaigns, for them to continue associating such emotions with that specific brand. As a result, both sales and brand loyalty are increased. Moreover, a consumer who has experienced your product/service, seen how it can fit in his life and truly liked it, is able to articulate your brand’s benefits and thus increase word-of-mouth referrals.
Yet, an even more outstanding advantage of experiential marketing is its effectiveness in growing customer lifetime value. The experience consumers got during a well-managed experiential campaign will encourage them to continue coming back again and again for more.
Three Indispensable Characteristics Of Experiential Campaigns
To drive all the benefits from experiential marketing, a campaign should:
1. Include product samples and have venue for trying them.
According to a recent survey, almost half of respondents assert that they are more likely to purchase something if they have the possibility to try it before. Any experiential campaign by definition must have a venue for trying product samples.
Nespresso succeeded in experiential marketing with their coffee boutiques combining the functions of showrooms and emporiums for tasting the product. Such strategy is much more effective than a straightforward trade experience.
2. Be well-targeted and well-timed.
The right audience, the right time and the right manner to approach them – these factors are critically important for the success of an experiential marketing campaign. An example to learn from is Doc McStuffin TV show by Disney. The show is about a preschool girl healing toys in an imaginary hospital, and, in order to both promote the upcoming series and boost merchandise sales, the company recreated the hospital in toys stores around the country and gave child visitors an immersive experience of taking the Doc’s role and diagnosing toy animals. The campaign enjoyed great popularity, and the company reported a 5.3% growth in sales of merchandise.
3. Physically involve one peculiar person.
It is a very desirable condition for experiential marketing campaigns to physically affect only one person to make the experience individual, unique and desired.
Bud Light spent a whole fortune on their Super Bowl campaign pranking one random man into spending the most splendid night of his life with llamas, ping-pong, Don Cheadle and Arnold Schwarzenegger. This money was worth it, for one single man’s experience turned into the sixth most shared video of this year’s Super Bowl.
Written by Lisa Urchyk
Editor at Epom
Epom – global provider of ad serving solutions