When using Experiential marketing, your intention should be to attract your customer on various levels. The campaign should appeal not only to their auditory or visual senses, but to their logic and all the other senses as well. The purpose is to hone in on the consumer's full reaction rather than on the reaction to the product in isolation.
Traditional marketing strategies aim to sell the features of a product and the benefits that would be derived from it. Experiential strategies aim at involving the consumer at an emotional level. The purpose is also to establish not only brand loyalty, but company loyalty.
Marketers have to put themselves in the customer's position. You have to consider what they are going through when they view your marketing campaigns. Think about what they would be feeling, what their immediate initial response would be.
Try to attract and activate as many of the viewer's senses while you are using the different marketing platforms. The first step is to have campaigns that will attract the customer on a visual level. Beyond that, it should be effective enough to have the consumer already planning the purchase of the product and how it will be used.
Put them in a position where they can see themselves living with your product. When using this strategy it is important to capture the attention of the customer. You also need to hold that attention long enough for them to experience those emotions. A good campaign should aspire to inspire these feelings every time the customer happens to view the display, the website or whatever form of advertising media you use.
Bear in mind that the purpose of this type of Experiential marketing is to encompass the consumer entirely. The emotions that your campaign stirs should make them feel that they will be purchasing a package which will become part of their life. This will ensure that they continue using your product.
Traditional marketing strategies aim to sell the features of a product and the benefits that would be derived from it. Experiential strategies aim at involving the consumer at an emotional level. The purpose is also to establish not only brand loyalty, but company loyalty.
Marketers have to put themselves in the customer's position. You have to consider what they are going through when they view your marketing campaigns. Think about what they would be feeling, what their immediate initial response would be.
Try to attract and activate as many of the viewer's senses while you are using the different marketing platforms. The first step is to have campaigns that will attract the customer on a visual level. Beyond that, it should be effective enough to have the consumer already planning the purchase of the product and how it will be used.
Put them in a position where they can see themselves living with your product. When using this strategy it is important to capture the attention of the customer. You also need to hold that attention long enough for them to experience those emotions. A good campaign should aspire to inspire these feelings every time the customer happens to view the display, the website or whatever form of advertising media you use.
Bear in mind that the purpose of this type of Experiential marketing is to encompass the consumer entirely. The emotions that your campaign stirs should make them feel that they will be purchasing a package which will become part of their life. This will ensure that they continue using your product.
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