What is experiential marketing?
The world is evolving and so are marketing strategies and campaigns. Traditional advertising campaigns have evolved in the last decade from television, newspaper and magazine campaigns to in-app advertising campaigns. However, lately, a new form of promoting strategies has been implemented in the form of experiential marketing. But what exactly does that mean? An experiential marketing agency is going to create a campaign based on the first experience of the possible customers and clients with their products. Big names in various industries had that kind of advertising campaigns: Nike and Heineken. But what is such a campaign exactly?
Experiential marketing or event marketing
Experiential marketing campaigns are based on the idea of some kind of emotional experience of the possible costumer with their products and are based on human psychology. For example, Milka had a campaign in which where manufactured a large number of chocolate bars (10 millions), each missing a piece of chocolate. The “missing-pieces-customers” had two options: to have the lost piece sent to them or to someone they love. The idea behind this campaign blends in beautifully with all Milka campaigns: sharing is caring. Having the missing piece sent to someone they love, the company made sure a larger number of people will be aware of their campaign and will somehow be touched by it.
The story behind the brand
Making sure that people are aware of the philosophy behind the company will enable them to make connections with the company itself and with other people involved as potential customers in this whole first experience marketing strategy. When creating this kind of advertising strategy you want to visualize the reactions people will have, according to your company’s philosophy. You want them to feel empowered. You want them to feel cared for. In addition, you should aim at continuing or complementing a story developed in a previous marketing campaign to reach its maximum efficiency. Another important aspect is timing. The most appropriate period for this kind of campaign is close to an anniversary. For example you could implement it close to your company’s 10/50/100 years anniversary and this way you could mark that event in a memorable manner.
Bold approaches are the most effective
Malls are one option for such campaigns and it is understandable. Nevertheless, you could consider locations that are more reliable. Train stations, public pools are also great options, depending on your products and the category of customers you are aiming at. Make stories and make your customers a part of them when they do not expect it.
Experiential marketing strategies are more elaborate than the traditional ones but they are a lot more effective. They are more probable to increase your company’s popularity, by creating strong connection with your customers, by making them sympathize with the entity represented by it. First experience marketing campaigns are also a bit more expensive than the traditional ones but they are definitely worth it. So next time you are considering to promote your products you should ask specialised agency about this topic.