What is a consistent brand experience & How do you achieve it?
May 13, 2021

25/05/2021

Why experiential marketing matters


Why Experiential Marketing Matters

 

Where’s the best place to watch a movie? 

 

A. On your phone, while you’re commuting?

B. In a dark cinema with surround sound and a giant screen?

 

Let’s face it; most people would say answer B because it’s a no brainer. In the cinema, you can immerse yourself in the sounds and sights and let yourself be transported to another world for a couple of hours.

 

Streaming on your phone might be convenient, but it’s harder to focus on the story and even harder to be ‘in the moment’ when the story twists and turns.

 

And this example, silly as it is, is why experiential marketing matters.

 

So what is experiential marketing?

 

It’s sometimes called live marketing or event marketing experience, but they all do the same thing: immersing consumers in a brand or product with an experience that makes an impact.

 

Think of the five senses we use to experience life and compare it to how digital or print marketing reaches consumers. Digital marketing can appeal to the eye or tell a story, but you can’t smell it, touch it, hear it or taste it. It isn’t personal.

 

With experiential marketing, you can tell your story so that consumers can experience it with all one or all five senses.

 

Why does experiential marketing make a difference to brands?

 

With other marketing strategies, the consumer is generally a passive participant. Experiential marketing leaves a long-lasting impression in a way that a traditional ad can’t.

 

Using experience as a marketing tool helps the consumer to understand your core values through a direct relationship, a relationship they can’t and don’t ignore.

 

When people have a bad experience, they’ll tell anyone that listens, both real-life friends or the hundreds they have on social media. 

 

The same is true of positive experience, so people will shout it from the rooftops if you give them a great experience.

 

People like to feel they have a personal connection with a brand, and experiential marketing will do that more immediately and more powerfully than any other strategy.

 

This report by Event Marketing Institute reveals some incredible statistics:

 

● 98% of consumers create digital or social content at events or experiences, and 100% share that content

● 74% of consumers state that branded event marketing experiences have proven to be more likely to purchase the product

 

The reach of experiential marketing is impossible to ignore.

 

 

Customer Retention: The Holy Grail

 

Consumers are loyal to brands they have a relationship with, and experiential marketing can create the relationship in the first place. It then feeds the relationship afterwards by brands giving more value than they take.

 

You might sell kitchenware, shoes, makeup or confectionery, but how do you get consumers to experience your products and keep coming back for more? 

 

If you take the example of Nike+ Run Clubs, you can see how the brand has created an experiential connection to the brand through access to experts and allowing consumers to use their products. 

 

When customers need to replace their running gear, the Nike brand becomes the apparent choice through brand appeal and loyalty.

 

So could your kitchenware brand host a baking competition? Has your makeup brand run masterclasses? Or your confectionary brand made an edible work of art?

 

 

Think about how your brand could connect with individuals in a meaningful way. How can you engage their senses and make them want to share their experiences as an army of brand ambassadors and social sharers?

 

When you’re in a crowded market, you need to stand out from the competition. Experiential marketing is the fastest, most efficient way of building connection and loyalty personally and authentic.

25/05/2021

Why experiential marketing matters


Why Experiential Marketing Matters

 

Where’s the best place to watch a movie? 

 

A. On your phone, while you’re commuting?

B. In a dark cinema with surround sound and a giant screen?

 

Let’s face it; most people would say answer B because it’s a no brainer. In the cinema, you can immerse yourself in the sounds and sights and let yourself be transported to another world for a couple of hours.

 

Streaming on your phone might be convenient, but it’s harder to focus on the story and even harder to be ‘in the moment’ when the story twists and turns.

 

And this example, silly as it is, is why experiential marketing matters.

 

So what is experiential marketing?

 

It’s sometimes called live marketing or event marketing experience, but they all do the same thing: immersing consumers in a brand or product with an experience that makes an impact.

 

Think of the five senses we use to experience life and compare it to how digital or print marketing reaches consumers. Digital marketing can appeal to the eye or tell a story, but you can’t smell it, touch it, hear it or taste it. It isn’t personal.

 

With experiential marketing, you can tell your story so that consumers can experience it with all one or all five senses.

 

Why does experiential marketing make a difference to brands?

 

With other marketing strategies, the consumer is generally a passive participant. Experiential marketing leaves a long-lasting impression in a way that a traditional ad can’t.

 

Using experience as a marketing tool helps the consumer to understand your core values through a direct relationship, a relationship they can’t and don’t ignore.

 

When people have a bad experience, they’ll tell anyone that listens, both real-life friends or the hundreds they have on social media. 

 

The same is true of positive experience, so people will shout it from the rooftops if you give them a great experience.

 

People like to feel they have a personal connection with a brand, and experiential marketing will do that more immediately and more powerfully than any other strategy.

 

This report by Event Marketing Institute reveals some incredible statistics:

 

● 98% of consumers create digital or social content at events or experiences, and 100% share that content

● 74% of consumers state that branded event marketing experiences have proven to be more likely to purchase the product

 

The reach of experiential marketing is impossible to ignore.

 

 

Customer Retention: The Holy Grail

 

Consumers are loyal to brands they have a relationship with, and experiential marketing can create the relationship in the first place. It then feeds the relationship afterwards by brands giving more value than they take.

 

You might sell kitchenware, shoes, makeup or confectionery, but how do you get consumers to experience your products and keep coming back for more? 

 

If you take the example of Nike+ Run Clubs, you can see how the brand has created an experiential connection to the brand through access to experts and allowing consumers to use their products. 

 

When customers need to replace their running gear, the Nike brand becomes the apparent choice through brand appeal and loyalty.

 

So could your kitchenware brand host a baking competition? Has your makeup brand run masterclasses? Or your confectionary brand made an edible work of art?

 

 

Think about how your brand could connect with individuals in a meaningful way. How can you engage their senses and make them want to share their experiences as an army of brand ambassadors and social sharers?

 

When you’re in a crowded market, you need to stand out from the competition. Experiential marketing is the fastest, most efficient way of building connection and loyalty personally and authentic.

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