Experiential marketing is one of the most effective tools that are out there today to get customers involved and make them remember your company – as long as it is done correctly. Those who are not using experiential marketing are missing out on a huge number of new customers and a major chance to inspire customer loyalty. Many people are still using traditional marketing such as television, radio and print; even internet can be considered traditional by the standard of experiential marketing. But those who take advantage of experiential marketing and do it correctly are able to make a huge impact on their business.
Traditional marketing like television and radio advertising do a fairly effective job of communicating product benefits and getting the brand name out there. Internet marketing also does a terrific job of reaching a targeted audience. But experiential marketing is different. The goal of experiential marketing is to provide the customer an immersive experience. Studies have shown that customers who participate in experiential marketing are much more likely to buy from the brand that organized it. There is no doubt that experiential marketing is effective.
Experiential marketing is a type of advertising where the customer is invited to participate. By engaging the customer with more than just standard advertisement visual and audible clues, you create a much stronger memory and a much stronger bond with the advertiser. Experiential marketing can use lots of different strategies from various types of marketing out there, but the goal is to form an emotional connection between the consumer and the brand so that you can build customer loyalty.
Brands that use experiential marketing utilize a number of strategies to create that emotional connection. In order to understand what experiential marketing is, the best way is with an example of how it is done correctly.
The first example that we will look at is one that was done by Zappos. This example is so good because it was actually done in conjunction with another brand’s experiential marketing efforts. Google was offering people free cupcakes if they would take a picture with the new Google app. Zappos found out about this event and set up their own little booth near the Google cupcake truck and offered people a prize to feed their cupcake into a cardboard box booth. They would then receive a gift package from Zappos and the bottom slot like a vending machine.
Another great example of experiential marketing in action was a automatic credit card swipe machine with the display screen set up by the charity Misereor. People swipe their credit cards and actually saw something happen as a direct result of that swiping such as a loaf of bread being sliced if they were donated to hunger or a set of robes tying someone’s hands behind their back if they were donating to eliminate slavery or oppression.
Both of these campaigns give perfect examples of how to use experiential marketing correctly.