What Is Experiential Marketing Why Use It
The aim of experiential marketing is to connect with the consumer on many different levels. This strategy will not only appeal to their immediate visual or auditory reaction to your campaign, but also to their senses and logic. This means that it focuses on the full consumer response rather than on the actual product response.
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.
The engagement of as many of the consumer’s senses whilst using the various media platforms is imperative. You have to provide media that is visually enticing. However, it must also be able to make the consumer start planning what they can do with your product.
The requirement is to capture and retain their attention. The media has to be effective enough to hold that attention long enough for them to start feeling intense emotions. The campaign should be able to invoke this reaction every time the customer views whatever form of advertising media you utilize.
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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