Experiential Marketing

Written by Linda Alexander
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Experiential marketing uses a holistic approach to marketing. Buying decisions aren't based merely on logical thought; they are largely determined by a customer's experience with a product. Many companies like Saturn, Coca-Cola, and Apple realized this years ago; other companies are finally catching on. If you haven't brought experiential marketing into your advertising sphere, it's time you reconsidered your strategy.

Experiences are more than just interacting with a company, product or service. They also happen in your mind; they can be emotional events that stimulate memories or moods. They can be intellectual events or actual use of the products. Experiential marketing goes far beyond traditional marketing methods--it gives consumers multiple opportunities to see, hear, touch, or taste your product or services.

Experiential marketing campaigns are not developed much differently than traditional marketing campaigns. Developing your experiential marketing strategy involves first identifying your company's or product's identity, then deciding how it will look, feel, and sound to your customer. A secondary aspect is figuring out the potential ways to deliver the message to your customers, such as through packaging, a website, and customer service. Marketers must then use in their campaign every possible experience customers may have with the company or product.

Experiential Marketing Works Smarter, Not Harder

I don't need to tell you that traditional marketing methods are not enough anymore. Rather than working harder at reaching consumers, marketers must work smarter. By using guerilla marketing tactics, you will have an edge over the competition and your consumers, naturally, will have a better experience with your company and your products. Why limit your product to one method of advertising? Reach out and involve your customers with your product on every level with experiential marketing.

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