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| Experiential Marketing |
By:
Shelly Arora |
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Experiential marketing combines the terms ‘experience’ and ‘marketing’ to create a potent mix. It’s a very unique method of marketing. Experiential marketing is a concept that has caught the fancy of many reputed companies and the fact that they have been able to reap some real benefits out of it shows how effective this type of marketing really is. But the point is that it is effective only if done the right way.
To be able to do it the right way one needs to clearly understand the concept in the real sense. Experiential market is a pragmatic approach to marketing brand, product or service taking into account customer sensibilities. To be able to execute it rightly, one has to understand how exactly a consumer reacts to a particular product or service. It has to be understood what the consumer expects, desires and hopes for.
What exactly is the thought process or logic involved when a customer establishes a connection with a certain brand or product? What makes him choose it? What creates brand loyalty? These are the questions that need to be answered in order to formulate an effective experiential marketing strategy.
Gone are the days when companies were able to lure and entice people towards their products by putting up ads on the radio. People still listen to the commercials, but more and more people are becoming tired of listening to them. The orthodox, conventional, age old practices of advertising and marketing are increasingly failing to make impact and produce actual results. People now are more mature and intelligent in making their choices.
One needs to understand how the new generation consumer makes his selection. It’s more based on his awareness and personal experiences and experiences of his peers. Before one makes a purchase one does his bit of research whether by searching for the product on the internet or talking to people who have been using it.
The new age experiential marketing not only involves creating advertisement campaigns that are eyeball-grabbing, which certainly is inevitable considering people’s rather short span of attention, but combining it with something that they could relate boosting the credibility of the product or brand. It can involve feedbacks and testimonies of consumers of the product putting the brand in a positive light and marketing it as a much sought-after and preferred product.
This could be done through Television commercials, billboards and the print media. Internet could also prove to be a very effective media and blogs and forums on a product could enhance the marketability considerably. Because experiential marketing is a company that is a frontrunner when it comes to experiential marketing solutions and is a perfect partner for those that like moving ahead in the race. For more information visit here: http://www.becauseexperiential.com |
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