There are two primary marketing problems today. One is that there is too much of it (marketing messaging) and the other is that we avoid or ignore most of it.
Traditional advertising (think television, radio and print media) has long lost its former effectiveness. And now, digital media technology, which surged in the last decade, is also challenged as consumers use ad blockers or are simply overwhelmed by messages rushing at them from all sides.
The answer is the “brave new world” of experiential marketing—a strategic combination of real consumer experiences and digital media technology.
What is Experiential Marketing, You Ask?
Think of experiential marketing as a means of helping consumers get real experiences with a brand. It is engaging, even immersive with the product, service or brand using appropriate human senses; as many as possible. Traditional media, on the other hand, simply presents, suggests and sells features, benefits and brand personality.
Those marketers using experiential technology seem to agree that using that it creates more direct consumer connections and builds more meaningful relationships with brands leading, most importantly, to loyalty.
Be Brave, Plan Strategically and Test Your Approaches
Experiential marketing is still on the “new frontier” so brand stewards need to see how this works before investing heavily in this new marketing methodology. It requires careful planning—you can’t just order up a twelve-week television schedule with your media buyer and track incoming sales. So, develop your strategic plan and test out your approaches, involving a combination of real experience and media technology.
Some Illustrations, Please?
Let’s say that you are selling a new running shoe. How about sponsoring some races and then award the winners with that shoe? You follow that with an award of additional branded merchandise when they post about their experience on social media.
Perhaps you have a beverage brand and need to create a more solid reputation for it as a ‘new wave refreshment product.’ Can you provide samples at beaches or swimming pools then tying into the participants’ social media technology use?
Experiential marketing is here, so give it a try!