What is Experiential Marketing
Experiential marketing is a form coque samsung j4 of advertising that focuses primarilyon helping consumers experience a brand.
While traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. In this way, experiential marketing can encompass a variety of other marketing strategies from individual sampling to large scale guerrilla marketing.
In the end, the goal of experiential marketing is to form a memorable and emotional connection between the amazon coque iphone 4s silicone consumer and the brand so that it may generate customer loyalty and influence purchase decision.
History and Development:
As B. Joseph Pine II and James H. coque samsung galaxy j5 chat state in their book, The coque samsung j3 2017 liquide paillette Experience Economy, the number of goods and services has increased making the industry as a whole increasingly competitive and crowded. They illustrate that brands must begin to provide consumers with memorable events and engagements that allow the brand to stand out from the clutter of their competitors. Livy coque iphone 4 et 4s difference Alvey, in Relationship Marketing, explains further that brands facing identical competitor products can create brand loyalty by focusing on the emotional connection.
Marketing Strategies that go into Experiential Marketing:
Brands utilize a variety of marketing strategies in order to achieve this emotional connection with their consumers. When it comes to which marketing strategies to use, it depends more on how they are used, the target demographic of the product, and the emotion that the brand wants to associate with itself.
On July 10th, Adidas organized the “D Rose Jump Store” in London to promote Derrick Rose’s signature Adidas sneakers. Although the concept was simple (use Derrick Rose’s presence to create buzz among fans), Adidas took it to another level by adding depth to their activation. In addition to meeting the famous Chicago Bulls point guard, fans had the opportunity to win a free pair of the signature sneaker if they could jump 10 feet to reach them. By having participants coque samsung note jump the same distance needed to reach a regulation basketball hoop, it gave each consumer perspective into the basketball player’s life. Whether participants walked away empty handed or with a new $100 set of shoes, they all had an experience that they will always remember and associate with Adidas.
For some brands, a custom made store that is only open for one day is unnecessary to experience their product. Landshark Lager is confident that in the right setting, there is nothing better than their American lager. So on October 7th, the brewery targeted popular pools in the Las Vegas area and provided free samples of their beer. Landshark capitalized on the refreshing feeling of going to the pool on a warm day to communicate that their beers can be just as refreshing. Landshark was able to create an experience for their consumers with a relatively inexpensive and straightforward distribution strategy.
When Brands Use Experiential Marketing
Brands most often use experiential marketing either to enhance and complement a traditional advertising campaign or to stand out at a popular event or conference. However, as honest internet virality gains more and more influence, many brands have begun executing experiential marketing campaigns that exist on their own.
To bolster a television spot that AdWeek described as “mediocre”, Coca Cola organized an experiential marketing activation in which consumers take on the role of coque iphone 4 chic a Double O agent and sprint through a train station. After purchasing a Coke Zero, the coque samsung s9 vending machine challenged drinkers to reach another coque samsung j5 2015 standard section of the train station, weaving through pre planned obstacles, in order to receive free tickets to the newest Bond film, Skyfall. coque iphone 4s oreille de lapin In addition coque samsung j3 2016 a porte baque to giving each participant a Bond like experience they will never forget, an edited taping of those participants went viral (currently sporting over ten million views).
A more endearing example of experiential marketing, and one that illustrates a campaign that stands on its own, is one recently activated by Milka. The chocolate brand made the effort to manufacture 10 million bars that were missing one piece. coque de samsung j3 2016 noir et blanche Puzzled chocolate eaters then learned that the one piece had been set aside for them to choose whether they would want it mailed back to them or mailed, with a personalized message, to a friend or loved one. This campaign helps the brand not only form an emotional connection with its consumer, but also to whomever the consumers decides to send the single piece of chocolate to.
Founded in 2001 with the idea that “all media is social”, Attack! Marketing is a multi channel lifestyle agency specializing in experiential, coque iphone 4s quad promotional, and talent services. Attack!’s creative, data driven approach to marketing helps brands reach target consumers by driving meaningful trial conversion in live, digital, and non traditional settings. With offices in coque samsung j6 Los Angeles, New York and San Francisco, Attack! provides a rare blend of fresh thinking, industry insight, and expertise to deliver one of a kind brand experiences.
I love the idea of Experiential marketing. Thank you for this in depth article and for providing great examples. I believe Information Processing Theory coque star wars samsung j5 can explain why experiential marketing is an effective tool. People can better retain information and coque huawei p10 eventually transfer it to long term memory if a piece of information is accompanied by an action (which involves the different senses) and if these actions are repeated. While some of the examples given in this post are one time events, the retention of information is still stronger compared to traditional forms of advertising. Incorporating an action (jumping) to a brand (Adidas) has more impact to the memory (and therefore increase association) than simply seeing a brochure or a 30 second video.
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