Experiential Marketing Defined

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Experiential Marketing Defined

May 21, 2019, 05:57 AM

Experiential marketing or engagement marketing is the method where companies and brand values directly interact with the customers through participatory events such as hands-on, feedback, test drive and so on. In industries, this type of marketing often called as a live experience marketing too.

Purely customer-centric events will be arranged in this segment to make the customers understand what the brand stands for instead of what the company provides to its customers. Use the marketing strategy to master this marketing method. You can find that there are a lot of differences that distinguish this marketing method from others.

Click here to read more about the differences between the traditional marketing and experiential marketing. The ideas of this marketing method can be used in two different ways. One is for larger companies which are used to do a campaign to open the pop-up shops in a grand way.

Jewellers like Kalyan and Joy Alukkas prefer this all times and we knew it. Another one is brand activations for the smaller business. They do smaller art installations in the expo and at the malls. You happen to see them every day or every week. It becomes normative.

Examples for Experiential Marketing you should know

AR Experience from Coca Cola in 2018 Football world cup

Germany hosted the world cup Football in the year of 2018. Coca Cola is one of the main sponsors for FIFA. This corporate giant put up an augmented reality setup just outside to the Zurich railway station where contestants can participate and show their football skills and get the chance to win the match ball of the FIFA. People who love football participated and competed with the player who appeared on the screen.

This is how the company entertained the diehard fans of the Football in Zurich.

Samsung Studios

I have described this event in another blog, but if you are new to our site, you have to know what the smartest smartphone makers of the world had done in the 2012 Olympics. Samsung arranged studios in various places of London, which includes Broadgate, N1 Centre, Islington, Westfield Stratford, Canary Wharf and One New Change.

At that time Samsung just launched its biggest premium smartphone called Samsung Galaxy S3. Also, this company sponsored the games and tried to attract new customers simultaneously. Asked the players and visitors to play Samsung’s Olympic games on S3 or to have the photographs using Galaxy S3. Photos instantly converted into personalized badge. S3 are placed all the studios just to give the experience to the participants, not for sale.

Pros and Cons

Pros

In this segment you can narrow the event to the limited audiences / Customers so that you can avoid unsolicited guests from the middle of nowhere. This marketing method is tangible and offline. You are providing your product directly to the customers so that you can get the feedback instantly.

You don’t have to promote your brand online. If your products up to that mark your customers do behest of you. Many marketing methods may come and go in the industry, but nothing can beat the word of mouth advertising. (WOM is the short form). Your offline advertisements are very real like “no preservative added”… no lies and no dramas.

Cons

You can’t achieve more and reach the products to the maximum in a given time. Offline marketing and word of mouth advertising are very useful, but you will lose the customers who prefer online feedbacks and studies rather than the words from people.

If you are about to survive long in the industry and wanted to give the best impressions to customers for the long-lasting period, then you should definitely try these marketing methods at least once in a while.

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