You may have heard the terms ´live marketing´, ´on-ground marketing´ or even ´engagement marketing´ being thrown about by senior sales managers at work and wondered what these terms meant. Rather than making things complicated, if you combine all these terms and more, you get the newest trend in marketing which is known as ‘experiential marketing’.
While there are different theories behind presenting a brand, this type of activation deviates from traditional methods of letting consumers know the value and benefit of a product. Rather, as its name implies, experiential marketing is a strategy adopted in advertising that is more centered around encouraging consumers to experience a certain product or brand or looking for ways to place brands products among the consumer. There are many methods being adopted to persuade consumers into the immersive experience with the ultimate goal of supporting clients to develop emotional connections that would lead to brand loyalty. Seems interesting?
What is Experiential Marketing
Best Practices to Succeed in Experiential Marketing
The brands that do succeed in this form of marketing are those that go beyond the everyday PR activities and social media promotions. The brands that really pull out all the stops and create an impression enough for individuals to want to engage with the brand is often the one that succeeds. So how do you know if you have succeeded ? A trademark of a successful brand campaign is when individuals repeatedly return to engage with the brand believing it has created life changing value. A key component of this marketing approach and a best practice is that consumers are placed at the heart of the initiative. Place yourself in the shoes of one´s consumer, when you see through their line of view, you will automatically foster a brand warrior attitude.
Storytelling and Experiential Marketing go Hand in Hand
An important aspect in experiential marketing, is the ability of marketers to weave a humanistic and relatable story. It is said that those who identify with stories, develop stronger emotional ties to a brand, and foster the right emotional reaction that marketers crave. Consumers are more likely to mimic the brand’s story having identified with it emotionally. The best stories told through advertisements are those that deal with truthful issues infused with characters that are relatable.
Securing Jobs in experiential marketing
Countries like Australia, the UK and USA are at the forefront of this industry, with huge numbers of ‘influencers’ and brands jumping on the bandwagon. In fact, it’s a great time to move into this industry and secure jobs working for agencies and brands, as they all seek out the latest trends and people with the creative know how to drive this new marketing trend forward. If you think this could be you, why not take a free Australian visa assessment or one for the USA or Canada? You never know, this could be the career you’re looking for.
Pros of Experiential Marketing
An experiential marketing strategy encourages consumers with a feel-good factor which is essential to develop brand ambassadors. Consumers who are happy will continue to remain loyal and will spread the message of positive vibes associated with the brand. Research conducted by Ogilvy and Google revealed that word-of-mouth advertising from consumers encouraged by this method was more influential in leading to successful purchasing decisions. This influence by loyal consumers outweighed that of any other form of advertising be it print, television, film or web. As such it is now believed that in order to be competitive, building lasting connections between brand and consumer through experiential marketing is essential.