Last Updated on November 11, 2023 by Muhammad Tabish
Are you ready to do an Experiential Marketing Campaign? It will not be wrong to say that digital advancements have affected the mental composure of consumers who have grown quite restless. This is evident from the fast reducing attention span as consumers are losing their patience just too quickly. People are eager to enjoy an uninterrupted viewing experience on television and internet as they restlessly flip channels, skip pages, scroll down the screen and do everything required to skip ads or prevent it from appearing. The average attention span of consumers has come down to 6 seconds from its earlier position of 8 seconds, and this is where traditional marketing techniques have hit the roadblock. It is impossible to grab the attention of consumers by cutting through the intense noise and heat of competition by using traditional marketing methods that mostly rely on advertisements. The solution lies in embracing experiential marketing that takes brands closest to consumers.
Creating An Experience by An Experiential Marketing Campaign
Experiential marketing is a departure from traditional marketing as it focuses on creating a brand experience for consumers by allowing them to test and try the product instead of bombarding them with advertisements. Today, it is more important to give consumers the opportunity to experience products and judge it by themselves instead of relying on information shared through advertisements. For example, creating an interactive installation art could be an effective means of communicating with consumers during their journey of brand exploration and acan create an impressive marketing campaign around it. Experiential marketing aims to create a personalized experience for consumers that leave a lasting memory.
Know your product better from consumer feedback
Although it is your product and you know it the best, as a marketer it is your duty to gather feedback to know how consumers feel about it. Unless you know the consumer’s viewpoint about the product, you can never be sure about its acceptability. The interactive nature of experiential marketing creates two-way communication between brands and consumers, and it becomes easy to hear the voice of consumers to know their views about the product. When people experience your product live, they tell you about the good and bad of it and how they felt initially when you introduced the product to them. The feedback is invaluable especially for new products as you can quickly identify the lacunae and take steps to rectify it. The interaction not only helps in product improvement but also strengthens the relationship with consumers who stay closely connected to the brand.
Not big-ticket events
Events associated with experiential marketing are never the main attraction. It only provides the platform for interacting with consumers closely, and it will be wrong to focus on it like any big-ticket event. It is neither a concert nor a Broadway show but only a means of marketing that draws the crowd and breaks the barrier between brands and consumers most effectively. Creating a brand experience by engaging consumers and then driving them to a point when they start emoting is the goal of organizing the event that creates the initial attraction. When consumers find the event meaningful and enjoy the fun and experience, it is a definite sign of the brand making the desired impact that goes a long way in creating happy memories which in turn encourage loyalty. The event gives the opportunity to tell a story about the brand that keeps consumers captivated.
The highly interactive and fun-filled event
Since the purpose of experiential marketing is to create the most immersive experience for consumers, the design of the show must focus on the fun and thrills that attract consumers and brings them out of their shells by shedding all inhibitions. A lot of creativity is involved in designing the event by keeping the marketing goals in mind without ever indulging in any form of canvassing for the product. Consumers must have ample space to evaluate the product to understand its impact on their lives and judge it from their own experience. They would be keen to know how it could help to solve problems that they are currently facing, and you must be ready to answer every query that they raise. The event should provide the experience that consumers are seeking and not what the brand promoters want to present to them.
However, this does not mean that you cannot talk about brand promotion because it is the very purpose for organizing the event. Experiential marketers must intelligently infuse the branding message within the event without crossing the boundary that can annoy consumers. How to place the branding message within the scheme of communications with consumers needs a proper understanding of the audience who would only be happy to receive the most authentic experience. Knowing how to interact with consumers by playing on their emotions is the key to success in experiential marketing.
Amrita Thakre is a Master of Mechanical Engineering Student and a part time Blogger and content writer.