There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.
As markets oversupply, the process and methodology through which we communicate a product's attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.
As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.
What are some of the benefits of implementing an experiential marketing strategy?
- Generate awareness
- Create an emotional connection
- Develop positive perceptions
- Show off its attributes
- Gain credibility
- Guide preferences
- Stimulate purchases
If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt? Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?
To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:
NATIONAL GEOGRAPHIC - "Augmented Reality"
ASICS- "Run with Ryan"
MERCEDES-BENZ - "Looks fast. Even in park."
SPANAIR - "Unexpected luggage"
TROPICANA - "Brighter mornings for brighter days"
COCA-COLA - "The Coca-Cola friendship machine"
FOX CRIME - "Interactive Billboard"
GRANATA PET STORE - "Snack Check"
VOLKSWAGEN - "The fun theory"
HARPER COLLINS - "This dark endeavor"
BAR AURORA & BOTECO FERRAZ - "Drunk Valet"