Experience. For some time now, this is the keyword behind every successful marketing campaign.
Its importance is easy to understand: modern consumers, ever more used to quick and efficient buying processes, prefer brands that offer the best content experiences.
In this way, it is possible to establish strong and lasting connections, increasing the brand’s reach through recommendations and positive feedback.
In this scenario, counting on qualified products and services is no longer enough: it is necessary to adopt a strategy focused on Experiential Marketing.
But, after all, what is this concept? Can this france phone number data approach really bring significant benefits to your company? In this text, you will discover:
- What is Experiential Marketing?
- What are its benefits?
- How are brands using Experiential Marketing in their strategies?
Keep reading and learn more!
What is Experiential Marketing?
Experiential Marketing is a strategy that focuses defining objectives provides structure allowing on engaging the consumer through branded experiences.
The idea is to focus on the buyer persona’s enjoyment, generating a positive feeling for the brand. Here, the products and services offered are secondary.
A campaign using this kind of marketing can take several forms, such as events.
Thus, an Experiential Marketing action can involve, for example, a virtual tour in a museum. But it is not limite to the digital environment. You can use creativity to create live experiences in strategic locations, such as sporting events, concerts, art installations, etc.
The options are diverse, and you will have, in sms to data this text, access to examples that will prove it. Regardless of which model you choose, however, some points cannot be left out.
The first one is: the action should stimulate the active participation and engagement of the consumer.
In other words, it is of no use to conduct an event that interests the persona if she will be there only as a listener. You must make the target public have the chance of really feeling a part of the experience, more or less as it works with Interactive Marketing.
Another fundamental point is the promotion of brand values and messages. As we said, products and services do not have much space in this kind of approach, but the brand’s core identity should be widely exposed. The idea is to create a lasting and positive image in people’s minds.
Another point we should consider when thinking about Experiential Marketing is the value generated in the long term. Many brands build campaigns that look great but fail by delivering only short-term value.
The idea is that, at the end of the action, it should be possible to maintain communication with the audience.
What are its benefits?
Without a doubt, the main benefit generated by Experiential Marketing is engagement. After all, it is the production of immersive and extremely interactive experiences, making the lead dialogue with the brand in a natural and easy-going way.
So, while it entertains the consumer, there is the opportunity to convey the message you want, with less noise and interference. This is fundamental to deal with consumer 4.0, whose attention is very hard to attract and retain.
Another characteristic of this modern public pointed out by professor Philip Kotler in his book “Marketing 4.0”, is the tendency to provide and receive feedback, referring friends and influencers —one of the main channels to generate new opportunities.
If your Experiential Marketing strategy is solid, it will transform leads into satisfied consumers, which will increase the reach of your company organically.
The advantages are not only in the field of marketing metrics. Sales, for example, are directly impacted by successful actions.
The consumers themselves are the ones who confirm this: 74% of them say that engaging with experiential campaigns increases their chances of making a purchase.
In short, therefore, three benefits justify the investment in this type of strategy.
The first is the high engagement potential, which leads to better results in both marketing and sales.
