Experiential marketing is a method of sales that is designed to connect directly with consumers as a means of appealing to them. As the word implies, this technique allows potential customers to experience for themselves the products or services that are being promoted.
The History of Marketing
The early days of advertising involved “one-way” communications between the sellers of products and potential buyers. A magazine advertisement or a 30-second television commercial would consist of a short discussion of the product and its practical use. However, these techniques are considered too bland to motivate modern audiences into buying products, and modern technology has made it possible to ignore or skip over television spots altogether. Experiential advertising uses a technique that engages the emotions and different human senses to connect with consumers. This in turn will hopefully create the impression that a particular product is not only useful to them but will give them a sense of comfort and pleasure that goes beyond its practical application.
Forms of Experiential Marketing
One of the best methods of marketing products or services is allowing potential customers to experience them. Experiential brand marketing can come in the form of bringing products directly into communities through the use of trucks, buses and even rickshaws that carry product signage. The products then can be sold in a public venue. Experiential marketing can involve interaction between certain products and live performances, fairs or other public events, employing a promotional technique that is overt in some ways and subtle in others. Advertisers may also use print advertisements or billboards that have particularly striking images designed to engage the public. The era of modern technology can tap into the concept of experiential marketing through the use of email messages and webcasts.
Why Engage in Experiential Marketing
The promotion of products at live settings provides the unique opportunity for immediate sales. It can also give companies the ability to launch new products while avoiding conventional sales campaigns that can be costly. Products that can be experienced by consumers on a first-hand basis will stand out from others, and a live event can also help promote products through word of mouth. Whether it is done through the print media, radio, television or cyberspace, or carried out at a live setting, experiential marketing can give companies an edge over their competitors by directly connecting with prospective customers and enticing them into the use of their products.