It’s all about how you make great connections with your customers.
An everlasting relationship can only be formed if a customer walks away from your brand with a never forgetting experience… and you can only deliver that experience through what we call as experience marketing. What are brands like IKEA and Apple are doing differently to sell themselves massively?
Let’s find out.
What is Experiential Marketing?
Experiential marketing is a powerful strategy and a relatively great tactic. It is a method of engaging customers with your brand by giving them a remarkable experience. It can also be called “live marketing”, because here you are letting the customer choose your brand because they experience your brand products/service in a live event. The whole idea is to make the consumer experience very memorable.
In fact, most digital marketing experts believe experiential marketing is the way forward.
How is Experiential Marketing going to Benefit You?
It’s a great marketing strategy because it’s just not one like the other competitors are offering on the Internet. Instead, marketing teams behind the brand wheel usually cut through the jargon of unwanted advertising clutter and offer their consumers a chance to interact with the product/service.
After all, a good experience is good enough to convince a customer…
But is that all the benefits that experiential marketing has to offer? Not exactly.
It Assists with Brand AwarenessAs an active brand operating in the ever-growing business landscape, creating significant awareness about your brand is one of the most important aspects. And you can only proficiently nail it when you can create the best relationship with your customers. If they are aware of what you have to offer them, the chances for your brand to be eventually exposed to a greater audience market ultimately becomes imminent. A report published by Event Track in 2016 revealed that 65% of attendees say that live events hosted by a certain brand can instigate their message more effectively than those who can’t.
It is a Great Way to Build a Positive ImageConsumer perceptions aren’t just created on its own, but as a marketer, you have to work on building up that perception for the average audience. You may have heard this statement countless times
“Your first impression is the last impression”
And that’s what experiential marketing focuses on…
It focuses on giving your brand the sight, sound, and conversations which positively motivates the consumer to take interest within your brand. Done right, you can leave a remarkable impression on the people interacting with your brand.
It Motivates Consumers to Spread the Word-of-MouthThe word-of-mouth marketing is one of the fastest ways to spread the word among consumers. When brands utilize the power of experiential marketing, what they offer their consumers is a positive experience that might stick around in their minds for a while. When these audiences go along their daily lives after the interaction with your marketing stunt, they usually discuss them with other people.
Stated in Experiential Marketing: A Practical Guide to Interactive Brand Experience
Consumers who go through a live brand experience are more likely to find themselves motivated to talk about their experience with the other 17 individuals.
Experiential Marketing Motivates Brand LoyaltyA step beyond brand awareness is that of creating brand loyalty. It’s definitely not a tricky task, at least not with experiential marketing. A great benefit of implementing an experiential marketing strategy is that you get the chance to offer a face to face interactive session to the average consumer. Unlike other traditional marketing practices, you are not one among the bunch marketing product/service by selling them using just the words which your average customer wants to hear come out of your brand.
Such interactions fuel the trust element and eventually, your customers end up becoming loyal.
Instead, they leverage the power of the experience letting the customer interact and make a decision. Do you know that 70% of individuals become loyal customers because of experiential marketing?
Real-Life Examples of Successful Experiential Marketing Implementations
Apple Keynote EventsThat one time of the year when hardcore Apple fans get the chance to interact with the latest iPad, iPhones, and Macbooks… It sure is some experience. People visit the event and try these technologies first-hand just to have a real feel of a great deal. It creates an experience, an experience where they are able to handle Apple products first-hand before anybody else in the entire world. These people come out of the event and then share their experience with the rest of the world motivating them to purchase.
Kylie Jenners Pop-Up ShopsWho doesn’t know Kylie Jenner, one of the Kardashian sisters right? Well, Kylie Jenner has over 152M followers on Instagram and she runs her very own e-commerce store where she sells makeup products.
A product that exists virtually and is sold through an e-commerce store, wondering how Kylie Jenners make use of experiential marketing?
Well, Kylie rents out an entire place and brand the whole place with her cosmetic products. She likes to call these places her pop-up shops where customers can visit and try her cosmetics. They create Instagram moments and that’s what sells!
IKEAHere’s a real-life example that I can quote from the IKEA official store. When was the last time you visited IKEA, and what did you observe?
Perfectly, staged living spaces, living rooms, bathrooms, kitchens, children’s bedroom, master bedroom, etc. And the best part about IKEA is that you have the chance to easily interact with all the furniture available in the store. It’s something that offers a rather great experience which eventually becomes a reason for others to talk about it in the public. As the word of mouth carries on, businesses get a far better chance to spread the word out and earn money.
When brands like IKEA and Apple are widely utilizing the concept to promote their own businesses, then what’s that one thing which is holding you back from exploration. Have you considered doing digital marketing for your small, medium or enterprise-level business? Now is the right time to wonder.
See Also: Concept of Mix Marketing