Get to know the experiential marketing strategy, type and function
In your opinion, why are many people are willing to spend money and queuing for hours just to buy concert tickets? Even though they can lie on the bed while listening to the same song in Spotify or YouTube.
Correct! The answer is because there are experiences given in watching concerts.
When watching a concert, they not only listen to songs, but the whole five senses they are also active. They can feel the atmosphere, to see his favorite musicians directly, meet other fans, and other experiences that will not be felt at home while lying down.
Well, this unique experience must be felt by your customers in achieving the Experiential Marketing concept. Interesting, right? Therefore, let’s look at this article to the end!
What is Experiential Marketing?
Simply put, Experiential Marketing is a marketing strategy that provides a unique experience for consumers about your brand. So, your brand will be as if the “life” and will continue to be thought of by consumers because they actively interact with your brand. Instead of just a glimpse of a banner ad on the road, on television or on a website, for example.
Why is Experiential Marketing very important for business?
There are several reasons why you should consider trying experiential marketing. Here is the reason.
Build relationships with consumers
As you know, in the digital era like now, advertisements can appear anywhere. From starting television, radio, websites, social media, applications, video games, youtube videos, pause Spotify songs on the bed, even behind the truck’s car parts.
Therefore, many people have been immune to advertising and many also claim it as a disorder. As a result, they did not feel the existence of a close relationship with the brand. If this has happened, how can your ads make prospective customers buy your product?
Well, Experiential Marketing can be the best solution and effects of this problem. Why? Because experiential marketing is not only “ads that are only passing through”.
Instead, this ad focuses on providing unique experiences for prospective consumers so that they can make a personal connection with your brand. Thus, your ad will be more effective because it will improve in the heart and mind of prospective consumers.
Increase customer loyalty
What happens if you have succeeded in building a good personal relationship with consumers? Yes, they will be loyal to your brand. Loyal customers are valuable assets desired by all companies.
Then do not be surprised if loyal customers can bring many good benefits for your business in the future. Like always buying your product without thinking and willing to promote it to many people. Both of these things might not be achieved if consumers do not have a good personal relationship with your brand.
Increase Brand Awareness.
As mentioned above, faithful customers will always promote your brand anywhere. By word of mouth to the closest people, to promotions in cyberspace through the social media they have.
In addition, promotions carried out by loyal consumers also have an extraordinary effect, you know. Because 92% of people will believe more recommendations from others than advertisements from the brand themselves. Even though the person hasn’t known yet. Amazingly right?
If you have mastered this, brand awareness and your brand’s reputation will certainly increase automatically. As a result, your income will increase due to the large number of new buyers from the sale of your previous loyal customers.
Types and examples of experiential marketing
To provide a clearer picture, below we will provide an Experiential Marketing type and examples that you might do.
Instead of describing length about the benefits of your product, it is better to let consumers try your product directly. Simple, right? 65% of consumers will successfully understand your product better than ordinary advertising.
Well, this method can be done in two ways: organize special events or just place new products in your store.
You can see the first example of Experiential Marketing on the Playstation event.
This event is an annual event to display a list of games that will be released by Playstation in the year of Acaara. Throughout the event running, visitors can try to play all the games in the available cabin.
While the second example can be easily found in official smartphone stores such as Apple Store or Mi Store. Usually, some of the latest and most popular products will be placed on a table so that visitors can try the entire smartphone feature freely.
Running a seminar or workshop is not only to build relationships, but also to educate your consumers simultaneously. This Experiential Marketing method is as good as product exhibitions and has been adopted by large and small companies. In fact, some of you may have also become a participant in this seminar.
In addition, the seminar also did not mouse must be offline. Because you can also do this online with webinars.
For the example of this experiential marketing you don’t need to look far away, because the Accurate itself has often run the method of training and seminar for free.
In experiential marketing, the event is not limited to the product exhibition. However, all events such as concerts, festivals, and so on. Just how you increase creativity adjust it to the running business running. This event will be far more unique and creative, and more memorable too.
Example Experiential Marketing Event can be found at the event organized by Google in 2015 with the theme Building A Better Bay Area. In this event, Google contributes $ 5.5 million to several non-profit organizations in the Bay Area area.
This event invites the public to choose the type of non-profit organization that deserves to receive the money. Voting is done online with #Google ImpactChallenGe Tags Offline by displaying in the Bay Area in Banner Road advertisements.
User Generated Content.
User Generated Content (UGC) is the content made by users of your product. Like pictures, videos, sounds, and so on.
UGC includes experiential marketing because you invite consumers to be able to participate directly in terms of product marketing. This will certainly provide an unforgettable experience because you will appreciate your customers and make them feel one part of your brand.
Simply put, the immersive experience is to provide a deep experience towards consumers to truly feel your product more directly. In this case, you can take advantage of technological developments such as using virtual reality (VR) technology, augmented reality (AR) and mixed reality (MR). Or you can also change the real world to a world that is similar to what is on your product.
This type of experiential marketing is still very rare because it must use very sophisticated technology. That is, requiring a budget of funds that tend to be greater than other experiential marketing types.
So, are you ready to run this experiential marketing strategy?
It turns out that experiential marketing is quite unique and interesting, well? Experiential Marketing is the best solution to attract consumers in the world which is currently very full of advertising. In addition, at the same time it is also able to build good relationships with your customers.
Well, now it’s time for you to make the Experiential Marketing concept itself! How, you can learn or mimic some of the leading brands that have been described in the example above or make your own experiential marketing concept from the start. You only need to adjust it to your budget, destination and type of business.
In addition, experiential marketing is just one of the many marketing strategies that you can run for your business.
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