MARKETING MADE SIMPLE: EXPERIENTIAL MARKETING

What does consumer need ???

Consumers want marketing to be informative, relevant—and experiential

Across product categories, consumers want to be engaged

It’s not surprising, then, that when asked about the influence of experiential marketing on product or brand opinion, consumers say experiential marketing is extremely or very influential.

Experiential marketing drives consideration and purchase across groups: Study says “Across gender, age and ethnicity, consumers indicate that Experiential marketing is more likely to influence both consideration to purchase and actual purchase than other forms of marketing tested”

What is Experiential marketing?

As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer.

The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.

Pic 1: Impact increases when consumers are in a shopping 

state of mind

Experiential marketing by its very nature is a a dialogue that consumers cannot ignore, not because they're being forced into it, but because it engages with them on a personal level.

These connections should be formed by experiences that are personally relevant to the consumer (Pic1),it should be memorable for them, it should be interactive(Pic2) and it should invoke emotion (Pic 3)

Pic 2: Experiential marketing is
 enhanced by and builds word-of-mouth

Pic 3: Consumers connect lifestyle to
experiential marketing

These are the sort of connnections that will lead to increased sales and brand loyalty – this is the heart of experiential marketing.

Once a consumer truly experiences your product or service, and is able to see directly how it can fit into their lives, they are not only more likely to purchase the product, but they are also able to clearly  articulate what is different (i.e. better) about your product, thus increasing your word-of-mouth referrals (usually via social media).

In India Micromarketing is needed because: 

• Brands have different challenges in different markets
• A National Plan delivers differently in Local Markets
• There is an increasing need for Brands to connect at a Local level
• It localizes a communication plan

Experiential marketing is a powerful marketing tool which should be considered as part of any integrated marketing campaign. Ensure your events are well run, well targeted and integrated with other marketing campaigns for best results.

Do it well and you'll create brand advocates who they will further spread your brand messages through word of mouth advertising, and become a loyal customer for life.