With so many products being launched today, brands have realized that it is important to reach out and connect with their target market. Gone are the days where ads played a pivotal role in the go-to-market strategy. With the advent of Netflix and Amazon subscription services, consumers have the option to skip viewing adverts altogether. So how do brands managers get their message across to their audience and increase recall? With all the energy and stress marketers put into their marketing campaigns, it’s important to choose the most effective method of reaching customers. Experiential marketing is an effective way to raise awareness, trigger product trials and excite your key audience into purchase consideration. It gives customers one-on-one interactions with a brand.
The goal of experiential events is to create lasting impressions on the audience that they want to share with others and that, ultimately, lead to brand loyalty. You’re not just launching a product the regular way — you’re letting consumers see and feel what their lives would be like with it. You’re creating an association between your brand and those positive vibes.
You can only learn about a brand by interacting with it online. Experiential events allow consumers to come together to literally experience your brand, creating an intimate, immersive relationship, and build communities which enable brands to keep the conversations going. Because it appeals to almost all of the senses, it resonates well with people. It’s a wholly distinct way of getting to know a brand that digital marketing cannot emulate.
The success of a product launch can make or break the company. A product launch done through an experiential event offers the best connect to the target audience. When it comes to the buyer’s journey, there’s nothing like trying out a product in person. It’s the best way for consumers to actually know if a product suits their needs before making a purchase decision. Experiential marketing has the strength to transform and elevate the connections that brands build with their consumers, and that’s becoming frequently important as consumers demand more personalization.
Experiential events also help brands boost their social media content. When you consider the nature of creating experiences, you can see how media attention can be earned for a new product. Experiences can also be leveraged for content marketing, everything from social media posts to filming your following TV commercial on-spot. Experiential really does feed your brand’s content factory.
Big data is also an integral part of experiential events. These events give consumers the chance to learn about products and brands while also enjoying the experience. And those consumers are willing to exchange personal info as the admission price to an event or experience they want to attend. Companies can leverage this data to improvise and/or get feedback on their products.
So it’s a win-win for everyone.
Everything a brand does, it’s marketing, research, advertising and more – all play a role in shaping the customer’s experience. Sharpening customer experience management may be the single most important investment a brand should make in today’s competitive business climate. Creating user experiences benefits the brand and going forward, more companies will invest in experiential marketing / product launches.