Experience. Experience has been the key to every successful marketing campaign for some time.
Its importance can be easily understood: Modern consumers, who are used to fast and efficient purchasing processes, prefer brands with the best experiences.
This allows you to build solid and lasting relationships and increase the brand’s reach by gaining positive feedback and recommendations.
In this situation, relying on quality products and services will no longer suffice: you need to adopt an Experiential Marketing strategy.
What is experiential marketing?
Experiential Marketing is an approach that engages the consumer by offering experiences.
Generating a positive brand image is essential by focusing on the buyer’s persona and enjoyment. The products and services are only secondary.
This type of marketing is used in various ways, including events. This concept is combined with the idea of Live Experience, which is a practical approach to maximizing lead engagement.
Experiential Marketing can include, for instance, a virtual museum tour. It is not only limited to digital environments. Creativity can be used to create live experiences at strategic locations such as sporting events and concerts.
This text will provide examples to prove that there are many options. No matter which model you select, specific points must be included.
First, the action should encourage the active engagement and participation of the consumer.
It is not worth holding an event for the persona if they will only be listening. It is essential to ensure that the audience feels a part of the event, similar to Interactive marketing.
What are the benefits of this?
Engagement is the primary benefit of Experiential marketing. The creation of immersive, highly interactive experiences allows the user to have a dialogue with the brand on a more natural, easygoing level.
This is important to deal with an It is essential to keep the attention of consumer 2.0, who is challenging to retain.
In his book Marketing 4.0, Professor Philip Kotler points out that this new public is prone to giving and receiving feedback. They also refer friends and influential –this is one of the most critical channels for generating new opportunities.
Your company’s organic reach will grow if your Experiential Marketing is successful.
What are the brands’ strategies for using Experiential Marketing?
You now know what Experiential marketing is and its benefits. But to truly understand it, you must see the concept in action.
We’ve chosen some successful campaigns to inspire you. You can use them to boost your campaigns!
Heineken has excelled at the use of Experiential marketing campaigns.
The brewing company doesn’t hesitate to appeal to one of its most important commercial partners, the UEFA Champions League. This is the premier soccer competition in Europe.
As a sponsor for the event, the company has already run several campaigns, including broadcasting games and surprising sports fans.
Volkswagen is yet another European company that has successfully used Experiential Marketing.
The curious thing about this is that the video does not mention cars. This would be a cause for concern if the marketing strategy were conventional.
The company chose to focus its efforts on something universal and enjoyable, namely fun.
The “Fun Theory” was born.
According to the German firm, the idea was that people are more motivated to change their attitude and make better choices if they find the process fun.
Volkswagen has installed a giant piano key on the stairway next to an elevator.
It was intended to motivate people to prioritize physical activity and save energy. Participants could play music while climbing the stairs by stepping on the keyboard.
Red Bull is a great example, as it was one the most innovative marketing campaigns in Experiential Marketing.
This is an example where an exclusive action was offered via the Internet, using a Live Stream.
The project was centered around Felix Baumgartner, a skydiver whose courage, passion, and energy for extreme sports are all part of the Red Bull brand.
The plan was to break the world record for skydiving by jumping from 128,000 feet.
Felix became the first person to surpass sound speed without engine power.
The event was highly anticipated by 8 million people who were eager to see the result of the adventure. The public was delighted with the landing and associated the brand positively.