What is Experiential Marketing?

May 29, 2010 by  Filed under: Marketing 

When running a marketing campaign, the strategies used-or not used-can make a big difference to the success of the company and its overall sales. Experiential marketing is a different approach to the task of marketing that uses a mixture of concepts to product better results. Experiential marketing is a way to connect with consumers and get them to respond to a product or a service’s offering in a different way, which is how this kind of marketing usually does the job better and continues to survive after others fail.

The Approach
The way to get consumers to respond varies with each marketing strategy. Experiential marketing uses an approach in which logical thought, emotional response and other thought processes are used to provoke an emotional response from the consumer about the goods or services offered to them. Because this approach uses emotion in conjunction with rational thought, it elicits an emotional response in connection to the product, whether positive or negative depends on the person and his particular connection.

The Methods
Because the marketers using these methods wish to elicit an emotional response form the consumers, they need to know and understand what the consumers are feeling, how they can be provoked into a response and what that response is likely to be. Experiential marketing needs to appeal to the consumers senses and make them feel as if what they are purchasing is pleasurable or comforting in some way. This is why a target audience is needed; one which will allow the marketers to gently push the audience, or consumers into a “good emotional state” and into the direction of purchasing the product.
When the senses are engaged, for example, when it comes to visual stimulation by way of visually based media, it is easier for the marketers to elicit the proper thought and emotional response from the target visual response audience towards an overall good feeling for the product or thing visualized. If a person is better targeted to sound stimuli, then a song played at the right pitch will elicit the right response form the consumer and prompt them to have good feelings towards that product or service being offered through the sound stimuli, and so on.

The Purpose
Creating the perfect customer and consumer emotional and logical thought responses is the goal of this marketing strategy. However because consumers have become more impatient over the years, they have much shortened attention spans and do not want to watch or hear any long and drawn out commercial or other such marketing. This is why experiential marketing works so well. It finds the right target audience for the product offered and finds the best ay to market that product using the proper senses of the consumer.

Ad time has been shortened over the years in response to what people want as a whole, so the marketers only have a few short seconds to elicit the required response form the consumers. Using the experiential marketing strategy is the most effective way of gathering the needed information and putting it to good use. It connects with customers on a deeper level and works to ensure the target audience is met with the proper ads targeted to them.

Katrina Wagner writes for The Phoenix Partners who specialise in Experiential Marketing and other brand communication activities. Visit the website for more details.

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