We have already detailed how the customer experience is a crucial aspect that impacts customer loyalty and your brand or your company’s notoriety. Experiential marketing is another way to create a unique experience to attract your prospects.
Experiential marketing (also called “engagement marketing“) aims to be a theatricalization of the sales space where passers-by, prospects, customers interact with the marketing action: an immersive and unique experience!
We’ve all already seen the crowds around the RedBull cars to receive a free tasting can. This marketing activity aims to generate strong emotions to create a relationship between the customer or prospect and the brand. Experiential marketing aims to appeal to all five senses (sight, hearing, taste, touch, smell) and to make participants and users experience a particular and different moment.
Experiential marketing aims to put the consumer at the center of the action, not the product or service.
Experiential marketing is a great way to involve customers, prospects, and passers-by in your marketing activity. It allows customers to get in direct contact with your product or service and make them active from their first contact with the brand. Unlike traditional marketing, experiential marketing seeks to break the marketing codes to propose a unique experience and influence the consumer by playing on his emotions. This type of marketing is defined by a meaningful, interactive, and memorable experience for the customer.
Here, it is not a question of demonstrating the technical characteristics of a product but highlighting the emotions and sensations associated with this purchase. Influencers’ role in marketing campaigns is an excellent example of the trend related to the communication of values and social belonging of products and services.
- stage the space to reflect the values you want to highlight
- play with the customers’ five senses to create emotions that you want to see associated with your product, service, or brand
- encourage experimentation with products or services
- look for personalized contacts, create a robust vendor-customer relationship from the outset
- involve your customers online: whether at an event by getting them involved or online with hashtags, partnerships, via communities
The famous energy drinks brand RedBull is developing numerous engagement marketing campaigns, particularly around extreme sports. RedBull uses the suspense and novelty of sporting achievement to make a lasting impression on people’s minds. A good example is shown in the video below, featuring Felix Baumgartner in freefall with a start almost 40,000 meters above the ground.
The Refinery29Rooms are among the best examples of experiential marketing, with their interactive rooms focused on style, culture, and technology. Participants experience different concepts in each room. These are developed in partnership with famous brands and change every year to match a unique theme.