Albert Einstein said that “experience is the only form of knowledge” and this is the basis of experiential marketing.
By definition it is ‘a two-way, brand-relevant communication between brands and consumers that is delivered either remotely or face-to-face,’ but when is it best to use the experiential technique? The answer, in marketing terms, is always!
Why Experiential Marketing?
The AIDA funnel model explains how a consumer engages with particular adverts. It details how advertising works best for raising awareness, interest is best sparked by PR, an immersion retail experience can initiate desire, and face to face selling and sales promotions work best to promote action. Experiential marketing, meanwhile, can invoke all of these four reactions.
The Benefits of Fulfilling the AIDA Model
Each person who experiences an interaction with a brand will probably tell 17 more people about it. In turn, these people will each tell three more people. This means that an experiential marketing campaign is likely to reach the original number of people targeted, times 17, times two.
Unlike print, radio, digital, television, or outdoor campaigns, an experiential campaign can utilize all of the audience’s senses, creating interest.
Experiential marketing is perfect for creating on-the-ground environments that can make a consumer believe that using a certain service or product will have a positive effect on their lifestyle.
Research carried out by Jack Morton Worldwide has shown that experiential marketing combined with sales promotions can drive buying decisions more than any other medium.
Creating the Best Live Experience
The ideal experiential strategy can be created by using the most relevant elements from the acronym STRATEGIES, which stands for services, theater, research, adverts, televised, entertainment, gamification, infotech, education, and set.
Service – This literally means providing a form of service to add value that can be attributed to your brand experience. For example, offering free Wi-Fi at an art or music festival.
Theatre – Creating a ‘brand theater’ by using performing arts as part of your brand experience. For example, the enacting of the Vodafone ZooZoos.
Research – Carrying out quantitative and qualitative research as part of your experience, such as asking some simple questions before a check-up set up by an insurance firm specializing in healthcare.
Adverts – Bringing your TV commercial to life and making it memorable.
Televised – Broadcasting your live experience via digital channels, radio, or television.
Entertainment – Adding value to the brand experience by utilizing culture-based, fashion, or music activities. For example, an audio equipment company putting on a music show.
Gamification – Using competition and games to engage people during the brand experience.
Interactive technology – Customizing and identifying technology that can better the brand experience.
Education – Showing consumers the real benefits of a product or service through education.
Set – Utilizing an exhibition company or similar to create a specific environment for the brand experience.
Combining at least two of these elements can create the premium event branding experience, which will be unique to each business. The effect of this can be amplified even further by the use of other communications channels.
An example of the potential success of experiential marketing can be seen in the actions of WestJet Airlines. The company arranged for their passengers to be asked what was on their Christmas wish list during their wait at the airport. It then organizes their gifts to be delivered to them when they got to their destination. This campaign perfectly combined interactive technology, theater, and service, to create the optimum benefits for WestJet.
About the Author:
Reno Macri is a Managing Director at leading Exhibition Company in UK, specializing in experiential marketing and event branding services like exhibition stand design and build, graphic production systems, vehicle branding, event production system and much more. He specializes in event management led, exhibition booth design & conference set design. Reno would love to share his thoughts on upcoming marketing strategy.