Businesses spend a lot on marketing and advertising. But are businesses getting their money’s worth? Regardless of what method of communication businesses choose, most will miss out on an essential ingredient: experience.
Experiential marketing focuses primarily on helping consumers experience a brand. Brands must provide consumers with memorable events and engagements that allow the brand to stand out from the clutter of their competitors.
Brands utilize a variety of marketing strategies in order to achieve this emotional connection with their consumers. When it comes to which marketing strategies to use, it depends more on how they are used, the target demographic of the product, and the emotion that the brand wants to associate with itself.
Experiential marketing relies on bringing together five distinct dimensions into one holistic experience:
Feeling. What will it feel like to use your product or service?
Sensing. How do customers physically sense your product?
Thinking. The experience still needs to take into account the rational, logical value of your product or service. How obvious can you make the benefits of your product? Can you illustrate its potential with a demo?
Acting. What behaviours will your product help to facilitate? Changes in behaviour can be highly motivational and empowering, such as Nike’s classic Just do it tagline.
Relating. How does your product or service link the customer to others, or even to a projection of their future self?
As the Chinese proverb goes: “Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.”