“Marketing is no longer about the stuff you make; but about the stories you tell.”
Defining Experiential Marketing
Experiential Marketing may be defined as a marketing strategy that aims to engage customers into participating in the primary brand experience. Experiential Marketing aims to directly involve customers into active co-creation rather than just being passive respondents. A glaring example of this would be Apple retail stores.
We are living in the era of the experience economy; more focus is being given upon creating a positive and relatable consumer experience. The entire marketplace has gotten rid of the primordial concept of selling a product and has embraced the concept of selling experiences. And storytelling is one of the major pathways that brands choose to share their side with their consumers.
In essence, any experiential marketing campaign must have the following three key elements-
- Participation in the form of active engagement from the audience
- Brand promotion (about its core message and values)
- Adds long-lasting value to the customer’s life
With the ongoing digital revolution and the interconnectedness of technologies and industries, consumers now look towards brands that provide them with much-needed value addition in their lives. And allowing the consumers to experience that value addition changes the game entirely, to a level that experiential marketing is a disruptor; disrupting the way primitive marketing used to work.
A positive value addition in a customer’s life reflects on the company too. One of the most efficient forms of marketing is the word of mouth which experiential marketing taps in effectively. Customers are more likely to believe their friends and family members than a campaign run by a brand.
Examples of Experiential Marketing
Following are few of the prime examples of experiential marketing-
Carlsberg in 2015 launched this innovative marketing tactic in London’s Shoreditch that gave people a free pint of beer.
Sensodyne in 2013 set up three zones beside the iconic Tower Bridge in London that provided different experiences to the people; Zone 1 had a dental check, Zone 2 had a giant molar where interested people could take selfies and Zone 3 served as an official Guinness World Record attempt for the Largest Oral Hygiene Lesson in the world.
Globetrotter in 2016 introduced a weather room in their stores that allowed customers to test out the German sporting and outdoor company’s gear on a more realistic level.
What is common in all these examples
In all the above examples, customer interaction with the brands was the maximum, thereby allowing customers the prime control on the steering wheel of decision and answer questions like- why to buy the product, how does this impact my life positively, what value addition will I get from this and so on. Today, companies and brands have already realized the effectiveness of experiential marketing and are leaving no stone unturned to effectively implement the same.