In the last blog we threw light upon how Brands & the Rise of Experiential Marketing can lead to a greater and personalized brand awareness and engagement, leading to a much stronger brand loyalty. Experiential marketing, thus, leads to offering positive experiences to people about a product or brand, which of course they find more interesting and memorable than an advertisement that simply says, ‘buy this!’ There lies a huge difference between making noise and making a lasting impact. A brand cannot be there to be just there, it needs to offer the coolest of experiences to its customers. Thus, such impressive experience bring with them great benefits too!
The simple rule of psychology says that we learn from our experience, and hence, the same rule also applies to marketing. The brand experiences that we go through help us form perceptions about the brand, trust and in turn become loyal customers. Experience does matter!
This is where experiential marketing plays the most important role as it triggers emotions, motivation and stimulates the neural region that makes decisions.
Benefits? They are many. By implementing an experiential marketing strategy you invite great benefits. It helps you,
- · Create awareness, builds brand image
- · Display attributes
- · Gain credibility
- · Encourage purchase behaviour
- · Appeals to consumer sense & develops emotional connection
- · Build positive perceptions about the brand
- · Builds customer brand loyalty
- · Makes the brand stand out compared to the competition
So, when you plan to implement this in your marketing plan, do ask yourself; is my brand fun, exciting, thrilling etc.? What kind of chord do I want to strike into the minds of my consumers? What impact will it have and what will it make them feel? Will they ever use my band?
You must be wondering still, what is the importance of experiential marketing?
Consumers face unique experiences and varied choices which link them directly to the brand. Marketers are ready to invest in innovative technologies, so experiential is the trend. Face to face interaction strengthens the relationships with target audiences. Rising competition in the industry gives way for brands to be more innovative in their marketing approach. Lastly, brand image & customer loyalty essentially convert into sales and experiential marketing does provide measurable results and return on investment (ROI).
Too add to your thinking process and for some instant motivation, here’s a collection of some of the best experiential marketing efforts by top brand across the globe.
MERCEDES-BENZ – “Looks fast. Even in park.”
TROPICANA – “Brighter mornings for brighter days”
NATIONAL GEOGRAPHIC – Augmented Reality
SPANAIR – “Unexpected luggage”
GRANATA PET STORE – “Snack Check”
http://www.youtube.com/watch?feature=player_embedded&v=dpmX9yfl7no
COCA-COLA – “The Coca-Cola friendship machine”
HARPER COLLINS – “This dark endeavor”
BAR AURORA & BOTECO FERRAZ – “Drunk Valet”
You would also love to watch these amazing creative works too:
Carlsberg: Happy Beer Time Installation
Scrabble Wi-Fi: Play for Free Wi-Fi Minutes!
Kit Kat: Free No-WiFi Zone
Source: www.digitalbuzzblog.com, morethanbranding
These are indeed some of the great experiences to remember. Do you know or wish to share more such innovations? Have you tried to integrate the element of digital experiential marketing for your brand yet? Do share your thoughts and experiences with us in the comments below!