An experience is worth much more than. Therefore, an advertising spot. This is the philosophy behind experiential marketing , the marketing technique that creates experiences between brands and consumers.
An almost obligatory commercial approach for brands in the digital age, where communication is fast and full of voices, especially on social networks. Brands run the risk of losing relevance and contact with an audience that seeks a consumer experience that is not necessarily linked to the product.
Experiential marketing offers the opportunity to intrigue and specific database by industry engage the consumer directly, appealing to their sensory experience and emotional sphere. Shows, games, invitation-only events and augmented reality . Therefore, immersions are just some of the forms of experiential marketing.
The goal is to motivate, provoke, inspire and put the consumer back at the center, finding what is truly useful, fun and exciting for the public. The person is at the heart of experiential marketing campaigns .
How experiential marketing works
>>>Experiential marketing allows the consumer to “experience” the transfer information from a form to your spreadsheet brand through an event that connects them with the brand and its products. Experiential marketing puts them at the center of the scene.
This evolved customer experience creates one-to-one connections between brand and customer and improves engagement through personalised offerings and emotionally stimulated reactions. Therefore, The impact is potentially much more incisive than classic advertising communication. Just as there is potentially infinite room for brand creativity in interpreting the meaningful and desirable experience for its audience .
What is an experience?
One of the theories of experiential marketing is provided by the essay The Experience Economy (1999) by B. Joseph Pine II and James H. Gilmore, who classified experiences into entertainment, aesthetics, education and escape.
In the first two cases, the consumer’s participation is passive (attending a concert, show or art exhibition), in the second two it is active (learning to cook, playing games), but the total immersion of the target customer is always there.
Even better known is the analysis of experiential marketing by Bernd H. Schmitt, a professor at Columbia University in New York and one of the leading experts on customer experience , in the book Experiential Marketing: How to Get Customers to SENSE, FEEL, THINK, ACT, and RELATE to Your Company and Brands (1999).
For Schmitt, the experience is obtained by stimulating the receiver fax lead with events that target the sensory and emotional categories mentioned in the title : Feeling (sensory perception). philosophy).
The most successful experiences seek to stimulate reactions on multiple levels . For example, a fitness brand could create events such as outdoor exercise. Therefore, classes to bring the public closer to sport by creating an experience .
Consumer rationality and emotional factors
Nowadays there are many products and many are equivalent in quality or functionality. A value that the consumer can identify with and incorporate into their lifestyle.
