All long-lasting companies are alike.
By that, I mean that they base their core values on experiential marketing. The one thing that determines the success of a company is the fact that it delivers an exceptional experience to its customers.
Think about it. When was the last time you stepped into your favorite fast food joint, knowing precisely what you’re going to get? Moreover, you probably knew how the staff was going to treat you and how the process of ordering and consuming the food would look.
Real experiences have much more significant impacts on our senses than abstract ideas and, therefore, stay in our memory for longer. According to a study from the International Journal of Supply Chain Management, 100% of respondents (customers) said that brand visibility experiences induce curiosity in them about a particular product or a service being offered.
The definition of experiential marketing
Every marketer will give you their view of experiential marketing. It comes in many forms. It’s also called “live” or “engagement” marketing and serves as a tool that encourages the customer to take part in an activity your brand organized.
Those activities often look like random happenings. However, they are carefully planned events to drive brand awareness and teach customers about your company and products. Sadly, not every company knows how to deliver a top-notch event.
What’s more, a badly executed experiential marketing campaign might look like a publicity stunt or a way to push your product on customers. People don’t like brands pressuring them into making purchases. Even worse, such an event could damage your image in the industry.
The most critical factor in your customer reach is engagement, so if you still haven’t done so, start learning about your customers and tactics to create a successful campaign. Experiential campaigns take longer to execute but are far more rewarding than your regular social media campaign. Plus, they can give you more repeat customers than the ads you put on Google. (…)
The full article is here.