Experiential Marketing Ascending Today!
“What leaves a mark on our memory is an event and what leaves an imprint on our life, is an experience. While memories come & go, experiences stay fresh forever.”
It’s more than important for marketing or a management firm to create a brand’s name in the market such that the consumer is able to relate to it and assimilate its experience in their memory. A memory, which creates a feeling of complete satisfaction for the consumer that, is a memorable experience which they can take with them.
Since time immemorial, it was the focus of management and marketing firms to create a place for a brand in the market & in the consumer’s life by improving the product and reaching the consumer satisfaction level. Yet, using the traditional marketing methods, tools & techniques, it never really guaranteed to provide a fulfilling customer satisfaction and was either a hit or miss experience.
As our lives have advanced digitally, there has been a massive shift in the consumer behavior as well. As we are now serving to a smarter market and it’s important to focus on the context and content of marketing & communication strategies, so as to match the need and demand of the consumers and be able to influence their judgment & reasoning.
“Many marketers find Experiential Marketing as a significant result yielding marketing tool that has been in existence since a long time, yet it has remained a low-key marketing technique”
Dawn of Experiential Marketing
Hence, one day, it dawned upon the firms that the right way to connect to the consumers is by shifting the focus to delivering an experience more than delivering the product per se. So what if we provide the consumers the real-time experience to feel the brand and engage an emotional connection with them? What if this is a sure investment to guarantee high ROI, increase in demand, increase brand loyalty, efficient following and improve the performance of the brand in the market?
This is where experiential marketing steps in!
Experiential Marketing method eventually started coming in the limelight.
Why, why, why?
Well that’s because the world was hit by the social media bug, enabling consumers around the world to connect, share and interact about their experience. This led to amplified consumer involvement, immensely in terms of reach and measuring effectiveness through the resulting output.
Therefore, the method uses content marketing strategically to execute a well-planned brand activation, which will speak for it – LIVE!
As the concept has started gaining significance, the demand and practice has seen an upsurge in the companies; also, it is a suggestion by many marketing firms respectively.
The Paradigm Shift…
I mean there are so many examples for Experiential Marketing to quote, which talk about the performance delivered by its applications. Like look at, the example of Patanjali Ayurveda Pvt. Ltd, discussed in my blog for that matter – (Patanjali & Experiential Marketing).
Or else, look at Homeshop 18 – the TV shopping channel which experimented by turning into an online e-Commerce site that started India’s first virtual, mobile-enabled shopping experience at Terminal 3 of New Delhi’s IGI Airport. Passengers could interact with a virtual wall and shop for products by scanning the products’ QR codes on their mobile phones. Now this experience was a simple idea of experiential marketing activation.
Or look at Coca-Cola India which used experiential marketing activation, to promote unity between India and Pakistan. Coca-Cola placed ‘Small World Machines’ across various malls in New Delhi and Lahore. Shoppers in both countries were given a chance to interact with each other in real time through 3D touch-screens. At the end of every session, the machine dispensed a can of Coca-Cola to each one with the brand message ‘#OpenHappiness’.
In my opinion, Experiential Marketing can change the entire brand perception for a consumer, and has always been present in either way around the corner since the inception of marketing while, it’s simultaneously becoming the biggest strengths in marketing for a brand today.
