Paradigms have been shifting beneath marketers’ feet for years, thanks to both rapid advances in technology and changes in consumer behavior. Marketers are urged to invest in methods like social media and experiential marketing to engage consumers in conversations. We all know this. It's what we do about it that makes the difference.
Experiential marketing is proving its value as a strategic marketing approach, not just as a tactical add-on to generate leads and sample products. Experiential marketing generates awareness, changes perceptions, ignites conversations, accelerates sales and converts customers into long-term brand loyalists. BUT, as with everything, careful strategic planning is required to get these powerful results.
A recently released Experiential 2.0 report, (offered free thru Event Marketer Magazine) outlines key topics to explore when creating an experiential strategy:
- Identify consumers’ passion points, spark an emotional connection
- Engage consumers in hands-on activities, bring brand attributes to life
- Connect the branded experience path to purchase
- Improve and adjust customers’ experiences with the brand, in real time
- Continue engagement with digital tools to foster a long term relationship
I would like to add that there is one additional principle that should guide the entire strategy, design and execution of an experiential effort. It is simply remembering that an experience always belongs to the consumer, not the brand!