What is experience marketing and how to use it in my company?
by Do you want your customers to remember your brand clearly even if time passes? Then make them live experiences. Excite them to the point of becoming an important memory and not a simple little memorable advertisement, because as you may already know, we currently live in an era of information saturation. If you don't do something different to capture the attention of your audience, your brand message will be buried under the speeches of other companies. By the title you will know what we mean. And it is a conversation that we must have with you: Experience Marketing and how to use it in your company.
WHAT IS EXPERIENCE MARKETING?
Experience Marketing or Experience Marketing is about creating positive associations between a brand and an experience. In order for the person who participates in it to remember the brand and choose it over the others. Well, it starts from the premise that people choose a product or service by mere emotional impulse.
So, by generating a positive experience or feeling, they will be the same customers who return to your brand or company.
Because according to our human nature, we tend to go back to the same place where they made us feel good.
It is about "falling" wonderfully to the consumer so that he is the one who chases you and not vice versa.
WHAT TO TAKE INTO ACCOUNT TO APPLY EXPERIENCE MARKETING IN MY COMPANY?
Put your client at the center of your brand: you must orbit around the client, not vice versa. Make him the protagonist of an amazing experience and your brand message will have a greater impact and remembrance in his mind.
Use interactive technology: To create experiences that are lived on the surface and last in the mind of your client, interactive technology is an excellent resource. Since, in addition to looking novel, it activates different stimuli from your client: touch, sight, hearing, etc. The interaction and participation offered by technologies are necessary to create a memorable footprint with your brand name.
Get out of your comfort zone: The first step is to get out of that comfort zone that you have used to your brand. You have to innovate to survive! If in your BTL events, fairs, framework activations or launches you carry out traditional actions with little differentiation, it is time that you bet on experience marketing and discover the potential it has for your client to identify with you.
Know your buyer persona well: By this we are not referring to the classic parameters of sex, age and location. Find out who your customer truly is. Investigate their routines, tastes, fears, aspirations, habits, their behavior on social networks, etc. Collecting this data gives you a valuable point of view on which to design and personalize your experiential marketing actions.
EXAMPLES OF EXPERIENCE MARKETING: BRANDS THAT ACHIEVED RESULTS THANKS TO EMOTIONS
There is no better way to learn the power of experiential marketing than by seeing examples of companies that have used it to create enjoyable and memorable moments with their audience.
Check out the most creative and effective examples of these brands:
COCA COLA - THE CASHIER OF HAPPINESS
An ATM that gives away money! That's what the experiential campaign of the great Coca Cola was about. As you can see in the video, the core of this campaign was not the soda can or bottle. The machine spent money for users to spend on good deeds to help others.
This generated great word of mouth and it was the same people who were in charge of viralizing the campaign with photos and videos on their social networks.
DIRECTV- VIRTUAL REALITY
Can you imagine being in the center of your favorite shows?
DirecTV organized a virtual reality campaign together with Stringnet to increase the number of subscribers to its service.
It was an immersive campaign that allowed the user, through special glasses, to enter virtual worlds of series from their entertainment catalog. There were dinosaurs, zombies and of course: many emotions activated!
HOW CAN I USE EXPERENTIAL MARKETING IN MY BUSINESS, COMPANY OR EVENT?
All companies, in any sector, even one that at first seems cold, does not attract attention or offers something beyond a product or service, can integrate experience marketing into their marketing plan.
It is a matter of knowing how to place the customer at the center of the brand, enhancing all their possible stimuli, but following the message that you want to convey.
It is a matter of knowing how to place the customer at the center of the brand, enhancing all their possible stimuli, but following the message that you want to convey.
There are a lot of things you can do to implement experience marketing in your business.
However, below we will list options with technology that you can use to develop meaningful experiences to build connections with your client:
- Virtual reality
- Augmented reality
- Interactive games
- Video Mapping
- Interactive totems
MAKE YOUR CUSTOMERS COME BACK TO YOU AGAIN AND AGAIN WITH EXPERIENTIAL AND INTERACTIVE MARKETING
It's not what you say that matters to your client. But how you make him feel in that moment.
If you want your audience to have a pleasant and positive memory of your brand, at Stringnet we help you create and execute unforgettable experience marketing actions with interactive technology for your event, brand activation, inauguration, launch or BTL actions.
Contact us.