Understand Culture First; Plan Experiential Marketing Events Second
As marketers, we know one of the most powerful things we can do is appeal to people’s emotions. But consumers’ emotional responses to our products, services and marketing efforts can be very different depending on their culture.
That’s why it’s essential to understand your audience’s language, history, art, food — all those essential parts of culture — before you plan any type of marketing effort. Experiential marketing efforts in particular can fall flat if you don’t tailor them to the needs and interests of your audience.
To demonstrate why understanding culture is so important for marketers, we turned to the work of Dr. Gilbert Clotaire Rapaille, founder and CEO of Archetype Discoveries Worldwide. Rapaille is an author and highly sought-after speaker who pioneered a marketing methodology called the Culture Code (and wrote a very popular book by the same name).