Denver Tradeshow Models: Experiential Marketing to Create an Unforgettable Customer Experience

The traditional audiovisual advertising was more focused on giving the benefits of a product. The need to have a marketing strategy that is more involving and allows for linkages with the consumer led to experiential marketing. This strategy allows the consumer participate in brand evolution. Experiential marketing is focused on engaging the consumer about the brand by involving other senses other than the audio and visual. In this way, it encompasses various marketing strategies. It is aimed at influencing purchasing decisions as well as yielding consumer loyalty through formation of a memorable link between the brand and the consumer. To achieve this, it involves both online (digital marketing) and offline techniques.

Available online techniques

The most common is the search engine optimization that is aimed at creating traffic to a company’s website as consumers search for products and services on the various search engines. Another close ally to this is the search engine marketing. Here marketers pay for adverts shown alongside search results on search engines all in the hope of driving traffic to the site as well as leading interested consumers to the pages containing their products. These two are important for blogs as well. Social media marketing is another worthwhile technique that allows for direct interaction with the consumer. This builds a relationship with customers and can allow for improvements based on customer feedback. Some of the social media platforms include Twitter, LinkedIn, Facebook, Instagram, Snapchat, Google+, and Tumblr among others. Email marketing though a bit old-school for most allows for emailing of customers but only after their permitting it. Content marketing involves marketers creating relevant content to disseminate to potential consumers. Other techniques include using crowdsourcing sites and webcasts.

Offline techniques

Street marketing is one technique that promotes products and services in public places. This involves identifying areas to develop the campaign. One strategy is creating offers to raise sales. Youth marketing involves communication with young people divided into teen and college marketing. It is a critical technique bearing in mind its influence on the spending of families as well as its ability to set trends adopted by other demographic groups. Other techniques include creating of virtual brands through immersion technologies, event marketing and mobile marketing tours.

Benefits

Digital marketing aligns with ways consumers make their decisions when it comes to purchasing a product or service. Some of the benefits of these are as discussed below. It provides for not just customer convenience but also a marketers convenience. For the customer, they can check for products online anytime irrespective. Marketers on the other hand can post products irrespective of working hours. Digital marketing also has a wide coverage and thus can reach many people in different parts of the world. The cost of marketing online is also low as opposed to having outlets that incur rent and maintenance cost for the company. As mentioned earlier it helps build long term relationships with consumers which in turn lead to increased retention of customers. Upon purchase a follow-up email thanking the customer or inviting them to review products on your website may help foster relationships.

Experiential marketing is indeed a strategy that should be adopted worldwide because on top of engaging customers to improve brands and sales, it creates a meaningful employment to the youths.

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