A brief overview of Experiential Marketing
Experiential Marketing, also known as Engagement Marketing aims to put customer engagement at the center of a marketing exercise.
The increased engagement results in a stronger relationship between the brand and the target customers, resulting in the increased lifetime value of the customer acquired well beyond the marketing campaign being run.
Why do you need Experiential Marketing?
Experiential Marketing is not a tool to run a single campaign, but a way of thinking that dictates how marketing works for you.
Events and competitions where people can interact with the brand become key touch-points for an Experiential Marketing campaign.
Engagement with the customer is a phenomenon that dictates what the brand does across all touch-points and channels, online and offline.
Where to execute Experiential Marketing?
How you execute an Experiential Marketing campaign depends on how you wish to project your brand, and how your customers prefer to interact with you.
Product demos and free samples are among the most low-key ways of engaging the customer.
You could do this both at a trade show where you have a booth or by deploying a pop-up booth in a location where you expect a large footfall from your target group.
These don’t just allow the customer to experience your product but also is a great way of influencing her purchase decision based on the strength of your product alone.
But experiential marketing has truly been revolutionized by augmented reality technologies.
With experiences that cross from the physical world into the virtual, customers get to use mixed reality to understand your products much better than through traditional demos.
She gets to experience multiple variants, even when only a handful can be made available for trial in the real world.
More importantly, mixed reality has taken experiential marketing beyond demos and ensured that even traditional-looking ads on billboards or newspaper are interactive.
It brings the best of digital and physical worlds together — into a seamless whole mediated through the customer’s smartphone or a smart kiosk she walks into.
All your marketing now should be Experiential.
This will take you out of your comfort zone where you were busy telling the customer who you were, and may even take you out of your current offices into the midst of your customers.
But remember that if you don’t make a move now, your competitors will grab your customers away from you.
Do not forget that while you may own the brand, the identity is in the hands of the most powerful stakeholder you will engage with — your customers.
They will define who you are, with or without your permission.
So, make sure that you interact with them, give them channels through which they can not only reach out to you but also feel values.
Create an experience for them that resonates with who you are, and it will stay with them longer. Evoke their feelings through a great experience, and you have earned yourself brand loyalists.
About WOWSOME
WOWSOME solves marketers’ problems using Mixed Reality. Our obsessive Research in computer vision, integrated with marketing and advertising best practises led to the creation of the most useful suite of products in the segment.
Our solutions merge marketing & edutainment, real and digital, founding a Mixed Reality that delights as much as it advances us towards an evolved lifestyle.
Originally published at blog.wowso.me.
