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Experiential Marketing Works Smarter, Not Harder
By Linda Alexander Experiential marketing campaigns are not developed much differently than traditional marketing campaigns. Developing your experiential marketing strategy involves first identifying your company's or product's identity, then deciding how it will look, feel, and sound to your customer. A secondary aspect is figuring out the potential ways to deliver the message to your customers, such as through packaging, a website, and customer service. Marketers must then use in their campaign every possible experience customers may have with the company or product.
Jack Morton found that a combination of entertainment and product sampling is the most effective format for all consumer groups. Sixty-one percent of all respondents said they best like to sample products at an entertainment event, versus 34% who prefer straight sampling. A whopping 83% prefer that events have a product representative there to answer questions about the brand.
By Cory Treffiletti The term "Experiential Marketing" is applied to all forms of media, but most applicably to campaigns that go across media. In the message-cluttered world of today, an experiential campaign serves to reach a target consumer through multiple touch-points, effectively "owning" their interaction with media.
Ahorre June 28, 2005 12:15 AM