Through campaign experience, consumers could feel the difference of a product and evolve their purchase intention. From the consumer’s point of view and their personal experience, whether it is online or offline, they are able to identify with the product and link the product to increase a deal. Here are five ways to do this:Through campaign experience, consumers could feel the difference of a product and evolve their purchase intention. From the consumer’s point of view and their personal experience, whether it is online or offline, they are able to identify with the product and link the product to increase a deal. Here are five ways to do this:
Main strategies of Experiential Marketing
Senses
Through the 5 sensory experiences, the desire to purchase and the added value of creating products are activated.
Emotional
This is to trigger consumers’ feelings to actively participate and create emotional experience.
Thinking
It is usually used during the production of high-tech products, where the brain stimulates creative thinking of consumption, resonates and gains the ability to feel and solve problems.
Action
To trigger the desire for purchase is to find the alternative solution to suit consumer’s lifestyle.
Connection
Combine the above four experiences with personal experience to connect consumers with a broad social and cultural environment to establish a preference for a brand.
Based on the five strategies, here are some examples of experiential marketing:
Cadbury – Low Tech High Touch
Some things come with a special charm. Roses, balloons and chocolate! Cadbury Chocolate in Malaysia has developed a machine that could customize lettering on chocolate without opening the packaging. This allows consumers to experience the meaning of chocolate is more than just food but also a romantic symbol. It is far more attractive than price reduction promotions.
IKEA
IKEA has always been a furniture giant that pursues experience marketing. Through the decor and space layout, furniture and fixtures are displayed to allow customers to feel and imagine their dream home. IKEA does not only show features of their product, but also allows customers to enjoy by seeing, hearing, smelling and touching the products.
Volkswagen: Piano Staircase
In 2009, Volkswagen turned a subway staircase in Stockholm into a giant piano. When commuters climb up and down the stairs, each step makes the sound of different piano key.
Antarctica Beer Turnstile
Carnivals, beer, samba are always seen during the Brazilian Carnival. As the sponsor of the carnival party, the Antarctica Beer can be drink in an unexpected way. Emptied beer cans are used as MRT ticket.
Adidas and Derrick Rose – D Rose Jump Store
Adidas opened a pop-up store “D Rose Jump Store” in East London. Chicago Bulls point guard Derrick Rose was in attendance to give his fans a chance to jump with him. At the same time, participants also stand a chance to get a pair of Derrick Rose signature Adidas sneakers. All they have to do is to jump up 10 feet and grab it.
The advantage of experiential marketing is to make consumers have an in-depth experience other than advertising. It is also much more convincing to a consumer. Invest some time to think of ways we could interact with people. Only by providing consumers the experience they desire, it will gain advantage in the market.