Experiential marketing is based on the concept that a singapore email list customer chooses a product or service based on the experience it offers before and during purchase. It differs from traditional marketing, which focuses on specific aspects of the product, such as its features, quality, and benefits.
Experiential marketing, on the other hand, focuses on the customer and the experiences they have during the marketing and use of the product.
It’s based on the strategy of creating experiences to reach customers in a creative and memorable way, creating an emotional connection with the brand. The most important thing is the customer, not the product or the brand. In this way, brands manage to stimulate customers’ senses in a positive way, giving them experiences that will remain in their minds.
Sensory pleasure is shaped by the feelings and emotions these experiences evoke. These experiences are essential for making decisions when choosing what to buy. Through these experiences, a differential value can be achieved, centered on an emotional connection with consumers.
Later in this article, you’ll learn more about experiential marketing and its main characteristics. You’ll also learn about the different types of experiential marketing and how they relate to consumers.
Types of experiential marketing
Of thoughts
If creativity is used to capture people’s this is important because this approach allows attention, experiential marketing appeals to cognitive processes so that prospects associate the product or service with a positive aspect. This is thanks to the way it addresses pain points in the customer lifecycle.
Of emotions
When people have a positive experience with a particular brand, they tend to make the conversions the brand expects of them. The most important thing is that there is a positive connection that goes beyond the sensorial, appealing to emotions linked to pleasure, happiness, tranquility, etc.
Of sensations
The idea is to focus efforts on stimulating the target audience’s senses; however, this doesn’t mean overloading them. It’s important to choose the most important content that meets the campaign’s objective and benefits both customer contact and the product or service.
Of experiences
It’s also associated with actions, referring to what the experience means to the audience’s lifestyle. This is why experiential marketing can’t target everyone. Instead, you need to focus your goal on a specific audience so they can easily identify with it.
Of relationships
Appealing to empathy through interaction is Buy Lead an effective way to foster trust with a brand. The main objective is to build relationships, whether through experiences that bring groups of people together around the brand, or through the brand itself presented through representatives, collaborators, or influencers.
These campaigns can take an integrated approach. The main objective is to experience a brand in a tangible way, offline, while also considering its online impact.
Therefore, since most consumers create content about a brand event or experience, it makes perfect sense to incorporate a digital element. For example, a branded hashtag can help users express their thoughts about the experience.
This is where a brand activation comes in. Typically, a public event is held to seize a great opportunity to speak directly to a segment that will appreciate your service or product.
As a complement to inbound marketing and a business’s presence in electronic media, brand activation comes into play. This helps you reach people directly. A allowing them to enjoy your product more and identifying you as a company with a human touch.
Likewise, experiential marketing ensures that your activation is a memorable event. It also includes the benefits of your product or your business in general.
