What experiential marketing and how can it benefit you?
Experiential marketing or emotional marketing involves establishing a deeper and closer bond with the client by making them feel and experience a satisfying experience. In the experiences, you study the customer very closely and focus directly on him and what he lives during the marketing and use of the product or service. It is a totally different technique to traditional marketing focused on the product itself, its features and advantages. It is based on the emotions and the ability to involve the consumer so that they stay with something memorable that brings the brand.
There is an important part of the population that does not mind paying a little more to live a unique and incredible moment during the buying process. And the reality is that emotional marketing achieves a higher conversion rate, but does not ensure 100% success. However Starbucks, since its inception, is one of the most significant brands whose success is based on experiences. Since you enter one of their cafes, everything evokes you to live a unique moment; both the smell and the taste of the coffee, as well as the sound and the decoration, make a cozy and comfortable atmosphere around.
1. Know the environment. You must discover what elements attract the attention of users or consumers.
2. Design the experience you want to offer. Experience should bring value to the brand and customers should consider it rewarding.
3. Decide how you are going to offer the experience. At this point, it is about launching the experience so that the greatest number of customers can enjoy it and generate greater engagement.
4. Look at the results. Finally, you have to listen to what the customers say directly about the experience they have lived as well as provide them, as far as possible, channels so that they can do so.
OTHER SUCCESSFUL CASES
Coca-Cola tries to convey emotions with every advertising action. In them, it tries to evoke feelings in consumers. In addition, every year they organizes the Coca-Cola Music Experience:
This is another of the love-brands that always try to surprise their consumers and focus all the actions to feel totally immersed in the essence of the brand. Even going to any store is already an experience. A few years ago they filled a cinema room with beds to make the audience feel at home:
The brand has created apartments within its shops so that customers can try products as if they were in their own home, consumers can stay for a night or celebrate a dinner:
This brand sponsors events of risk sports that already, by themselves, are experiences. It tries to involve consumers in all experiences, an example of this is the retransmission of the astronaut Baumgartner’s jump from the free-falling stratosphere of 39,000 meters: