EXPERIENTIAL MARKETING

Experiential marketing is a term for where one engages elements of emotions, logic, and general thought processes to connect with the user. The goal of experiential marketing is to establish this connection in such a way that the user reacts to a product offering based on both emotional and logical responses. We also know that we are predominantly visual and tactile in buying habits. We carried out some work for a chain of high street mobile phone resellers who had noticed stagnation in sales in certain stores. We established the common factor amongst these stores was a higher than normal level of theft. Accordingly the stores in question were reluctant to allow customers to handle the handsets in case they made off with them and only displayed one set at a time. By fitting security doors that could be unlocked and locked remotely, they were able to allow customers to handle the handsets whilst minimising potential ‘run-offs’ and accordingly noticed a corresponding upturn in sales.

Appealing to a variety of senses, experiential marketing seeks to tap into that special place within users that has to do with inspiring thoughts about comfort and pleasure, as well as practicality. To succeed one needs to understand the mindset of your target market. By understanding what the user is likely to think and feel one can steer the customer in a direction to relate with the product, and entice them to act on the purchase impulse.

For successful execution, it is necessary to engage as many of the senses as possible. TV, Radio, Web and other media designers constantly fight to incorporate as many options as possible. With exhibitions and events you have a tremendous (usually unexploited) advantage. By appealing to all the senses, and making the connection quickly and seamlessly, you can attract and satisfy the needs and desires of your audience. You have the ability to let your visitors try, taste, hear, smell, feel, possibly break and handle your products. An opportunity like this simply is not possible with other media and yet many exhibitors do not utilise the opportunities that are readily available at events they patronise. Maybe you could hold an inter-departmental brainstorming session in advance of your next event and see how many senses you can expose your potential clients and visitors to? Even if you have a service rather than a product you can utilise this approach. Think about selling a house – how often have you read the wisdom about baking bread or roasting coffee or lighting a fire? All these are arguably superfluous and incidental to the house sale and yet are often instrumental in delivering contracts. If I ‘feel’ warm, loved and secure on your stand, might I not project that to your service also and onto your team?