Experience. This has been the secret behind every successful marketing campaign for some time now. Luxembourg Email Addresses Its importance is easy to understand: modern consumers, increasingly accustomed to fast and efficient purchasing processes, prefer brands that offer the best content experiences .
Thus, it is possible to establish strong and lasting connections, expanding the brand’s reach through recommendations and positive feedbacks. In this scenario, it is no longer enough to have quality products and services. What is needed today is to adopt a strategy focused on Experiential Marketing. But what does this concept mean? Can this approach really bring significant benefits to your company
What is Experiential Marketing
Experiential Marketing is a strategy that aims to engage consumers through brand experiences. The idea is to focus on the pleasure of the buyer persona, generating a positive feeling towards the brand . In this context, the products and services offered are secondary. A campaign that uses this type of marketing can take many forms.
You can use your creativity to create experiences in strategic locations, such as sporting events, concerts, art installations, etc. The options are diverse, and, in this content, we will show examples that demonstrate this. Regardless of which model you choose, however, there are some issues that cannot be overlooked.
The first is: the action must encourage the active participation and engagement of the consumer. Thus, you must enable the target audience to be able to really feel part of the experience — more or less the way it works with interaction marketing .
Another key point is the promotion of brand values and messages. As we said, products and services do not have as much space in this type of approach, but the deep identity of the brand must be worked broadly. The idea is to create a lasting and positive image in people’s minds.
One more aspect that must be taken into account when thinking about Experiential Marketing is the value generated in the long term . Many brands develop campaigns that are beautiful but unsuccessful, as they only create short-term value. So, the idea is that, at the end of the action, it is possible to maintain contact with the audience.
What are the benefits of Experiential Marketing
Without a doubt, the greatest benefit of Experiential Marketing is engagement. After all, it represents the production of interactive and immersive experiences, making the lead’s dialogue with the brand more natural and fluid.
So, while entertaining consumers, it creates the opportunity to deliver the message you want with little noise or interference. This is critical in dealing with the 4.0 consumer, whose attention is very difficult to attract and retain .
Another characteristic of this audience, as pointed out by Professor Philip Kotler in his book on marketing 4.0 , is the tendency to give and receive feedback, commenting on the business with friends and influencers — which is one of the main channels for generating new opportunities.
So, if your Experiential Marketing strategy is solid, it will turn leads into satisfied consumers and, consequently, expand your company’s reach organically.
Consumers themselves confirm this. 74% of them say that engaging with experience campaigns increases their chances of making a purchase.
How big brands are using Experiential Marketing in their strategies
Now you know what Experiential Marketing is and understand its main benefits. Still, there’s nothing better for understanding a concept fully than seeing its application.
That’s why we’ve selected some examples of successful campaigns. Use them as inspiration to create your own ideas
Heineken
Heineken is one of the companies that achieved excellence in conducting Experiential Marketing campaigns.
For this, the brewery does not hesitate to use the appeal of one of its main commercial partners: the European Champions League, which is the most important football tournament on the continent.
As a sponsor of the event, the company has already promoted several campaigns, such as the public broadcast of the games and surprises for fans of the sport.
With this, even without mentioning her product directly, she manages to relate soccer consumption with Heineken consumption, generating purchase triggers.
One of Heineken’s most significant actions in terms of consumer experience was the Heineken Experience, located in its oldest factory in Amsterdam. In the photo, notice how the environment encourages visitor interaction.
Volkswagen
Also European, Volkswagen is another great example of success in the use of Experiential Marketing. List Provider, the most curious thing is that the action doesn’t even mention cars, which would be strange, if it were a more traditional marketing campaign.
Instead of products or services, the company decided to focus on something that is common and appeals to everyone: fun. Thus was born “The Theory of Fun”.
According to the German company, the idea was to prove that people find more motivation to change their attitudes and make better decisions when the process is fun.
To do this, Volkswagen installed a giant piano on the common stairs of a subway station in Stockholm, which were next to an escalator.
The idea, of course, was to encourage people to save energy and prioritize physical activity. When stepping on the steps transformed into keys, they climbed the stairs listening to their own notes.
Without a doubt, the people who passed through there had a unique and memorable experience, but did this action have any relevance for the general public.
Yes, because Volkswagen knew what they were doing.
