Today, brands compete for consumer attention, but attention is scarce. Countless TV ads and huge billboards on the highways & in your neighborhood market promising eternal bliss through products (ranging cars to candy bars from ultra modern housing projects to smart phones) keep shouting ‘to be heard’ by consumers. They may leave a momentary mark on the viewer’s mind but for the long-run brand impact, personal experience of a brand cracks the deal. Yes, experiential marketing brings the brand experience alive by engaging the consumer in sensory ways.
The personal brand experience beats all other branding channels as the experience-based marketing helps consumer sense and connects to a brand. This allows the consumer to rationale and helps him make smart buying decisions. Experiential marketing doesn’t only spread the brand awareness more effectively but also helps driving the sales in big way. The real distinction experiential marketing enjoys is that people experience the brand’s USP (brand benefits) themselves in real time. Here, brand is not pleading for attention or favors but simply asking the consumer to experience the brand/product himself and decide on his own the worth of the brand. If done correctly, experiential marketing gets huge brand allegiance and earn precious word of mouth in the long term.
Many of marketers don’t put much effort in experiential marketing and rather keep spending millions of rupees on more expensive yet lesser effective media choices like TV, OOH and print ads. However, experiential marketing is getting popular with modern-age marketers, albeit steadily, as they realize that traditional mass media mediums are not working efficiently with Indian youth today.
The key reason behind this is that today Indian consumers (especially the youth segment) have more brand choices with lesser span of attention. And the mass media is unable to break the clutter and reach out to the consumers efficiently. So marketers are focusing on experiential marketing to harness its prospective impact over the last few years. And marketers can’t ignore the fact that experiential marketing seeks voluntary engagement of the consumers unlike the mass media channels.
The experiential marketing has brought the location-based marketing in vogue again as these days various places like shopping malls, multiplexes, schools and campuses are used for the experiential marketing. Brands put in place various marketing tools such as product canopy, kiosks, stalls, free sampling etc. The biggest example of experiential marketing success is the retail outlets opened across India which has changed the complete shopping experience for the Indian consumers. There, consumers can touch and feel the certain brand/product, gather the information about the product first hand and then decide to buy it or not accordingly.
Indian consumers are evolving and hence marketers also need to wake up to the ground reality. If used intelligently, the technology and the digital media can complement their on-ground experiential marketing initiatives. They can use interactive websites and social networking websites to reach their TG and enhance the branding experience.
But keep one thing in mind. Experiential marketing is driven by innovation – Innovative methods of engaging and interacting with the consumers. Unless of experiential marketing become interesting, more engaging, and can facilitate a more meaningful connection to the brand or product, consumers will continue to shower them with apathy. Marketers too understand the value of experiential marketing in crowded brand space so they are ready to experiment with their on-ground activities. They look for beyond typical BTL solutions (trade shows and marketing events) and prefer customized brand activation solutions through experiential marketing tools. Plus, those on-ground experiential marketing activities should be synchronized with the social media branding to tap the online consumer base.
It is crucial to choose a right experiential marketing partner who specializes both in experiential marketing and digital experiential marketing. Experiential marketing is here to stay and keep helping brands to interact with the consumers in a mutually accepted manner comfortable to the TG. If you want to learn more on how to transform your brand into a powerful consumer experience with effective experiential marketing then stay tuned into Promo Tadka as being an expert, Pulp Strategy will keep enlightening its valuable readers (marketers, branding professionals etc.) through pearl of wisdoms on brand activation through experiential marketing.
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