Experience has much more impact than exposure
In this digital age of virtual connections, ford-thinking brands are discovering a basic advertising truth: When it comes to connecting with the consumers, there is nothing like a real experience.
While traditional marketing was based on a volume of target audience impressions, experiential marketing involves engaging the consumer in a manner that enables them to “feel” the brand versus simply being exposed to it
The pay off? Marketers taking the experiential plunge find that they are gaining deeper, more genuine connections with consumers.
“An ‘experience’ has much more impact than an ‘exposure’,” say Brian Martin, senior VP-marketing and communications at Project: WorldWide. “If you’re only engaging with one-way communications today, you’re leaving the value on the table. Companies that have interesting experiential marketing have seen better business results because consumers can interact with the brand.”
Already marketers are starting to see the advantage of experiential marketing, boosting their budgets in this area. An annual survey by the Event Marketing Institute projects that event and experiential marketing budgets will grow 4.7% in 2013, up from 5.0% on 2012. In fact, the worlds largest brands- those with $1 Billion plus in revenue-increased event and experiential spending by 9.8% in 2012, the study says.
While some experiential marketing is done on a grand scale, Max Lenderman, principle at School, a Project WorldWide agency in boulder Colorado., that focuses on experiential, social, and digital media, says it doesn’t take deep pockets to orchestrate a successful campaign. “it’s the idea that counts,” he says. “The ones with the most resonance with consumers are the ones th...
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...e printed at local Westfield malls across the country.
The experiential campaign also changed attitudes: over the campaign, teens claimed it gave them a ‘very positive’ impression of Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone like me’ all improved with the young adult audience.
FUTURE OF EXPERIENTIAL MARKETING
Overall, experiential marketing will be a growing area full of possibilities going forward. Experiential marketing events usual don’t play to millions of eyeballs of a large-scale television or print campaign. But they do engage consumers on a much deeper, more persona and more emotional level; creating positive buzz that is often amplified by social media. It is experiential markets ability to strike a cord with the consumer that has moved it from being a below the line tact too now a leading market strategy for brands.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
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