Experiential marketing creates a very positive emotional bond between the product, brand or company and its consumers. This, through a positive experience that originates through sensations that produce perceptions, feelings, ideas, actions and pleasant emotions.
It is important to mention that, in this type of marketing, it is not the company, the brand or the product that is most important. The most important thing is the consumer in terms of their perceptions, their emotions and their experiences.
In addition, experiential marketing creates links and positive relationships with customers and consumers through the production of significant experiences by putting them in contact with brands and products. The consumer becomes an active subject in the purchase process. Therefore, the senses play a very important role, because what is sought is to make the consumer feel something pleasant and create a nice experience.
Important ideas to understand experiential marketing
To understand experiential marketing we must understand the following:
1. It seeks to sell experiences, not products
First of all, when people search for a product, they are not only looking for the product, but they are looking to find something additional. For that reason, you should be given a satisfying experience. This leaves aside traditional marketing that focuses its attention on aspects related to the product itself (such as quality, its characteristics and benefits). In contrast, experiential marketing focuses on the experience that the customer lives.
Of course, the favorable experience occurs during the marketing process and with the use of the product or brand. A customer who lives a nice experience is more likely to buy a product again or to prefer a certain brand.
2. The experience should be as personalized as possible
Secondly, experiential marketing tries to make the experience produced for the consumer or client feel unique and special. At any time the company must capture the attention of the consumer, particularly at the point of sale. This, offering something complementary that is different from what other competitors do.
On the other hand, in experiential marketing, the consumer must play an active role to interact through the senses with the products and brands. This, using sensory experiences to make purchase decisions and maintain brand loyalty. The senses serve the consumer to obtain information and compare the products that he wishes to acquire. Herein lies the importance of delivering satisfying customer experiences.
3. The purchase process becomes a game
Finally, with experiential marketing, the purchase action ceases to be a purely functional process to become a fun process. Therefore, what achieves customer loyalty is the emotion caused by the purchase action. This implies that not only the use of the product, but also the purchase action must produce a pleasant experience for the consumer.
Steps to create experiential marketing strategies
The most important steps in creating an experiential marketing strategy are:
1. Analyze the context of customers or consumers
To begin with, before designing and applying any experiential marketing strategy, the company must investigate and analyze the social and economic context in which the consumer operates and is exposed.
2. Creation of the strategy
Next, the strategy is designed after the information on the aspects of the environment in which the consumer moves is already available. Thus, the types of experiences that can have a favorable impact on the target group of strategically selected clients are formulated. The strategy that is chosen should be in accordance with the type of positioning that the company hopes to have and the value of the experience that it hopes to offer.
3. Design of the experience
Finally, experiences are designed that are satisfactory for customers or consumers. The experience must enrich the moments of purchase and consumption of goods and services. The experiences must involve different elements such as sensations, emotions, lifestyle, thoughts and relationships. This, in order to generate different types of experiences. These experiences must be memorable to achieve customer loyalty. Of course, people make decisions involving a rational and an emotional element.
Types of experiential marketing strategies
Among the experiential marketing strategies we find strategies of:
- Feelings: It seeks to evoke feelings during the purchase process and during the use of a good or service.
- Sensations: It aims to provide a pleasant and satisfying situation through the use of the senses. To achieve this, sensory stimuli are used.
- Thoughts: The purpose is to generate positive ideas and thoughts towards the product or service. The experience can be problem-solving oriented as you use your creative thinking to choose your products and brands.
- Performances: It seeks to produce experiences oriented to a person’s lifestyle, so it involves behaviors, actions and personal aspects.
- Relations: It involves producing experiences that involve relationships with other people or with other groups of people, creating trust among members by promoting common values and generating bonds and effective communication among clients.
To conclude, it can be said that experiential marketing does not only seek to promote products, but also to create experiences that generate positive feelings towards a brand or a product. If satisfactory and rewarding experiences occur, the customer has better memories, which can cause him to remain loyal to the brand and its products.