Now Read Something About Experimental Advertising

Today, marketing a product is a very tedious task and marketers are always looking out for new and innovative ways.

Experiential marketing is gaining momentum in recent times. As a valuable component in the marketing mix, experiential marketing will continue to augment traditional campaigns and is therefore an important concept for all marketing enthusiasts to understand.

It connects audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters. It focuses on making a personalized connection using emotional involvement. Experiential marketing industry can be seen as a sales building or a brand-building tool. Experiential marketing is becoming increasingly important within the communication mix of many companies as an effective way of not only reaching the masses but of imprinting a brand name.

This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase.

In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. Striking displays with powerful visual elements, such as websites, and visual media such as print ads should not only be visually appealing, but also conjure up daydreams of locales and reminders of sensations that are enjoyable to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter.

An example of Experiential Marketing is Mahindra in India, Mahindra Tractors wanted to launch their Hy Tec brand which was a strong hydraulic tractor aiming to help farmers saw the field.

To show this technology to the farmers they engaged them through a technique in which sensors were fixed to the hydraulic and a large LCD monitor was placed for the farmers, which captured the movement of the cultivator on an ECG graph. This activity was easily understood and remembered by the farmers and the sales graph was tremendously increased.

The pre-event marketing digitally plays a very important role. Recently, the press launch of ‘KBC’ on Sony was webcast live and it was flawless. Touch and feel is another important aspect. For example, when customers come for an event, the agenda can be put up on touch screens. Also, if someone from the audience has a question, he/ she can post it online. Digital plays an important role as it gives an event company a chance to reach out to customers who are not present at the event.

An experiential approach to launch a brand may be more effective and relevant than anything that television advertisements can offer. One of the best examples is Absolut vodka. In Australia, Absolut Vodka launched a brand called “Cut”, through a strictly experiential marketing point of view. Using public relations, point-of-sale, online and event marketing, Absolut was able to eschew traditional advertising altogether, something unheard of when launching a spirits brand.

To sum it up all, experiential advertising gives you an opportunity to break through the clutter of traditional advertising, meeting your customers in a closed environment and presenting your brand in the best possible manner. Nothing can be like customers participating in your marketing strategy.

courtsey Mediavataar

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