Growing a business means staying up to date with all of the evolving trends found in the market. Experiential marketing is slowly becoming one of the more significant developments in the world of modern marketing.
Experiential marketing otherwise referred to as “engagement marketing”, is the idea that you can create more meaningful and profitable relationships with your customers and buyers when you share an experience with them and tug at their emotions instead of trying to convince them of the value of your product through traditional marketing.
You may not have realized it, but you have likely watched major brands display forms of experiential marketing before.
One of the best recent examples that we can think of was the “Share a Coke” campaign that was released this past year by Coca-Cola. This encouraged coca-cola buyers to search for bottles that had friends or family names on them. The idea was that customers could pick up bottles of coke for their friends or connect with others in the community.
Instead of buying coke because it’s delicious, people were buying coke to become part of a communal experience.
Coke gained over 25 million followers on Facebook and the #ShareaCoke hashtag could be found on over 500,000 photos.
Another great example of experiential marketing was the Crash the Super Bowl campaign that was launched by Doritos. This campaign invited fans of Doritos to make commercials for the company. This campaign became so successful that it propelled the Doritos brand for the next decade.
You might be thinking to yourself,
“These are major corporations. How in the world would a small business be able to achieve the same thing? Can my small business participate in the field of experiential marketing?”
100%! In many ways, small businesses of different types depend on the idea of experiential marketing.
What Exactly Is Experiential Marketing?
While experiential marketing comes in many forms, the main idea is that you raise awareness for your brand without a sales pitch. Instead, you offer an experience that aligns with your branding, your values, and your overall message.
What kind of experience can you create?
It can truly be anything as long as it creates an interaction between you and the customer. Your customer should feel as if they are participating in the story of your brand rather than buying into it.
Here are some ideas:
- Hosting contests
- Putting interactive games or other interactive content on your website
- Pop-up shops and events
- Inviting customers to vote for different products to add to your inventory
- Answering questions on platforms like Reddit, Quora, or Yahoo
Instead of making a pitch about your product or service, you are creating a two-sided experience for your brand and your customer.
The Benefits of Experiential Marketing
For starters, this type of marketing taps into the emotions of your buyers. The majority of consumers make buying decisions that are emotion-based, whether they want to admit it or not. Experiential marketing takes these emotion-based buying decisions to a different level.
In a few years, experiential marketing will become a necessity for small brands and businesses. Make sure to stay up to date with the latest trends and get in contact with us here at Gold Level Marketing to learn more about what experiential marketing can do for your business.