In today’s digital age, the term “marketing” has acquired new connotations, from simply deploying a large sum of money on advertisements, to thinking outside the box and developing new concepts that allow brands to stand out distinctively in today’s world. competitive markets. Among the many innovative methods, experiential marketing or engagement marketing is one of the most effective tools that offer a multitude of perspectives to brands. It is a marketing tactic that actively encourages and engages customers in a brand experience.
In other words, it is a type of advertising that focuses on providing a unique experience to customers, so that businesses can develop a close relationship with them. This will benefit them in multiple ways, including developing a strong and loyal customer base. Audience awareness programs are key to increasing a brand’s visibility and therefore need to be more effective and relevant to today’s audience.
It is high time that businesses consider taking advantage of the various benefits of experiential marketing. Undoubtedly, using an omnichannel strategy is a great approach, but it’s equally essential to providing customers with a unique and engaging brand experience. Experiential marketing is an extremely effective approach that can harness the power of customers’ emotions, positively impacting them in many ways by giving them the product in their hands to experience it rather than just giving them information about the product. When a brand resonates emotionally with customers, they become loyal customers of the brand, developing a strong bond with it. There is a need to engage them more with your brand, allowing them to feel a sense of connection to it, rather than trying to market. It can essentially change the way customers perceive your brand.
Concepts such as customer journey/mapping development, live events, installations, product launches, seminars and trade shows are some of the best ways to do this. Essentially, these lasting impressions are fundamentally personal and have the power to humanize a brand. They provide a one-on-one customer connection, giving them the feeling that they are shopping with a familiar individual rather than a business.
More than half of all marketers invest in such approaches because they recognize their various benefits, including generating more sales and long-term customer loyalty, than any other conventional marketing strategy. In short, it’s about creating brand ambassadors for your product or service or creating direct influencers to promote your organization’s goals.
The most innovative approach to providing a unique customer experience is through campaigns. Creating advertisements and events that will engage the customer’s senses using appropriate sounds, images, and even scents, etc., is one strategy brands can use. Sensory marketing will subtly influence consumer behavior using all five senses.
According to experts, appealing to consumers’ senses enhances the impact of experiential marketing and encourages unwavering customer loyalty. Many brands use metrics like brand conversions and Net Promoter Scores (NPS) as early warning systems and gauge purchase intent and revenue effect further down the funnel.
Additionally, brands also need to be thoughtful when making design choices. It is crucial that the final product captures the interests of customers and creates a favorable impression. This is extremely important, as all contact with consumers takes place online in the post-Covid era.
More than a few well-known brands have used these innovative strategies and techniques. In the current era, innovative technologies provide us with various modern tools to connect with each other more efficiently, which obviously also influences the business-customer connection. Live streaming, social media advertising, virtual reality, and other interactive techniques can immediately pique buyer interest. Whether it is a physical interaction, a virtual, hybrid or completely online browsing experience, customer experience and satisfaction should always be the main priorities.
Nelson Sequeira is Chief Operating Officer and Board Member of Tonic International