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Experiential marketing connects with consumers on emotional and rational levels by appealing to their senses and creating a relationship between the product and consumer. It is ideal for modern marketing campaigns that require quick attention-grabbing tactics.
As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotion, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to make the connection so that the consumer responds to a product offering based on both emotional and rational levels of response. Here are some of the basics of experiential marketing and how this process can often succeed when other marketing strategies fail.
By appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts of comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer must have a solid understanding of the mindset of the target audience he wishes to attract. By understanding what the consumer is likely to think and feel, you can gain insight into how to steer the customer in a direction that will relate to the product and get individuals to act on that impulse to buy.
To engage in experiential marketing, you need to engage as many of your senses as possible. Striking displays with powerful visuals, such as websites and visual media such as print ads, must not only be visually appealing but also evoke daydreams of locales and reminders of feelings that are enjoyable for the individual. When used to create customer experiences of this nature, a sense of relationship is established between the product and the consumer which helps make the good or service more desirable with each encounter.
Because experiential marketing connects to the consumer on multiple levels, the strategy is ideal for contemporary sales and marketing campaigns. A reduction in attention span requires that any advertising campaign make a quick impression or the opportunity to engage the consumer will quickly pass. While thirty second advertising on radio and television once had a big impact, many people now use modern technology to avoid this type of marketing approach.
This means that advertisements on the internet, in print media and on modern billboards must immediately grab the attention of potential customers and hold that attention long enough to make an impact. Experiential marketing is the key to making this happen. By appealing to all the senses and making the connection quick and seamless, this approach to marketing ensures that businesses can still attract and satisfy the needs and wants of consumers.
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