Marketers across geographies will concur that the consumer has hitherto never been so aware and so demanding. An explosion of media has ensured that the consumer suffers an information overload and this, coupled with a rapidly-shrinking attention span, means that buying decisions at times may not be too informed and unbiased. These consumers are extremely skilled at sifting through the clutter of advertising and marketing campaigns that constantly bombard their lives through television, newspaper, radio and now the mobile phone and the tablet.
The scope of advertising has, thus, become minimal and because it doesn’t evolve at the same speed at which consumer expectation does, there is a huge gap between what advertising intends to do and what actually happens. As a consequence and in order to break through this media mess, advertisers and marketers are relentlessly jostling for new ideas to create top-of-the-mind recall in consumers’ minds and eventually, turn them into not just buyers, but brand loyalists and influencers.
The switch from plain vanilla advertising through newspapers to viral and social media marketing is a result of this need to break through. From interactive events to gatherings, marketers are engaging consumers on a daily basis in order to turn their attention span to the product and the company at a sustainable level. The idea is to engage consumers at such an emotional level that it gets them talking and spreading the word. Except, in today’s context, this sharing is best done via social media and this is what marketers want — to get people talking about the product.
Experiential marketing is one such path-breaking marketing tool that is fast becoming the buzzword across sectors. Experiential marketing works on all five senses (at times), thereby
making the experience extremely memorable and creating a strong top-of-the-mind recall. These personal experiences not just help consumers make intelligent and informed purchasing decisions, but turn them into brand evangelists.
The difference between traditional marketing techniques and experiential marketing is that the latter lets consumers get a first-hand feel of the product and experience its benefits; whereas in the former, marketers inform consumers of the benefits. The sensory interaction that experiential marketing creates, when done right, can turn the consumer into a life-long brand loyalist and influencer who aids other consumers in their buying decisions. The goal is to sustainably change consumer behaviour in order to create a strong kinship with the product and the brand.
Experiential Marketing in