Experiential marketing: creating experiences to convey brand values

One of the elements that is making the difference between what consumers are looking for and what brands offer and how they relate to each other is the fact that the former no longer want only good products, good prices or a specific brand. Now consumers are carried away by much less tangible elements, such as experiences or emotions. And these issues not only mark their purchasing relationships but also their relationships with companies. Consumers want everything to be much closer and they want brands to appeal to issues much closer to them. In addition, the world is increasingly full of advertising messages. Brands stalk potential buyers on every corner and in every possible medium, which means that more and more marketing impacts reach the end consumer and that it is more and more difficult to stand out in the midst of all that avalanche of information Argentina Mobile Database. How, therefore, do brands stand out and reach the hearts of consumers? Now they have to play with different weapons and bet on different tools to get consumers to talk about them and for their products to touch that sensitive point that turns them into buyers.

Among the different strategies that companies are beginning to use is the one known in English as experiential marketing and that in Spanish we could translate as marketing of experiences. What exactly is experiential marketing and how does it work when it comes to reaching the consumer? To begin with, the marketing of experiences is based on actions, activities, tangible things that allow the consumer to interact with the brand, to live, as it were, the product or the message that the brand wants to sell. It is not a presentation of the product to use, in fact sometimes the product is not even present as such. It is simply a matter of letting the consumer live what they want to sell. For example, Delta Air Lines launched a campaign titled Stillness in Motion, which was more of an art installation than a regular promotional item.

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Participants had to sit on a chair, in the middle of a room, and their heartbeats were used to show the sounds and visual elements that gave content to the place. The effect was very impressive, so much so that a month later the Quartz journalist who spoke of the experience began to point out that her heart was still beating in relation to the experience. The installation caused the airline to be talked about on social networks (95% of those who experienced it tweeted about it) but above all it had a much more direct effect on the consumers who tested it. A kind of emotional bond was established between them and the brand. And that’s what experience marketing is primarily looking for. You want to create a closer and closer bond between each other and you want this to be based not on tangible information but on emotional experiences.

Because, as we already know, it is the emotions that enter that uncontrollable part of the brain that has so much power when making decisions. The Experiential marketing also has a direct effect on brand loyalty, which increases by the same. According to the Event Track study from the Event Marketing Institute, advertisers spent 4.7% more in 2013 than in 2012 on experiential marketing . And, in addition, those who are trusting more (this is where investment grows the most) are companies that have revenues that exceed 1,000 million dollars (that is, large firms are the ones that are playing the most with the marketing of experiences) Brother Cell Phone List. Some of the examples Regulars that are often used to explain the power of experience marketing and how to play with it are usually signed by these big brands. One of them is, for example, a Carlsberg campaign, which turned a billboard into a beer dispenser and garnered queues and interest from consumers. Social media has sped it up The ideas seem very great and the concept very new, although the truth is that, as an expert explains to AdAge in an analysis on the subject, it is nothing more than an evolution of interactive marketing from a few years ago.

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“It’s just that they’ve stepped on the gas now because of technology and social media,” he says. Technology has made it very easy on many occasions to create eye-catching and attractive experiences and effects. Social networks have given a new meaning to the message. This type of content usually works at an accelerated level when it comes to converting them into social messages and they end up going viral. The more interesting the experience, the brighter the starting point, the more attractive it will be when it becomes a tweet or video on YouTube and the more it will attract the attention of other consumers, even those who were too far away to be able to try to live the experience that the brand was offering for themselves. The brands have also added this variable to the planning of these experiences. Actually that only a few can enjoy it is not so serious when you think about the conversion that it will have as a social message.

You just have to see how all the videos showing Coca-Cola’s ’emotional’ vending machines are circulated on the network and published on social networks. It’s not just investing, it’s being original All these experiences therefore guarantee that the brand is talked about and that very direct and emotional links are established with it. But to get experience marketing to become more than just a brand bet, companies must take into account one fundamental thing. It is not about being great, it is not about throwing the house out the window. It is about being original and knowing how to convert the brand values ​​that you want to defend, or the experiences that can be lived thanks to the product, into something much more interesting, into something that can be experienced outside the brand. And what can be the starting point for it can be almost anything. For example, in the last British election Facebook played on one of its key brand values ​​(it’s a place where people chat) to create an experiential marketing experience.

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very interesting. The social network played with the absolute data it had on the political conversations that were being held that night (consumers were publishing opinions, links and the like about the candidates) to create a graph about who was monopolizing the conversations. This information could be very curious on the company’s blog, but Facebook turned it into an experience marketing element. He illuminated the London Ferris wheel with the colors of the graph, which varied as the data on the conversations varied. Although in general the experiential marketing seems something available only to large companies with unlimited budgets to spend on marketing strategy, the truth is that it is more within the reach of any brand than it may seem.

Because the secret of these campaigns is really to do something creative and innovative, something different, something that uses brand values ​​to do something else and that is something that can be achieved by investing a lot of money and doing something great and impressive (true) but also making something smaller but equally eye-catching. Not all experiences have to be huge installations of light, sound and atmosphere. So, for example, there is the publisher that created a small edible garden in London to present a book (and gave a powerful and viral message) or the tasting processes that are different. Jameson, the whiskey brand, played with what he christened Jameson Place, an apartment in Madrid where the brand’s ambassador lived and where you could be invited – you just had to make an appointment online – to spend an afternoon with friends , peck a few things, chat and learn the secrets of whiskey.