Experiential marketing
— an advertising method, which, through an interactive experience, encourages the customers to discuss and to interact with your business. It is a highly powerful tool for the companies, willing to make a strong impression on the target audience (for example, event management).
The basis for the experiential marketing is the marketing research – key factor for gaining advantage of the competitors. Conducting the marketing research allows to understand the market situation and to get answers for a variety of questions related to the business.
Benefits of experimental marketing in business:
01
direct contact with the target audience;
02
interaction at the right place and time;
03
study of the cause-and-effect relationship between events;
04
significant communication opportunities (GIF-pictures, JAVA-games)
References of usage of experiential marketing
Globetrotter’s “bad weather rooms”
A European company, producing sports equipment, provided their customers with a unique opportunity to test their products. In many shops special “rain rooms” were placed for pouring the water over a customer and simulating storm wind.
Payment by chocolate
This campaign may be the reference for the sweetest customer experience. “Milka” launched an exciting campaign — some chocolate packs lacked a piece. The “lucky customers”, who have bought an incomplete pack, had a choice – either to get the lacking piece by post or to send it to someone else.
