Basics of Experiential Marketing


The last two decades have seen an enormous growth in experiential agencies in London. With so many companies and businesses now embracing the concept, here is a look at its basics.
Experiential marketing is fundamentally different from traditional marketing in the sense that it normally utilizes strategies involving the market target, encouraging them to actively engage and participate rather than just bombarding them with information and marketing messages. It is a highly positive approach rather than a passive one making the whole concept different. The process seeks to evoke the customers thought, logic and emotions so that the customer can respond and connect to the product at the most personal level possible. It is very successful and efficient for branding purposes.
Experiential agencies in London normally work in two major directions; traditional advertising and creating brand experience. The traditional advertising part just creates a one way communicating with the potential clients. It achieves all the results of normal media advertising and can leads to some form of participation from the potential customers. Creating a brand experience on the other hand actively reinforces positive company connotations and hence leading to greater brand recognition which then rapidly builds the company sales.
Media advertising generally makes the public aware of the existence of any brand but is not really engaging. At the current advertising standards, companies have to be very creative to create an impression through conventional media adverts. The receiving end is also not very receptive since people often take adverts for granted or as an entertainment tool rather than as an advert encouraging them to buy something. Experiential branding is keen to reach to the target customer and engage them till they purchase the idea.
Experiential marketing works on a couple of basic principles. First of all, it is critical that any marketing campaign seeks to build relationships. Having a long lasting relationship will always build a long lasting success in market impact. There must be predefined target clients rather than targeting everybody on the streets. This should be done in accordance to the company’s customer profiling. Once the campaign has been set running, it should encourage people to actively interact with the brand or product.
The branding exercise does not achieve any purpose unless it increases the brand awareness among the target audience. It is therefore critical to make every move towards achieving this. The campaign will also build customer loyalty since you are offering them the brand with some form of involvement. Once the process is complete, it should always leave a long lasting memory that will always remain the customers of the brand whenever they want to purchase such a product or any other in that company’s market.
These principles are used as a benchmark to measure the success of an experiential marketing campaign. They should therefore always be included in the marketing campaign formulation by any company. A good example of a popular tactic used by experiential agencies in London is through branded events found at shopping malls, football stadiums and shopping centers. These are engaging campaigns that highly capture the logic and emotions of the potential clients.


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