As against traditional forms of marketing that are focused on benefits and features of products or services, experiential marketing attempts to form a connection between brands and consumers in ways that are more memorable and relevant personally for the consumer.

It seeks to establish a stronger relationship through one-on-one interaction between a consumer and a brand and, so, has to be based on personal interaction. It, therefore, tends to have a bias towards the brain’s right side, as it is based more on feelings than rational thought.

This is in contrast with traditional forms of marketing that seek to promote a brand, against the competition, employing factors based on rational thought. This, however, is against the findings of contemporary research, according to which feelings and emotions tend to influence decisions to a larger extent than was previously known about. So, it should be fair to conclude that marketing of the traditional type was biased more towards the left side of the brain i.e. thoughts derived from a rational basis.

Therefore, the strategies for experiential marketing have a lot to do with the sampling of products, combined with event marketing, as well as management based on factual information. These are, then, blended with experiential data gathered from reactions obtained from prospective customers or clients. The planning and execution of events has to be carried out, after data integration, so as to ensure that the interaction with customers turns out to be quite sophisticated.

A very significant part is played in companies’ experiential marketing strategies by event marketing, even as it is blended with database and one-to-one marketing principles. Sampling of products by potential consumers, obviously, also forms an integral part of it.

For instance, if a new product is to be introduced, samples of the product could be sent to journalists who have a considerable amount of influence in the space of which the product category in question is a part, in accordance with a product sampling strategy. On the other hand, an event for the launch of the product could be held with invitations being sent to members of the press and some of those who form part of groups of users that are key for the product. The invitees could not only try the new product out, but also meet up with executives of the company.

Product introduction is taken to a whole new level by experiential marketing.

The following could form part of an effective strategy:

1. Gathering data about potential customers:

The company could search its databases to come up with the details of those who could be the most likely ones to purchase the new product. For instance, by determining how often its existing customers are likely to replace its products, the company can find out about those who are likely make a purchase in the near future. Also, it could identify its leading markets, through analysis of reports of retail purchases. Subsequently, the company can invite prospective purchasers from these markets, to sample the new product.

2. Event planning and organization:

This is meant to provide as much relevant information as possible, besides showcasing the brand and allowing the potential consumer to experience the product first-hand. Those who are business customers, especially, could be set up to meet with an expert from the industry, so that they could gain some information about trends that are likely to impact their businesses. They could also be provided demonstrations on a private basis. An event for launching the product could be held in each of the leading markets.

3. Optimizing the list of invitees:

A sufficient number of customers have to be invited, so that not only do they experience the new product, but qualified leads are also generated for the company, while keeping the event as intimate as it should be. For this purpose, business associates or friends of the invitees that are existing customers, who are likely to be actively interested in the new product, could be encouraged to come along. Also, partner companies could have lists of those among their own customers, who are likely to be prospects for the new product, and they could also be invited.

4. Collecting feedback from attendees:

Those who attend the event should be asked to provide feedback on the event as well as the product, besides information on the likeliness of a purchase.

5. Follow up:

After the databases have been updated, following the event, the list of prospects should be passed on to the company’s sales team.

Watch the video related to experiential marketing

Wagner of Beloved Experiential joins hosts Carl Vervisch and Cris Vatalaro to discuss what experiential marketing is, how it works, and what his company does.

Help answer the question about experiential marketing

An example would be The Future Awards or the Reggies by Promo Magazine or the Ex Awards by Event Marketer. Also looking for awards in Europe, Latin America, Asia…global.

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When looking for more information and resources related to marketing Private Label and Master Resell Rights Products, viral marketing, e-book marketing, internet marketing resources and ecommerce, visit http://www.moneytreecentral.com for complete details.

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Today’s consumers are inundated with media messages.  We get bombarded from all sides with advertising, so much that we end up tuning out most of it.  This fact isn’t lost on corporations.  They are hungry for new ways to more directly connect with their customers.

These companies are learning that branded photography is an ideal way to create a personal, one-on-one connection with their customers.  And because the connection is created with a photograph, it’s personal, tangible and lasting.

So who’s doing this, and how?  Here’s a round-up of some recent events we’ve produced using branded photography for large corporations.

Verizon

Remember the old phone company’s “Reach out and touch someone” campaign?  Verizon is still living the slogan, using branded photography to create a more personal relationship with their current and potential customers.  They turned to the creative team at www.marketingwerks.com” target=”_blank”>Marketing Werks to execute a series of sponsored events that directly reach and involve consumers.

In October, Verizon used green screen photography at an Islanders game to reinforce their support of the Islanders “Stick Kid” program, and create a one-on-one customer experience.  First, to create the green screen background, we went to the Nassau Coliseum and shot the hockey rink when it was empty, and then added the Verizon and “Stick Kids” logos.

The green screen background put people where they usually can’t go, right in center rink – virtually, if not for real.  The photos reinforce Verizon’s community involvement and commitment to the Islanders “Stick Kids” program, as well as their branding.  And as you’ll see, people loved it!

In August, Verizon sponsored an Air Supply concert at the Westbury Music Fair, and gave some concert-goers an opportunity to meet the band backstage – and get their photos taken with them to commemorate the occasion.

For fans of the band, a huge thrill made even more memorable by having a photo of the event.   For Verizon, the pay-off is in goodwill built, and with their logo included on the photos, consistent brand visibility – for years to come.  The branded photography create an immediate association with their brand and this fun experience.  See for yourself!

Marc Ecko and Rolling Stone

Designer Marc Ecko teamed up with Rolling Stone Magazine to launch his new men’s cologne, Ecko by Marc Ecko.  As part of the launch event at Macy*s Roosevelt Field Mall, they offered branded photographs of anyone who purchased the new cologne, putting each customer on the “cover” of Rolling Stone.  Again, branding was reinforced and brand loyalty encouraged by marrying the customer and brand images – a match made in marketing heaven!

HP and Microsoft

You cannot find a more perfect example of linking event marketing with media advertising than the green screen photography we executed for HP, at the launch event for HP and Microsoft 7.  The event was held at the Museum of Natural History, and the green screen image tied into this location as well as the imagery used in HP’s new print ad campaign.  We formatted the image to create maximum play between it and the people photographed, to great effect as you’ll see below.

Who wouldn’t want to keep one of these fun photos around?  Again, brand reinforcement as its best!

These large corporations realize the power of  branded  photography for their events, how it reinforces relationship marketing, experiential marketing, word of mouth marketing, promotional marketing, direct marketing, retail marketing and brand marketing.  They know how to harness this power, and so can you!

Watch the video related to experiential marketing

Freeze/Flash Mob campaign for More Magazine with Michelle Obama on the cover. Executed in Chicago, IL. For more information about Attack! Guerrilla Services, Nationwide Staffing, & Out-of-Home Media www.attackmarketing.net

Help answer the question about experiential marketing

Dear Mr. ______:

I would like to thank you for taking the time to interview me today for the ________________ Manager position.

I appreciate the time that you spent discussing your specific expectations for the ________ Manager position.
I am more convinced than ever that I will fit in beautifully as a member of the team and contribute my skills and talents for the benefit of the _________________ program.
I believe that my credentials make me an ideal candidate for the position.
As I mentioned in my interview with you, I have 11 years experiential marketing experience working with more than 100 different products and clients. These campaigns have ranged from local weekend sampling to multi-million dollar nationwide tours.
Over the past eight years of my career I have successfully trained and managed staffs of more than 50 including managers, brand ambassadors, technicians and talent. Being extremely organized with a high attention to detail has allowed me to thrive under intense work loads while being creative and adaptable in an consistently changing work environment.

I look forward to learning of your decision soon. Please feel free to contact me if I can provide any additional information about my qualifications. Again, Mr. ________, thank you for taking the time to talk with me about this exciting opportunity.

About Author

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I am right there with you, executing daily my To Do List that consists of what I feel will get my product line the attention it deserves and so desperately needs. We all churn away at the endless list of things that we hope and, often times feel certain, will drive our companies to that next level and beyond. And yet, do you ever find yourself stopping in the middle of the day and asking yourself the question: What can I do to shake this up some? Feeling perhaps that the results are not quite what you were hoping for?

More than three years ago I paid some pretty pennies for one-on-one coaching with a well known contributing writer for Entrepreneur Magazine who enlightened me to the ways of experiential marketing. First of all, many of you might be phonetically stumbling over how to even SAY the word, much less execute it! Let us use the following, very basic pronunciation key (compliments of yours truly, an elementary school teacher forever at heart!): ek-spear-ee-en-shuhl. Now please note. You will not find that pronunciation guide in Websters! But it works! Because if you are going to use experiential marketing, you need to know how to say it!

I implemented this type of marketing into the plan for my business, and we have experienced exponential growth every one of the six years we have sold our products. The simplicity of why and how experiential marketing works is the key to making it possible for each and every one of us to use it right away. It offers the consumer engaging, entertaining and interactive experiences with your product which helps create a stronger relationship with the consumer.

In a simple step-by-step process you and your team create a plan to bring the experience of your product to your target market. You then activate the plan by finding the venue where you will demonstrate and bring your product to life for your potential consumer along with conceptualizing how you will make the demonstration interactive. Once there at the time of the actual experience, you engage the consumers in attendance by allowing them to try, to sample, to hear, to play with (you get the idea!) your product. Once back in your office you measure the results to check your return on investment.

Call it what you will, some refer to it as guerilla marketing, some say it is out-of-the-box marketing, and many of us refer to it as experiential marketing. The bottom line is it improves your bottom line! And is that not what we all are searching for? Starbucks, Harley-Davidson, Kraft Foods, T-Mobile USA and many others use it regularly to connect with their consumers; you should too!

Not sold on this idea yet? Check out the psychology associated with the success of experiential marketing which reflects a right brain bias as it aims to fulfill the desire your consumers have to experience comfort and pleasure. Research suggests that this type of interactive marketing creates a stronger relationship with the consumer by delivering a deep and connected meaning which is instrumental in brand-building. Contrast this with traditional product-centric marketing that many of us still use, and you will note that it reflects a left brain bias because that style seeks to persuade a consumer to buy your brand over that of a competitor. Consumers buy more often based on emotion than on rational thinking.

Think about your own buying patterns and how often that statement is true. Have you not found yourself more often buying things because of the connection you have with the product, the feeling it creates within you once you see the packaging or smell the scent of it or hear the sound it creates or feel the texture of its fabric? Just imagine allowing several hundred of your potential consumers experience your product with you right there to share your passion about the product and the story behind it. Now you are most likely asking the question: Where do I find those hundreds of people?

Experiential marketing can start off for you as simply as calling a local moms groups and asking to share part of your morning with them. Sure, it might be only fifteen or so families represented, but it is a great way to get your feet wet. Once there you demonstrate your fun product, allow the moms and their children to experience it (if applicable), and share your true story of how this product came to life and how cool it is. As you become more and more comfortable with the live demonstrations and fielding all of the questions, the sky is the limit!

Local craft fairs, expos and associations that deal directly with your target market are excellent ways to build your audience numbers. Offer to speak at these events for free where in turn you get to set up a booth or a trade table with your terrific product front and center for people to interact with. The speaking aspect of these types of venues increases your visibility as an expert in your field. Now is not the time to be shy! You believe in your product, and you are the best one to demonstrate to others just how necessary it is to have it!

Be innovative, make your target market smile while in your presence, and be certain that human interaction takes place. If you remember to do those three things, things that used to be considered alternative approaches for good marketing, you will blaze a trail to higher product sales!

Watch the video related to experiential marketing

This is the section on Experiential Marketing from the seminar Lobby Makeovers: A Cutting Edge Marketing Tool. The presenter is John Roberson. The seminar was hosted by Advent, LLC, on September 12, 2007.

Help answer the question about experiential marketing

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Beth Butler is the founder of The Boca Beth ProgramScoop your child up onto your lap and
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