Wow! So people are reading it. Atleast I can say so from the mails and feedback I received directly.
Would appreciate if you could post these on the site so that others can get a feel of what you feel.
As stated earlier, the site is not about sharing just case studies, but building a community of people who can discuss on experiential marketing.
It is known that when people participate actively in the sales process, they become more engaged, and their retention rate of key product information increases dramatically. Fuelled by the demand for new ways to reach increasingly sophisticated and selective customer audiences, companies are rapidly incorporating dynamic, experiential encounters with rich interactive technologies into the marketing mix.
The likelihood of a customer being prepared to make an informed buying decision is dramatically increased. Many companies are now leveraging virtual product experiences, enabling them to deliver experiences that are consistent and compelling, helping them to better reach their audiences and make relevant emotional connections to customers. This leads to more informed buying decisions and, ultimately, enhanced customer satisfaction and loyalty.
Customers expect to interact with products in such a manner as to reveal their behavior, features and advantages. Companies that create engaging unique campaigns to promote their products, no matter how obscure, will get consumers excited about participating in social marketing campaigns.
In a tech driven world, fun and engaging e-marketing gets the word out and will steer consumers your way. The most successful experimental marketing campaigns involving interaction between product and consumer should aim to generate a lot of press and word of mouth buzz.
Jargons like Information super highway, Internet, enabling e-experiences and as technology becomes more and more sophisticated, so do customer demands for interactive experiences.
Companies are seeking to employ successful experiential marketing should look to:
• DO - Don’t Overwhelm: Providing sufficient information
• CC: Deliver Consistent Communication across sales channels;
• TIE - create a truly interactive experience; and
• TEQDM (Take Them) - Tap into those “Emotional Qualities” that drive the customer’s Decision-Making.
So a simple 4 point strategy to start Experiential Marketing, but are we getting into some amount of emotional branding.
Monday, January 4, 2010
Subscribe to:
Post Comments (Atom)
The outlined process of experiential marketing truly does open our eyes to what has been happeneing around us, all over, especially through the social networking sites. But it is something that, only now, are people increasingly realising the value of. Your four steps are imperative, as what usually happens is that an overdose of infomration is provided in the enthusiasm to comunicate the need for the cause and the passion. As for being emotionally driven, it has to be carefully handles, so as to get past the largely apathetic side of consumers and the audience.
ReplyDeleteHi... Towards the end, while you're putting down an action list to "unleash the power of emotions", I think you should add another task titled "work out a budget" :)
ReplyDeleteI think its important to know the cost/budget for it like even you've mentioned somewhere that emotions occur in a nurtured environment.
But I guess that's true will all branding exercises anyway ??!!