Companies have understood that focusing exclusively on the product or service they intend to sell is not a winning strategy. Products are similar and if there are differences, consumers do not always perceive them. In addition, today consumers are overstimulated by advertising on TV, social media, around the city or on the radio. You have to capture attention effectively if you want to be remembered and provide experiences that consumers can tell and immortalize. To achieve this goal, theexperiential marketing it's ideal.
ANDexperiential marketing: things?
THE'experiential marketing allows you to create value around the product or service offered, but does so through an experience built around the consumer. In this way, involving that is, actively engaging individuals, it is possible to establish a deeper relationship with the brand. Experiential marketing, as already mentioned, must be able to capture attention and involve the senses. The experience in question must be able to arouse emotions but at the same time stimulate the individual also on a cognitive level. In addition, it must encourage action and put the individual in relation to himself and others. Also University box has carried out campaigns aimed at to theexperience.
Experiential Marketing: examples of campaigns
British Airways & VisitBritain organized an eye-catching event at Moscow Airport. After the flight announcement, they started to parade and then get into the giant suitcase: Scottish bagpipes, Sherlock Holmes and Watson, the Beatles, Mary Poppins and the Queen with a corgi.
Fashion Revolution And a global non-profit movement. The movement's goal is to make people think aboutthethe working conditions of produces clothing. To make the theme clear, a social experiment was thought of. A vending machine was installed with T-shirts at the price of 2 euros. At the moment of purchase, the faces of those who produced the T-shirts and their working conditions were shown. After this video, the choice of purchase was questioned again by giving the opportunity to donate the 2 euros.
Experiential Marketing: campaigns in which you are the protagonist
Ikea Uk listened to the need of a Facebook group “I wanna have a sleepover in Ikea”. So the Swedish brand seized the opportunity to create an experience for true brand lovers. After the announcement of the event, 100 thousand were waiting, but only 100 were lucky enough to sleep there.
What really got people involved was the experience organized by T-Mobile that included Angry Birds. People started playing on their telephones, but their every action was reproduced on a large scale on the set built specifically for the purpose in the large square. The event turned into a party.