Experiential Marketing: Engaging the Consumers in Product Co-creation

What Is Experiential Marketing?

Experimental marketing is referred to as the type of marketing that involves face-to-face interaction along with offline interaction with the audience to spread awareness about the brand. It also created opportunities for developing the long-term reaction with the consumers and loyalty of the customers. It is not about making a face-to-face or physical interaction with the audience but also about maintaining the expression of the individuals. It is referred to as the art of expressing the purpose of a brand and its position in the form of physical interaction with the customers. In recent years it has been seen that customers are more interested in gaining the experience than ever before.  There are different sectors of marketing where the interesting digital and real word experiences matter for accessing and providing more deliberate effort for unexpected outcomes with the marketing. The experimental is also referred to as engagement marketing which is a strategy that works for a huge number of customers. In simple terms, it can be stated that experiment marketing not only allows the consumers to buy the products but also allows the customers to use the brand's products beforehand. It does not only help in better customer engagement but also improves the business and marketing process.

Importance of Experiential marketing

In the current generation of technology, the demand for experimental marketing has increased as customers are more interested in gaining real experience before buying or investing in the product. In the current generation, experimental marketing is important because-

• It provides better business results as it works better with real-time results. It has been seen after surveying the results of different brands that most of the people became regular customers of the brand after experiencing the services of the individual.  
• It also gives a new way of expressing the brand to the consumers. It generates the proper and authentic brand awareness for the consumers by using non-traditional processes. These methods help in gaining the attention of the consumers by remembering the brand name and image.
• Social media has become one of the most effective for all types of marking in different industries. With the assistance of social media, it has become possible for all markers to use social media in a better way as a powerful marketing tool. The experience of the products encourages people to share better visual content of the product within the media which also helps reach more people by expanding the marketing campaign. The tendency to posit the brand’s products on social media by the consumers gives the brand a way to access free marketing and better customer engagement.

Give Some Examples of Experiential marketing

In recent years it has been seen that customers are more interested in gaining the experience than ever before. Some of the basic types of experimental marketing are- Business events , award ceremonies, festivals, providing samples and demos and retreats. Experimental marketing is generally uses both types of interaction from face-to-face interaction to offline interaction with the audience to spread awareness about the brand. The most popular experimental marketing where this type of marketing was used are-

Lean Cuisine: #Weighthis

 Sometimes it becomes disheartening how some brands promote society’s beauty standards and encourages women to change themselves. In this era, the Lean Cuisine brand promoted the key concept of weight loss without disrespecting anyone’s lifestyle. This campaign did not stop anyone from asking questions about the brand and making direct interactions. The main message that was promoted with the campaign was, “Sure, we make stuff that fits into a healthy lifestyle. But don’t forget about your accomplishments. That matters more than the number on the scale”.

Refinery29: 29 Rooms- Refinery29 hosted an event that was in a funhouse of style, culture and technology in an interactive way.  It included the 29 different types of rooms, which were curated and branded. Everyone from the audience could experience the different rooms in each room. All the rooms were created differently with the assistance of different brand partners from musicians to artists.

Purpose Of Experiential marketing

The key purposes of experimental marketing are to-

• Create a good brand image and awareness for the individual brand. Maintaining brand awareness is important as it ensures that people know the brand’s story, value and purpose. It is the main tactic for the brands to create a better connection with the customer.
• Cultivate a positive image for the brand image.  The sights, conservations and sound play a huge role in building a positive perspective of the consumers. It is well known that first impression is everything for anyone. Better interaction with the visual elements creates a better and positive interaction with the customers which will ensure how consumers will remember the brand and its services.
• To deliver the products directly to the consumer’s hands. It is always promoted that “try before you use”, which is the main business plan followed by experimental marketing. The first-hand experience of customers impacts sales directly which is the main purpose of this marketing.
• To capture the attention, form the targeted audiences directly about the product and services.

Benefits of Experiential marketing

The major benefits of using experimental marketing are-

• It helps a brand to stand out from the competition in the industry. It makes the rads different from one another. People tend to pay more attention when trying the products beforehand.  
• It helps the brands to gain attention from social media influencers and markers which helps in promoting the brand name easier way and earning media coverage.
• It also creates a way for the consumers to interact with the brand directly. For a positive environment, the brands need to engage with more customers by using new and unique ways.

It creates a memorability for the brand by promoting non-traditional marketing ways and most of the time; consumers do not experience this type of marketing so it leaves a mark on the individual. It also becomes memorable as it makes the campaign enjoyable for the consumers and they are allowed to share their own experiences in the future.