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.
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-
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.
The key purposes of experimental marketing are to-
The major benefits of using experimental marketing are-
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.
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