Any company that uses experiential marketing should aim to interact on different levels with their customer. The strategy that they use should immediately grab the customer’s attention to the campaign. Not only visually or by sound, but it should also encompass their inner senses as well as logic. It should focus on the consumer’s whole response and not only on their response to the actual product.
In traditional marketing campaigns the purpose was to sell the features and benefits of the item that was being marketed. When using experiential campaigns, you want to involve the customer and get a reaction that makes them feel emotions about the product. You also want them to become not only loyal to the brand, but to your company.
Marketers have to try and understand what the customer needs and wants from a product. You have to feel what your customer is feeling when they look at those ads. Try to figure out what their instant response to your campaign would be.
The engagement of as many of the consumer’s senses whilst using the various media platforms is imperative. You have to provide media that is visually enticing. However, it must also be able to make the consumer start planning what they can do with your product.
Make them feel that they need to have the item to make their lives complete. You have to make sure to attract their attention. That attraction has to be held long enough for them to reach the emotional level that will make them want the item. The campaign should endeavor to make the consumer relive these feelings whenever they view the marketing campaign.
The objective of this type of experiential marketing strategy is to make the customer feel that your item has to become part of their world. Once they feel this, they will want to go out and purchase the product immediately. This strong emotional reaction that your campaign invokes will make them loyal to your product.
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