In a highly competitive digital market, simply promoting your brand through TV commercials, magazine ads, or making phone calls isn’t enough to get customers interested in your company. Customers now do extensive research and look into reviews before making a purchase. Given the intense competition, making people aware of your online business may be challenging.
If you can find a way for your potential customers to experience your services or expertise as a free trial, they are more likely to make the purchase or recommend it to their friends. This is where experiential marketing plays an important role.
This article will run you through everything you need to know about experiential marketing.
Understanding Experiential Marketing
Traditionally, experiential marketing is a strategy that allows your audience to participate in real-life events such as expos, conferences, trade shows, and trying out samples of your product. People can touch, feel, smell, and otherwise experience what you have to offer in-store.
In the digital world, this translates to people participating in in-depth quizzes, participating in online workshops, using trial versions of an app, submitting relatable stories relevant to your product or service. This evokes emotion, unlike the lacklustre experience of simply reading or hearing about your business.
The Benefits of Experiential Marketing
Experiential marketing is a great way to get people’s attention and experience your services. People are more likely to buy from you if they feel connected to your brand. Here are some benefits of experiential marketing to your business:
- Increasing Brand Awareness: People who experience your campaign are likely to share it with others and make it widely known. People may also associate your brand with the experiential marketing you offer.
- Giving Your Audience Something of Value: Whether they are getting a product sample, a memorable photo or video, or a great experience, the consumer engaging with your brand gets an emotional connection to your brand.
Unlike simply seeing an ad for dance lessons or cooking lessons, they get to experience the choreography or taste a sample meal themselves. This is something they can share with their friends and family.
- Providing Memorable Engagement: The people engaging with your brand are likely to remember the experience and may be interested in the product or service you offer. This helps you stand out among the sea of emails in an inbox.
Applications of Experiential Marketing
There are various ways of incorporating experiential marketing in your digital marketing strategy. These include:
- Product Demos or Trial Offers: You can attract potential customers into trying your product or services through demos. You can allow them to try it for free to see for themselves what you have to offer.
- Classes and Webinars: These have become even more popular as we transition to online and remote work due to the pandemic. You can offer virtual cooking classes, webinars, etc., to showcase your services and expertise.
- Unique Experiences: You can publish polls, surveys, challenges, giveaways, etc., related to your brand that allow people to participate.
Experiential marketing is an essential digital marketing tip to attract potential customers and allow them to experience your services and expertise. The experience is memorable and is much more tangible than simply reading about what you have to offer.
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