Experience has much more impact than exposure
In this digital age of virtual connections, ford-thinking brands are discovering a basic advertising truth: When it comes to connecting with the consumers, there is nothing like a real experience.
While traditional marketing was based on a volume of target audience impressions, experiential marketing involves engaging the consumer in a manner that enables them to “feel” the brand versus simply being exposed to it
The pay off? Marketers taking the experiential plunge find that they are gaining deeper, more genuine connections with consumers.
“An ‘experience’ has much more impact than an ‘exposure’,” say Brian Martin, senior VP-marketing and communications at Project: WorldWide. “If you’re only engaging with one-way communications today, you’re leaving the value on the table. Companies that have interesting experiential marketing have seen better business results because consumers can interact with the brand.”
Already marketers are starting to see the advantage of experiential marketing, boosting their budgets in this area. An annual survey by the Event Marketing Institute projects that event and experiential marketing budgets will grow 4.7% in 2013, up from 5.0% on 2012. In fact, the worlds largest brands- those with $1 Billion plus in revenue-increased event and experiential spending by 9.8% in 2012, the study says.
While some experiential marketing is done on a grand scale, Max Lenderman, principle at School, a Project WorldWide agency in boulder Colorado., that focuses on experiential, social, and digital media, says it doesn’t take deep pockets to orchestrate a successful campaign. “it’s the idea that counts,” he says. “The ones with the most resonance with consumers are the ones th...
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...e printed at local Westfield malls across the country.
The experiential campaign also changed attitudes: over the campaign, teens claimed it gave them a ‘very positive’ impression of Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone like me’ all improved with the young adult audience.
FUTURE OF EXPERIENTIAL MARKETING
Overall, experiential marketing will be a growing area full of possibilities going forward. Experiential marketing events usual don’t play to millions of eyeballs of a large-scale television or print campaign. But they do engage consumers on a much deeper, more persona and more emotional level; creating positive buzz that is often amplified by social media. It is experiential markets ability to strike a cord with the consumer that has moved it from being a below the line tact too now a leading market strategy for brands.
During the 2016 Super Bowl, companies paid approximately $5 million for a 30-second commercial, according to CBS (Ourand, 2015). With this type of investment, it is important for companies to strategically consider how to relay messages to consumers in a meaningful way. However, even a hefty investment will result in a very low increase of sales (Clow & Baack, 2016). Visual advertising results in better message delivery than other forms of advertising for larger companies with a creative mix of strategy, source, appeal, and execution shown in Table 1. The results of a creative mix promote customer loyalty, acquisition, and increased product exposure. Successful messaging assists in potential
Nicole places her opinion on how brands can relevantly engage target audiences, touch consumer senses, get noticed and win them.
The most powerful way to build a brand is to connect with customers on an emotional level. Consumers respond to human, emotionally driven content, and they’re likely to share that kind of content with others. WestJet took a big leap out of its boundaries to show that it was a company that prioritized the customers, and it was not afraid of showing that to the world. Passengers, employers, employees and the general public all have the campaign imprinted deeply into their minds, and when their brand is mentioned, the first thing that strikes the mind of the people would be the ‘Christmas Miracle’ campaign that brought its passengers to tears of joy. Not only did WestJet make lasting memories for those passengers, but they made their brand memorable. Millions of people are now talking about WestJet, and that’s something that cannot be bought with by money. To an extent, WestJet’s succeeded in providing itself a positive brand perception, and also established goodwill with the publics, but only with the help of the integration of the new media in this
A customer’s response falls in two categories, judgment and feelings. Consumers are constantly making judgments about a brand. These judgments fall into four categories: quality, credibility, consideration, and superiority (Keller, 2001). Customers judge a brand based on its actual and perceived quality, and customers judge credibility using the perception of the company’s expertise, trustworthiness, and likability. To what extent is the brand seen as “competent, innovative, and a market leader,” “dependable and sensitive to the interest of customers,” and “fun, interesting, and worth spending time with” (Keller,
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
“Our greatest fear is not in never falling, but in getting up every time we do.” – Confucius
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Intro Deciding what you want to study during your college career can be a difficult and tedious task. This is due to fact that many young adults coming out of high school are unsure of what they want to do or what path to take career wise. It is also tedious because this requires that these individuals have to constantly try and explore new avenues so that they can find their passion in life. The path I chose to take when coming out of high school was entering the business school at Howard University.
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
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