Experiential Marketing: Consumer turns into Advertiser
Advertising is a tough world, you can’t always afford to stick to plan A nor accept that one strategy will always be effective. Advertising needs to constantly evolve just as human behaviour does. The new goal is to find a “meaningful” or “authentic” way for brands to connect with consumers.
Recently we’ve been sharing many ideas on how brands have created “real” experiences for consumers, for example -the amazing McDonalds Jingle Bench or Heineken’s Subway Symphony. Brands that care and invest in creating a more positive and meaningful relationship with their consumers are more likely to succeed. The reason why these two brands are still around and they are still successful is because they constantly come up with new ways of bonding with their consumers, by offering an experience that is in many ways not even directly related to their products, but that shares the brand’s ethics and values.
In the modern world of marketing it is often “Experience” that drives the brand forward. Being able to share something different and exclusive makes us tick, it is not just about showcasing the brand but making the consumer involved in the marketing of the brand. That’s when experiential kicks in.
Experiential marketing allows consumers not only to directly engage with the brand but it is also most likely to improve their perception of the brand itself. The best that can come out of it, is that people attending events or live activations want to share how they felt or how cool their experience was on Facebook, Twitter and Instagram. In turn these positive memories draw in other curious consumers that are now intrigued by the brand.
As TV and online advertising are becoming less effective and engaging, every brand wants to be the one that gives people the opportunity to share new experiences. It is not about the number of people you offer the experience to, it’s how the event expands to a broader online audience and sets the online chatter in motion. It creates interesting social content, reinforces brand values and awareness. The plus point is that the consumer is proud and excited to share these experiences making them the marketer/advertiser of the brand. This works even better for the brand itself by getting other people to do their proselytising for them in an authentic way!