5 Experiential Marketing Ways for Customer Engagement
Anna Fowler | Apr 11, 2018
Topic category: Customer Engagement

Experiential Marketing, which is also known as engagement marketing has many synonymous terms for addressing to it. Many of you must have come across terms such as on-ground marketing, live marketing, participation marketing or special events, all of these refer to experiential marketing.

More and more companies are adopting experiential marketing ways for customer engagement and promoting their products and giving their consumers a better experience, when they step out to shop. 5 such Experiential Marketing Ways for Customer Engagement are as follows:

  1. Story Telling: Brands focus on weaving a story around their product/ service and engage their customers in it. They often tend to make their consumers a part of their story and give them the first-hand experience of what they are trying to convey. The story should not only be engaging but the consumer should also be able to connect with it. Advertisements or promotional activities are often based on the lines of story telling technique for marketing the product to a wide range of audience across varied age groups and geographies.
  2. On-ground Marketing: Initiating an on-ground activity to not only attract customers but also engage them is an intelligent and the most successful way of marketing any product or service. When a company markets in a physical space, it makes a connection with its customers which can no more be influenced by mere TV, newspaper or social media advertisements. What one touches by hand or feels during an on-ground marketing campaign leaves an ever-lasting impact on the customer’s mind, whereas the products being marketed on one-way communication line are only capable of securing a place in the passive memory of the customer. To make a brand register in the active memory, the brand has to first make the customer an active part of the marketing campaign. Running a campaign or giving out a challenge builds interest of the consumers in the product.
  3. Event: Companies also chose the event way for marketing their products/ services in the market. The idea behind doing an event is to give the product a grand opening or to enable people relate the grand experience with the product or the brand, whenever they come across it. An event becomes like a trademark for a brand or product depending upon the popularity and acceptance. Events help in making strong memories and when a brand uses this approach, it sets the target clear; it aims to make its users remember each and everything about a product or brand.
  4. Tradition & Nostalgia: Brining back the old memories helps a brand revive the identity of long lost products, also it helps in paving way for fresh branding based on traditional lines. Consumers today long to go back to their roots and companies fulfil this need by introducing new products and marketing or promoting them in a nostalgic manner. While some brands revive the popular jingles, the others get popular, old icons to interact and market their product. Experience sharing bridges the gap between a new user and a veteran user, thereby making the marketing of product work on the lines of legacy forwarding.
  5. Latest Technology: In the world that is fast pacing forward in terms of tech & specs, an Event Management Company which amalgamates promotion with latest technology is sure to attract a customer’s eye better. Though some might argue that this technique of promoting a product could be attributed to a few products only, it would be wrong to agree with it and limit the possibilities. With the advent of virtual & augmented reality, customers can be given real-life like experiences through technology. Making use of the same, companies can market their products even in spaces and to the age groups, which otherwise leave them with less scope to prosper.
Tags: customer engagement, marketing, digital advertising, digital marketing, digital, advertising
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