Experiential marketing – Be unique for consumers
Experiential marketing is a contemporary form of marketing that aims to engage the consumer in a relationship with the brand and to immerse them in the brand universe from a complete and unique experience. The client is then totally immersed in the brand’s universe, creating a memorable experience.
It is based on the fact that consumers are looking for worlds that take them out of their everyday life and make them dream: with increasingly sophisticated concepts. Even today augmented reality is used by some companies to offer a total immersion experience.
In today’s competitive environment, simply selling a product or service, regardless of its quality, is no longer enough; the consumer is looking for thrills and exceptional events. Making the consumer live a unique experience is one of the new marketing techniques because it encourages the act of buying. It’s also an excellent way to stand out from your competitors and build your brand image. Using sensorial marketing allows to awaken the five senses of the consumer at the point of sale and to create an immersive customer experience.
If this is successful, then customer satisfaction will not only build customer loyalty but also attract new customers through good word-of-mouth communication. You will then gain notoriety through your successful differentiation.
Experiential marketing allows you to differentiate the commercial offer by experience:
- Surprise the consumer by offering him delirious commercial spaces so that he travels in the universe of your brand.
- Stimulate their senses: sight, hearing, smell, taste and touch to really immerse them in the universe and use all their senses to build a memory with a strong emotional impact.
- Putting the client at the heart of the action, of the attention to create an intimate bond with him. The client must feel privileged to live your experience.
Today’s consumers share their experiences on social networks; experiential marketing is therefore a strategic tool to attract new customers, make you known and build customer loyalty.
Abercrombie & Fitch
The Abercrombie & Fitch brand uses experiential marketing to recreate the American dream. A trendy nightclub atmosphere, and salespeople selected based on their looks are the secrets of the brand.
Sprite
Sprite launches its surprising and refreshing shower on the beach of Rio de Janeiro in 2012. The customer then experiences the experience of plastic glass being filled with soda in fast food restaurants.
Matel
Matel opens the Barbie Café in Berlin in 2013. The space invites its customers to immerse themselves in the world of the world’s most popular doll, offering them a host of girly activities.
Adidas
In 2014, on the occasion of its 50th anniversary, Adidas opened this Pop-Up Store in London in the shape of a giant shoebox, in the historical colors of the Stan Smith’s.
Lush
Lush has built its marketing strategy on the sensory. The products spread a heady, sweet scent to the street and the store is filled with round, gourmet shapes in tangy colors.
