Marketing in general has many different specialties and approaches applied to the world of work. If you are interested in learning more about this area and want to focus your professional career on it, you can choose to do the Marketing Degree in Valencia from the European University or take it in Madrid or the Canary Islands if you prefer.
Experiential Marketing: What to consider?
The strategy used to carry out experiential marketing does not have to be followed to the letter. The important thing is to transmit the brand's values and personality to advertising database the target audience through actions that generate emotion and evoke future memories. Below we indicate the points to take into account.
The customer is the focus : you have to put yourself in the consumer's shoes and make them feel special. The strategy revolves around them, not the product or service.
Interaction : include actions or elements with which the client can interact, making them participate in everything.
Hot spot : refers to the physical location where the event will take place, such as a street, establishment or point of sale. It should be an easy location so that the consumer does not have to worry about getting to it.
Steps to design the experiential marketing strategy
When designing an experiential marketing strategy, we must establish the steps to follow for its implementation to be effective. They are the following:
Raise and think about how you want to impact the consumer , that is, how the customer feels about the brand and what they are looking for.
Define the target audience that this action will focus on, thus adapting the actions precisely.
Define objectives, they must be real and aligned with the brand.
Maximize the reach of the action through the channels that the brand has available.
Calculate the cost of the action and establish metrics to achieve objectives.
Experiential Marketing Example
Many companies are implementing experiential marketing strategies, one of them being Ikea. Their proposal was the following:
The company organised a slumber party in some of its stores spread across different countries so that customers could try out the establishment's materials first-hand, such as beds, pillows, sheets, etc. This action included sessions on body care, as well as adding a catering service, among other surprises, to make the experience more comforting for its customers.
Ultimately, these types of strategies help companies and consumers to “connect” through active participation between both parties (brand and customer) to establish a bond and end in a purchase, in addition to ensuring that consumers take with them a pleasant and emotional memory of the brand.
