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Experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer in a way that the consumer responds to a product offering based on both emotional and rational response levels. Experiential marketing taps into that special place within consumers mind that has to do with inspiring thoughts about pleasure and lifestyle by segmenting a product into niche subdivisions based on interests, attitudes, and beliefs. This marketing technique creates an enthusiastic and loyal consumer-base and establishes the brand as a valuable part of the consumer’s everyday life. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase. In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers. The brand promise of adventure is delivered to validate the brand imagery and branding that conjure up feeling of adventure, daydreams of locales and reminders of sensations that are enjoyable to the individual. When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter. Experiential marketing programs allow consumers to become active participants in the brand and its imagery. Well planned and executed experiential marketing programs are very memorable and relevant and results in a positive change in consumer behavior, such as making a purchase and a repeat purchase and attitudes and switch to a brand that delivers its suggested or promised experience Experiential marketing programs most often are associated with consumer events. Some examples include sampling and live hands-on product demos allowing consumers to touch and use a product rather than just hear or read about it. Taking experiences further, experiential marketing programs may include interesting, fun and relevant activities - both offline and online - to create positive impact. One of the most powerful way of experiential marketing is by associating the brand with a life style or a mainstream or alternative sports to connect with both a broad or targeted group of consumers. Countless companies and brands have used alternative sports or lifestyle marketing to build positive brand awareness, support retail and sales promotions and gain an overall advantage in their market. Your Brand Tour or Loyalty Programs, wherein you empower your consumer to experience a ‘Brand Tour’.
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ContentEd Communications Experiential Content & Marketing
ContentEd
Experiential MarketingBy understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase.
In order to engage in experiential marketing, it is necessary to engage as many of the senses as possible. By appealing to all the senses, and making the connection quickly and seamlessly, this approach to the marketing task ensures that businesses can still attract and satisfy the needs and desires of consumers.
Experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer in a way that the consumer responds to a product offering based on both emotional and rational response levels.
Experiential marketing taps into that special place within consumers mind that has to do with inspiring thoughts about pleasure and lifestyle by segmenting a product into niche subdivisions based on interests, attitudes, and beliefs. This marketing technique creates an enthusiastic and loyal consumer-base and establishes the brand as a valuable part of the consumer’s everyday life.
Experiential Content & MarketingContentEd
Lets Deliver The Brand PromiseThe brand promise of adventure is delivered to validate the brand imagery and branding that conjure up feeling of adventure, daydreams of locales and reminders of sensations that are enjoyable to the individual.
When used to create customer experiences of this nature, a sense of rapport between the product and the consumer is established that helps to make the good or service more desirable with each encounter.
Experiential marketing programs allow consumers to become active participants in the brand and its imagery. Well planned and executed experiential marketing programs are very memorable and relevant and results in a positive change in consumer behavior, such as making a purchase and a repeat purchase and attitudes and switch to a brand that delivers its suggested or promised experience
Experiential Content & MarketingContentEd
Experiential marketing programs most often are associated with consumer events. Some examples include sampling and live hands-on product demos allowing consumers to touch and use a product rather than just hear or read about it. Taking experiences further, experiential marketing programs may include interesting, fun and relevant activities - both offline and online - to create positive impact.
One of the most powerful way of experiential marketing is by associating the brand with a life style or a mainstream or alternative sports to connect with both a broad or targeted group of consumers. Countless companies and brands have used alternative sports or lifestyle marketing to build positive brand awareness, support retai l and sales promotions and gain an overall advantage in
Associate the brand with a lifestyle
experiences or sports
SportsMarketing
Experiential Content & MarketingContentEd
Tour Club Events
Your Brand Tour or Loyalty Programs, wherein you empower your consumer to experience a ‘Brand Tour’. For instance, a Mercedes or Mahindra Fun Weekends where you drive in to the ContentEd
Communications resort or camp in your car or jeep
Your Brand’s Inv itat ion Only Club, membership of which entitles the consumer to experience your regular club programs
For instance - your branded hikes, treks, cycle tours, urban adventures, workshops etc. on a free or discounted basis
Annual Amateur Kayaking or weekend city cycle tours or annual rock climbing
Ways & Whys ContentEd Communications can collaborate with your brand or company to develop a strategy to create a media properties. Some of the ways it can be done is to form your brand Tour, Club or branded Events
Brands like Mountain Dew have used experiential marketing to grow to a $5 billion brand.
To know how ContentEd Communications can help your brand in experiential marketing and speciality content development, write to me at [email protected] or call us at 91.22.6128 0100
Experiential Content & MarketingContentEd
ContentWritingContentEd is promoted by a cofounder of ContentEd Communications, Ms.Mahrukh Bulsara, who has over 18 years of copy and content writing experience in various tier-1 advertisement agencies of India.
Experiential Content & MarketingContentEd
Experiential Content & MarketingContentEd
ContentEd Communications
Suite 501, Skyline Epitome, Kirol Lane, West Vidyavihar, Mumbai 400086. INDIA.
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