Experiential Marketing as a Way to Attract Consumers
Posted: Tue Dec 24, 2024 7:09 am
The brand experience that consumers have can have a greater impact on sales than advertising, either increasing them or reducing them. And experiential marketing is a very effective approach because it does more than just show off the benefits of a product: it affects the emotional state of the consumer.
Want to bring experience marketing to life? Enlist the help of Fractus experts.
Experience Marketing: The Essence
Experiential Marketing or impression marketing is a type of marketing activity that causes impressions in the consumer associated with the brand. They act as an anchor, the brand is associated with pleasantness. As for the product, it is not just a set of characteristics, but also a set of impressions.
Such marketing aims to evoke not only positive anguilla email list 7582 contact leads emotions (interest, happiness, joy, curiosity, self-worth, anticipation, etc.). It sometimes plays on the negative (fear, irritation, anger), showing that it can be avoided by buying the product.
In order to impress consumers, the company creates various events that are memorable and cause associations. The buyer can be either an observer or an active participant. Moreover, the impression does not end at the stage of the offer - event. The client who bought the product continues to receive them, but already from using the product.
Experience Marketing: The Essence
Differences from event marketing
Experience marketing can be confused with event marketing , in other words, event marketing. But there is a difference between them, and it depends on the goals. In the first case, the goal is to evoke emotions through events, to allow people to feel the brand and ultimately create an emotional attachment to it. In the second case, the goal is to promote products through events, and the customer's experience does not matter here.
Features of the events
The organization of events depends on the specifics of the product. If we are talking about a new food product, a tasting is organized. A fashion show will help to demonstrate the beauty of a new collection. A festive opening of a retail outlet with promotions is also a good way to influence the consumer. A test drive or even a crash test of a new car will also help to impress the client.
If the audience is predisposed, unique and creative events can be created: they are memorable and “anchored”. As the Adidas brand did, entrusting the demonstration of a new collection of sneakers to the basketball star Derrick Rose and inviting his fans.
Content Creation Formulas
Content plays an important role in experience marketing – all the information that will be broadcast via online or offline channels and will help achieve the goal.
Two formulas are used:
FAB . Based on the positive: Features, Advantages, Benefits. All the emotions that the client will experience when owning the product.
PMPHS . Based on the negative: Pain, More Pain, Hope, Solution. Shows how the consumer will avoid the negative with the help of the service or product.
Content Creation Formulas
Experience Marketing by Fractus
Are you planning to apply experiential marketing in your company? Then contact Fractus for a consultation.
We will create a strategy and select the channels that will best suit your target audience. And the events will be able to evoke pleasant, vivid impressions associated with you. You will get followers and even brand advocates, and therefore, a constant income. Call us!
Join us and choose thousands of products for wholesale and dropshipping from Ukrainian suppliers for your business, upload products to your online store!
Want to bring experience marketing to life? Enlist the help of Fractus experts.
Experience Marketing: The Essence
Experiential Marketing or impression marketing is a type of marketing activity that causes impressions in the consumer associated with the brand. They act as an anchor, the brand is associated with pleasantness. As for the product, it is not just a set of characteristics, but also a set of impressions.
Such marketing aims to evoke not only positive anguilla email list 7582 contact leads emotions (interest, happiness, joy, curiosity, self-worth, anticipation, etc.). It sometimes plays on the negative (fear, irritation, anger), showing that it can be avoided by buying the product.
In order to impress consumers, the company creates various events that are memorable and cause associations. The buyer can be either an observer or an active participant. Moreover, the impression does not end at the stage of the offer - event. The client who bought the product continues to receive them, but already from using the product.
Experience Marketing: The Essence
Differences from event marketing
Experience marketing can be confused with event marketing , in other words, event marketing. But there is a difference between them, and it depends on the goals. In the first case, the goal is to evoke emotions through events, to allow people to feel the brand and ultimately create an emotional attachment to it. In the second case, the goal is to promote products through events, and the customer's experience does not matter here.
Features of the events
The organization of events depends on the specifics of the product. If we are talking about a new food product, a tasting is organized. A fashion show will help to demonstrate the beauty of a new collection. A festive opening of a retail outlet with promotions is also a good way to influence the consumer. A test drive or even a crash test of a new car will also help to impress the client.
If the audience is predisposed, unique and creative events can be created: they are memorable and “anchored”. As the Adidas brand did, entrusting the demonstration of a new collection of sneakers to the basketball star Derrick Rose and inviting his fans.
Content Creation Formulas
Content plays an important role in experience marketing – all the information that will be broadcast via online or offline channels and will help achieve the goal.
Two formulas are used:
FAB . Based on the positive: Features, Advantages, Benefits. All the emotions that the client will experience when owning the product.
PMPHS . Based on the negative: Pain, More Pain, Hope, Solution. Shows how the consumer will avoid the negative with the help of the service or product.
Content Creation Formulas
Experience Marketing by Fractus
Are you planning to apply experiential marketing in your company? Then contact Fractus for a consultation.
We will create a strategy and select the channels that will best suit your target audience. And the events will be able to evoke pleasant, vivid impressions associated with you. You will get followers and even brand advocates, and therefore, a constant income. Call us!
Join us and choose thousands of products for wholesale and dropshipping from Ukrainian suppliers for your business, upload products to your online store!