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Experiential marketing: the value of emotions and relationships the world of marketing

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Alexander Fernandise
July 30, 2018


Alexander Fernandise
Alexander Fernandise has written 1 articles for DomainInformer.
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How should the connection between your brand and your audience be? Every good CEO, brand manager, and marketing team head think about connecting with their customer more than once during the day. Do you think regular ad campaigns on television, radio, and newspapers are enough to build a strong bond with the potential customers? If your target market at a specific location, it is vital for you to reach out to the people of that area. Newspaper adverts and TVCs might not be your ideal choice for introducing a local market-based product. Recent research shows that experiential marketing elicits a positive response among the customers. It boosts customer satisfaction and contributes to brand recall. Engagement, satisfaction, and loyalty together contribute to business success.

Brands are loving the event-based marketing campaigns because it is economical and yet it is efficient. Traveling to a market, instead of waiting for customers to come to you can help with real-time data collection. It will help you understand the pros and cons of your products before the mega launch. The security and low-levels of investments have increased the popularity of pop-up container stores. These are mobile shipping container setups that can mimic any high-tech, fully-equipped brand store. Since they are highly customizable, you can make them look just like your original brick-and-mortar store to understand how the interior décor and organization will withstand the target footfall.

Why is expert intervention necessary during event-based marketing?

Incidentally, these pop-up containers are very sturdy and they can squeeze in heavy traffic during the peak hours. It is your responsibility (or your marketing analysis team’s responsibility) to find out which location and what time will attract the majority of your potential customers. The experiential marketing team will take care of the transport and setup process. The event-based marketing team should be able to do the following for your shipment container pop-up shop –

  1. Create a lucrative customer value proposition that focuses on the improvement of customer satisfaction.
  2. They should be able to utilize conventional marketing tools like communication, customization, consumer care, convenience and connectivity to boost an entirely new experience for your market.
  3. The team should integrate offline and online experiences for the customer. Research shows that people respond best to experiences that link the offline world to an online one.
  4. They must keep the communication multi-dimensional. Two-Way communication is standard; it is the new three-dimensional engagement that throws brands into a tizzy. In the latter event, there is a higher authority that transforms the relationship between the brand and the customer. 

Multi-dimensional marketing and analysis can be quite complicated. As you can understand, the concept of pop-up container marketing is quite straightforward, but the analytics part of it can be complicated and challenging. You should seek the assistance of an experienced team of marketers to be able to leverage the data you receive from the customer interactions. There are several touchpoints in the process that keeps novice marketers from simplifying the analysis process. To find out how you can utilize pop-up shops for the benefit of your brand, check out https://www.roots3productions.com/3-questions-pop-up-containers-brand-models-parade-floats/.

What should you never do during experiential marketing?

Learning what to do is essential but knowing precisely what to avoid during the marketing process will help you bypass a lot of harassment. Experiential marketing campaigns can be risky for those, who have not organized one before. Here’s what can happen –

You have a brilliant café cum restaurant idea that you want to test out on a smaller scale. You have the perfect pop-up shop, seating arrangements, a clean kitchen, an experienced chef, and you have even managed to hire extra hands for maintenance. You have complete branding and stand-up signs. All you lack are diners. Not a single person is there in the premises, even though it seems like thousands have passed. No one took a peek at what you are selling.

That is a classic experiential marketing nightmare that can happen to the best of brands if they do not have the proper guidance. Now, let us try to understand why this happens –

  1. It is not the correct location – you have picked a happening neighborhood, but it is not the correct one. Setting up a café cum restaurant in front of a gym or a doctor's clinic might not be the best way to go. Similarly selling energy drinks outside a playschool is not a bright idea. You need to think long and hard about a location, where your target customers frequent. For example – selling coffee outside an office building or the college library can help because a lot of sleep-deprived souls frequent these places.
  2. Not enough thought on looks – you might have the right branding equipment, but are they enough to draw the attention of the customers? People see food trucks almost every day. How is your pop-up store any different? You need to invest more time in branding efforts. Cardboard logos, branded napkins, and a basic menu board will not do any good to your presence.
  3. You are not thinking about accessibility – how many times have you given up on the idea of coffee because you had to cross the road? People reach office and college without enough rest, and it might be difficult for you to attract the attention of your customers if you are on the other side of a busy street or behind another kiosk. Busy sidewalks tempt some entrepreneurs, but that is the worst idea ever. It causes a severe bottlenecking, and at the same time, it creates a safety hazard. Visit the location several times before construction begins, put yourself in your customer's shoes and consider the accessibility options.

Several big brands including Nike, Adidas, Godiva, and CNN have resorted to experiential marketing from time to time to make a splash in the market. Doing something different with the activation and advertising budget can help you understand your market. Additionally, you will get plenty of actionable data that you can utilize to perfect your marketing attribution model in the future.

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