Saturday was coming home from work who only need the working hours till noon, Anita menyengaja stopped at a famous bookstore. He was in need of a recipe book written by celebrity chef cool and again ngetop. More exciting again that afternoon there promo event brings cool chef author earlier.
As a result, after participating queued Anita was satisfied to bring home a book bearing the signatures and the opportunity to taste a slice of cake creations of the chef.
Never experienced anything as exciting as just now? I have, in addition to the bookstore in my town rarely promo like that, even my guns hobby cook. What Anita natural part of the strategy Experiental Marketing. Publishers and bookstores chef was harnessing the author as a stimulus to create the experience (experience) to buy a book that will always be remembered and have a major impact on the brand image of the bookstore, the publisher and author.
Experiential marketing is the marketing activities that focus on helping consumers gain experience with the product or brand that will ultimately create an emotional connection between consumers and be remembered by the impact on the brand loyalty and the decision to conduct transactions.
Today most of the brand managers realized that traditional marketing through the medium of television, radio and print are fed to the dying. Consumers are getting sick of being bombarded with the same message in the media. TV audiences often move the channel because they want to avoid the ads repeatedly. They need the loyalty of customers who obtained more natural than the artificially through advertising.
For example, a laundry soap releasing wash program to share experiences through photos or letters displayed on the website or TV and the winners in addition entitled to a prize will also be featured on the television program This will provide a different experience to them. Also below the line promotional activities such as fairs, community gatherings and workshops can be effective experiential marketing.
As judged by Adweek television advertising Coke Zero mediocre, Coca Cola held experiential marketing program in the form of a game 'Agent Double O'. In the game, this coke lovers who buy from the vending machine at the station asked to act as a location of a secret agent. After buying Coke Zero, the machine will automatically give instructions as a challenge for the drinkers sofdrink to reach certain locations at the station, would be equipped with a variety of obstacles that have been prepared.
At the end of the game they will receive a free movie ticket latest James Bond movie 'Skyfall'. In addition to this game gives participants an experience of acting like an impressive 007, a recording of their actions also be broadcast so it can be watched by fans of other coke. Also smart idea, had just bought a drink, ordered to jog along the station, it could be a bottle is not enough to treat thirst.
More so in the era of social media that have great impact on the marketing of two-way communication makes experiential marketing is becoming more convenient and flexible. Experiential marketing is currently widely used in conjunction with social media to unify the customer experience with a brand. Also known by the Relationship Marketing, is a way to connect emotionally between customers and brands through an activity or live event.
Here are some examples of experiential marketing utilizing social media of some brands, we can learn from their cases:
In commemoration of 30 years produk'G line-Shock ', Casio hold events in New York City where hours Casio users are encouraged to upload their pictures while exhibiting Casio watch he wore. They upload the photos via Instagram with hashtag predetermined. For consumers who do not visit the event may also participate. Weeks before the event is promoted on social media and generate 3,000 photos uploaded and displayed via the big screen during the event.
Oreo held on Pinterest campaign program entitled "Daily Twist",
where fans Oreo chocolate biscuits are asked to be creative with it in various forms, take a picture and put it on Pinterest. The three best creations will be given the opportunity to cooperate with the 360i -Agen official advertising Oreos, then conducted an online voting to decide who is entitled to use his creation in the latest Oreo ad.
Social media allows businesses that do not have a big budget for marketing costs, can also run experiential marketing. Utilizing a variety of social media tools SMEs can do it.
A meatball stall who want to increase the variety of the menu can involve contributions of its customers. Every customer is encouraged to propose a new menu with certain restrictions through facebook pages, and the proposal to 'like' the most will be realized as a variant of the new menu.
The winner can be given free meal vouchers and meatballs along with other participants invited to the event lauching the new menu. Before returning home they were given goodie bags and-do pose 'selfie' to be uploaded on a social media accounts respectively.
Utilizing fan community bike, a bike shop and accessories are also easily create experiential marketing program. Simply ask customers take pictures of their action with the new bikes or accessories bought with comments on their experience, and then uploaded on Pinterest account the bike shop. Pictures with the 'Pin It' can be appreciated most by providing a fairly valuable accessories and cool.
Social media and the internet makes experiential marketing as a powerful marketing activities for SMEs. Stay smart we can to put together a program that creatively and effectively creates an emotional experience was memorable for the customer.
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