When using experiential marketing campaigns, your intention should be to attract your customer on various levels. The campaign should appeal not only to their auditory or visual senses, but to their logic and all the other senses as well. The purpose is to hone in on the consumer’s full reaction rather than on the reaction to the product in isolation.
Normal traditional marketing methods used the features of the product or the benefits that the product offered. When one opts for experiential campaigns, the aim is to get the consumer involved in the campaign and to draw them into it through the emotional feelings they experience. The purpose is to draw them into your product and to create loyalty to the brand as well as to the company.
It is important that as a marketer you attempt to put yourself in the consumer’s position. Try to feel what they feel when they view your campaign. Consider what would be going through their minds and what their initial reaction to the media will be.
The engagement of as many of the consumer’s senses whilst using the various media platforms is imperative. You have to provide media that is visually enticing. However, it must also be able to make the consumer start planning what they can do with your product.
Make them feel that they need to have the item to make their lives complete. You have to make sure to attract their attention. That attraction has to be held long enough for them to reach the emotional level that will make them want the item. The campaign should endeavor to make the consumer relive these feelings whenever they view the marketing campaign.
Bear in mind that the purpose of this type of experiential marketing is to encompass the consumer entirely. The emotions that your campaign stirs should make them feel that they will be purchasing a package which will become part of their life. This will ensure that they continue using your product.
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