Let’s talk experiential marketing.
Definitions of this relatively new term may vary, but Econsultancy’s David Moth nailed it pretty well:
“The premise to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience”.
i3 specialise in delivering experiential experiences
If your brand is part of an event that evokes positive feelings within a consumer, the consumer is more likely to associate your brand with those positive feelings. Which opens the door to brand loyalty and increased customer lifetime value.
The Simpsons movie was released in 2007. In the US, distributors 20th century Fox transformed 12 7-Eleven stores into Kwik-E-Marts (the Simpsons’ 7-Eleven equivalent). Customers could buy products that appeared in the Simpsons movie, and “experience” being in the Simpsons.
In Sweden, Coca-Cola gave their customers the “experience” of a warm summer’s day… in the middle of winter. People waiting at a bus-stop were treated to projections of summery images, heat lamps and audio recordings of birdsong.
Or why not try out experiential marketing on yourself? Walk into one of the 453 Apple stores around the world. Experience the attentive staff, the ability to pick up and test products, the overall energy and excitement of visitors. Can you apply any of these elements to your event?
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