Brands use lots of marketing strategies to create emotional connection with their consumers. Experiential marketing is one of the most effective method which develop brand association and emotional connection with the product. Why experiential? Today traditional tactics are losing effectiveness on creating immediate brand image in consumers’ mind. Promotions, attention-grabbing packaging, gifts, sponsorships or discounts can be useful to achieve brand awareness. But, most of them are short-live, cost-effective and sometimes risky channels to stimulate consumer purchases.
Remember the last time you went to have a dinner in an exotic restaurant! Did you go there because your friend try and strongly recommend it you or just because you saw its advertisements on your Facebook page??
Traditional marketers and product designers state that consumers pay more attention to functional features of a brand in terms of their quality or overall utility. Some brand managers are still solely rely on classical branding approach based on regression analysis, qualitative research, positioning maps…Nevertheless, don’t we miss something very important about the brand? YES!! It is a rich source of sensory. Through memorable, interesting and live-experiences campaigns that directly target consumers’ senses; to touch, smell, taste and feel, we can possibly create long- term brand recognition (Rhea, 2014).
AXIOLOGICAL THEORY & BRAND VALUE
According to Axiological Model, also called Theory of Value, brand value can be determined according to three key dimensions: logical (L), practical (P) and emotions (E). Hartman demonstrates that emotional and practical dimensions play more important role in creating brand value than logical dimension. Therefore consumer experiences which include more emotional positive feelings result in higher brand value (Barnes, Mattsson & Hartley 2015).
3 COOL EXAMPLES OF EXPERIENTIAL MARKETING
In 2011, Lipton Ice Tea came up with creative experiential billboard design at the train stations. With JCDecaux Innovatve, the company designed “misting panel zones” to cool the train commuters down over 12-weeks hot summer period. At the busy travel hours between 7 am – 9 am and 3 pm- 7 pm, busy, thirsty people could enjoy the refreshing mist through pushing button on the panels. Company especially targeted not only people waiting for train at the underground platforms and also pedestrian ways on the high traffic zones. It seems obvious that Lipton Ice Tea created genuinely powerful and subconscious personal connection to the brand through stimulating directly consumers’ five senses rather than providing sole dull billboards (Outdoor Media Association 2012).
Real Life Angry Birds Experience!
Here comes another cool experiential marketing! In 2011, the Dutch based telecom company, T-Mobile, come out innovative idea which especially targets popular Angry-Birds phone game addicts. The campaign were created as live-sized version of the game. The images on the phone were reflected giant screen which is located crowded public plaza across and as the birds are launched in the game by players, physical fake birds are blast into sky to crash the target.
Foremost, T-Mobile and Angry-Birds combination perceived as an entertaining event and many people experienced real magic of the game. Doubtlessly, the idea took advantage of cutting- edge technology successfully to bring virtual elements from consumers’ mind into the real world. Obviously, this creative concept resulted in something beyond consumer satisfaction: Brand awareness, brand loyalty and ultimately more profit to the company!
Word of Mouth Effect
Do you know what the fastest, free and the most persuasive form of brand advertisement is? Word-of-mouth recommendation is one of the best and the most credible method to reach large volume of target audiences. It is largely created by the live brand experiences. With experiential marketing, several brands target especially dynamic youth who are more willing to indulge in extreme sporting and hands-on social outings (Smilansky 2009).
Run Mousey Run!
Snack Brand “Fantastic Delites” utilize that branding approach by setting up compelling playgrounds in crowded public spaces. Brand gets people dress up like a mice and force them to run as fast as they could. On the Delite-o-matic machine. Participants are exposed to brand images at of Vintage Cheddar and Red Onion Flavours and eventually they earn the prize if they can manage to endure 5 minutes running. When the price ($2.19) considered, it is easy to understand that, consumer is looking something different than usual: More experience!
Creative and genuine experiential marketing is a key method to appeal consumer’s emotions. Brand experiences which have cognitive and emotional effects can embed itself in their memories. During the experience, consumer defines the brand by using three ‘interpretive frameworks’. These are: an evaluating framework depend on value judgement, an accounting framework is formed by rational thoughts and eventually appreciating framework based on emotional stimulus (Ponsonby-McCabe & Boyle 2006). If brand experience offers all these frameworks, brand loyalty could be built successfully in consumers’ mind .
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Rhea, D 2014, ‘Experiential Marketing: A New Framework for Design and Communications By Bernd Schmitt’, Design Management Review, vol. 25, no. 4, pp. 19-26, retrieved 17 April 2016, Business Source Complete, EBSCOhost.
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