Connect to Customers with Experiential Marketing
4 Tips for Events That Sell.
By Kim T. Gordon
Personal experience is the best teacher. At least that’s the driving principle behind the new wave of "experiential marketing." Real-life experiences shape our opinions and buying preferences more profoundly than merely hearing about someone else’s. Experiential marketing uses events to bring customers into one-on-one contact with a product or brand to create memorable experiences. This year, at least half of all U.S. marketing executives surveyed by the Patrick Marketing Group plan to increase their spending on events. And now there’s new research that finds events may be more influential than television or direct mail in affecting customers’ purchase decisions.
An Experiential Marketing Survey, conducted by Sponsorship Research International (SRI) for Jack Morton Worldwide, found that 43 percent of women said experiential marketing was most likely to cause them to purchase a product or service quickly, compared to traditional advertising channels (20 percent) and direct mail (37 percent). What’s more, after participating in a live event marketing experience for a product or brand, almost nine out of ten consumers agreed they would be more receptive to future advertising for that product. Even Generation Y respondents, age 18-23, rated experiential marketing their medium of choice for influencing purchases.
Are you looking for a terrific way to connect with your customers? Here are four important tips for creating memorable experiences.
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