By now, there’s a chance you’ve heard of the concept of experience marketing. Also referred to as experiential marketing, it’s a relatively classic concept that’s been thrown into the limelight once again.
Experience marketing is nothing new, but there are some savvy brands that know how to make better use of it than ever before.
Roughly defined, experience marketing is all about taking the customer experience to an entirely new level. A typical example of which being the pop-up shop of a brand that usually only sells things online. They provide customers with the opportunity to interact with their goods and their reps in person, adding a whole new dynamic to the experience.
Other high-profile examples of experience marketing at work include the following:
Apple’s Keynote Events
Far from simple speeches or presentations, Apple’s product launch events give everyone in attendance the opportunity to hold, assess and interact with their latest devices. Rather than just seeing them and hearing about them, they get to hold them – a completely different experience and exponentially more engaging.
Kylie Jenner Pop-up Shops
Previously available for online purchase only, the appearance of a Kylie Jenner pop-up shop completely alters the experience for fans, followers and prospective buyers. Pop-up shops provide the opportunity to feel and try out the products on offer, while also chatting and socialising with like-minded people.
Perhaps the ultimate example of experience marketing in action, Ikea brings the classic home improvement catalogue to life – literally. Almost everything they sell is not just on display, but set up as part of a perfectly staged recreation of a real life home. This makes it so much easier to picture how the products on sale would look in your home – even if your interiors look nothing like those recreated in-store. Hence, the power of experience marketing.
How To Succeed with Experience Marketing
Of course, it isn’t always possible or realistic to take things as far as Ikea or Apple. But this doesn’t mean that experience marketing isn’t well within the reach of smaller and newer businesses with limited budgets.
There are three basic types of experience marketing initiatives any business can consider:
- Pop-up shops
- Store displays
But in order to make things work, you need to consider why it is that experience marketing is so powerful and influential. You’ll also need to think carefully about what will have the biggest impact on your target audience.
In all instances, experience marketing is about appealing to as many of your customers’ senses as possible. If you’re able to give them something to satisfy all five senses, you’re golden. If not, prioritise those you can satisfy accordingly.
- Sight: What do you think your customers would like to see and in what context? Think Ikea’s staging of rooms to show how their products look in practice.
- Sound: How can you appeal to your customers’ sense of hearing? Music? Speeches from executives?
- Touch: The key to most types of experience marketing lies in giving customers the opportunity to touch and interact with whatever it is you are selling.
- Smell: If you’re selling cosmetics, your customers will want to smell them. If you’re selling coffee, the aroma alone in your pop-up store or at your event could convince them.
- Taste: Even if your products aren’t edible, you can still make refreshments and snacks available to satisfy their sense of taste.
Across the board, all types of experience marketing give customers the opportunity to engage and interact with your brand on an entirely deeper level.
If you’d like to learn more about experience marketing or have any questions on any aspect of your digital strategy, contact a member of the team at Pivotal for a chat.