The baristas know me by name, embarrassing. I had a mini internal physiological earthquake as I approached the counter. For years, I have eagerly awaited this moment!
While traditional advertising radio, print, television verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible.
In this way, experiential marketing can encompass a variety of other marketing strategies from individual sampling to large-scale guerrilla marketing.
In the end, the goal of experiential marketing is to form a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decision.
They illustrate that brands must begin to provide consumers with memorable events and engagements that allow the brand to stand out from the clutter of their competitors. Livy Alvey, in Relationship Marketing, explains further that brands facing identical competitor products can create brand loyalty by focusing on the emotional connection.
Marketing Strategies that go into Experiential Marketing: Brands utilize a variety of marketing strategies in order to achieve this emotional connection with their consumers.
When it comes to which marketing strategies to use, it depends more on how they are used, the target demographic of the product, and the emotion that the brand wants to associate with itself.
In addition to meeting the famous Chicago Bulls point guard, fans had the opportunity to win a free pair of the signature sneaker if they could jump 10 feet to reach them.
For some brands, a custom made store that is only open for one day is unnecessary to experience their product. Landshark Lager is confident that in the right setting, there is nothing better than their American lager. So on October 7th, the brewery targeted popular pools in the Las Vegas area and provided free samples of their beer.
Landshark capitalized on the refreshing feeling of going to the pool on a warm day to communicate that their beers can be just as refreshing. Landshark was able to create an experience for their consumers with a relatively inexpensive and straightforward distribution strategy.
When Brands Use Experiential Marketing Brands most often use experiential marketing either to enhance and complement a traditional advertising campaign or to stand out at a popular event or conference.
However, as honest internet virality gains more and more influence, many brands have begun executing experiential marketing campaigns that exist on their own. After purchasing a Coke Zero, the vending machine challenged drinkers to reach another section of the train station, weaving through pre-planned obstacles, in order to receive free tickets to the newest Bond film, Skyfall.
In addition to giving each participant a Bond-like experience they will never forget, an edited taping of those participants went viral currently sporting over ten million views.
A more endearing example of experiential marketing, and one that illustrates a campaign that stands on its own, is one recently activated by Milka. The chocolate brand made the effort to manufacture 10 million bars that were missing one piece. Puzzled chocolate eaters then learned that the one piece had been set aside for them to choose whether they would want it mailed back to them or mailed, with a personalized message, to a friend or loved one.
This campaign helps the brand not only form an emotional connection with its consumer, but also to whomever the consumers decides to send the single piece of chocolate to.Coke Zero or Coca Cola Zero is one of the products of Coca Cola Company.
This product is for those customers who prefer diet drinks. Coke zero promotes happiness, optimism and /5(11). Find out more about the original Share A Coke campaign. Top-holiday destinations. Building on the success of this iconic campaign, we’ve given Share A Coke a holiday arteensevilla.coming from 10 May , bottles of Coca-Cola, Coca-Cola Zero Sugar and Diet Coke will feature names of 75 famous cities and exotic beaches on their labels including dream destinations like Bali, Hawaii and Miami.
More Questions than Starbucks is Answering Time to give Starbucks a pat on the back for their green marketing and green design efforts?
Should we applaud Starbucks for these reusable plastic cups and thank them for being a leader in sustainability? Pop star Rita Ora poses with a bottle of Coke Zero Sugar. Coca-Cola This week, Great Britain became the first market to sell Coca-Cola Zero Sugar, a reformulated, rebranded version of Coke Zero.
Importantly, Coke Zero created a message that it delivered "real Coke taste, zero calories." So the concept of Coke Zero is the taste of Coca Cola but with no sugar or calories.
So the concept of Coke Zero is the taste of Coca Cola but with no sugar or calories. Marketing Week is a leading UK magazine for marketing jobs, marketing news, opinion and information.
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