Retailers who want to expand their market and customer base don’t have to look further than learning how to make lasting emotional connections with consumers.
By definition, experiential marketing is live, one-on-one interaction that allows consumers to create an emotional connection with brands, Brad Nierenberg, president of Momentum Marketing, said yesterday.
“It’s breaking through the clutter,” he added.
Experiential marketing differs from standard sampling campaigns in that its gives companies a venue to communicate with customers through a variety of layers. One of the keys to a successful campaign is giving customers a chance to experience a product through the five senses: sight, touch, taste, smell and hearing, he said.
“People have got to experience it or otherwise they’re not going to get it,” said Tony McDaniel, marketing services manager, new market entry for Allied Domecq.
The speakers outlined several key points companies can use to develop a successful experiential marketing campaign.
- Don’t water down your campaign.
- Don’t compromise your objectives. If your marketing objective can’t be met, “don’t be afraid to walk away,” McDaniel said.
- Streamline decisions.
- Set clear goals and measurement tactics.
- Focus on people and training.
- Accurately target your event.
Without the right audience, your product won’t be as effective, McDaniel said.
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