Experimental Marketing

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What Is Experiential Marketing?

Experiential-marketingevent marketing

 

Experiential marketing is also known as “Engagement Marketing”, “Event Marketing”, “Live Marketing”, “’Special Events” or “Participation Marketing” and is portrayed by a precisely alluring the customers to get involved and engage with a brand experience or evolution of a brand.

Experiential marketing varies greatly from viewing the customers as a passive receiver of the promotions and messages and rather build a way for customers to be profoundly associated in helping create marking programs and through this develop a deeper relationship with the brand. This leads to greater loyalty and more word of mouth promotions.

Customer Engagement is when customers engage with particular brands. It is ultimately defined by one on one live interactions which create customer association and memorable experiences.

Measuring Customer Engagement

Customer Engagement is an evaluation of to which extent the customers have significant brand knowledge when they are exposed to experiential marketing, television contact, commercial promotions, sponsorship, or other brand experiences. Engagement can be described as the surrounding ambiance which turns on customers to a particular brand idea.

Program Engagement

Engagement is the ambiance through which brands are promoted in the ads, commercials, and experiential marketing campaigns. Program engagement is a measure to which extent customers recall details about content following exposure to advertising or a program.

Consumer Studies

Research shown by Jack Morton Worldwide states that 11 out of 14 customers prefer learning about new services and products by experiencing them in person or through word of mouth from family & friends.  Clearly what people can see, touch, and try is still an incredibly effective marketing tool.

Offline Engagement Marketing Tools

While a lot of traditional television, radio, newspaper, and internet ads are little more than white noise for consumers a tangible experience is more exciting and memorable.

Event Management – Companies can create and develop events around their products which will create brand experiences and value to consumers. Common types of events for companies are press conferences, promotional events, and product launches.

Mobile Marketing Tours – A lot of brands choose to create one on one consumer engagement offerings in the form of custom branded buses, RV’s, or motor coaches which act like billboards to make their presence known. Successful mobile marketing campaigns are usually planned to coincide with large events.

Street Marketing – Street teams are becoming more and more common and are defined by including advertising for brands in places that consumers are not used to. This approach helps these brands emerge from the white noise of advertising by being noticed and remembered for being out of the ordinary.

Experiential Marketing Statistics That Will Change Our View

Experiential Marketing Statistics

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Customer Engagement

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What is the Definition of Customer Engagement?

Customer Engagement, According to me the Customer is everything that we do is to achieve the Customer’s Loyalty, his Presence.

Here are few definitions I Liked the most.

Customer Engagement

What I like about this definition is that it incorporates the customer’s choice to Interact Involve Include the Company. This is an important differentiator that specifies a level of emotional attachment.

This is the reason promotions promising the chance to win a free iPhone with no purchase required shouldn’t count towards engagement.  At the very least, these promotion based interactions should count as a lesser form of engagement since, without promotions, many customers wouldn’t voluntarily engage or involve.

Customer Engagement

While I find this quote to be too generic, there is one aspect that I like: including customers engaging with each other. Most definitions of the customer only include the customer’s interaction with the company, but this is only one side of the Coin!

A customer doesn’t really need to engage with just the brand in order to be an engaged customer. If customers are connecting with each other, it should be considered as brand’s customer engagement as long as the topic of their engagement is focused on the brand.

Customer Engagement

I especially like Eric’s definition since it implies the way that engagement can have an extent. In layman’s terms, certain engagements are more required than others. While both a Tweet and a video testimonial are ways of engagement, the video testimonial is certainly a sign of higher engagement because of the effort needed to create it.

 Why is customer engagement important?

 

Gallup Research demonstrates that a fully-engaged customer represents 23% more revenue than average. If you don’t have a customer engagement strategy, you could be missing opportunities to involve with customers and build a relationship with them. There is no single customer engagement method that works for every company across all industries; however, a sincere focus on empathy, clarity, and simplicity in your dealings with customers and prospects should be the basis for all of your customer engagement activities.

There are many positive customer engagement examples that can be used to model a customer engagement strategy; major brands use everything from funny, responsive social media agents to personalized discounts and offerings to inspire loyalty and affection in their customers.

Known Stats of Customer Engagement We Must Know

customer statistics

 

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