AgVoice | 4 ways to make experiential marketing work for you!

Give the consumer a new way of shopping with customer interface, strong consumer engagement, a wonderful ambience, personal touch, feeling and experiencing the product at the point of purchase and taking back with them a memorable shopping experience. Experiential marketing has given a new dimension to marketing products. As they say it is experience that helps in creating brands. But experiential marketing can further strengthen and enhance the value and equity of the brand. To make this work you need to plan your brand attributes carefully and ensure that the brand promise is delivered at every touch points to engage with your audience.

Brand Experience:  One need to structure the brand experience which will deliver the brand promise through some unique experience. For example if it’s a multiplex brand ,then you will have to offer push back seats that is comfortable, Dolby system to deliver tantalizing audio sound .quality beaming to provide great picture clarity. And of course a great ambience with great food courts with unique cuisines that will bring in repeat visit to the multiplex not just for watching movies but to enjoy the tasty cuisines at the food court.

Brand Engagement:  Use the best use of technology to make your engagement very interactive. Install technology like touch screens or kiosks to engage with the audience. If it’s a multiplex then you set up a quick preview of the next coming moving on the touch screen for a short duration. Similarly if it is high end luxury bath shower mixers then you can construct shower cubicles at high traffic zones like cricket stadium during IPL matches near the VIP enclosure. As IPL matches takes place in summer, the audience can have quick shower to get first hand bathing experience before the match starts. This is what will delight a customer to stay tuned with the brand.

Brand Connect: Make sure the essence of the brand is captured through firsthand experience. For example if you are marketing Disneyland by setting up a stall in a tourism exhibition, your focus should be to capture the essence of the brand that is fun and entertainment. Highlight the memorable rides to connect with the brand to bring the potential tourists come closer to the brand. As all of us know that Disneyland is all about rides. That stickiness through the demo rides will make the audience swing the decision to visit Hong Kong.

Brand identity: Maintain your brand identity to retain the engagement and connection with the brand. Your theme should connect with the brand values and its identity so that there is consistency in your communication when the customer experiences the brand. | By Ganapathy Viswanathan, Vice President, Optima Response

About the writer:

Ganapathy Viswanathan the current Vice President of Optima Response has over 2 decades of industry experience in Communication, Branding and Public Relations. He has worked in diverse disciplines with several Multinational agencies such as Ogilvy & Mather, Lowe and Mudra Group. Some of the major brands he was associated were Titan Watches, Philips, Maharashtra Tourism, Dettol soap, Kelvinator and Bayer Group. His last assignment was in the field of Public Relations where he spearheaded the western region offices of 2020 MSL as General Manager.