Experiential Marketing, Another Way To Make Your Customers Fall In Love

Believe it or not, human beings are more emotional than rational; otherwise, we would not have the ability to feel, enjoy, or experience the infinity of experiences that occur on a daily basis. Emotions are, in some way, the engine of non-verbal communication that allows us to perceive the state of mind of one or more people through their gestures or actions, and it is here that brands seek a link with those emotions, creating experiential marketing strategies for a product to become your own. But how do brands achieve this link?

Experiential marketing is a set of marketing actions, techniques, and strategies used by brands to help consumers form positive relationships with a product or service because the senses are an important factor that aims to arouse something pleasant in them. the consumer and create experiences that become possible purchase processes.

Experiential Marketing + Technology

In order to influence the emotions that interfere with user consumption, it is necessary to create an integrated sales experience that links the advantages of physical stores with the online shopping experience, in order to turn a simple purchase into an entertaining experience. captivating and attractive.

This type of practice becomes convenient for companies since users will be able to generate purchases from their homes or workplaces without having to spend on gasoline or fight with city traffic, allowing optimization of the time spent in queues to pay. In addition to that, it allows you to generate secure transactions, make claims, issue refunds, and speed up the relevant returns depending on the situation.

If we look at it from another point of view, it is likely that traditional merchants will be left behind in the market unless they implement a new strategic position that allows them to integrate more than one channel into a single experience. A very common mistake is to believe that customers will always be present. It is necessary to be very clear that they feel comfortable with purchases in multiple channels and are increasingly demanding since they want the experience of physical stores. However, the advantages that the digital sector brings with it are increasing every day and go hand in hand with market innovations that drive the improvement and effectiveness of marketing through social networks, browsers, advertising, and valuable content.

In short, ignoring the multiple channels represents a risk for those companies that do not wish to implement them in their business strategies. Innovation is and should be part of the specific objectives of a company; this will allow them to reach larger audiences, obtain greater visibility, increase sales,?and create an experience that their customers fall in love with.

Working in a world with a diversity of channels is not an easy task for any company; different user segments assign different values to the shopping experience, but in the end, everyone wants that integration that links the digital and the physical.

The shopping experience is not only based on going to a physical point but also on comparing prices and having a quick and uncomplicated returns process, and the answer lies in making it possible, which is why if retailers or traditional retailers want to survive in the market, they need to transform that characteristic that makes them relevant to large multinationals, giving way to the experience in stores, in order to exist in an unpredictable future.

The main objective is not based on listing the thousands of innovations and trying to implement them all; rather, it is necessary to understand in advance the behavior of customers to identify how the opportunities of digital technology are feasible and accessible. Innovation requires hard work with a team that meets different characteristics based on knowledge, integrating ideas into the business, and being assertive in decision-making.

How Emotions Are Linked To A Purchase Action

Emotions are the main motivators in decision-making processes for all human beings; there is no decision without emotion, and that is where brands establish a communication strategy whose main objective is to find an affective and lasting bond between consumers and the product or service.

It is a difficult task but not impossible, experiences must be created that reach the consumer's mind through emotions, make them feel part of the brand, make them feel integrated, and participate in and contribute to the brand's growth.

Implement Experiential Marketing In Your Business Strategies

To begin, it is obvious that you must thoroughly understand the target audience to whom you want to convey an effective and valuable message; we are not referring to technical aspects such as age, gender, social stratum, and so on; their value is truly in what connects through emotions. Brands The phrase “telling stories” is very cliché these days, but somehow it makes a lot of sense and relevance today.

Do not underestimate traditional strategies; it is time to merge what is implemented and improve it. Brands must be able to awaken very good things in users and provoke them so that they feel identified, and the intention here is to communicate and interact in a deeper way, creating feelings that they can inspire.

Marketing Of Feelings?

As its name indicates, it is linked to the feelings and emotions of consumers, and the objective is to influence moods through experiences with a strong affective component.

Sensation Marketing?

Its main objective is to generate sensory experiences for users through taste, smell, hearing, sight, and touch, in order to differentiate one brand from others, giving value to products or services.

Relationship Marketing?

This type of marketing is based on creating group experiences in which two or more people interact, enriching their interaction. The idea is to liven up the values of a brand.

Marketing Of Thoughts?

The goal of this strategy is to give people cognitive experiences that help them solve problems. Reasonable thought will be the main engine of this chance.

Action Marketing

In this marketing strategy, users must take part in a "physical" and active way. It is usually presented in different ways to act, giving users a new and enriching experience that adds value to the brand.

4 Benefits Of Experiential Marketing

By incorporating this kind of strategy into their business model, brands are able to set themselves apart from the competition by making users feel something.

Gain Recall?

If you make a good campaign, you will be remembered by users since you touched that emotional and sensitive part, generating a reaction.

Differentiating Factor?

By transmitting in a different and disruptive way, you will be able to position yourself and make a difference against the competition.

User Loyalty?

If your message has added value, users will start to follow the brand faithfully and make recommendations to third parties.

Convey Positivity?

When the tone of communication is assertive, people feel good about it, which helps build a good reputation.

In Short

Brands must be clear about the keys and main objectives of experiential marketing strategies. In this case, emotions and technology go hand in hand, they must be aligned to be able to create an optimal and valuable emotional experience, based on needed stimuli without being invasive, gaining consumer trust from the first meeting. Further, by highlighting the differential value of the product and linking it with the use of technology, it will be possible to create a segmentation of the target audience, which will allow actions to be carried out and adapted so that they have a better performance.

Experiential marketing links the emotional sides of users and the brand directly, generating a positive response, humanizing the brand, and impacting the target audience.

This kind of strategy gives all the attention to the users by letting them tell stories and working with experts to decide what to do next. It is the moment to exploit creativity to the maximum, if you do not cause emotions in your users, you will cease to exist for them.

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