Special Report: Experiential Marketing, Experience The Sea Change

Special Report: Experiential Marketing, Experience The Sea Change

Viewpoint by James D. Roumeliotis, WCW Columnist

Ask any consumer at random on the “value” of advertising they are exposed to on a daily basis and the majority will chortle at the uselessness of the message delivery online or through traditional media channels. This is a classic gut consumer reaction considering how inundated “we” are with white noise in a media hypersensitive universe.

Some studies go as far as to clam that according to market perception that a sizeable percentage of these very consumers also admit that they prefer to avoid purchasing products from firms, which “overdose” their audiences with advertisements.

The Value of Experiential Marketing

Several months ago, I attended a local conference organized by a Canadian marketing group. I was drawn to one of the keynote speakers, in particular, who made a compelling presentation on the benefits of “experiential marketing”. This is the type of marketing I love because this is where marketing “hits the streets” and gets “real”.

The cleverness of this strategic approach is the antidote to more “traditional” and to be polite, less exciting or engaging advertising campaigns. The key to “experiential” marketing is “Engagement”. Engagement stimulates interest, captures awareness, and certainly highlights innovation and uniqueness, leaving other approaches flat and uninspiring.

Engage in this “formula” and you will mark out your proverbial space in an era weaned on media overdose. The results not only underscore brand awareness, brand loyalty and commitment, they result in increased sales.

Why?

Simply put, consumers feel that these brands personify and enhance their respective attitudes and lifestyles. The “guru” of this school of thinking is the gentleman I had previously alluded to at the marketing conference, which I attended. His name needs no introduction to experts: Max Lenderman. He is a recognised pioneer in the field of “Experiential Marketing and award winning published author, sought after speaker, and media commentator on this subject. Lenderman’s mission is to encourage businesses to look beyond traditional communication to get customers interacting with and here is the principal key, “living their brands”.

“Experience the message” is his leitmotif. The communication and branding strategies of “Abecrombie & Fitch” is a case in point.

To witness this principal in action, just trundle over to “A & F” at their American flagship store on Fifth Ave in New York or in London’s Mayfair. Both stores personify the brand with real live action figures from soft porn venues, music, and zeitgeist. The young target audience eat this up and line up in the street to gain access to the store. The audience “live” the brand. And they do so with a capital “L”.

Experiential Branding vs. Experiential Marketing

Experiential Branding refers to differentiating a product or service in the consumers’ mind by focusing on the total experience, rather than focusing on the features, benefits or attributes of the product.

On the other hand, Experiential Marketing signifies integrating brand or product messages into consumers’ lives in the form of interactive experiences, rather than delivering them through traditional static media such as television or in print.

(The above article is Part I of a two-part Special Report on Marketing Strategy)

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