The importance of Experiential Marketing
A few years ago we started to hear about Marketing of Experiences and the importance for brands to make the consuming process a unique and remarkable experience. This trend started to build up slowly, but it soon consolidated and today is a really used tool.
Actually it is proved that emotions and buying process are strongly related, and therefore it makes real sense that the experiences you have with a brand links you with it, instead of choosing the competence. Starbucks is a great example, as it has converted coffee in a singular experience, creating a lifestyle, a way of understanding coffee similar to “Central Perk” in the famous TV series Friends.
Another example is Disneyworld and its atmosphere, that separates from the rest of recreational parks, offering customers access to a magic world of fantasy where everything is possible. Similar to these we can find energetic drinks, which have found a space and have created a lifestyle, with very powerful images and even associating with other brands. This allow users to take part in the brands’ culture, as they encourage fans to upload videos practising their favourite sport. All of these are examples of how a small brand designs its strategy, creates a lifestyle or, better say, understands life, and manages to build a series of experiences that build an emotional link between clients and the brand.
Evolution towards a demanding consumer
This new trend has also been set by the evolution of consumers, that are more demanding and do not believe on miraculous effects of dreamed products anymore.
Therefore, consumers only get tied to a brand that makes him live an experience and, in consequence, this company reaches an emotional side.
Sharing and immortalizing the experience
Sport events are not aside from this trend, and therefore they have become a real show, and the consumers’ consumption process is taken into great considerations and care: interaction in social networks, attractive online stores, spectacular sport facilities and arenas with lots of spaces for fans to explore and share with their friends in social media.
This trend has created a great competence, the customers have become more demanding, elevating their expectations towards brands and companies.
It is also becoming essential to incorporate monitoring tools to measure the customers’ satisfaction, as it is the only way to follow and evaluate the efficiency of the actions taken to provide an unforgettable experience.
To conclude, what would be the 7 keys to create an emotional campaign?
Creating emotional links
Nicolas Collado, Marketing Manager – Circuit de la Comunitat Valenciana Ricardo Tormo