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You may have heard of it before, but what exactly is ‘Experiential’ marketing?
Written by: Greg PipeArticle Overview: What's the difference between experiential marketing and other forms of guerilla advertising? Are they the same thing? Although both look to reach an audience in different ways, experiential marketing is more about the message than the delivery technique.
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Free Download - When and what should I Tweet about? By Greg Pipe |
You may have heard of it before, but what exactly is ‘Experiential’ marketing?
In essence, experiential marketing is the ability to connect with a potential customer through a more emotive experience.
Shortened attention spans of a public inundated by a plethora of advertising media, coupled with a need to make a greater impact in that shortened time period, has resulted in the emergence of a marketing approach that engages many of the viewers' senses. Experiential marketing has succeeded where other approaches have failed, by appealing on both the emotional and rational response levels.
The experiential marketer must have a strong understanding of the target audience he wishes to attract. The advertising displays must inspire feelings of comfort, pleasure and practicality. In this manner it is possible to influence the customer towards the advertised product, when it is understood how they think and feel.
Visual appeal is one element of an experiential advertisement, but the ad must also inspire reminders of scenery and sensations that are enjoyable to the viewer. Involving the customer in the experience displayed in the ad strengthens the feeling that the goods advertised are needed and desirable with each subsequent viewing.
Advertising, whether it be on the internet, in print, on television and other displays, must first catch the attention of prospective clients, then hold that attention long enough for the message to come through. By appealing to the senses on several levels, experiential marketing has more success in attracting the client, than in any other previous marketing efforts. By connecting with the consumer on many levels, experiential marketing makes a strong, quick impression, thus is ideally suited for the brief attention span of the modern viewer.
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About the Author: Greg Pipe RSS for Greg's articles - Visit Greg's website Greg has been working in the UK advertising and marketing industry for almost 20 years and in that time has worked across all types of media; from outdoor billboards, to radio, to national and regional press to the Internet. This enabled him to set up The Media Cube in 2002, along with some colleagues, as a marketing agency, to bring that same broad national experience to smaller clients who wouldn’t usually get a look in with the big blue chip agencies. Greg believes passionately in trying to help clients maximise their return for their investment and ensure they get the sort of attention they deserve. Their success over the years has meant they are able to offer a wide range of services to help any business improve their sales. This was further added to by the launch of TMC Training, a sales training division set-up to help business get the most out of their sales force. Greg believes that a company’s sales team are one of their most important assets and by training them to work more effectively, can help any business grow, even in these tough times. To find out how they could help you please visit their website at www.themediacube.co.uk Click here to visit Greg's website What is CRM and should you invest in it Word research is the key to successful PPC A New Year A New Approach Social media provides perfect platform for video material Your Sales Force is your companys engine Isnt it time for an MOT |
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