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Wash Your Panties on 5th Avenue-Why Your Brand Needs Experiential Advertising

September 18, 2012

Years ago, consumers were willing to accept the messaging you shared in your marketing and used that as enough of a reason to buy your product or service. They would see your newspaper, radio or television ad, and head out to the store to buy your goods.

This mentality has changed, and recently, more and more consumers have been using the power of the technology to make their purchasing decisions. Consumers are turning to the Internet to research companies, products and services, and they’re also turning to apps to help them locate the best prices and read reviews from other customers.

Today, customers are looking for more than a decent price and a great review – they’re looking for an experience, and many companies are using experiential marketing tactics to give these customers what they want in order to earn their business.

Recently, Method Utilized Experiential Marketing by bringing a see-through truck to Fifth Avenue in New York City and had customers wash their clothes for all to see. Not only did this generate interest in their products, but it also gave participants and passersby an experience that they’ll remember.


What is experiential marketing?

Experiential marketing is the use of employing a marketing tactic that involves actual physical connection between your brand and potential customers. The Method campaign is an example of experiential marketing because it required participants to physically get inside the truck, de-robe and wash their clothes in order to see just how well the Method products worked. This tactic also served as an experience to passersby, who also got to see exactly what the participants were doing and how well the product worked.

What is the purpose of experiential marketing?

Experiential marketing is different than other marketing tactics because it involves physical contact with a brand and allows customers to interact and connect with the brand on a personal level. By creating these relationships with potential customers, companies that employ experiential marketing have better conversion rates. Customers will continue to remember the experience they had with the company, which in turn will entice them to choose that companies products or services when it comes time to making a purchasing decision.

What are the benefits of experiential marketing?

Along with the great experience that you’ll provide and the large amount of conversions you’ll earn, experiential marketing can also be very cost effective. You don’t have to be as elaborate as Method’s washing machines in a see-through truck – you can easily create an experience with a small kiosk in a local mall. For example, if you’re trying to sell a product, set up a kiosk or booth and allow passersby to tryout your product for free.

Experiential marketing can also turn your participants into brand advocates. Chances are they will tell someone else about their experience with your brand, and this will put your companies name in front of other potential customers.

Experiential marketing is a fairly new concept, but its benefits are still huge. If you want to implement a unique marketing strategy, try experiential marketing for your next tactic.

Prepared by M.P. Brown from Icon ID. Icon ID provides LED Retrofits to help you impact the environment in a positive way while enhancing the quality of your lighted sign.

Photo credit: Photo used with permission from Rod Collins owner of Bulldog Mobile marketing. In addition to the Method campaign Rod has directed campaigns for Mattel, IKEA and over a dozen of fortune 500 corporations.

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