Monday, August 31, 2009
Wednesday, August 19, 2009
Welcome to the way brands break through today. Through Experiential Marketing. Experiential marketing is more than a PR stunt or special event. It's the fundamental philosophy behind the next evolution in branding. Today's consumer is savvy, selective and yes, cynical. To reach them, requires a connection on multiple levels. Of course as we all know, the world is cluttered and fragmented. Shortened attention spans put higher demands on brands to make a quick impression, or money is simply wasted. While thirty second spots on radio and television once had a great impact, modern technology has changed the playing field. Yet the needs and desires of consumers remain relatively the same. Selling an experience becomes a sense of rapport between product and consumer which only serves to reinforce an individual's values, goals and ideals.
Appealing to a variety of senses, experiential marketing can tap into that special place within the human heart that fosters inspiring thoughts about what could be, without ignoring practicality. Understanding what the consumer is likely to think and feel, is a great tool in evaluating a brand's relevance, because the impulse to purchase is short-lived. An enduring brand must relate to both lifestyle and worldview. It must appeal to prevailing beliefs and personal agendas to capture more than just attention, but admiration, and ultimately, adoration.
Yes, this means looking at what you say and how you say it. But more importantly assessing where you engage your customer and at what levels. It makes all the difference--between who buys today, and who will continue buying tomorrow.