If you are a regular reader of the blog, you are already familiar with what Experiential Marketing is. (If you are new here, you should start with our article: What is Experiential Marketing? The only answer you need.) Now let us look at why you should start employing the experiential marketing strategy for your brand. The benefits of experiential
The year was 1893. A few marketers thought that there were far too many firms selling various products to the same set of people. So many that the customer had no way of trying out most of them before deciding what to buy. Even the old ways of advertising, including experiential advertising, were losing their impact as too many products were being advertised. Something else needed to be done to entice the target customers by the latest offerings.
You want to move on from traditional marketing tactics, and embrace the inbound marketing philosophy. You like what you are learning about interactive advertising as a way to achieve this. But you have an existing ad inventory and letting it go seems wasteful. You do want to get better ROI from your advertisements but if you have to build everything from scratch, that purpose seems to have been defeated.
We live in the digital age. An explosion of information has made the customers of today wary of marketing messages being relayed to them. They have not only learned to filter out advertisements using ad-blockers but have also been dulled to any messages that may reach them through the digital medium. As such, the print media has re-emerged as the preferred channel for advertisers and is the new non-traditional medium that allows you to reach out to today’s audience.
The January 2014 edition of Wired magazine in New York and Chicago had a print ad for Motorola’s Moto X. Readers had never seen an ad like this before in the magazine – they could actually push a button and check out the various colour options the phone was available in. This was achieved by inserting a wafer-thin LED into the magazine. This was an advertisement that reflected what the brand stood for – innovation.
In September 2015, JetBlue airlines invited regular New Yorkers to steal their advertisement. They had put up close to 150 interactive ads – which actually were poster-sized vouchers at bus stops across New York. The ad encouraged the viewer to peel off the ad, and win a prize in return – roundtrip flights, free ice cream, entry to a sporting event, etc. Walking away with a poster-sized coupon under your arm is not discreet at all – but the participants did not care, and this also provided additional exposure to JetBlue. Needless to say, #NYCTakeOff was a hugely successful interactive advertising campaign.
What started as digital signage has now evolved into the interactive kiosk. A touchscreen device housed in a secure enclosure is powering web-based interaction that a customer can engage with at her own pace. Marketers are using this new point of interaction to attract customer attention, provide her with information about products, collect customer feedback and information, provide customer support and even as a point of sale. Interactive kiosks are versatile, can achieve deep audience engagement and be used in a variety of retail spaces.
Team spirit ensures that while members have assigned roles, and belong to certain departments - they work together towards the common mission. They feel unified as a group. It is important to remember that this general sense of team spirit is different from building a short-term team to achieve a specific, well-defined objective. While similar elements make up both, these are different objectives of team building and should not be confused with each other.