You walk into a room and see neatly arranged rows of hats on walls. The wall to your right has black hats, and to the left are white hats. You are handed one or the other, but only after you answer a few questions that probe into your belief-value system. Questions like “do you believe in destiny?”. With the hat on, you take a half-hour journey to reach a town in the wild west. Here you get to interact with “hosts” and witness a bank robbery, a love triangle, a desire for revenge and a stand-off in the town center.
Let’s consider a hypothetical situation here, an analogy if you may.
Green screen photography has been a part of experiential marketing campaigns for years. It involves taking a photograph of a person against a green screen and then replacing the green screen digitally with a more enticing backdrop - dropping the person right into their favorite film scene for example, or have them pose alongside their favorite character, say Spider-man. In exchange for the memorable photograph, the attendee gladly provides some personal information.
You are convinced about the potential of Augmented Reality (AR) and have seen the great reaction your customers have when interacting with an Augmented Reality application.
Traditional definitions of Marketing no more hold. Their place has been taken up by Digital and Experiential Marketing.
Let's analyse a story of a young, vibrant manager, Josh who keeps tracking his business with much concern. His business is receding as fast as his hairline. He should immediately take some steps in order to solve this trough. The consumers seem to be skeptical about his quality of the business services, that they have resorted to his competitors.
Experiential Marketing, also known as Engagement Marketing aims to put customer engagement at the center of a marketing exercise.