Product Marketing Strategy: Experiential

PRODUCT MARKETING STRATEGY THROUGH EXPERIENTIAL MARKETING A. Understanding Experiential Marketing As competitors increase, marketers continue to try to find the best marketing techniques for their companies. There is one type of marketing that can make your brand stand out from other brands, namely experiential marketing. This type of marketing is not only carried out in one direction from the company to the customer. More than that, customers can experience firsthand what your brand offers. You may have often heard the terms digital marketing, social media marketing, and email marketing. Currently, these three types of marketing are currently in demand by marketers. However, all three strategies have the same weakness, namely relying on marketing in one direction. There, there is not much direct interaction between companies and customers. In fact, quoted from Econsultancy, 48% of people are more interested in buying a product if they have tried the product. Based on this data, you can see that customers like interaction with a product. If it feels right, then they will buy it. So, to accommodate these customer desires, you can take advantage of experiential marketing. Reporting from Eventbrite, experiential marketing is a marketing strategy that allows customers to experience using a brand. This definition is similar to the origin of the word 'experiential', namely experience. Some people call experiential marketing live marketing or event marketing. In experiential marketing, customers will have an unforgettable experience with your brand. If successful, this type of marketing can instill a positive outlook on them. This experience will then create stronger bonds and brand loyalty between the brand and customers. Usually, experiential marketing utilizes various things that can support customer experience, such as product samples, 3D experiences, events, and so on, as written by Sense Marketing. You can adjust all of this to suit your brand's needs. B. Types of Experiential Marketing 1. Workshops One of the most common types of experiential marketing is classes and workshops. Generally, workshops are conducted face to face in one place. You can open classes or workshops related to your brand. For example, you have a florist brand. You can open a flower bucket making workshop. That way, you can bring customers closer to what your brand offers. You can also create online classes and workshops, such as webinars. 2. Pop-up events Apart from workshops, you can also hold pop-up events for your brand. The events in question can vary, such as art installations, live performances and fairs. Basically, the goal of pop-up events is to enhance customers' daily experiences, as quoted from Single Grain. Usually, pop-up events will take place over a short period of time. This way, customers will feel compelled to come to your event before the period ends. 3. Single-person events Experiential marketing is not just about having a large number of visitors. More than that, you must be able to ensure that everyone gets an unforgettable experience from your brand. One type of experiential marketing that you can do is a single-person event. This tip was used by Coca-Cola when collaborating with the launch of the James Bond film. This beverage company from the United States challenges customers to go to a vending machine. On the customer's journey to the vending machine, they will encounter various typical James Bond obstacles. 4. Product exhibition If you give a creative touch to a product exhibition, customers will have an unforgettable experience regarding your brand. You can educate customers about the products you launch while giving them an interesting impression. The reason is, 65% of customers agree that exhibitions can make them understand more about the products offered than other types of marketing.