Experiential Marketing: How to Market Your Company in the 21st Century

I recently posted an message on my Facebook page about experiential marketing. The original post was a bit vague, I admit, which prompted one follower to ask for more info. I've posted below a transcript of the post and my ensuing explanation, for anyone who's interested in learning how to market successfully in the 21st century.

My original post:

Here's an idea: Make your marketing as beneficial to your target customer as the product or service you're marketing. Experiential marketing - if you don't know what it is then you're likely wasting a lot of money.


The comment received:

please explain...


And so, ever happy to oblige, I responded:

Experiential marketing is all about actually involving your customers in your marketing, and making the marketing itself of value to them. It's a great way to break through the clutter of advertising and reach a more savvy market.

For example, one hand lotion company sent crews of ladies out to bus shelters across a city and gave free hand massages to people as they waited. They used the lotion of course, but didn't actively push it, except to give a free sample. If someone asked, then they'd explain all the benefits and virtues.

Another company (The name escapes me, but I think it was a baby-supply maker, like Johnson & Johnson or something) gave out free ultrasounds to pregnant women in malls in Argentina. For many women, it was the first time they'd seen an in-utero picture of their baby, and it was an experience they won't soon forget. As a result, they came away with a great perception of the company, and likely told all their friends about it.

Experiential marketing is a great way to tap into the potential of "brand evangelists," those who will essentially do your marketing for you by extolling your virtues to their network.

Of course, it can also be simpler, smaller things, like simply taking the time to offer free and genuine advice to potential clients. For example, I've had people come to me for a media release and, after discussing their budget, objectives, etc, I told them that their dollar might be better spent elsewhere (i.e. on a service they'd get from someone else). Sure I "lost the sale," but that person will remember that I gave them honest advice and that I'm someone they can trust. The simple fact that what I did was unexpected (and beneficial) ensures that they're going to remember me and return to take advantage of my services when the time is right.

Hope that helps.


Then I decided to post a couple of resources for more info:

A couple of resources: The first is great book called Experience the Message, by Max Lenderman. It is all about experiential marketing and its virtues. Another is one I just stumbled upon right now: The Experiential Marketing Forum.



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