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Experiential Marketing
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Experiential marketing is a form of marketing that is designed to appeal to a customer on many different levels. A lot of marketing messages will persuade a customer to buy on a rational basis -- i.e. on need or on cost. Experiential marketing simply adds different factors to the mix such as emotions and logic. This is held to be the best way to get a customer to buy as they are making a purchase based on their feelings as well as for rational reasons.
So, for example, a product may be marketed to a consumer as being of good value and set at a low cost price. This may not, in itself, be enough to encourage them to buy. So, an experiential marketing technique may also appeal to other purchasing drivers at the same time. It may, for example, convince the customer that they will buy the product on an emotional level because they need it and they want it.
Experiential marketing often harnesses our senses to achieve its aims. It is often used to induce impulse buys by appealing to multiple purchasing drivers at the same time and by ticking all the right boxes. This often encourages a customer to make a purchase they wouldn’t necessarily have otherwise made.
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