Experiential Marketing is a State of Mind by Morgan Moran

It is estimated that the average American is exposed to over 3,000 marketing messages a day. Inventions such as SPAM filters, TIVO, satellite radio and pop-up blockers attempt to limit the amount of advertisements we receive, but at the end of the day we are overloaded with information. The upside is that, as consumers, we have more and more choices. The downside is that, as marketers, we have to figure out how to grab and hold the attention of our customers.

All of these choices, and the demand for instant consumer gratification, have made effectively marketing a product or service more challenging than ever. As a result, marketers are looking for alternative ways of breaking through the clutter. It has been shown that personal experiences help people connect to a brand and make intelligent and informed purchasing decisions. This belief encompasses the difference between telling people about features of a product or service and letting them experience the benefits for themselves. One such widely accepted approach to doing so is something called Experiential Marketing, or customer experience marketing.

The idea of experiential marketing is to invoke the right brain senses of the consumer?s experience with a brand. This is an attempt to fulfill a consumer?s aspirations to experience certain feelings. It is said that people make decisions based on only two qualifying factors ? The avoidance of pain and the embracing of pleasure. Experiential marketing attempts to tap into those two basic human drivers by creating a pleasurable experience or painting a picture of how not taking advantage of an offer will cause you pain or displeasure.

Although there seems to be much debate as to how exactly to define experiential marketing, one thing seems to be clear ? more and more marketers are using experiential marketing techniques in their ad campaigns. A study conducted by HPI Research Group in 2005 concluded the following findings:
 Marketers spent more than $150 billion dollars on experiential marketing in 2005.
 68% of surveyed marketing executives spent more on experiential marketing in 2005 than they did in 2004.
 Half of those executives surveyed expected to increase their spending in 2006.

Today?s marketplace is becoming more and more controlled by the consumer. People can now personalize the music that they listen to, the news that they want to receive and even the way that they want that news and music delivered to them. The only way for a marketer to maintain any sort of relevance is to provide a unique and enjoyable experience to the customer in the context in which they have defined as being most preferable. In other words, it isn?t enough to put advertisements out there just for the sake of advertising any more. In order to make a lasting impression on the consumer, you have to link it to an experience that will make consumers immerse themselves in that advertising and the brand. If you can do so effectively, you will provide an experience that connects meaning and relevance to your brand.



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