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What is experiential marketing?: continued

experiential marketing crowdAdvantages of experiential marketing

Experiential marketing aims to get people to have a positive experience of your product, which they’ll find more memorable than a simple advert saying ‘buy this!’ So if someone likes a free sample of perfume then they’re more likely to buy it in future, or if they’ve been to a concert sponsored by a brand, then they’ll associate it with having fun. People are more likely to talk about the product to their friends if they’ve been to an interesting event, and people trust their friends more than advertisers.

This also means that it’s possible to create a good experiential marketing campaign without a big marketing budget. Provided your idea is imaginative enough then you shouldn’t need to buy advertising space in magazines, on TV or on billboards, since people will do the selling for you by linking to your website, for example.

Disadvantages of experiential marketing

The main problem with getting people to talk about your product is that you have no control over what they say, so you could get lots of negative word-of-mouth publicity if things go wrong. It’s very important to target the audience for experiential marketing campaigns effectively, and you also have to think about what your audience think is ‘cool’ if you’re attempting to associate your product with it. So a Cliff Richard concert probably isn’t the best place to advertise a new iPhone app for students, for example.

Although imagination is the key to good experiential marketing, you also need to make sure that people know what you’re advertising, so they can make the connection between the experience and the product. A spectacular stunt show or mysterious website is good for grabbing people's attention, but is a complete waste of time and money if no-one knows what you’re advertising.

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