[experiential marketing psychology]
Major advertisers like Levi’s, Volkswagen and Harley-Davidson are embracing experiential marketing as their preferred advertising medium. Instead of attempting to appeal to a prospective customer’s rational side alone to inspire a purchase, experiential marketing techniques get deeper inside the head of the prospect. Emotions are tapped, logic is tried and general thought processes are challenged to drive sales and establish instantaneous relationships between consumers and given brands. Connecting with the customer in a memorable and interactive way is the goal of experiential marketing (aka guerrilla marketing).
“Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.” – Wikipedia.org
Here’s an example of one of our experiential marketing campaigns in action (for Lord and Taylor of New York) – enjoy!
When potential consumers are temped on both rational and emotional levels, the percentage of sales conversions skyrockets in comparison to simply attempting to appeal to the rational side. When those secret areas of the brain are stimulated that control the ideas for pleasure and comfort, and the consumer’s sense of practicality is aroused, the results are increased sales and instantaneous branding success. For this reason, it is important for the experiential marketer to firmly understand his or her target. The brand representative needs to be “in-touch” with the individuals that are being presented to.
Part 2 …. Coming Tomorrow – Stay Tuned!
January 3rd, 2009 at 8:37 pm
Interesting.
Agree that understanding “target markets” or “ideal guests” is critical. Retail sales marketing is very much focused on “purchasing volume”. So, a variety of different advertising, marketing, and promotions techniques are used at a point that encourages mass consumption.
The questions that come to mind (from my perspective which is that I own and operate an experiential tourism company in Canada) are:
1. I wonder about what “the experience” really is. From our perspective, experiences are about authentic engagement with people, places, and phenomena that cause enrichment, enlightenment, and a deeper understanding about the brand, the company, and trigger a desire to connect at more than a “purchase level”. The core of an experience is the “person” with whom the engagement is happening. Marketing these experiences takes a commitment to honesty, building a story, and enabling the “ideal guest” to see themselves in that story. If they do, they come to that destination or brand, or company.
2. When the term “experiential marketing” is used and demonstrated via the video (providing a free gift card), I don’t see this as experiential. It appears to be a fancy term for yet another form of advertising or promotions (give-aways, loss-leaders, etc.). I am curious as to what actual practicality was aroused, what emotions other than “purchasing behaviours or responses” were triggered.
3. What kind of loyalty with Lord & Taylor actually occurs? If there is no long-term relationship triggered, then is it really experiential?
4. And, how is experiential marketing defined anyway?
Thanks for posting this.
January 3rd, 2009 at 11:20 pm
[...] I was just tweeted (If you have not joined Twitter to get Tweeted by some pretty interesting people, you might want to learn about Twitter.) by Experiential Marketing ( I could not find a website for them) in which they provided a link to an interesting blog featuring a video with Street Sampling in downtown New York during the Christmas Holiday shopping period. Here is the link to Controversial Advertising Part 1 video on that blog. [...]
January 4th, 2009 at 3:28 pm
That would certainly get ME into Lord & Taylor’s. Nice campaign!
Julies last blog post..Happy Birthday To Me
January 5th, 2009 at 12:09 am
Wow, well like the lady says “it gets people into the store” they give out $25 and someone finds something for atleast $50 they get their money back and the person gets a item for half price. Good idea.
LadyGraces last blog post..Keeping up appearances
January 5th, 2009 at 8:12 am
One question though .. how long can you carry on this sort of marketing before punters start questioning the value of what you’re giving them and what you’re really after.
I wonder if I’m just getting cynical in my old age
Owens last blog post..Xmas fun: Win yourself a Twitter Mug
January 5th, 2009 at 8:30 am
I haven’t seen or heard much from Levi from the marketing or advertising standpoint for quite some time.
corrins last blog post..The Nameless Baby
January 5th, 2009 at 10:34 am
I think personal these days is very important in our over-stimulated society. Emotions play a major role in most purchases!
Maureens last blog post..Jonathan Budd’s MLM Mastermind System
January 5th, 2009 at 11:22 am
i’ve gotten discount cards like that before from stores, and they definitely have gotten me into the stores to shop.
cadys last blog post..Weekly Winners — 12/28/08-01/03/09
January 5th, 2009 at 11:58 am
I am not sure what is contraversial about it. A brand image is made to appeal to people but there is nothing strongly manipulative about it.
veins last blog post..The Bad Girl
January 5th, 2009 at 1:35 pm
Well, a free gift card would make me consider buying something from the store, especially if they sell an item that’s on my shopping list already. However, nothing (no marketing technique) works for/on every person or all the time…
January 5th, 2009 at 4:14 pm
I say it takes many things to effectively market. There are many different people that shop Lords and Taylors and many different reasons they frequent this venue. What triggers me is probably very different than the average consumer.
Christina thecoffeeladys last blog post..New Years on the Homestead
January 5th, 2009 at 4:32 pm
That’s a great idea. Certainly a free gift card, not only gets people into the store, but it makes people feel like they’re appreciated, and helps get repeat business.
Sadies last blog post..I’m Starting 2009 Off At…
January 5th, 2009 at 4:44 pm
Those types of cards always work for me! Elder-Beerman did that right after thanksgiving. I saved $10 and spent over a hundred! LOL
January 5th, 2009 at 7:33 pm
Free gift cards? Well, I like that.. That seems to be a nice idea so people will keep coming back..
Bhings last blog post..ShareASale.com – Affiliate Program
January 5th, 2009 at 11:43 pm
Connecting on what seems to be a personal level is what gets people coming back. So, whether it’s a gift card or a catchy gingle…it works to get my money!
Barbaras last blog post..Happy New Year-2009!
January 6th, 2009 at 12:34 am
Wow, Scott – that was an impressive campaign. Very cute using the Santa hats too.
I know I’d have been thrilled to get a $25 GC and would have spent much more than that because of the warm, fuzzy feeling this created
Thanks for sharing your ‘gorilla marketing’ technique!
Heather in Beautiful BCs last blog post..Security Tag Issue
January 6th, 2009 at 1:33 am
This type of campaign would work for me. I like companies that give me free coupons if I have a problem or a compliment about their product. I am more likely to buy from them again.
Connies last blog post..Back To School Again
January 6th, 2009 at 5:00 am
What was the bottom line on the campaign? How much new revenue did it generate? How many new customers will become regular customers? It’s a great way to get people into the store, but if they only use the gift card and don’t make additional purchases and become returning customers, the campaign is a failure. On the other hand, if a certain percentage (the marketing folks would know what that percentage needed to be) did convert to cash-spending, regular csutomers, the campaign was worth the expense. The follow-up will tell the tale and should be quite interesting.
skeeterbesss last blog post..Looking forward to movie nights with family
January 6th, 2009 at 7:58 pm
Celes-
Thanks so much for your comments and questions. In all cases, our marketing differs from “traditional advertising” in that the communication is two way. Traditional advertising simply sends a message to a consumer which may or may not be received. By engaging consumers with “live” brand ambassadors we have an opportunity to form a relationship with the consumer.
In the case of Lord & Taylor, New Yorkers have many retail choices for holiday gifts. Our job was to create warm feelings around the L&T brand while ultimately driving them into the stores.
You are correct in that it is nearly impossible to measure the long term effects of our program ie. did that consumer return to the store and shop beyond that single experience with the gift card?
As a marketing professional, we can drive traffic into the store or cause the consumer to act, but ultimately the store has to deliver value, solid service and have the right products for that consumer.
January 6th, 2009 at 8:05 pm
Skeeterbess-
Will I am not a libery to share all of the ROI on this campaign, redemption was much higher than that of a comparable program for a similiar value that was executed via direct mail. I can tell you that the client was looking for redemption greater than 20% of the cards distributed (which we blew away) and for at least half of the cards redeemed to be for a sale of at least double the value of the card ($50 in this case). We far exceeded on both of these goals.
January 7th, 2009 at 4:30 pm
I love this video! Sitting here in Vegas it made me wish I was in New York City (and getting the $25 certificate!).
March 2nd, 2009 at 6:07 am
I have seen your advertising video………….
i like it……….
http://www.dirtystreetadvertising.com