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Look, Touch, Feel: Experiential marketing

Try it for free, then buy a whole box. It’s about experiential marketing that most effectively promotes a brand. Let’s remember when you went into a store and were given something to taste, use, look at for free. You felt the smell, the taste, and at the end of shopping, you came back for this product. This is how to sell a product in less than a minute.

Experiential marketing: about the psychology of sales

This method of promotion forms an emotional connection between the brand and the consumer. The most important thing is that this connection doesn’t appear on the basis of someone else’s feedback, but on the basis of one’s own experience. How to understand that your experiential marketing strategy has worked?

  1. The consumer feels the emotion.
  2. He hears the smell, taste and a certain euphoria when using the product.
  3. The consumer acts as an executor: he drinks coffee or tests a new phone by himself.
  4. A potential customer analyzes, thinks and compares the product with others.

If a person hasn’t drawn conclusions based on his own results, then such a strategy won’t give results. When the buyer gets to know the product in person, he completely focuses on the product. Thus, his attention is focused only on this brand. Now it is easy to explain why many businesses have lost customers during the pandemic, because the engagement of people through online advertising is much lower.

Before, brands organized concerts, trade shows and public events to present a new product. During such events, business owners concentrated around themselves only potential buyers, due to which launching a new product on the market didn’t require a lot of advertising costs. If you understand the value of the product or service, you will be able to emphasize this in your presentation. The greater the involvement of the audience in various promotions, raffles, charity events, the greater the trust in your brand and the effectiveness of promotion. There is a stereotype that a large advertising budget means that everyone will know about the brand and buy it. In fact, until your potential customer sees, touches or tastes the product in real life, promoting a new product will be a difficult and long process. The presence of a brand in a person’s life is what motivates a consumer to buy your product.

How to use such marketing in an online format?

Some businesses don’t have the extra finances to host a live event. This is not a problem, because you can interact with the client at a distance. Step one: offer your customers a trial version of your product or service. It can be a mini version of a cosmetic product or a short chat consultation. If the consumer has a free experience, then he can make judgments based on that experience. Subsequently, such people are more willing to buy a product or service. Second step: set up an online meeting. During the pandemic, most companies went online and adapted processes to this format of work. If you choose charismatic, professional speakers, you will be able to engage consumers in dialogue, thoughts and emotions. Another method is emailing, but remember to provide useful information for people, not spam. Most people are used to receiving mailings from various brands. Some of them are letters with promotional offers that aren’t useful for buyers. Sometimes mass mailings can annoy the buyer, which negatively affects the person’s attitude towards the product. So it is important to remember that even email newsletters should be useful for users and not always motivate people to buy a product or service. Thus, the trust of potential customers in buyers will grow.

If you are planning a live event, you should pay attention to some aspects. Firstly, look at the demographics of the event, choose the type and frequency of attendance of the event. Being a sponsor at an event isn’t always about making a lot of money, if your potential customers aren’t at the event, you won’t get any benefit. Secondly, you also need to create an exclusive interactive for consumers. Before that, it is important to study the psychology of potential buyers in order to know in advance what they will like. At this stage, you need to measure the return on investment of the company’s expenses. Without it, you will constantly spend money on advertising, events, sponsorships, but you won’t increase profits.

When a person has the opportunity to taste, feel or touch, he instantly forms an attitude towards the brand. In its turn, the brand has the opportunity to analyze the psychology of the buyer and use that information in the further promotion of the product. Emotion is what most influences the purchase decision. In particular, the emotional aspect is added not only in experiential marketing, but also in non-traditional forms of advertising. In addition, such marketing forms certain images and associations that are associated with the brand. When the consumer sees the product, he subconsciously remembers the experience and wants to repeat it again. That is why experiential marketing is one of the effective methods of brand promotion.

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