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FEED RSSExperiential marketing
PUBLISHED: Wednesday, 6 May, 2009 - 10:37
Experiential marketing is a new technique that allows (potential) customers to undergo a feeling similar to the product experience. It is the new frontier in the field of customer loyalty. It is based on the emotional experience felt by the individual when purchasing and using the product rather than its presumed objective benefits.
An example? In Chicago, in launching some warm soups, Kraft has installed some public warm benches at bus stops – next to big adv billboards – in order to give a feeling of warmth, perceived when eating a hot soup at home.
Moreover, in order to emphasize the lightness of the new MacBook Air, Apple has set up swings near some bus stops in London.
However, it is important that experiential marketing campaigns do not become too intrusive. This happened in 2006 when the Committee for Milk Consumption introduced stripes to the chocolate biscuits on San Francisco buses: they have been judged too invasive by consumers and, as a consequence, the company has been forced to remove them.
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Marketing
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