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Generating Brand Awareness With Experiential Marketing

Aug 21st 2015 at 11:38 PM

There is an essential belief in psychology that can also be considered as a universal truth – ‘people learn from their experiences’. This is very much true in the world of marketing and promotion too and it is now believed by most marketers and advertisers that perception of consumers about a particular brand is determined by their way of functioning and also the feelings evoked by them. As it is implied by its name, experiential marketing is concerned about the experience that customers have with a brand or a product or a service. As customers and brands intercommunicate in a sensory manner this type of advertising is now widely used by the event marketing companies. Experiential marketing is found to trigger motivation among the customers better than the traditional advertising modes and channels by exciting people at their subconscious mind and thus stimulating the neural regions responsible for decision-making.

Generating better awareness about a brand or a product, creating an emotional connection with the customers, development of a positive perception by showing off the various attributes, gaining credibility and stimulating purchase by guiding the preferences of the customers are some of the many areas which experiential marketing strategies primarily focus upon. For implementing this sort of advertising approach business owners are required to consider a number of different factors like the character of the brand, the sort of experience you want to trigger and also the impact of those experiences upon various human senses etc. The primary premise of today’s event marketing technology is to create a closer bond between a brand and its consumers by triggering memorable and fun experiences.

It is now well accepted that event marketing can stir the positive emotions of the customers making them feel more emotionally attached with the brands which not only encourage brand loyalty but also substantially improve sales further down the line. Considering this fact it can be said that experiential marketing can be really effective in an oversupply environment but the improvement in sales can be hard to be measured, for the rate of conversion can go down much further down the line. A good event marketing campaign is required to focus upon CLV or ‘customer lifeline value’ as one of the most valuable metrics and generate experiences to encourage customer loyalty – making them to come back time and again for more.

The ultimate aim of all event marketing companies is to form a memorable and emotional bond between any particular brand and its customers for generating brand loyalty and influencing their purchasing decisions. In an extremely competitive market there is nothing more important for a brand than making itself stand out of the clutter of its competitors by providing their consumers with memorable and entertaining engagements and events. A variety of experiential marketing strategies are now utilized by brands from all over the world – but in order to determine which strategy is going to serve your purpose – there are various factors to consider, like the target demography for the particular product, the type of emotion that the brand wants to generate and associate itself with etc. For more information on various successful experiential and event marketing strategies, visit

About The Author

Clint Barton is an event marketing expert and is known to offer some amazing tips on the subject for the general public in the many informative articles that he writes. He recommends as the best service provider to trust with all your event & experiential marketing needs.

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