Have you ever heard of marketing experiments?
We have moved from a period where the brand name meant everything to the customer to an era in which consumers have become demanding not only in terms of quality, but now they also expect “something more”.
The current competitive scenario delivers more than products and brands, it delivers the SHOW, the complete experience for the customer who is not just looking for products.
This show is new beyond expectations and it is in this context that experience marketing (or experiment marketing) has been standing out as an effective strategy to captivate this audience.
More than simply selling, experience marketing seeks to provide a unique experience to the consumer, contributing not only to loyalty, but also to increasing Return on Investment (ROI).
In this article, we will understand the benefits of this practice and how it can be advantageous in several dimensions.
What is a marketing experiment?
Experiential marketing goes beyond traditional approaches and transcends the simple act of presenting a product to the consumer. It is about creating memorable moments, establishing emotional connections and presenting the product beyond its functionality.
It is the art of involving the consumer in a unique narrative, making them not just buy, but become part of a story.
Unlike conventional strategies, this type of marketing is dynamic, interactive, surprising and personalized. It seeks to create an environment where the consumer is not just a spectator, but an active participant in building the brand.
How does marketing experiment help increase ROI?
The direct relationship between the marketing experiment and ROI is established by the emotional connection it creates with the audience.
When a consumer has a memorable experience associated with a brand, the likelihood of loyalty increases significantly. This loyalty, in turn, translates into repeat transactions and organic brand promotion.
Despite requiring a considerable investment, investing in experiential marketing translates into a valuable return for the company.
This return is not only linked to the product itself, but to the deep satisfaction of the customer, who not only observes, but immerses himself in the unique experience provided, transformed into a tangible form of product.
Additionally, we bring marketing experiment provides a competitive advantage. In a saturated market, where products are often similar in terms of functionality, the experience offered by the brand can be the decisive differentiator.
This not only attracts new customers but also retains existing ones, resulting in a solid increase in ROI in the long run.
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Understand the five dimensions of experience marketing
To understand the impact of the marketing experiment, it is necessary to explore the five dimensions that constitute it:
Sensorial
The sensory dimension seeks to create an environment where consumers become emotionally involved through their senses.
This includes sight, touch, smell, taste and hearing. By designing an experience that stimulates multiple senses, brands can create a deeper connection.
One notable example is Apple, which excels at creating physical stores that not only display products, but also give customers the opportunity to touch, feel and interact with the devices. Its design is minimalist and functional, without losing sight of technology.
In addition to offering spaces for users to debate about product launches and updates, it also offers a team that speaks more than 30 languages to assist and explain the brand's equipment.
affective
The affective dimension of experience marketing places emphasis on consumer emotions.
Creating an emotional connection is crucial to establishing a lasting brand identity.
Companies that understand this dimension seek to evoke positive feelings, such as joy, trust, empathy and even a little frustration (as long as a final solution is delivered, causing relief).
A striking example of experiential marketing with an emotional edge is Heineken’s “The Cliché” campaign. By challenging typical beer commercial clichés, the brand engaged audiences in an innovative and authentic narrative.
Watch:
By breaking expectations, he delivers a very interesting social debate and also presents customers with two remarkable experiences.
behavioral
The behavioral aspect of experience marketing is a stimulus for specific actions and interactions on the part of the consumer.
Here, the brand seeks not only the purchase, but also active participation and continuous involvement, this is also a way of increase engagement of the customer with the brand.
Experiences that encourage consumer interaction, such as contests, interactive events or gamification, are strategies that explore this dimension.
Nike, for example, uses apps and events to encourage people to practice sports, street running and training, creating an experience that goes beyond the simple act of buying sports shoes.
Cognitive
Speaking a little about the cognitive side of experience marketing, here we have the mission of stimulating consumers' critical and reflective thinking about the brand.
This not only creates an emotional connection, but also fosters a deeper understanding of the brand’s value proposition.
The Patagonia brand, for example, through its environmental initiatives, not only sells products, but also challenges consumers to consider the environmental impact of their choices, promoting a deeper and more conscious connection.
In 2022, its founder, Yvon Chouinard, also donated his company, valued at R$15 billion, to a fund aimed at combating climate change.
Relational
And finally, the relational dimension of experience marketing is central to building lasting and meaningful relationships between the brand and the consumer.
This goes beyond a one-time transaction, seeking to create loyalty that translates into ongoing interactions. Loyalty programs, personalized customer service and CRM (Customer Relationship Management) strategies exemplify this dimension.
Amazon, for example, uses personalized data to offer personalized recommendations, strengthening the relationship with consumers over time.
By addressing each of these dimensions in an integrated manner, strategies become more powerful, creating a complete experience that resonates with the audience.
Advantages and challenges of experiential marketing
Among the advantages of experimental marketing, the ability to build a strong brand identity, differentiating yourself from the competition, stands out. Furthermore, customer loyalty and the consequent increase in ROI are clear and proven benefits, as long as the strategy is carried out intelligently.
In addition to intelligence, we need to emphasize the importance of transparency with consumers. Don't promise the “world in seven days”. Exceeding expectations is part of the package, but without going overboard.
Therefore, it is vital to be aware of challenges such as the need for significant upfront investment and the demand for a consistent strategic approach.
This strategy emerges as an indispensable tool for brands that seek not only to sell products, but to create lasting bonds with consumers.
Experience marketing is here to transform abstract concepts into tangible reality, boosting ROI and establishing brands as references in their industries. Use wisely.
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