Ex­pe­ri­en­tial

Ex­pe­ri­ences, they last longer than things, but do they mean more than ads?

New Zealand Marketing - - Media Momentum Index -

Are­cent re­tail trend shows con­sumers are favour­ing ex­pe­ri­ences over things as they can be shared more than a prod­uct and un­like the lat­est iphone, won’t de­grade. While this is bad news for brands, can con­sumers be reeled back in with a dose of their own medicine?

Ex­pe­ri­en­tial mar­ket­ing is the new kid on the ad­ver­tis­ing block, and has been praised for cre­at­ing brand en­gage­ment with con­sumers that tra­di­tional plat­forms can­not achieve and scored highly in the Media Mo­men­tum In­dex for its buoy­ancy.

Sam­sung used the plat­form to launch its GS7 phone, a strat­egy mar­ket­ing di­rec­tor Mike Corn­well says was part of telling the story about how the GS7 is more than just a phone.

To demon­strate the GS7’S 360 cam­era and Sam­sung’s vir­tual re­al­ity head­sets, Sam­sung launched an ac­ti­va­tion at the Auck­land City Lim­its mu­sic fes­ti­val.

Corn­well says Sam­sung did re­search into the pas­sion points of the New Zealand con­sumers and found mu­sic to be one of those.

Sam­sung gave fes­ti­val go­ers the chance to get closer to the band via a vir­tual re­al­ity head­set and 360 de­gree cam­eras on stage, an ac­ti­va­tion Corn­well says reached a few thou­sand peo­ple. While this num­ber does not com­pare to the reach of a cam­paign on other plat­forms, par­tic­u­larly those that spread na­tion­wide, Corn­well says it’s made up for in other ways. “The chal­lenge of ex­pe­ri­en­tial mar­ket­ing is it’s quite ex­pen­sive on a one-to-one ba­sis but it’s a re­ally good way to build a re­ally strong prod­uct shop­ping cen­tre and into the car park to come and have a look at what was go­ing on and ac­tu­ally talk­ing to the guys about what was go­ing on.”

While al­low­ing a brand to get face-to-face with con­sumers is a ben­e­fit of ex­pe­ri­en­tial mar­ket­ing, its suc­cess de­pends on it pro­vid­ing mea­sur­a­bil­ity to prove ef­fec­tive­ness. Ac­cord­ing to its low Media Mo­men­tum In­dex score, the plat­form has yet to find a form of mea­sure­ment that de­liv­ers easy to see re­sults and ac­cu­rate data.

In 2012, the CAANZ PRESCOM com­mit­tee and Dr Martin Wai­guny’s team at AUT be­gan an aca­demic re­search study into mea­sur­ing the ef­fec­tive­ness of ex­pe­ri­en­tial mar­ket­ing cam­paigns. While the study con­cludes in 2017, the ini­tial find­ings showed 75-80 per­cent of the re­spon­dents re­ported they had shared or talked about the ac­ti­va­tion and the brand on so­cial media.

It also found be­tween 75 and 80 per­cent of re­spon­dents re­ported us­ing the prod­uct in the month fol­low­ing a brand ac­ti­va­tion.

As re­search con­tin­ues to pro­vide in­sight into ex­pe­ri­en­tial’s pos­si­bil­i­ties, the ques­tion on mar­keters’ minds should be: should brands en­gage with more peo­ple in a less mean­ing­ful way, or with less peo­ple in a more mean­ing­ful way?

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