EXPERIENCE MARKETING

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Experience marketing refers to the creation of memorable and positive experiences for customers as a way to enhance their emotional connection with the brand and increase their loyalty. Rather than simply selling products or services, experience marketing focuses on creating unique moments that customers will associate with the brand. Some of the characteristics of experience marketing include personalising the customer experience, creating positive emotions and using multiple senses to engage the customer. For example, a coffee brand could offer customers a unique experience by allowing them to create their own coffee blend and roast it themselves in the shop, which engages the senses of taste, smell and touch.

Experience marketing not only enhances the relationship between the brand and the customer, but can also increase the perceived value of the products or services offered. Customers who have had a memorable and positive experience with a brand are more likely to pay a higher price for its products or services, which can lead to increased revenue and profitability. In a nutshell, Experience marketing is a strategy that focuses on creating unique and positive experiences for customers in order to enhance their emotional connection with the brand, increase their loyalty and improve the perceived value of the products or services offered.

EXPERIENCE MARKETING FOR START-UPS

Experience marketing is a strategy that seeks to create an emotional and memorable connection between the brand and the customer through positive experiences and emotions associated with the products or services offered by the company. This strategy can be applied to new businesses from the start to create a unique and differentiating brand experience.

In order to apply experience marketing in a new company, some strategies can be considered:

1. Create a brand story: telling the story behind the brand can help customers feel an emotional connection to the company and its products or services.
2. Personalise the customer experience: Offering personalisation options on products or services can make customers feel special and more engaged with the brand.
3. Offer unique experiences: special events, exclusive promotions, product demonstrations, among others, can offer customers a unique and memorable experience.
4. Create an emotional atmosphere: space design and music can help create an atmosphere that suits the brand's desired experience.
5. Create a sense of community: Encouraging customer engagement with the brand, such as through social media or special events, can help create a sense of community and emotional connection with the company.

By applying experience marketing in a new venture, you can create an emotional connection with customers and build brand loyalty. In addition, it can help differentiate the company from the competition and attract new customers who are looking for a unique and meaningful brand experience.

Here are some examples of experience marketing in well-known companies:

1. Starbucks: The coffee chain offers more than just coffee. The experience that Starbucks offers its customers is unique and differential, with pleasant music, a relaxed and comfortable atmosphere and customisable options in its menu, such as the possibility of choosing the size and type of milk for your drink.
2. Apple: Apple shops don't just offer products, they offer a complete experience. The company focuses on creating a modern and attractive environment that invites customers to interact with the devices, try them out and learn more about them. In addition, they offer free workshops and training sessions for their users.
3. Disney: The entertainment company is known for creating unforgettable experiences for its visitors. From theme parks to films and television programmes, everything is designed to transport viewers to a magical and inspiring world.
4. Red Bull: The energy drink brand is famous for sponsoring extreme sports and entertainment events, such as car racing, winter sports and BMX competitions. They also organise exclusive events for their customers, such as concerts and parties.
5. Nike: The sports brand not only sells sportswear and shoes, but offers a complete experience for its customers. Nike organises sporting events, sponsors elite athletes and offers a variety of personalised training programmes and mobile apps to help customers reach their fitness goals.

In short, experience marketing is a strategy that many companies use to create an emotional bond with their customers and differentiate themselves from the competition by offering more than just products or services, but a unique and unforgettable experience. Experience marketing is the marketing of based on experiences, connected to a certain extent with emotional marketing. The connection between the two is because seek to cause sensations or emotions in the consumerHowever, the first one, which we are going to focus on, does not do so with the message, but by building some kind of experience that will have a greater impact on the audience.

Experiential marketing strategies use user experiences that generate positive emotions to create that bond. The relationships that are established with this type of actions are stronger than with conventional advertising, although it is also more difficult to build them. This does not mean that just because this type of activity is used, the result will always be successful; there are many other factors that influence the purchasing process. Customer service, packaging, logistics and service are just a few examples. What is demonstrable is that experiential marketing achieves personal communication and generates greater commitment. It focuses on the individual and the stimulation of the senses.

• Listening to the customer: In order to get to know your consumers, it is very important to practice active listening, to know what they like.
• Two-way communication: establish a dialogue with your audience, closeness builds trust.

10 applications to improve experience marketing

• Change consumption rituals and places

Pop-up stores, or temporary shops, or multi-brand shops are perfect places to do this. Selling books in a sofa shop, so that while you try out the sofa you can choose the book you are most interested in and take it home to finish reading it because you are hooked.

• Provides the customer with more value than expected

The value of what a customer expects does not have to match the value that the brand believes the customer expects. Give the customer what the brand promises and what the customer expects and, from there, try to provide more value.

• Educate the client

Not all customers know and know how your brand works, teach them so they know you and how best to work with you.

• Seeks new uses for the product or service

How many ways of drinking coffee do you know? What happened for mobile phones to become smartphones? Someone looked for new uses and ways of consumption and so products continue to develop and grow with the customer.

• Invite customers to be part of your community

A customer who is part of your community, on and offline, is a potential consumer who can become an important part of your brand.

• Create unique proposals

Proposals just for your customers, to thank them for their loyalty. Why? Because acquiring a new customer is 5 times more expensive than keeping an existing customer.

• Innovate with customers

Why not ask your customers what they want? Customers can give you a lot of information about what you are doing wrong or what you could improve, but they can also help you do it. If you involve them, they will feel part of the brand and they will become closer to the brand.

• Associate your product/service with a ritual

If you get the customer to associate your brand, product or service with a habitual act or ritual, you will become part of their day-to-day life, maintaining a closer and more trusting relationship.

• Meet new needs

If we were talking about new uses for existing products or services, we must also work on innovation to meet the new needs of our customers. If we don't satisfy them ourselves, someone else will.

• Create multi-channel experiences

If the consumer uses all the channels available to him, if the brand seeks all the means to relate to the customer, if purchasing has become multichannel, why shouldn't our experiential marketing campaign be multichannel too?

Examples of experiential marketing

• Coca Cola

The famous soft drink brand has managed to turn happiness into its message, its advertisements, as well as all its strategies are aimed at provoking positive emotions in the consumer. An example of this was their campaign "the happiness cash machine", in which they offered money through an electronic cash machine in exchange for good deeds. They promoted a different experience for the user, who shared the experience with his or her environment. Coca Cola managed to connect with the lucky ones who were able to enjoy the action.

• Starbucks

Who goes to Starbucks just to drink coffee? The firm has managed to turn such an everyday product as coffee into an aspirational item. A Starbucks user seeks to associate himself with the values that the brand exudes, he considers himself modern and casual. Each of the chain's stores is an example of experiential marketing, the decoration, the presentation of the products and the packaging are an experience for the customer.

• Ikea

The Swedish company is already accustomed to its innovations when it comes to interacting with customers. To celebrate the opening of a new shop in Japan, they decorated the carriages of an underground with furniture and accessories from their stock.