Experiential Marketing: How To Associate Your Brand With A Memory

There are many factors involved in the process of deciding a purchase. Although, in general, we tend to think that the reasons that drive us to choose an item are related to reason, it is increasingly proven that emotions also play an original paper.

This is the basis of neuromarketing, a discipline that studies how the brain behaves when we acquire a product and analyzes different aspects related to attention, emotion, intelligence, and memory.

While it is true that appealing to feelings has always been a standard resource when it comes to advertising, it is now when you are fully aware of the role that emotions play when choosing a brand. That is why marketing is increasingly geared towards creating a link with the consumer that goes beyond the satisfaction produced by what it is acquiring. Thus, if traditional marketing was more focused on the product (in its quality and differential value), from time to time, many campaigns focus on the consumer. This is how experiential marketing emerges, and a modality focused on the creation of real experiences associated with a brand.

Experiential marketing is then committed to establishing a relationship between the product and the consumer-focused on experiences and emotions just like SEO company (บริษัท ทำ seo, which is the term in Thai). In this way, higher engagement is generated, which increases the level of people’s commitment to brands. The own strategies of this type of marketing are frequent in love marks like Apple, Starbucks, or Netflix. Let’s see some examples:

Coca Cola And The Cashier Of Happiness: this experiential campaign of Coca Cola was to install a cashier in the street in Madrid that sold 100 euros on condition that the money was shared with someone. To do this, different options were provided, such as giving away some tickets, giving diapers to a pregnant woman, leaving a surprise at a neighbor’s door, or inviting a taxi driver for lunch. The campaign went viral and, in addition to strengthening the brand image, generated a wave of positive feelings among the people involved.

Ikea And The Train In Japan: Ikea is another of the high love marks that usually opt for experience-based marketing. For the inauguration of one of his outlets in Japan, he decorated the cars of a train line with some of his furniture, which produced great satisfaction among the travelers.

Sprite-Shaped Shower: The famous soda brand installed a large shower in the shape of a dispenser in Rio de Janeiro. This generated a lot of expectation and provided a refreshing and enjoyable experience for bathers.

Experiential marketing is a relatively new form of marketing by betting more and more brands, brands that want to arouse feelings in consumers by giving them real experiences and getting part of your memories. This type of marketing is committed to less intrusive advertising based on human connection. Because of this, people not only want to buy a brand but also establish a link with it and want to incorporate it into their lives thanks to the feelings it evokes.

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