I attended the
Experiential marketing is a methodology, a concept that moves beyond the traditional “features-and-benefits” marketing. Experiential Marketing connects consumers with brands in personally relevant and memorable ways.
The idea of experiential marketing reflects a right brain bias because it is about fulfilling consumers’ aspirations to experience certain feelings – comfort and pleasure on one hand, and avoidance of discomfort and displeasure on the other. Experiential marketing occurs in person. It is a direct interaction one-on-one between a brand and an individual consumer. This experience creates a stronger relationship with the consumer.
When I was the "marketing guy" (marketing director) for Lifestyle Communities, we placed a lot of value on creating positive brand experiences. We actually purchased the naming rights to a popular concert venue in downtown
As a small business, what can you do to create experiences for your customers? It can be as simple as a holiday party or a golf outing. Or, it can even be the experience of doing business with you! Make every interaction a pleasurable, memorable experience. Only when your potential customers start to experience your brand will they become screaming fans!