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31 Jan – 4 Feb 2018
Nivea’s recent Experiential Marketing campaign was equally impressive. Here’s how it unfolded: The company first ran print ads for its children’s sunscreen brand and included a removable RFID bracelet. Parents wishing to relax on the beach could strap the bracelet around their child’s wrist, download the respective App onto their mobile phone and define geographic boundaries. As soon as the kids ventured too far away, an alarm would go off. The campaign thus nicely reinforced the brand’s claim ‘Helps Keep Your Children Safe This Summer’. And since it included print, it automatically addressed a larger audience.
Experiential Marketing also scores when it comes to customer loyalty. Dapple, for example, has been distributing its natural, safe, baby-specific cleaning products in maternity wards for years. Young mothers appreciate the practical, colourful gifts, try the acclaimed products as soon as they come home from the hospital, and often stay loyal to the brand on the long run.
What’s more: Experiential Marketing also significantly contributes to a business’ bottom line. According to a recent study by Harvard University researchers, customers are much more likely to purchase a product they can touch in the store. At the same time they are also likely to spend more. It is thus no coincidence that master retailers, such as Apple and Best Buy, always display their merchandise for people to touch and try.
The strategy of allowing customers to experience a brand without necessarily having to buy its products is implemented in a variety of ways. Some campaigns take place in, others outside the store; some are modest and others mega in size and scope. What’s important is that they appeal to the customers’ senses and create memorable experiences. Chances are people will then emotionally engage with the brand, make the purchase, and remain committed.
Granted: Experiential Marketing requires time, money and a lot of creativity but the effort is well worth it. According to a recent study by the Event Marketing Institute, Experiential Marketing campaigns generate average returns of between 100 % and 400 %, thus making vendors as happy as the kids they target.