Psychology plays an important part in the experiential marketing that we execute for our clients. Leveraging human senses and breaking through the 21st-century communication clutter is key with hard-to-forget experiences.
EXPERIENTIAL MARKETING AND CONSUMER CONCENTRATION
The average concentration span of humans has plummeted from 12 minutes to 4 minutes in the last decade. Technology has had a major role to play with this. The increase of media consumption and electronic devices means consumers are bombarded with a plethora of brand noise every day.
In this day and age, brands are fighting for attention more than ever. Cue, experiential marketing.
Experiential marketing was created to engage consumers. To invite and encourage them to experience a personal connection with your brand or product. Experiential activations immerse consumers and allow brands to attain consumers most valuable asset. Their time and attention.
EXPERIENTIAL MARKETING AND HUMAN SENSES
Experiential marketing allows brands to achieve multi-sensory stimulation. Well, online marketing has its place in a holistic marketing strategy, its sensory stimulation is limited to sight and sound. Experiential marketing allows brands to leverage all 5 human senses. These being touch, smell, hearing, taste and sight. Each sense having different effects on consumer’s emotions and memories.
The way an event or activation is lit, the aromas and the colours are all used to influence consumer behaviour. Ultimately, that is the objective of investing in any marketing activity.
Physical immersion in a brand or product can’t be underestimated. The more senses that are stimulated, the more memorable brand activation’s can be.
EXPERIENTIAL MARKETING AND MEMORY
As humans, it’s easy for us to forget an advert, a social media message or a billboard. However, experiences that provide sensory stimulation are harder to forget.
This form of marketing helps to form brand positioning within the minds of consumers. Ultimately, the perception that consumers have about a brand is based on the sum of the experiences. This form of marketing allows brands to mould positive perceptions within the minds and memories of consumers – Having complete control of the way a consumer experiences your brand or product is rare in the age of social media.
When our client Maynards, a leading FMCG sweets brand approached us – They challenged us to use experiential marketing to create a memorable summer holiday campaign. Have a look at what we did for them here.