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Friday, March 4, 2011

THE TRUE REASON FOR EXPERIENTIAL MARKETING

Did you learn bike riding, driving your car, typing into your computer of even walking, in a classroom, behind a desk, sitting in a chair?
The obvious answer is NO.
You rode, you fell, you crashed, you walked to end up running.

YOU HAD THE EXPERIENCE!
In few words: you have to live in order to remember.
Why? Your brain neurons have the ability to record better, when more than one of your senses is implied in the experience. Not all of us give the same importance (in a subconscious level) to our five senses. Some of us (statistically the majority) absorb better through our sight, others are better listeners, others prefer to touch of even go to the level of tasting. Do you remember the lyrics of all the songs you listen, or quotes from movies, or you rather remember the scene and the explosion and the scenario?
Some believe that this is so dramatic, that this difference even affects the way we express ourselves. Someone with a higher level of “visual levels” will tell you “See! I saw that coming!”, someone more towards hearing will say “Hey you, listen up!” and someone that touches and tastes will say “I have a bad feeling about this!”.
For me, it is simply the fact that you MUST ensure that when you want to communicate to someone, you will have to make sure to get to his(her) higher senses in order to better record your message in his brain, for him to decode it. The key success for you, is to previously find out what type of audience you have in order to configure your message.
In “Cashflow”, Robert Kiyosaki’s personal finances book – that I personally recommend – he attaches an interesting graphic that is called “The Learning Pyramid”. I looked for a nice pyramid in the internet and finally found this one (see image) where it simply states, that after attending a lecture, you will ONLY remember 20% of what you heard!! As you go up in the pyramid and go closer to a more complete experience, remembering levels increase considerably, finding a 90% when living a simulation (living the experience). Isn’t this something to consider?
Going back to the Marketing and Product world, where having the information of all your audience can be rather difficult, you must ensure the message from your brand or product to be perfectly engraved in your segment’s brain. This is why, some categories are understanding this, and including in their marketing mix and strategy plan, EXPERIENTIAL ACTIVITIES.
Now you can see “TEST DRIVES” for cars, electronic apparel to be tested in the store while you buy, samplings, all of these for you to have a closer experience with the product, and sensing it as if you owned it.
Some others go to a higher level like creating a whole experience while buying. Make your way to the Apple Store at New York city or any Disney Store in the world, and you will be received in a particular way that will make shopping a whole experience.
The statement I want to make clear is that when you find yourself planning for your brand communication strategy, remember this! Make sure your potential consumer lives an experience with your brand, something he (his brain) will remember (engrave) to make him come back and consider you for a repurchase, and become a fan and advocate of your brand.
Don’t expect that a TV Ad will have to do it all! It is the most common choice for massive communication, but massive doesn’t ensure learning, remembering and applying.

I’m not sending the message of eliminating TV Ads, not at all! They make great advertising and goes with us in a daily basis. But think of your consumer’s daily routine and look for a way to break it with your product, by standing out from the crowd and reaching him where his is most retentive! Where his senses are more willing to get the message, AND MAKE HIM ACT!

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