Experience marketing
Creating an experience for the customer to develop a relationship is also called experience marketing. By giving the customer a distinctive experience with a service or product, marketers hope that a positive relationship will develop with the service or product. This marketing technique mainly focuses on Word Of Mouth Marketing (WOMM).
Customers love to talk about their positive and negative experiences. That is why social media is a very popular place to apply Experience marketing. In fact, social media platforms have become the online venues for people to share their experiences, and Twitter is the largest platform on which negative experiences are shared. So a bad experience through experience marketing will be able to be shared through Twitter. But in the positive case, the experience marketing technique will lead to customers themselves advertising the company.
Forms of experience marketing
There are many types of ways you can use experience marketing as a business. The most well-known varieties of experience marketing are:
- Sponsored festivals by, for example, Heineken at Pinkpop
- Online games that connect to a company like MacDonalds that, in addition to their Christmas calendar, let users win prizes with games
- Interactive forms of, for example, online advertising such as apps that offer a mini version of their game as an advertising screen
- Brand events such as influencer events of brands so that influencers share their experience on social media
To successfully execute experience marketing, the message must meet at least one of the following characteristics. The marketing experience must be informative/educational, create a community, facilitate service and/or be entertaining. By meeting at least one of these pillars, you can create a connection between your service or product and the customer through experience marketing.
