As Experiential Marketing takes the Wheel….

Growing up as a kid, we were bombarded with so much warnings and stories on how to become a successful man in life. . I vividly remember days when I cried loud when mum refused to buy me the best toys and best shoes, when pop refused to allow us attend private university or probably allow us school abroad. They kept using the same phrase “when you grow up you will understand what it takes to be a man with responsibilities”. I kept wandering what sort of phrase it was, and all I could discern was: two stingy couple who would not spend money on their children. However, as maturity begin to set in, I fully experienced and understood what they meant.

In the same vein, in higher institutions, we were taught all the theories of academics with no practical and you will agree that we come to understand the lessons more on the job, where experience is kEY! The best lessons ever learnt are from real experiences, the experience of the pressures of life, the experience to choose who to marry amongst other personal decisions

Comparatively, in brand management and as the paradigm shift from brand exposure to engagement is gathering momentum, it has become apparent to brand owners that, merely placing ads in the media for people to see are no longer enough to promote a brand. People want to experience the brand, see how it works, they want to see the value, have a personal connection before purchase.

The marketing communication atmosphere in Nigeria is beginning to be engulfed with brand experiential sparing from road shows, Campus storms, Door to Door marketing, market storms and other digital experiences (social media) that give consumers the proverbial “360-degree” product experience they can’t get from traditional media alone. Surprisingly, even the most conservative sector adopts experiential marketing. GTB, Enterprise Bank, Keystone Bank are strong in that regard for survival in the competitive market

 

 On global front and taking Coke as a study, Coca-Cola is consistently ranked as the most recognized brand in the world. They did the Coca-Cola Happiness Truck experiential in Brazil, The Coca-Cola Happiness Truck was driven all over Rio, parked in all sorts of places from busy beaches to remote village back streets, where it waited to deliver a little happiness to those who passed by. It managed to rack up over 3 million views on YouTube along with a tonne of brand hype.
As well, Diet Coke recently became the 2nd most globally consumed soft drink, beating out Pepsi. The “Everything Coca-Cola” store in Las Vegas is one stop shop where people are always immersed in the Coke experience. In this two-level, interactive Coke mega-store you can purchase Coke memorabilia, have your picture taken with the Coke polar bear for holiday cards, and even participate in a Coca-Cola tasting of their different soft drinks from around the world.

The world’s leading provider of experiential marketing content Dan Honover says “Advertising's golden age is officially gone and integrated marketing has produced a new STAR: experiential marketing. This form of below-the-line marketing isn't growing this quickly because marketers merely think it works but because they know it does. Dollars are not being pulled out of traditional budgets and added to the event line because of a marketing hunch. They are being redirected because a new way of marketing has evolved. No other activity gets consumers to relate to communicate with and allow a brand into their lives... all in one shot”
Really, why would I buy a product I know practically nothing about even after all media buzz, but direct marketing does it for me, it gives me the avenue to see how the brand works before purchase. Personal experience helps people connect to the brand and make intelligent and informed purchasing decisions.

Today’s consumers are highly sophisticated and can easily discern between typical persuasive advertising and deceptive ads, hence they immediately ignore and switch off anything that sounds like it. They fast forward TV adverts using their hard disc recorders, blocking or ignoring internet banner advertising, and failing to hear the constant bombardment of marketing messages they encounter throughout their daily lives

Experiential marketing by its very nature is a dialogue that consumers cannot ignore, not because they're being forced into it, but because it engages with them on a personal level. Undoubtedly, Demographic changes and new technologies have brought marketing back around to one-to-one experiences

Sometimes I ponder why pop hisses and switches channels every time he listens or watches anything that sounds like advertising and more often when I inquire he calls it “ Epolowo lasan” a Yoruba expression meaning mere advertising. On the flip side to this, I also remember a day pop came home with some packs of a newly introduced drink, he claimed it was so good and with low sugar, I paused and wandered who would have convinced him considering his phobia for sugar. He eventually said, he met some pretty interesting girls at the mall, they mounted a big rig and were engaging people, giving them a taste of the drink and giving discounts after purchase and he liked it and decided to buy more. Experiential finally got my pop, bet he shared his experience with our neighbors and his colleague at work. (word of mouth)

Interestingly, MD of Brand Reimen, Dabayo –Sanusu described experiential marketing as something that is not new, he added that “If you remember the time hawkers went into Molues and they start talking about a particular product. And magicians too; these are people who use knife on themselves they do all those things to catch people’s attention” This clearly shows that experiential has been one of the oldest form of marketing especially in this part of the world.
However that does not erase the fact that some memorable and impactful advertising, like indomine” “Mama do good” which succeeded to be the hymn song on every child lips among is one among many that can be classified memorable.

Traditional marketers view consumers as rational decision makers who care about the functional features and benefit. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experience

Apart from the fact that direct communication is relatively cheap, it is highly measurable than results from a traditional media campaign, its responses and sales is easier to measure and determine, because brands engages target directly and get feedback immediately which will serve as consumer insight.
To this end, it is positive to know that as a survival strategy to conform to the trend and the demand for consumer, experiential has taken the wheel…..whether you are inclined to this or miss the train.
#Myopinion

Bellz!