Is Experiential Marketing Crafting the Narrative of Brands and Businesses?

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Introduction

 In a world driven by experience, consumers have become more critical about commercials and advertisements. This has made brands rethink their strategy of simply using traditional marketing communications to reach the hearts and minds of their consumers. Especially in this digital age, brands have to create long lasting impressions that engage, educate, intrigue and compel consumers through experiential marketing. But why exactly should brands include experiential marketing in their marketing strategy goals if they already have not?

 

Better Interaction with Consumers 

In today’s competitive marketplace, grabbing the attention of consumers has become more important than ever. Infact, research cited by The Telegraph points out that the average attention span for people has “fallen from 12 seconds in year 2000 to 8 seconds around the time the mobile revolution began”. This means that brand marketers have to focus on making lasting memories for consumers as much as possible. This can be done through live demonstrations, roadshows, festivals, creative sampling and so much more.  In 2015, MTN Nigeria broke new frontiers when they hosted the first ever “noiseless party” in Nigeria to re-launch its Music+ App digital music service. By giving attendees special headphones to explore the array of music on the all, the event turned out to be a one of a kind experience.

Just like MTN, more and more brands realise the importance experiential marketing. Locally, brands are reaching and connecting with their customers through a variety of events and activations.  One of such brands is Bournvita. Earlier on this year, the beverage brand held a sampling activation for their new formula product. Imagine offering customers very chilled cups of the cocoa beverage on a hot day? That relaxed feeling from the drink is one they would not forget. The engagement with the brand … Read More...