Promotions

Experiential Marketing

“Experiential marketing” is a promotions tactic designed to create direct sales and/or highly qualified sales leads by enhancing market awareness and education, in a unique manner and selling environment.

Most effective for products requiring demonstration, and targeted at very specific target groups, this concept affords marketers the opportunity to create a one-to-one selling environment “on the move”

It complements traditional retail selling, which is reactive (and relies upon potential consumers visiting a store or responding to an advertisement) yet adds a much more proactive (and highly measurable) dimension.

It brings products to life and enables potential buyers to “experience” the product in a conducive environment.

The timing of the activity can range from morning and evening, targeted at communters, to after hours in cafes and bars, depending upon the product and the target group. Casual staff are recruited and fully trained in product knowledge, specific product features and benefits and the nature of any incentives/competitions and so on.

It is recommended “saturation” programs run over four weeks and are integrated into strategic marketing plans. However, this tactic is also a valuable, highly visible market-driven tool which can be used to counter agressive, and unexpected, competitive activity.

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