|Why stimulating the senses can drive marketing success
The challenge of presenting a distinctive brand proposition has led to marketers embracing ever-more creative ways of reaching their target audience. Rather than simply sticking a poster on the wall or sending out a single message to as many people as possible, marketers are increasingly aiming to offer what have been termed brand experiences.
In fact, a study by experiential agency Freeman has revealed more than 1 in 3 Chief Marketing Officers (CMOs) plan to set aside between 20-50% of their marketing budgets for brand experiences. Taking part in trade shows and events is one popular option, along with sponsorship and exhibitions. And intriguingly, many are looking at recent innovations such as augmented and virtual reality as well.
So why are businesses queuing up to offer brand experiences?
Build lasting relationships
B2B marketers more likely to invest in brand experiences
More than half of B2B marketers believe brand experiences are an effective way to generate leads, along with a similar proportion of brand managers. As Mr Cavanaugh says: ‘Audiences spend more time with the brand at live experiences versus a 15-second commercial. As a result, it’s really an opportunity to deliver the company’s point of view on the market.’ It’s also a chance to leave a lasting impression on people after they have moved on, perhaps by giving them literature on your organisation and promotional merchandise bearing your name and logo, such as pens, notebooks and water bottles.
And this is perhaps just the beginning as organisations could go much further as study data showed that just a quarter of marketers are actively trying to stimulate all five senses in their experiential marketing. As a result, this could be an area ripe for future growth, with all sorts of innovative and distinctive ways of commanding attention set to emerge in the coming years.
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