One of the elements that is making the difference between what consumers are looking for and what brands offer and how they relate to each other is the fact that the former no longer want only good products, good prices or a specific brand. Now consumers are carried away by much less tangible elements, such as experiences or emotions. And these issues not only mark their purchasing relationships but also their relationships with companies. Consumers want everything to be much closer and they want brands to appeal to issues much closer to them.

In addition, the world is increasingly full of advertising messages. Brands stalk potential buyers on every corner and in every possible medium, which means that more and more marketing impacts reach the end consumer and that it is more and more difficult to stand out in the midst of all that avalanche of information. How, therefore, do brands New Zealand WhatsApp Number List  stand out and reach the hearts of consumers? Now they have to play with different weapons and bet on different tools to get consumers to talk about them and for their products to touch that sensitive point that turns them into buyers. Among the different strategies that companies are beginning to use is the one known in English as experiential marketing and that in Spanish we could translate as experience marketing.

What exactly is experiential marketing and how does it work when it comes to reaching the consumer? To begin with, the marketing of experiences is based on actions, activities, tangible things that allow the consumer to interact with the brand, to live, as it were, the product or the message that the brand wants to sell. It is not a presentation of the product to use, in fact sometimes the product is not even present as such. It is simply a matter of letting the consumer live what you want to sell them.

For example, Delta Air Lines launched a campaign titled Stillness in Motion, which was more of an art installation than a regular promotional item. The participants had to sit on a chair, in the middle of a room, and their heartbeat was used to show the sounds and visual elements that gave content to the place. The effect was very impressive, so much so that a month later the Quartz journalist who spoke of the experience began to point out that her heart was still beating in relation to the experience.

The installation made people talk about the airline on social networks (95% of those who experienced it tweeted about it) but above all it had a much more direct effect on the consumers who tested it. A kind of emotional bond was established between them and the brand. And that’s what experience marketing is primarily looking for. You want to create a closer and closer bond between each other and you want this to be based not on tangible information but on emotional experiences. Because, as we already know, it is the emotions that enter that uncontrollable part of the brain that has so much power when making decisions. Experiential marketing also has a direct effect on brand loyalty, which is increased by it.

According to the EventTrack study of the Event Marketing Institute, advertisers spent 4.7% more in 2013 than in 2012 on experiential marketing. And, in addition, those who are trusting the most (this is where investment grows the most) are companies that have revenues that exceed 1,000 million dollars (that is, large firms are the ones that are playing the most with the marketing of experiences). Some of the regular examples that are used to explain the power of experience marketing and how to play with it are usually signed by these big brands. One of them is, for example, a Carlsberg campaign, which turned a billboard into a beer dispenser and garnered queues and interest from consumers.

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