Why Experiential Marketing Works?
In today’s marketing world, Experiential Marketing is creating a bridge between brands and real-world consumers. It creates the connection and interaction which makes a lasting impression on consumers that a traditional method lacks to create.
We all get bombarded with advertisements, billboards, and commercials while watching TV, YouTube, or while driving. But can we really remember a billboard you just watched on the last signal? The chances are very high that you can not recall many of them due to a lack of interaction.
That’s why brands are looking for a type of marketing that focuses on getting the consumer to experience the brand – and that is Experiential Marketing. A strategy that engages the consumer and creates a real-life experience that will be remembered.
Why Experiential Marketing is effective?
There are so many products and services out there that companies need to market and grab consumer’s attention and stick in their minds. Experiential marketing is more than a billboard or advertisement. It appeals to the emotional side of the consumer.
It is so effective because we are emotional beings. When a brand connects with us emotionally, we not only buy the products but we also become loyal consumers to that brand.
We at Lazulite Technology Services- a leading Experiential Marketing and Event Agency in Dubai, always try to come up with new, engaging ideas for brands in #UAE. To explain this article more accurately let’s use our previous work as examples. So the first thing is emotional values and memories as we discussed above.
- Emotional values and Memories create Desires – Many of the daily commuters cheered up instantly forgetting about the long day they had at work. And till date whenever they listen to this tune, they relive the memories they had while experiencing this.
Thousands of Dubai metro commuters enjoyed this Piano dance floor at the Union Metro Station by Lazulite Technology Services- a leading Experiential Marketing and Event Agency in Dubai . It was part of the Public Transport Day celebration for the year 2019. We had choreographed the Piano keys with the music. The participants needed to move their legs according to the music and the lights on the piano keys. It was a fun experience along with a handsome reward.
- 2. Sometimes consumers want to choose their adventures – To give you the example for Experiential Marketing, it’s not necessary it can be done only for brands. Sometimes, it is created to spread awareness, make people participate in fun activities for better health, and much more. Like as a part of the Dubai Fitness challenge 2019, we installed a few fun activities for DEWA at Festival city. Dubai Fitness Challenge (DFC) is an annual celebration of all things fitness and wellness. … It not only cultivates fitness-focused mindsets but also inspires Dubai’s residents to work towards a common goal of maintaining healthier, active lifestyles in the long run.
- 3. Familiarity brings out the friendly side of brands – The best example of this point is our latest activation we did in Duphat 2020 Pick and Learn – As the name suggests, the user process is basically to pick an object (that looks like a known medicine) from its place and information related to that product starts playing on the screen. If you put the product back to its place, the screenplays some basic information. This technology allows people to check out the actual product and also learn more details about it.
- 4. Social Awareness with the gentle yet bold approach – Sometimes it’s really necessary to make people aware of the real situation and what role do they play in it. For example, MOCCAE created this campaign to create awareness about the endangered species and it was a huge success.
- 5. Experiential Marketing creates positive feelings which generate word-of-mouth among consumers – A happy consumer’s mouth publicity creates a pool brand followers. Take an example of this Adidas vending machine that we did last year. We made this custom vending machine for Adidas to promote their latest collection. And specially designed a custom token too. Selected users received these custom tokens to choose gift-color from the vending machine.
So to summarize all of the above, there’s nothing that compares to the unique and long-lasting benefits of experiential marketing. In addition to more authentic connections with your customers, good experiences get to bask in the rays of their social impact and the strong word-of-mouth that results.
Experiential Marketing and Event Agency in Dubai
If you have questions about experiential marketing, pop-up shops or mobile activation contact us. We’d love to partner with you! Contact Us now!
Do check our previous projects here: Projects
