This article is a continuation of our last article, and the important thing to remember is that normal marketing comes up short for three reasons, two of which we discussed previously. One, normal marketing is often ineffective, and two, even when it is effective, it normally doesn’t leave consumers with the right experience.
So let’s get on to the third reason that normal marketing is ineffective.
3. Normal marketing is boring
We almost called this heading “no one cares” but we thought that was too mean. It’s time for a quiz. Name your 3 favorite ads. Can you even think of any? Now, good marketing requires that you actually pay attention to it (number 1) and that it’s not annoying (number 2). Those advertisers actually have difficult jobs. Outside of the occasional stroke of brilliance, like opera singers informing you that you can get all your money from a structured settlement now (rather than later), most advertising is boring. And even if it’s not boring, you’re so used to all this crazy stuff that you see all the time that you don’t even pay attention to it anymore. It doesn’t form a connection, it doesn’t form a good impression, and it doesn’t make you want to be part of the brand. By the way, these are all things that experiential does. And think about it, when you are surrounded by advertising that you don’t have any interest in, you’re certainly not going to be motivated to become a customer of that business. It didn’t move you, there was no connection made, and it certainly didn’t leave a favorable impression, in fact, it left no impression. And this is the biggest problem with standard advertising: No one cares.
Normal marketing is like seeing a book on the shelf.
Experiential is like reading the book, seeing the movie, and meeting the author.
This is why we love experiential. It avoids all of the issues mentioned above. It’s full of positive emotions and connection. It touches on all the major psychological points that are key to form a relationship with consumers. They have a positive experience with a company and don’t feel like they are being marketed to. Indeed, they feel as if they are part of the brand. They are on the inside rather than on the outside. It’s not even a business-consumer dynamic in the traditional sense. Because of this, customers feel at ease and relaxed rather than anxious like they do around pushy salesmen. But the experiential activation isn’t where it ends; in fact, it’s after that that the memory stays around in the attendee, when they go online and tell their friends, when they recall the activity and what a fantastic time they had, and when they finally order that brand’s products to use for themselves. When analyzed like that, experiential is actually creating a positive feeling in the consumer by providing them with an environment that is totally different from what you get with normal marketing.
Experiential is the obvious consequence of a market where advertising has become ineffective. It focuses on building connections with consumers rather than just trying to force them to notice your brand. The campaigns are small yet reach a global audience on the internet, and are completely engineered around creating the perfect experience for the people in attendance.
Have a look at our case studies for examples. They are tailored around making an experience for the customer that is so captivating that they have no choice but to come away from it with a positive experience. Since everyone is attempting to get the consumer to buy a certain product, being able to build an experience in their mind that actually shows variation from the others is useful. As we discussed in our article about the method by which memory is formed, this builds such a powerful connection that consumers discover they have intense feelings toward a brand and therefore present more likely to buy their products.
Consumers remember the experience after the fact and due to this have a strong connection formed. Think of it as a connection rather than as a promotion. It’s about the consumer, the attendee, and not about the product itself. This is why experiential represents a new move in the advertising world that takes advantages of all the issues with traditional marketing. And as of this point, it has been absolutely successful in terms of not only impressions made but brand recognition. We are glad to be pioneers in this new industry. It fits our personality, and it’s so much more fun than normal marketing. Write us or call us if you want to know what we can do for your company and how we can work together to showcase your brand in a way you couldn’t have even pictured! Oh, and if you missed it, here’s part 1 of this article.