1to1 Marketing business in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, 1to1 Marketing business in pune and experiential marketing is all about customer interaction with your brand. It offers a unique experience with products or services, allowing customers to get a feel for how they would use it in their lives. For years marketers have been trying to get customers to use and trial their products. In this way it’s not a new concept; there have however, certainly been some innovative spins on how it’s done. Let’s look at experiential marketing, how it can work for B2Bs and some of the ways it can help build your brand.

Emotional + Experiential Branding = Experiential Marketing The two elements that underpin experiential marketing are emotional branding and experiential branding.

Emotional branding: is about building the relationship between your brand and customers. Promoting emotional benefits like brand trust, security and credibility as a result of engaging with your brand is crucial. Experiential branding: designs and creates interactions that are sensory in nature, which emotionally influences preferences, shaping brand perception, and influencing satisfaction and loyalty. An excellent experiential marketing campaign is able to fuse both elements seamlessly together. Experiential Marketing for B2Bs In recent years interest in B2B experiential marketing has grown and some of the initial hesitation surrounding it has been replaced with a working understanding, when to do it, and how it stimulates ROI. For B2Bs, experiential marketing is generally less obvious, with the focus often on services (for example) in place of B2C exciting product launches. Oftentimes the B2B budget is also stretched. However we are seeing marketers begin to recognise the potentials that the experience can offer consumers. “The success of brand experience within the B2C market has not gone unnoticed, and B2B marketers are waking up to the potential of brand experience. However, there is a long way to go before they catch up with their B2C counterparts.” – Graham Ede, Ion Group 3 Examples of B2B experiential marketing Location with B2Bs can be one of the major barriers, and while it may not be easy to do experiential marketing in quite the same way as B2C, there’s certainly room to employ some of the same principals. Creating sensory interactions that promote core feelings of trust, and awareness of your product or services is central to this. Fulcrum marketing in public spaces – Linked with experiential, some marketers use a form of Fulcrum marketing. They tend to hold this drive in places where there are high concentrations of business buyers. Branded promotional staff can offer business people the opportunity to enter in a promotion, or sign up to attend an event whilst promoting the benefits of the product.  demonstrations & reward – as part of a targeted marketing strategy, those in the IT space can offer information via webinar or video, which can showcase some aspects of the technology solution. Some marketing and web-based tools such as  offer a free trial period, together with online coaching via Skype. This allows the user to build confidence in using the tool, and to experience all of the benefits of the trial period. At the end of the trial period (7 days), the participant is given a report with feedback on how well they have used the tool. Then they are awarded a certificate. Surprises and games – Surprising customers by showing up where they least expect you, gifting them, or sending them a card is a way to provide an out of the box experience and drive brand awareness. Another option could be to exhibit at a partner’s event as IBM did. Their interactive stand came complete with a candy bar, and plasma screens which posted live tweets from event attendees. Digital technology such as apps and games are also opportunity areas, and while often costly, look set to become more widespread and affordable in future. Experiential marketing reflects the growing importance of emphasising emotions to build successful brands. Digital media offers expanding opportunities to offer such experiences. In the ever-competitive B2B marketplace, it’s no longer enough to rely on traditional modes for lead generation. B2B marketers need to consider the complete kit that is available to them including; social media, mobile, search, paid advertising, print, telemarketing and increasingly placing emotion at the heart of it all with an experiential approach.

1to1 Marketing business in pune

Experiential Marketing Events For Commuters

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People often say “I don’t have time” to justify why they aren’t able to spend more time with loved ones or take care of themselves. Unfortunately, the fact that consumers have jam-packed schedules also makes it more difficult for marketers to attract guests to their experiential marketing events as well.

Many people spend a lot of their time commuting to and from work. According to the Census’s American Community Survey, workers spend an average of 26.4 minutes commuting to work. Furthermore, the percentage of workers with the longest commutes is growing rapidly. There was a 3.5% increase in workers with 45-minute commutes between 2014 and 2015, and an astounding 8% increase in workers with commutes of 90 minutes or more. To illustrate how time-consuming commuting is, consider that a worker with a 90-minute commute spends 15 hours of each week simply traveling to and from work.

Why should this information matter to marketers? Instead of asking consumers to take time out of their busy schedules to attend an event, marketers should consider planning the event around the average consumer’s day, which involves a lengthy commute. Here’s how to engage with commuters using experiential marketing tactics:

Set Up Product Sampling Events

People who are in a rush to get to work won’t have much time to stick around, so events that offer consumers brief experiences may be the most successful. One type of event that works well in this rushed atmosphere is a product sampling. It’s easy to set up a product sampling event near public transportation that commuters often rely on such as buses, trains, and commuter parking lots. Even if you’re only able to speak to each commuter for a few moments, this should be more than enough time to hand them a sample. While they enjoy the sample, give them a brief overview of the product. Be sure to hit all of the main points that you want to communicate to consumers since time is limited with these busy commuters.

Although brands typically use product sampling events to promote food or beverage products, these events can also be used to promote non-edible products. However, it’s best to stick to products that would be of some use to commuters. For instance, many commuters would get a lot of use out of a sanitizing hand lotion since they often use products like these to clean their hands after touching places that hundreds of other commuters have also made contact with.

Longer Experiential Marketing Events Should Take Place in the Evening

Some brands may be able to pull off a product sampling event, but others may find that this is not the right type of event for their products. The latter group may need to host an event where guests are expected to stick around a little longer than they are during a product sampling event. If this is the case, it’s best to host this type of event in the evening as opposed to the morning.

Commuters are always in a hurry, regardless of the time of day. However, commuters will often face consequences at work if they are late because they stopped to engage with your brand during their morning commute. Although commuters may be eager to get home after a long day of work, there aren’t any consequences for arriving a few minutes late. Therefore, commuters are more likely to sop and engage with brand ambassadors during their evening commute.

Create An Escape

Commuters often feel stuck in their routine of waking up, commuting to work, spending hours at work, commuting home, and starting all over the next day. This is an exhausting schedule that can wear someone down over time. Commuters will welcome the opportunity to escape—even if it’s just for a brief period of time—so marketers should give it to them.

Audi is one brand that successfully created an escape for people traveling to and from Denver International Airport. The brand created a hospitality lounge with a bar, comfortable seating, and large TV screens. While guests enjoyed their brief escape in the hospitality lounge, they also learned more about the Audi brand and engaged with friendly and hospitable brand ambassadors.

Think of a way to offer commuters some type of luxurious experience that they can enjoy for a few minutes on their way to or from work. Commuters will be forever grateful to brands that give them the opportunity to escape from the demands of their everyday lives.

Take Over Public Transportation

Instead of hosting the event close to public transportation that commuters use to get to and from work, some brands choose to temporarily take over one of these forms of transportation. For example, Uniqlo hosted an experiential marketing event on a Chicago transit train in 2015. Guests who were taking the train got to enjoy an event with live music and fun prizes, all while learning more about Uniqlo’s brand. Both the interior and exterior of the train featured Uniqlo’s branding so people on and off the truck were exposed to their messaging.

Uniqlo was only able to pull off this event because the Chicago Transit Authority allowed it. It may be difficult to host this type of event in other cities, depending on the rules of each city’s Transit Authority, but if the idea is approved, this is a great way to interact with commuters without interfering with their busy lives.

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