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B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, f to f Marketing organizations 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.

f to f Marketing organizations in pune

Family values and shopping within the Hispanic community

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The family that spends Thanksgiving dinner together goes Black Friday shopping together.

Recent findings of a study examining the Black Friday shopping habits of multicultural consumers show that non-white ethnicities, especially members of the Hispanic and Latino population, spend more money the day after Thanksgiving shopping for sales than Caucasian consumers and treat Black Friday as an extension of the holiday, shopping together on Thanksgiving day, as well as the day after.

The study from global shopper marketing agency Geometry revealed that multicultural shoppers, including Hispanic, Asian and African-Americans, spend 30% more money on Black Friday than Caucasians. In 2014, Hispanics and Asian Americans spent an average of $300; African-Americans, around $350; and Caucasians, just $250 on Black Friday, the study reported.

Multicultural shoppers, especially Hispanics and African-Americans, don’t plan their Black Friday purchases in advance. The study showed 41% of Caucasians made lists of items they wanted to purchase on Black Friday last year, compared to 32% of Hispanics and 28% of African-Americans.

Hispanics are more spontaneous shoppers than other cultural groups, explained John Burn, cross-cultural shopper marketing practice lead at Geometry Global, and are more “about living in the moment” when shopping. If they do plan, he said, at most it would be a day or two in advance, compared to Caucasians who could spend weeks planning their Black Friday purchases.

The multicultural consumer views Black Friday as an extension of the Thanksgiving holiday, the study found, with 50% of participants reporting that they go shopping on both Thanksgiving Day and Black Friday. The study, conducted two months ago, surveyed 606 people who have some responsibility over the household shopping to “understand how different ethnic groups shopped, where the commonalities and differences converged,” said Burn. The groups were nearly evenly represented, with 149 Hispanics, 156 African-Americans, 156 Asian-Americans, and 150 non-Hispanic white or Caucasians participating in the study.

Thanksgiving is a big celebration with friends and family, immediate and extended, and the Hispanic consumer’s desire to spend more time together during the holiday extends the family time to shopping on Black Friday, observed Burn and other multicultural marketing experts. Black Friday becomes an outing for the entire family, and they will spend the entire day shopping at big retailers like Toys “R” Us, Macy’s and Best Buy, said Daniel Ocner, director of strategic marketing and development at MediaMorphosis in Long Island City, N.Y.

“There’s no hesitation to go out shop on Black Friday because everyone just spent the entire day together,” added Manny Rodriguez, director of client services at CultureSpan Marketing in El Paso, Texas.”It’s not just a dinner thing, it’s a whole day family thing.”

Since they don’t make an exact list of items they want to buy on Black Friday, Hispanic customers tend to stay in shops longer to peruse other items they may want to purchase, Geometry Global’s Burn said. “Hispanics are more spontaneous in terms of planning, and once they’re in the store, they are more open to discovery, to browse the store and see what’s in there,” he said, so retailers should highlight their biggest deals with banners and posters in store.

The biggest items purchased on Black Friday by members the Hispanic community are electronics, especially tablets, smartphones, and televisions, the study found. They keep an eye out for the biggest discounts on items that would normally be too expensive for them to buy any other time of the year, Burn said.

Considering the increasing influence of the Hispanic population, brand marketers and retailers need to be savvy about how they market to Hispanics, stressed multicultural experts.”Brands should target them based on their culture and do something that would culturally resonate with them,” said Fernando Fernandez, partner and chief client officer at d expósito & Partners, New York. The Hispanic population, at about 55 million people, is the fastest-growing ethnic group in the U.S., making up about 17% of the population, according to the U.S. Census Bureau. The government agency projects that the Hispanic population will grow to nearly 130 million by 2060 and will represent 31% of the US population.

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