Tag:  RWA marketing experiential

f to f Marketing firm in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, f to f Marketing firm 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 firm in pune

An opportunity or a distraction for brand managers?

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It would seem the hype in the lead-up to Singles Day was justified, with Alibaba posting a record $17.8 billion in online sales, easily surpassing the $14 billion record set in 2015. A startling proportion of this year’s sales were placed on a mobile device (estimated mobile purchases on Singles Day were 80 percent in 2016, compared with 68 percent in 2015 and 43 percent in 2014). And while e-commerce is getting the headlines, the interplay between online and offline shopping experiences shouldn’t be overlooked.

It is the willingness (indeed preference) of many Chinese consumers to purchase on a mobile device that enables the phenomenon of online to offline (O2O), one of the fastest growing sales and marketing opportunities in China. Fuelled in particular by the mobile payment boom, Chinese consumers are increasingly ready to engage and transact through their devices. Yet looking at recent data (eMarketer: China O2O Commerce, August 2016) it is food service, transportation and travel that dominate adoption. So as today’s marketers jump to develop O2O strategy and programs, the big question to ask is this: With current mobile payment behavior driven by services, where can or should consumer brands fit in?

We would contend that brands should look toward the existing consumer adoption of O2O, which has been services-driven, and identify where they too can provide services or utilities in order to establish engagement. To do this marketers must better understand the consumers’ product interactions in the context of their shopping missions and consumption habits.

Here are five considerations for brands wishing to exploit O2O:

Get intimate: By better understanding the target consumer’s shopping journeys and behavior, marketers can establish where opportunities exist to activate O2O. Ultimately, what O2O represents is the deliberate connection by brands of consumers’ digital actions to a physical action in-store. A simple example could be better understanding mobile search behavior and connecting “buying terms” with drive-to-store offers rather than continuing the journey with mobile content. By knowing where consumers are in the purchase path, we can activate the right content to deliver in-store traffic.

Get social: While many brands have done a great job building relationships with consumers through social channels such as WeChat, few are using this engagement to trigger purchase. Brands with great content should look to continue the dialogue further along the purchase journey. Many brands jump straight to price discounts as the most tried and tested method of stimulating O2O, but this model isn’t sustainable for long-term brand health. In its simplest form brands can formulate a dialogue with consumers that includes great product experience and highlights in-store availability. For example several brands in the cooking products category have done a great job stimulating recipe conversations—they just need a nudge to then work with a retail partner and make these recipes easy to shop in-store.

Get through barriers: Product complexity, increased competition, limited distribution, low category traffic—whatever the barrier, O2O can offer solutions for brand marketers to improve the product experience. For example, O2O can assist shoppers through range complexity, which has long been claimed by retailers and suppliers as a barrier to purchase. By arming consumers with the information they need to make an informed purchase before they go into the store, then continuing to make mobile content available at the point of purchase, the shopper’s choice is made simpler. Get connected: One of the biggest challenges for brand marketers is their limited integration into retail channels. Yet opportunities exist to provide points of connection from online to offline. Think in terms of joining the dots with consumers through your communication channels; outdoor advertising that contains a QR-based call to action highlighting availability, in-store or on-pack materials that reinforce the offer and finally coupon recognition by the retailer’s point of sale system. Once marketers get intimate with their consumers and understand their journey, they can create truly seamless and natural connections.

Get servicing: As described earlier, if service-based experiences are driving adoption of O2O, brands can look to partner with services in their consumer’s current O2O journeys. Think about a consumer using Dianping to search and book a restaurant. A beverage brand could deliver an offer associated with specific restaurants. The offer becomes a good reason for someone to choose the restaurant and creates an additional channel for the beverage brand. Taken a step further in-restaurant communications could promote the brand’s WeChat thereby driving increased engagement and further opportunity to maintain the O2O cycle.

Street Guerilla promotional, f to f Marketing firm, f to f Marketing firm in pune, housing society Experiential marketing, Kiosk Experiential marketing, Rural branding activation, , campus marketing experiential, RWA marketing experiential, Market marketing experiential

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Product marketing consultant in pune

B2B Experiential Marketing – When does it work?

What is experiential marketing? On the rise in recent years, Product marketing consultant 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.

Product marketing consultant in pune

Ultimate Marketing Activations – Boost Sales with Experiential Marketing

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To understand anything about experiential marketing and brand activations, one only has to look back at the experience New York’s sportscaster, Bill Mazer, used to offer his fans every Sunday night in his “Sports Fantasy” segment. This television programme was more than just your regular reality TV show or sports game. The show revolved around giving “arm chair athletes” the opportunity to really experience the game, the glory and all the excitement that comes with being in the hot seat: the hero.

Bill Mazer’s Sports Fantasy isn’t the only ultimate sports marketing activation that we have seen enjoy such great success, and it certainly won’t be the last. What is it about such experiential marketing or brand activations that boosts sales and promotes customer loyalty? Is it really that effective and is it only aimed at the sports world? First and foremost, experiential marketing can benefit any business and while it has been wildly successful in the sporting world, it has also churned out phenomenal sales figures in a multitude of other industries.

Let’s take a look at why experiential marketing is such a huge success:

  • It presents the opportunity for product trials at the best possible time – when a consumer is primed to buy. Consumers who want to get involved and experience your products and services are half way there already. Providing them with the opportunity to try out your product is the best way to close the sale.
  • It creates hype around your brand and of course a media buzz – experiential marketing is the ultimate solution for companies and brands looking to create a buzz. You can expect those involved to Tweet, Instagram and even post on Facebook about their experience and that’s a great deal of exposure for you right there.
  • Consumer imaginations and aspirations are resonated – consumers have a desire to have unique brand experiences, especially if it is something they are passionate about or interested in. Providing fun, interesting and memorable brand experiences is the best way to get consumers talking about you, remembering you and recommending you to family and friends.
  • Experiential marketing is measurable. This means you can translate consumer reactions into valuable data that the brand can use for future marketing and sales drives.
  • It’s a great way to start a dialogue with your most loyal consumers and keep it going. Keeping in touch with your target audience is essential if you want your business to grow while continuing to meet their needs. Experiential marketing provides the ultimate way of communicating with your consumers and finding out what they want and need as they grow and develop with your brand.

BALRAMPUR, Product marketing consultant, Product marketing consultant in pune, housing society Experiential marketing, Kiosk Experiential marketing, Rural branding activation, , campus marketing experiential, RWA marketing experiential, Market marketing experiential

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