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The barrage of messages is greatly reducing the effectiveness of traditional marketing. People have had it with the disruptions and are beginning to ignore all advertising, even for products they care about. The Do Not Call list, SPAM blockers, pop-up blockers, digital video recorders and satellite radio are just some of the ways consumers try to escape.
So what is a marketer to do? Well, start brushing up on a new strategy: Experiential Marketing. Dont just talk to your customer, interact with them!
According to Marketing Week, 71 percent of senior executives in the U.S. and U.K. agree that customer experience is the next big battleground. What is Experiential Marketing? Quite simply, it means creating a live, interactive experience between the consumer and the product or brand instead of just telling them about it. Its a new way of thinking about marketing.
Whats the benefit? The customer connects in a much deeper way; the company builds a unique connection with customers, gains valuable information about them, and provides more personalized communications. As an added bonus, the customer shares the experience with friends, providing viral marketing for the company.
Lets look at the services of one company in this space, Picture Marketing, Inc. Quite simply, they provide Experiential Marketing applications and services to leading brands across a variety of industries.
Imagine this. Youre at a car show and walk by the Lexus display. There it is, the car youve been wanting. Lo and behold, you can get your picture taken with the car and be seen on the cover of Car & Driver magazine. You wait in line, get your picture taken, go home, fill out an online survey and, there it is, your first magazine cover! You forward the cover with your picture to your friends. And all around your picture is messaging from the car company. A few days later you receive a direct mail piece with your cover, directions to your nearest Lexus dealer and information on the car that caught your attention.
Real Estate Marketing -- 10 Ways to Improve Your Marketing in 2006New Year s. A time to reflect on the past while planning for the
future.
In the spirit of New Year s, I ve put together this guide to
help you prepare for a new year of marketing. So without further
ado, here are ten ways that you -- as a real estate agent -- can
improve your marketing in 2006.
1. Clarify our objectives.
What are you primary business objectives for 2006, and how does
your marketing program support those objectives? If you have no
idea, you ve got work to do. If you have a rough idea, you need
to refine it.
Without an overall objective, you ..
Whats the benefit for the car company? Youve connected in a much more personal way with the product via a memorable experience. Lexus had you around that car for several minutes as you waited and finally got your picture taken. The experience continued for days as you got your picture and forwarded it to friends. You felt a much stronger connection to the brand and the car. And Lexus got valuable information through the survey--a lead. This lets them market to you with personalized communications that relate to your interests. Ultimately they generate a much greater return on investment for their marketing dollars. Everyone wins!
Research supports the success of these efforts. According to a survey by Jack Morton Worldwide, 53 percent of consumers said Experiential Marketing enhances their brand perception; 90 percent said it makes them more receptive to other advertising; and a high percentage say it drives a quicker purchase.
Explains Art Michalek, director of marketing at Yokohama Tire Corp, a user of Picture Marketing: Weve planted a seed in their minds for the next time they consider tires and furthered our relationship with them. Weve given the consumer a valuable keepsake, and theyve given us permission to follow up with them with future offers and information. In the end, long after weve dismantled the booth and gone back to our offices, the Picture Marketing program helps us continue to be top-of-mind.
This is just one type of solution with one industry. There are many others. Big company or small, tradeshow or festival, expensive car or inexpensive soft drink, Experiential Marketing is working. Consumers say that these types of interactions with the brands make them more likely to purchase the product. Experiential marketing begins an ongoing dialogue with the brand. And it cuts through the clutter.
Actions to Do Now
Create Your Marketing Machine to Plan for Marketing Success
Do you ever feel like you re constantly running around, trying to get your marketing materials put together and out the door? Are you frazzled by the marketing process, and driving your writer, designer, or printer absolutely nuts? Is your plan to just pick one new idea every now and then to implement? Or are you constantly hopping on the latest marketing idea, and throwing away your time and money with your efforts?
You re not alone; most small businesses have the same approach to marketing. The result is marketing that s not cohesive; it s marketing using the push-and-pray method - ..
Ask yourselves these questions:
Does your company participate in events, tradeshows or festivals? Do you have other direct contact with consumers?
Are you maximizing the interaction with the consumer?
How do you measure the return on your marketing dollars for these activities? Are you satisfied with the quantity and quality of leads youre generating?
If you feel theres an opportunity to improve, learn more about Experiential Marketing.
About the Author: Deborah Henken, president of Highland Team and Women in Consulting, brings over 20 years of strategic marketing and implementation to companies. Chris Taylor, Managing Partner and Co-Founder of Tager Group, has over 18 years of product and brand marketing experience, providing marketing strategy and implementation, design and digital development.
Source: http://www.isnare.com Chris Taylor And Deborah HenkenExperiential Marketing Turns Traditional Marketing On Its Head
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