Marketing has completely changed in recent years and people are looking for emotions and connections with the brands they decide to trust. This is why experiential marketing is increasingly used by brands to make themselves memorable and stand out from competitors. In this article you will understand what it is and you will find 7 examples of eCommerce that already use it excellently in their strategy.
When was he born?
Experiential marketing was first theorized in 1999 by Bernd Schmitt .
It all starts from the interest of highlighting the benefits and emotions of the purchasing experience more than the product or service sold.
This is because in an increasingly competitive digital world the approach is changing from product-centric to customer-centric . In fact, people no longer choose a Brand for the product or service offered, but for the values and benefits that it promises them.
Experiential marketing allows the Brand to appear more human and closer to the needs of its customers, providing an experience that will be memorable in the mind of the buyer by exploiting effective communication .
Remember: the mind is still the first search engine for people
Gone are the years of advertising and “push” marketing strategies in which people were encouraged to buy a service or product even if they didn’t need it. Today we can define Web Marketing as a set of “pull” strategies, that is, to attract the user by exposing oneself and connecting with them.
This approach is not only valid for B2C, but is also essential for B2B marketing .
What is Experiential Marketing: The Main Types
According to Bernd H. Schmitt, experiential marketing can be divided into 5 types . Let’s look at them in detail.
Sensory Marketing
They are all the experiences offered that involve the senses . It can be an essence sprayed inside the packaging, a certain type of music inside a shop or a chocolate offered inside the package.
Emotional experience
This type of experiential marketing touches the emotional chords of the person to be able to engage them and create a connection.
Cognitive experience
Within this typology we find many advertising campaigns that require a creative and decoding action from the viewer to understand the message by combining the image with the text.
These campaigns must be carefully studied as people must understand their meaning within seconds.
Credit to Barilla
Workshops and training courses Apple retail chain offers free workshops in its stores , where customers can learn how to use their products. This strategy not only helps customers get the most out of their devices, but also creates a positive brand experience.
Physical experience
This type of marketing requires action on the part of the user.One of the most successful examples is the campaign conceived and managed by WWF with Earth Hour . On a specific date in March each year, people are asked to turn off all the lights for 60 minutes. The number of participants has increased exponentially year after year.
Coca-Cola instead created a campaign called “Happiness Machine” in which, in various locations, it installed special vending machines that released, in addition to the normal can of Coca Cola, balloons, flowers and even sandwiches, creating a positive and engaging experience for customers.
Virtual Reality (VR) Experiences
Whisky brand Macallan created a virtual reality experience where attendees could explore the whisky-making process, from the source of the water used, through the distillation stages, to the maturation in wooden casks. This immersive experience gave attendees a deeper understanding of the product.
Pop-up Store
Companies often use pop-up shops to provide a unique, temporary experience that draws in customers and creates a sense of urgency. For example, fashion brand Louis Vuitton opened a pop-up in the shape of a giant skateboard in Los Angeles to promote its collaboration with professional skateboarder Lucien Clarke.
Interactive digital experiences
Cosmetics brand NYX launched a campaign called “Luv Out Loud” where customers were invited to share a video of themselves on Instagram expressing how they “loved out loud” (Luv Out Loud). NYX donated $10,000 to a cause of the contest winner’s choice.
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Relational experience
The last type of experiential what is whatsapp web marketing is relational. This leads people to connect with each other and feel part of a community .This type of marketing includes all private Facebook groups. managed by businesses that unite bw lists people with the same interests.An example of relationship marketing is that of the Harley Davidson brand which has led to the creation of private clubs that organize rallies, group trips and parties that only owners of Harley-Davidson motorcycles can join.
Schmitt has divided experiential marketing into 5 typologies, but the version present in the book The Experience Economy written by Pine and Gilmore is also known , which divides it into 4 typologies linked to the passive or active action of the spectator :
Entertainment : absorption of the event and passive participation (listening to music);
Educational : absorption and active participation of mind and body (webinar);
Aesthetics : immersion, but passive participation (engaging video spot);
Escape : immersion and active participation (WWF Earth Hour).
12 Examples of Experiential Marketing
But how can we exploit the power of emotions deriving from this type of marketing.Here are 12 examples , but don’t miss the next chapter where you can find real cases of eCommerce that have already put experiential marketing into practice with enormous success:
Easy and Hassle-Free Return Policies;
Detailed Order Tracking;
Proactive After-Sales Support;
Free samples of related products;
Spray an essence inside the packaging;
Personalized Thank You Letter;
Suggest ideas for reusing packaging;
Create automatic post-purchase email marketing sequences , where the order processing steps are explained to help the customer understand the entire process and the Brand’s dedication;
Invite users to share experiences in communities, making people feel part of a group united by the same values and interests;
Points collection and loyalty programs;
Private post-purchase group;
Dedicated Spotify playlist.
How can you use email marketing to engage and excite?
Email marketing can be a powerful tool for engagement and emotion, if used wisely. One approach that is gaining traction is the adoption of experiential marketing within automated emails. This unique combination of strategies has the potential to elevate the power of your marketing to new heights.
One of the keys to taking full advantage of experiential email marketing is the use of personalization and segmentation. You can personalize your emails to make your customers feel recognized and appreciated by calling them by name and sending emails in response to specific actions they take. This not only brings your brand closer to your target audience , but it helps humanize them and create a direct and personal relationship.
Another aspect of experiential marketing is the art of storytelling . Telling your brand’s story, involving recipients in your successes and setbacks, can be an effective way to create an emotional connection. This approach can leverage your customers’ emotional triggers , making them empathize and emotionally engage in your brand’s journey.
Finally, automation and segmentation can be powerful allies in managing the timing and frequency of your emails. Every customer relationship is unique and requires specific attention and care. Understanding and respecting the needs and timing of your customers can help build your authority status and make your brand the preferred choice of your audience. Thus, each email becomes a unique experience , designed to bring your customers closer to your brand and engage them emotionally.
Real Cases of Experiential Marketing in Ecommerce
Here we are analyzing the strategy of 7 eCommerce. That have used different types of experiential marketing to create. Connections with their customers and become memorable for them.
Last year, inside the cardboard packaging containing the autumn-winter coats. It included a postcard with a scented chalk and a tea bag. Inviting people to take care of themselves by dedicating time to doing something as simple as drinking a herbal tea.Considering that the target of the Brand are parents of more or less young children, this postcard has touched the heart of every parent who felt understood and appreciated.You can read the case study of the growth of WearMe eCommerce in the article: eCommerce Case Study. WearMe: from 0€ to 1 million
Lush
Lush is an example of cognitive experiential marketing with its lively and fun tone of texts . The effect is to make the user smile, make themselves memorable and stand out from the competition.
example of experiential marketing with lush textsCredit to Lush
We come to another cosmetics eCommerce:
Yumibio . Here too we find a fun and friendly tone, but they also stand out for their “ ugly packages ”. This highlights the value of eco-sustainability that characterizes them. While you wait for your package to arrive you can also listen to the Spotify playlist created by the team “waiting for the #uglypack”.
But that’s not all: they also work on relationship marketing because after purchasing you can join their private Facebook community full of product recommendations.
example of experiential relational marketing by yumibio
IKEA
You probably remember Ikea’s campaign about sleep, or “ sleep movement ”. With different content, Ikea has led people to reevaluate the importance of sleeping well.
Furthermore, in the United States, the Swedish giant created a private event in which some customers were able to sleep inside the store like a real sleepover club.
