A few years ago, I read an article about ‘experiential marketing,’ a term used for the type of marketing that has proven to be highly effective at engaging people and recruiting them to use whatever product was being sold. Creative Gorilla Marketing explains, that “while traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many other human senses as possible. In this way, experiential marketing can encompass a variety of other marketing strategies from individual sampling to large-scale guerrilla marketing.”
The article used a cigar shop as its example detailing how they promoted their product by offering one free select cigar to be smoked in the shop by any patron. The owners purchased a pool table and décor to complete the ambiance and were quickly surprised to discover that their business dramatically grew. Word got out that their shop was so much more than a regular store. It was an experience – an exciting excursion into the old world of cigar making and cigar smoking. They maintained their regular cigar connoisseurs clientele but also began to capture fringe smokers – people that were always curious about cigars, but never had a real reason to walk into the shop.
This sort of marketing works because people enjoy being invited into something engaging – an event, a party and an experience that can take them outside of the mundane and into a new adventure.
This is why we are so appreciative of our WAHVE representatives:
- Judy Radachy IAIP Region IV Conference, Dayton, Ohio
- Liz Hamilton IAIP Region III Conference, Knoxville, Tennessee
- Peg Davis IIARI Region Conference, Newport, Rhode Island
- And our internal team: Bill Hunt, Carla Cowan and Jill Truitt
These folks have been our arms and legs, inspiring others with our message and mission, becoming a living and breathing experience for potential newcomers.