Experience marketing is engaging marketing strategies based on providing an exceptional customer experience. It directly engages likely consumers and encourages them to take part in the evolution of a brand. Experience marketing lets customers familiarize themselves with your product before purchasing and naturally establish a strong relationship between them and your brand.
Examples of experience marketing
1. Annual Apple Keynote Events
Apple's annual product conducts events to enable attendees access to the latest iPhone, iPad, and MacBook and use them as if they were in an Apple store. These events give the attendees a shareable experience of the newest Apple products before anyone else.
2. F.R.I.E.DN.D.S Cafe
Friends series are well-known worldwide, from the childhood and teenagers of Western countries to people living in non-native English countries who want to learn fundamental English speaking enjoyably. In NYC, there is a replica of Friends Central Perk Cafe. Fans can stop by to have a unique coffee drinking experience on the infamous orange couch. Moreover, the customers can take a photo or selfie to share with their friends on social media. It is an excellent way to create the experience of being part of the show and interact with one of its biggest sets, which also be replicated in other countries.
3. Kylie Jenner Pop-up shops
Kylie Jenner has made her reputation for earning a billion-dollar fortune from an eCommerce website. Although her makeup products are incredibly prevalent amongst millions of fans, they are almost available for purchase online until now. But eCommerce stores haven't restricted her create experience marketing campaign: it's so smart when she comes up with the pop-up shops in a creative manner. Businesses will rent a building space and promote it virally on social media. When customers come to the pop-up stores, they will be caught or haunted by cosmetics products' walls and take plenty of photos to upload on their own social media accounts.
4. Ikea - One of the largest furniture retailers in the world
When walking through Ikea, you will easily see some spectacular staged living spaces, such as kitchens, living rooms, etc. Not only Ikea, but most furniture stores have also been using experience marketing for years which shows you precisely what the experience of having a piece of furniture would look like or feel like.
The first step to creating an experience marketing is to drill down your customer persona and their practical needs towards your products. Your marketing team should discuss what customers want to experience from your event, store, or showroom. It's important to know the key aspects of experience marketing strategy are parallel to 5 senses of humans: sight, sound, smell, touch, and taste. Following these elements enable you more accessible to start an experience marketing campaign.
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