Experiential Marketing

Experiential Marketing, sometimes called "XM" is a buzzword used in the business press to describe a category of marketing activities that require a direct meeting with a client. This direct contact is different from most marketing activities, which are mostly passive in nature.

For example, advertising is a very passive, which bombards the client with messages that must be listened to or read. Requests for print advertising the reader to stop and read the message, in most cases, border on the ad or simply ignore it. In fact, most of the advertising being noticed. Fortunately, modern Homo Sapiens have developed an "internal TiVo", which automatically eliminates most of the advertisements (this is a basic characteristic for the survival of the species).

Experiential marketing describes a meeting with a client that makes them feel something. Walking through a department store recently, a perfume salesman attractive woman sprayed me as I walked by the counter cosmetics. It 'was an aggressive act, but it was an intense encounter. I will never go to that store.

XM occur almost every day. In a fine restaurant, the waiter brings a sample of desserts at the table that looks and smells great. This approach is much more stimulating to the senses than the traditional question, "Saved room for dessert?"

Another common example is a Sunday morning newspaper advertising for a new brand of shampoo that includes a sample for use. Personal contact with the brand is very powerful, though a costly advertising technique. In this way I get most of my toiletries.

During the holidays, was approached by the Salvation Army bell ringers that you look in the eye while the bell tinkling. Somehow the whole experience reminds you of Christmas or Hanukkah past. It pulls at your heart, so you toss a quarter in the bucket (yes, I'm kind of cheap).

A tactic of XM trend is the use of street teams performing skits on street corners in urban areas, but they sing and dance and jump while delivering a message about an event or offer. You feel compelled to stop and watch these idiots prance around. Secretly, guess that all performers must have a degree in dance and philosophy. They give a great sigh of relief that you changed major from Arts Theater Company, whether or not this would be dancing in the minimum wage.

Thus, experiential marketing arouses a feeling .......