EXPERIENTIAL MARKETING
TOPICS:
•
CAN YOU USE EXPERIENTIAL MARKETING?
•
SO WHAT IS EXPERIENTAL MARKETING?
•
SO WHERE DO YOU CONDUCT EXPERIENTIAL MARKETING?
CAN YOU USE EXPERIENTIAL
MARKETING?
Experts always like to deliver special experiences
Remember the days of the Hoover vacuum cleaner salesmen going door to door, inviting
prospects to actually “try” the product on their carpet?
Well this was called “experiential marketing” – and it’s mighty powerful stuff if you can build it
into your business’s Marketing Plan!
Take for example a Rock Climbing Adventure Centre.
I recently had a client who owned such a facility and he was raving about the adrenalin rush
which climbers get when scaling the fake rock walls.
He said “JD, it is just the greatest buzz in the world – it’s a shame we can’t get more people
to experience it! Because if they tried it once, they’d be hooked!”
Yep, you already know what I’m about to say, don’t you?
I explained to the business owner the wonderful benefits of “experiential marketing” and
suggested that he allow members of his target audience to experience the rock climbing free
of charge, so that they might enjoy that adrenalin rush and then pay to come back over and
over again!
Mind you, despite the absolute common sense rationale in my suggestion, the Adventure
Centre owner had to think about this for a few days before ultimately realising it was a
classic marketing tactic which would help grow his business.
After all, can you imagine the persuasive power of being able to have that recliner lounge
chair in your living room for 48 hours “free of charge” before you had to make a decision to
buy?
Or if you could test drive that brand new vehicle for 48 hours before you had to make a
decision on purchasing it?
SO WHAT IS EXPERIENTAL
MARKETING?
Probably one of the most famous examples is the classic “taste test” that was done to
determine if people preferred Pepsi or Coke?
(Consumers experienced the taste of both for free, before deciding which one they
preferred.)
EXPERTS ARE HAPPY TO GIVE
AWAY FREE TRIALS
“HAVE YOU THOUGHT ABOUT TRIAL USAGE FOR YOUR
BUSINESS?”
An example of “trial usage” models might be a hotel chain using crazy discounted weekend
specials and bonuses (such as free parking and free breakfasts) in order to entice prospects
to stay with them for the first time.
Guests then get to enjoy (and hopefully love!) the features and benefits of staying at the
hotel and will hopefully decide to come back and pay full tariff next time.
In short, it gives potential customers the opportunity to “test drive” the product or service!
Newspapers and magazines also use trial usage in the experiential marketing strategy,
allowing consumers to “test” the publications for free before deciding whether to subscribe
on an annual basis.
Think about how you can engage the interest of potential customers by providing “trial
usage” of your products or services.
If you’re a Gardener for example, are you able to offer a free 30 minute “Front Lawn
Makeover Service” in order to entice prospects to “trial” your skills?
Likewise if you’re a Pool Cleaner, can you offer the first “clean” for free?
If you’re a Cafe or Restaurant, why not think about holding a “special Monday Evening
Cocktail Party” and inviting members of your target audience to experience your service and
food on an evening where you would probably not have been crowded anyway?
In other words, forgo the normal small trade you would have on a Monday and create an
experience for prospective customers, one which might involve free tapas and canapés –
and one which will hopefully deliver the appropriate rewards to you!
By offering the experience of your product or service, you potentially build a relationship with
someone because they are able to try your product or service without risk.
This is especially effective when your product or service is so incredibly superior to your
competitors that people will not normally be able to fully appreciate it without experiencing it
for themselves.
So whether it’s a sample of a perfume in a magazine or perhaps a hair shampoo sachet in
your letterbox, smart businesses understand the value of “trial usage” and its impact on
convincing prospects to become a regular customer.
SO WHERE DO YOU CONDUCT
EXPERIENTIAL MARKETING?
There are lots of ways to present experiential marketing to your prospects.
Keep in mind that the idea is to give people a real taste of what you do so they will want to
respond by paying for it next time.

Tradeshows:
If you product or service is relatively new to the marketplace, expos or tradeshows
are certainly a great way to make an impact.
I’m sure you would be aware of the ability to take out exhibition space at such
tradeshows.
I know as a child, I would get to taste-test loads of different products at Sydney’s
Royal Easter Show every year.
(Back in the days when Sample Bags were inexpensive and you actually got lots of
free samples and value for money!)
No need for me to go through all of the variations of Trade Show sampling, because
I’m sure you have seen scores of these yourself.
The idea is to exploit the large traffic of prospects who are passing by your booth and
invite them to experience your products or services on the spot.
Examples that I have seen over the years have been kitchen appliances that do
everything but wake you up for breakfast, handyman tools, cooking gadgets and of
course, lots and lots of food tastings!

Shopping centre kiosks:
You can’t walk down a Westfield mall now without see lots of kiosks and temporary
mall carts – many of which are providing experiential tastings of their products or
services.
The great thing with this, is that you can quickly “test and measure” your new product
or service in a geographical location which delivers you the right target audience – for
a relatively low investment. (ie: Casual lease)
So if you have the latest electronic gizmo (something even newer than the iPad 2!!),
this is a fabulous way to allow prospects to “test” your product and hopefully get
hooked!

Free services!
As I’ve mentioned in previous E Books and Video Downloads, the word “free” gets
anyone instantly interested!
Walking through shopping malls recently, I’ve noticed that the Chinese massage
therapists are offering 10 minute shoulder massages for free.
Of course, they’re hoping that you’ll enjoy this 10 minutes of bliss so much, you’ll stay
for more! (At a cost!)

Launch parties:
If you’re launching a new product or service, why not throw a party and invite your
most likely prospects?
You may need to hire out a function room, but there’s no better way to launch a new
product or service than allowing invited guests to share some beer, wine and
canapés with you as you demonstrate the value of your goods or services!
Let’s face it, most people are always looking for an excuse to party, so it’s pretty
likely that you’ll get a good response when you ask for RSVPs!
Try to create a theme and when you’re demonstrating your new product or service,
try to make it entertaining and enjoyable.
Remember, the whole idea is to give your guests an experience of your product or
service – and if they don’t buy at the party, hopefully you’ve created an incentive for
them to consider it thereafter.
When you’re holding such events, be reasonable in your expectations.
The idea of casual functions like this is not necessarily to close sales on the night,
but rather gain a stack of business cards and warm leads.
(Which you can follow-up afterwards.)

Seminars:
You’ve heard me talk about the need for you to be “the expert” in your field – and one
of the best ways to promote this is by holding free seminars.
I’ve already spoken about the power of Expos earlier in this E Book – and the same
principle applies to free seminars.
But remember, if you’re holding a free seminar for prospects, make sure you deliver
extraordinary value, as the reputation of your business is at stake.
If you’re a Party Planner, make sure you give lots of great, free advice on how to hold
functions and parties.
If you are a Maths Tutor, provide lots of free advice to parents at your seminar, so
that even if they choose not to buy into your Coaching Program, they still walk away
with loads of valuable information.
Experience experiential marketing can be used to not only build brand awareness, but also
to get hands-on exposure for your product or service.
It is great for products which are unique or new to the marketplace and when you introduce
this style of marketing to your business, always make sure that you offer something of value
to your target audience.