Post Content
What is experiential marketing and what does it contribute?
1. Individualization
2. Loyalty
3. Emotional identification
4. Positive reviews
5. Recommendations
How to make experiential marketing work in email marketing
1. Offer an unexpected gift
2. Make an offer related to a desired good
3. Touch the heartstrings with a striking image
4. Speak in your client's language
What is experiential marketing and what does it contribute?
Experiential marketing is a consistent strategy that potentially stimulates the senses of the consumer or user and introduces a series of positive values to your brand . It is, without a doubt, a way to improve the image of the company and the concept was first formulated in 1999 by Columbia University professor Bernd H. Schmitt .
The positive contribution of applying these techniques to companies is multiple. We can, in any case, refer to the following aspects:
1. Individualization
Every brand is unique and unrepeatable, yes, but the customer has to feel that yours is. What does this imply? For example, that your customer feels that you are offering them something that others cannot offer them . And, let's not fool ourselves, neuroscience has shown that this is a subjective assessment.
2. Loyalty
When a person makes a positive association with a brand, it is easier to generate engagement . And be careful, this applies to new clients you make, but also to those you already had before. After all, the condition is that you do not have the door closed.
3. Emotional identification
Emotional identification is one of the great advantages of this discipline. Why? Because your client will feel the brand as something of their own. How many people over 50 feel that ColaCao is part of their life , for example? That is one way to make a difference.
The history of email marketing in Spain from the Mittum perspective
ColaCao website
4. Positive reviews
Positive reviews will increase your brand's reputation and can be achieved through emotional marketing in several ways. First, through positive feedback on social media , such as a "like" . The second possibility is for the user to include a comment about your services, i.e. a review .
5. Recommendations
Recommendations are one of the goals of any marketing campaign, because you get an apostle customer who will recommend your product or service to third parties , thereby improving your impact.
How to make experiential marketing work in email marketing
Email marketing may seem like a more complex area to take full advantage of the possibilities of experiential marketing , but nothing could be further from the truth. However, for things to work out well, you have to know your target well and segment the audience of your campaigns.
Some of the concepts that work well if you approach them correctly are the following:
1. Offer an unexpected gift
Once your customer has made the purchase , you can offer vp security email lists them an unexpected gift . If you give it to them right after payment, for which you can send an email, you will improve their user experience. This is a good way to build loyalty in the medium term.
For example, you can give away a ticket to a football match or a concert with their purchase . However, in addition to being unexpected, this gift has to be exclusive only for your customers.
2. Make an offer related to a desired good
Big Data is very useful and will help you adapt to your client's tastes . Does your client like a certain wine or buy a certain type of book? Take advantage of this to make a special offer "especially for him" , and if you can take advantage of a special date , even better, as for example the ticket, hotel, travel and ticket portal Atrápalo does .
What's Happening? The State of Email Marketing by Industry as of January 2016 from GetResponse
Catch it
3. Touch the heartstrings with a striking image
The first thing that catches our eye is what we see, even more than what we read. Sending an image that generates a positive impact is a good way to improve your corporate reputation. And be careful, that email does not have to include an offer at that moment.
Is your company doing altruistic or environmentally-friendly work? Share it with the recipients of your messages . Make your client feel part of what you are doing.
4. Speak in your client's language
Speaking in your client's language doesn't just mean that you speak to them in their language. It also means that you speak in their register . And to do that, it's a good idea to have done a good study of your target audience beforehand. If you want to sell youth clothing, you have to use more colloquial language than you would use with an elderly person. The recipient has to feel "at home" when they receive the email .
